escape room marketing | up the game breda

Escape Room MarketingPractical tips & examplesto create unforgettableescape rooms

More info: http://vruc.ht/mikelinkedin

First room played in september 2014 (Sherlocked, Amsterdam)Played 124 escape rooms since.

Mike van Hoenselaar@MikevHoenselaar

info@escaperoomsnederland.nl

Biggest escape room platform NL

escaperoomsnederland.nl

Online Marketing and Growth Hacking agency

onlineboswachters.nl

Escape Rooms Nederland100.000 monthly uniques

Marathons, events,

KVK Room Inspection Service

Reviews

Publish news

Directory

Since 2014100.000 monthly visitors

Biggest escape room websitein the Netherlands

Directory

News

Reviews

Events

Bookings

Marathons

Awards/Contests

ConnectorIndustry

Association

Find this presentation on:http://vruc.ht/utg17

@MikevHoenselaar

Escape roomsare all aboutmaking someone’s day special

@MikevHoenselaar

@MikevHoenselaar

you need a decent

Marketingstrategy

@MikevHoenselaar

@MikevHoenselaar

“ I have like 10,000 things to do . . .

Online marketingisn’t a priority”

You are right!

BUT@MikevHoenselaar

it’s so *****

VITAL!

@MikevHoenselaar

It’s not going to sell itself

@MikevHoenselaar

STARTbefore y u are

TrailerShort/long version

Build websiteGet indexed, write content

Kickstarter campaignLike Rijswijk en

Sherlocked

Contestfor first 100 bookings

Social mediaMaking Of pictures,

build momentum

Player Generated Content

Own name in game, input on end game

@MikevHoenselaar

Let’s make it

PRACTICAL

@MikevHoenselaar

EFFORT COSTIMPACT

STARTbefore y u are

TrailerShort/long version

Build websiteGet indexed, write content

Kickstarter campaignLike Rijswijk en

Sherlocked

Contestfor first 100 bookings

Social mediaMaking Of pictures,

build momentum

Player Generated Content

Own name in game, input on end game

@MikevHoenselaar

3 5 3

5 2 2

4 4 4

5 5 2

3 1 0

3 1 1

Customer Journey

The process someone walks

through in becoming a

customer@MikevHoenselaar

Customer Journey

The process someone walks

through in becoming a

customer@MikevHoenselaar

Customer Journey

The process someone walks

through in becoming a

customer@MikevHoenselaar

AWARENESS

CONSIDERATION

SEARCH

COMPARISON

BOOK

How is this journey at

escape rooms?

@MikevHoenselaar

AWARENESS

CONSIDERATION

SEARCH

COMPARISON

BOOK

PRE GAME

SERVICE

LOYALTY

ADVOCACY

The Escape Room Journey

The booking and customer journey for

escape rooms#escapejourney

@MikevHoenselaar

AWARENESS

They understand that there is something newnot really paying attention immediately

#escapejourney

Let’s dive in!

AWARENESS#escapejourney

September 2014

@MikevHoenselaar

AWARENESS#escapejourney

@MikevHoenselaar

AWARENESS#escapejourney

@MikevHoenselaar

5 2 0

The power of

local

AWARENESS#escapejourney

@MikevHoenselaar

AWARENESS

CONSIDERATION

They start to remember the concept escape rooms / escape activity / escape game

#escapejourney

escape game

escape room

room escape

live escape game

mystery game

real life gaming

live adventure game

live-action role playing game

dark room

panic room

….

CONSIDERATION#escapejourney

Do research

How do others call it?

How is the media calling it?

How do you want to call it?

How is your audience calling it?

@MikevHoenselaar

5 1 0

Test value proposition

“How do people perceive the purpose of our landing page

design?”

1 picture

5 second test

Results in 1 hour

@MikevHoenselaar

4 2 1

@MikevHoenselaar

Costs? 50 euro (25 euro per test with each 50 answers)

@MikevHoenselaar

The power of pictures

CONSIDERATION#escapejourney

@MikevHoenselaar

Makes you think no?underpromise, overdeliver!

Adding a video on a page canincrease conversion by 80%https://blog.hubspot.com/marketing/video-marketing-statistics

After watching video 64% aremore likely to buy the product

Hearing remembers 10% information 3 days later.With relevant image 65% retained information.

CONSIDERATION#escapejourney

@MikevHoenselaarhttps://blog.hubspot.com/marketing/video-marketing-statistics

http://www.brainrules.net/vision

How can you improve?

@MikevHoenselaar

5 3 -

CONSIDERATION#escapejourney

@MikevHoenselaar4 2 0

CONSIDERATION

SEARCH

They start looking for specificescape rooms / regions / cities

#escapejourney

~200kaverage escape room related searches every month!

~ 700k worldwide searcheson “escape room”

Top keywords Netherlands

@MikevHoenselaar

SEARCH#escapejourney

4 4 0

Search Engine Optimization (SEO)

● Write as if you would talk to an (potential) escaper

● Get as many links from relevant websites as possible

● Use a rank checker (like Rankinity → http://vruc.ht/rankinity)

● Let a professional check your HTML

● Use

@MikevHoenselaar

SEARCH#escapejourney

5 4 0

5 5 1

1 1 1

5 2 3

2 1 0

Be visible!SEARCH

#escapejourney

@MikevHoenselaar

4 2 1

@MikevHoenselaar

SEARCH#escapejourney

3 1 0

#escapejourney

SEARCH

COMPARISON

They know they want to playbut where?

