Escape rooms are bringing multi sensory experiences to the people but the hard part is how to introduce your escape room business to the public. It’s a great experience for small groups but with so much else in the leisure market to choose from, how can you ensure you get those all important customers to visit you? Let’s take a look at some escape room marketing ideas to get your business thriving.
Being locked in a room for an hour – sometimes with people you don’t know– doesn’t sound like an activity that would warrant ponying up a well-earned £20-40 per group. Yet the millions of players that have caught the “escape room bug” would beg to differ.
Escape rooms are exciting adventure games in which a group of people must work together to solve puzzles or riddles in a limited time to escape the room. They can range in difficulty level and often have different themes. This game was originated in China but it has become well known worldwide.
Marketing For Your Escape Room Business
There are a lot of ways to market an escape room. The more obvious ones are:
- A press release to announce the escape room to the world – but more importantly your LOCAL audience
- Special launch day / week offers
- Local leaflet drops in and around the escape room area
- Partnering with local businesses (offer them a discount for their staff – it’s a great team building exercise!)
- Google Ads to advertise
- Getting listed in the local papers (couple that with an interview to get a local advertorial done for your escape game)
- Reach out to reviewers of Escape Rooms and invite them with a challenge that’s free, they just have to give you a review.
- Leaflet drops in local businesses, aim for take out restaurants and pubs for a good footfall of traffic
- Search Engine Optimise your website
- Create social profiles for your business / escape room name
Facebook Marketing For Escape Rooms
Live it or hate it, Facebook isn’t going anywhere anytime soon and as it links to Instagram there is an active and very visual audience. Having a Facebook page for your escape room marketing is a no brainer. With their Edgerank(c) software – it is hard to get visible to an audience without paying but Facebook makes that easy. Most small business marketing will tend towards using boosted posts, this is great for growing your audience and for brand awareness. But if you are a business, getting known and seen is only half the battle.
Facebook can be useful, it can really help you plan out who your audience is. It is an easy tool to use (though can be tricky to learn). This gives incredible feedback about the people that spend money at your escape room business. By testing various campaigns and spending a little. You will know the demographics that really engage with other Escape rooms and are ripe for you to target. Then there is the audience who have not yet been exposed to the escape room phenomena. Yes there are still people yet to play and this is a great potential audience for any new escape room to tap into.
Find Your Audience
A good way to start with Facebook is use their insights. Then run a few very low cost boosted posts or ads to see who is engaging most with your messaging. This will be different depending on where you are, if you are in a large metropolis area there may be lots of escape rooms to choose from, verses a smaller town where you are the only option. So what we suggest is do a little market research first. Then check out any competitors, take a look at their Facebook ads (if any), see what they offer on their website, how their website appears in Google search results and get a feel for how engaged their fans or audience is on social media.
Demographics in Facebook are really detailed so by using that you can start to gather research about your perfect audience. You can find out if it is men or women booking events, if they are local or visiting the area, if they are of a certain profession, age, marital status, and ultimately identify what age person is spending money on similar games or for leisure activities in your area. It is normal to made a mistake at first, spend money, spend hours of waiting to come up with an idea to know your target people. Within about £20.00 and 3 days, you can identify who is buying and booking escape room experiences around you.
Escape Room Bookings
You can see who is clicking Facebook ads and who is really interested. It’s one thing to click an ad it’s another thing to book and spend money on visiting your room. The reality is, an escape room marketing is an easy business to set up. With a location and some creativity many of us can create an escape game but without paying clients. It’s an expensive hobby and not a business. If you cannot get visitors to find you online, you will struggle getting them in the door. The only way to know who your customer is, is to try various campaigns and measure what is successful. Do the work, read the statistics and analysis from the data you get. Facebook analytics can become more valuable than your own web page analytics when it comes to making the most ROI for your ad spend.
Facebook marketing is instrumental in helping you find your demographic! Regardless of what service you provide or what kind of business you have, several tries with low budget attempts to boost posts in opposite target marketing quickly reveals who is spending money on your service in your area. So spend a little in campaigns to boost a general advertisement post. Find out who is behind the money spent. Identify their trends, interests, and patterns of purchasing will increase the likelihood that you are advertising the right thing, to the right people, for the right price.
Having also a good and optimised Facebook profile can help for the customers gain their trust on you. Make sure that approach them or tell them to leave feedback on your Facebook page. This will increase the visibility of your escape room business online. The same is true for any social media profile. Also get them to leave google business reviews or trip advisor reviews as well. It all helps with your escape room business visibility!
Getting Started With Effective Facebook Marketing
OK, all this might sound like a bit of a mountain to climb when you are running and managing all elements of your escape room business. I know, I hear you. You want the customers in the door but so much social marketing is sentiment, you want hard cash impacting your bottom line. The only real measure of adverts should be how much money they are making you. The beauty of the online ad platforms is this is all trackable.
We have a great promotional strategy that taps into when potential clients are in a celebratory mood. When they are with a group of friends and are looking for something to do. Mostly this times to be experiential, not just going to the pub or club but something that creates a real memory. Here is briefly how it works:
How It Works
With our software this is all automated for you. We create the ad, we just ask you for a compelling offer to get your audiences attention. Don’t worry we can advise you on this. Then we create the ad and some very specific location and event based targeting. We are looking for motivated buyers who have a greater likelihood of spending and being in a group, so a better target for your escape room business. Then we host the simple form, track who signs up and send that booking to you.
Next we then work with the booking and set reminders before the escape game and on the same day. This increases attendance at the bookings by 70-80%. When the game has been played we send an automated thank you and can include requests to review the game. This will increase your reputation and encourage even more players.
The best thing is you now own all this customer data, so you can continue to market to them! New game, new special offer, new venue….this is a list of active customers so you can ask for referrals, do whatever you want as they have opted into the marketing.
Revenue Growth For Escape Rooms
We create this process and then run it for you and keep engaging an active audience, so this is new customers seeing your advert, sharing your advert with friend and increasing your brand. These are all nice to haves but nothing beats getting new customers walking in the door and spending money.
We only work with a few Escape rooms in each area so book your FREE trial with us now. We will set up and create the audience, refine any ads you have or create a new one and run the marketing for you at zero management cost for 30 days so you can see for yourself how this positively impacts your business. The pressure is on us to perform for you, but that’s risk free as we KNOW this works really well.