How to use modern digital tools and techniques such as SEO, blogging, content marketing and social media effectively to deliver results from marketing in the leisure and entertainment sector.

1. Digital marketing in the leisure and
entertainment sector
How to use modern tools and techniques
effectively and deliver results

2. Building Brands that make a difference
Commercially, Socially and Culturally

3. katapult.co.uk Office: +44 (0)1332 294416katapult.co.uk Office: +44 (0)1332 294416
About Katapult
Katapult is a marketing agency based in the Midlands with expertise across Branding,
Marketing, Inbound Marketing, Design, Digital andVideo Production & Motion
Graphics.
We work directly with attractions, IPs and suppliers to the leisure sector, often working
as an extension of their marketing team working across product development,
innovation, guest experience, video, digital and design.

4. Drayton Manor – Retail and Guest Experience
• Working with our client, Picsolve, to deliver a new photography merchandise offering.
• Developing a range of personalised driving licenses forThomas Land’s younger visitors.
• This included creating new exterior signage for the shop to make it more eye catching and appealing to children.
• Developing designs inside the shop for a photo wall, the other interior walls and retail kiosk to create an engaging and fun
experience for families visitingThomas Land.

6. I want to tell you a story of
childhood holidays…

7. We used to dread being invited to see friends holiday snaps
Discovery

8. Discovery

9. Finding activities in the area

10. Finding activities in the area

11. Offer and incentives

12. Offers and incentives

13. Word of mouth

14. Word of mouth

15. Word of mouth

16. How we optimise for this?

17. Align your
activity to your
buyer personas

18. katapult.co.uk Office: +44 (0)1332 294416
Busy Mum Molly
• The following slides are based on the buyer persona for a fictional leisure
industry gaming supplier and are purely illustrative.
BACKGROUND
• Busy working mum
• Children aged 4, 6, & 9
DEMOGRAPHICS
• Age 25 – 35
• ABC1
IDENTIFIERS
• Owns iPhone & iPad
• Predominantly uses Facebook, email and
Instagram.
• Browses iPad while watching TV searching
for deals and activity ideas for school holidays

19. katapult.co.uk Office: +44 (0)1332 294416
Busy Mum Molly
GOALS
Keep the children entertained during school
holidays
CHALLENGES
Has a limited time off so wants to
ensure time is well spent
Family budget is tight so likes a
bargain
HOW WE HELP
Provide great day out for all the family with
lots to do and see for kids and grown ups
alike. All without breaking the bank.

20. katapult.co.uk Office: +44 (0)1332 294416
Busy Mum Molly
REAL QUOTES
“The cost of a day out these days is too high
when you have to multiply everything by
four.”
“Finding a day out that all the family enjoys
is borderline impossible!”
COMMON OBJECTIONS
Ticket price is too high
Food prices are too high
Not enough at the venue to fill a whole day
out

21. katapult.co.uk Office: +44 (0)1332 294416
Busy Mum Molly
MARKETING MESSAGING
A fun day out for all the family…
guaranteed!
ELEVATOR PITCH
We provide a packed itinerary of activities
that the whole family can enjoy. We’re so
confident you’ll enjoy it we offer the great
day out guarantee! Money back for whole
family if you leave without a smile on your
face.

22. Step 1
Get found

23. Ensure your website has properly
optimised all on-page elements
related to SEO:
- Meta titles
- Meta descriptions
- Alt tags
- H1
Ensure your on-page SEO is sorted
www.moz.com/learn/seo/on-page-factors

24. But don’t ignore your off-page SEO
Source: Moz.com & @MikeRamsey

25. Useful Local SEOTool
https://moz.com/local/search

26. Maintain a blog
https://moz.com/local/searchhttps://egyptmanchester.wordpress.com/

27. Blog titles for Busy Mum Molly
https://moz.com/local/search
- The best New Forest Easter Break Itinerary for all the family
- 10 ways to entertain your kids this summer in Derbyshire
- Rainy day activities during the summer holiday
- 10 cost saving tips for a family day out
- Getting the best value out of your theme park entry ticket

28. Social media hygiene factors
- MonitorTwitter for mentions of your attractions, both @mentions and
otherwise. E.g. @Altontowers and AltonTowers.
- Use the blog content to feed supplementary content to your social channels
- Be visual. Across almost every social media channel, visual content gets the
highest levels of engagement.
- Keep your commercial goals in mind. Drive people back to your website
where offers can be promoted.

29. To make Facebook work…
…you’re going to need to “pay to play.”

30. Step 2
Engage

31. Website: Responsive vs Adaptive

32. Website: Responsive vs Adaptive

33. Use clear calls-to-action

34. But what about when
people just aren’t
ready to visit?

35. Encourage them to sign
up to your mailing list and
let the email marketing
commence…

36. 25% of company
and agency
respondents ranked
email’s ability to
provide a return on
investment as
‘excellent’
Econsultancy: 2015 Email Marketing Industry Census

37. Step 3
Convert

38. Email marketing
1. Use Incentives to Increase Open Rates
2. Stick to FewerThan 3Typefaces
3. Keep the Main Message and Call-to-Action
Above the Fold
4. KeepYour Email 500-650 PixelsWide
5. Write Compelling Subject Lines (50
characters maximum)
6. CloselyTie Emails to Landing Pages
7. Conduct a 5-SecondTest

39. Email marketing
Deliver content that either:
• Educates
• Entertains
• Inspires
Sales messages get tired quickly.
While promotions are good from time
time, it’s educational, entertaining or
inspirational content that will cut
through.

40. Email marketing
Segment your database to deliver
targeted personalized messages that
resonate.
Example
A subscriber aged 16 could be mailed with messages to
visit your attraction duringJune during the period
following GCSE’s but before the summer break.

41. Deals and promotions

42. Step 4
Analyse

43. Google Analytics

44. Google Analytics Dashboards
https://www.google.com/analytics/gallery

45. Bit.ly

46. MailChimp

47. 5
Finally....
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