COMPARISON#escapejourney

@MikevHoenselaar

Put on website whatcustomer is asking

“Can we play with

more than 8?”

Where is it exactly?

“Can I bring my kids 12 and 14?”

Can we pay with cash?

We like to

reschedule is that

possible?

Can we park nearby?

5 2 0

Directories / Blogs / News / Review

websites

COMPARISON#escapejourney

They can’t be ignored in theorganic search rankings

COMPARISON#escapejourney

@MikevHoenselaar

COMPARISON#escapejourney

30% 50%

@MikevHoenselaar

COMPARISON#escapejourney

40% 40%

@MikevHoenselaar

COMPARISON#escapejourney

40%

@MikevHoenselaar

#escapejourney

COMPARISON

BOOK

Yes! I want to play an escape roomInitiate booking!

How many visitorsdo you need

to get 1 booking?

BOOK#escapejourney

@MikevHoenselaar

BOOK#escapejourney

1.000 visitors

1% conversion rate (people that book)

10 bookings

average booking price?(4 people x 25 euro = 100 euro)

1.000 euro revenue

@MikevHoenselaar

EXAMPLE

BOOK#escapejourney

So for every 100 visitors we get1 booking= 1% conversion rate= 1.000 euro revenue

@MikevHoenselaar

BOOK#escapejourney

@MikevHoenselaar

More bookings per 100 visitors?

● Make a fast website! Use

● User and mobile friendly booking system

● Start the experience on your website

● Site Monitoring with

● Use tracking software like

5 4 4

5 4 4

4 4 2

4 1 0

5 2 0

BOOK#escapejourney

@MikevHoenselaar

4 4 1

Implement E-commerce tracking!

Watch 30 videos per weekfor a month! -> http://vruc.ht/hotjar

BOOK#escapejourney

@MikevHoenselaar

4 3 0

Use pollsFree valuable information

BOOK#escapejourney

@MikevHoenselaar

4 2 0

BOOK#escapejourney

1.000 visitors

2% conversion rate (+200%)

20 bookings

= 2.000 euro revenue

@MikevHoenselaar

EXAMPLE

BOOK#escapejourney

@MikevHoenselaar

#escapejourney

BOOK

PRE PLAY

Booking is in,now what?

PRE PLAY#escapejourney

@MikevHoenselaar

4 3 0

PRE PLAY#escapejourney

@MikevHoenselaar

Special appTo increase

solvability important puzzle5 5 5

#escapejourney

PRE PLAY

SERVICE

The moment of playing is there,What do you deliver?

SERVICE#escapejourney

@MikevHoenselaar

You got this!

#escapejourney

SERVICE

LOYALTY

They played, they enjoyed themselvesis there more to play?!

@MikevHoenselaar

Stimulate writing reviews!Don’t offer something in return!

LOYALTY#escapejourney

@MikevHoenselaar

4 2 2

Play again same dayGet your empty rooms filled.

LOYALTY#escapejourney

@MikevHoenselaar

4 2 2

Use review platforms!LOYALTY

#escapejourney

Findlocal reviewwebsites

@MikevHoenselaar

4 3 0

#escapejourney

LOYALTY

ADVOCACY

They played, they arevery enthusiastic, how to stay involved!

Let them feel unique and special

Anchor value

ADVOCACY#escapejourney

@MikevHoenselaar

GimmickSomething to give away when they escape/leave.

ADVOCACY#escapejourney

@MikevHoenselaar

4 3 3

ADVOCACY#escapejourney

@MikevHoenselaar

Own your theme!Room, puzzels, trailer, entrance, tone of voice, language, website, social, staff, hints, almost everything!

Volkel (NL)

5 5 5

ADVOCACY#escapejourney

@MikevHoenselaar

Competition?!Work together!3 2 1

AWARENESS

CONSIDERATION

SEARCH

COMPARISON

BOOK

PRE GAME

SERVICE

LOYALTY

ADVOCACY

The Escape Room Journey

The booking and customer journey for

escape rooms#escapejourney

@MikevHoenselaar

Look-a-like campaign

@MikevHoenselaar

EXTRA

5 3 3

booking-thanks.html

EXTRA

Your homepage

Look-a-like campaigns

booking-thanks.html

EXTRA

Your homepage

Doesn’t matterwhere he or shecomes from

Look-a-like campaigns

Look-a-like campaignsEXTRA

Create Custom Audience

with people that visitedbooking-thanks.html

New Ad campaign

Look-a-like campaignsEXTRA

Create Custom Audience

with bookers e-mailaddresses

New Ad campaign

Want to start tomorrow?!Find the combinations4-5 1-2 0-1

Become unforgettableMake someone’s day special!

Become unforgettableOver and over again!

More info: http://vruc.ht/mikelinkedin

Presentation: http://vruc.ht/utg17

Mike van Hoenselaar@MikevHoenselaar

info@escaperoomsnederland.nl