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Escape Room Marketing | Up The Game Breda

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Presentation by Mike van Hoenselaar on Up The Game in Breda. The presentation is about Escape Room Marketing en how to get an unforgettable escape room. Mike gives practical tips and examples regarding offline and online marketing.

Mike is owner of Escape Rooms Nederland (https://www.escaperoomsnederland.nl) and Online Boswachters (https://onlineboswachters.nl).

Up The Game is the largest escape room conference of the world. Almost thousand people gathered to learn about technical aspects of building an escape room. But also practical insights into law, flow and tech.

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Escape Room Marketing | Up The Game Breda

  1. 1. Escape Room Marketing Practical tips & examples to create unforgettable escape rooms
  2. 2. 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
  3. 3. Escape Rooms Nederland 100.000 monthly uniques Marathons, events, KVK Room Inspection Service Reviews Publish news Directory Since 2014 100.000 monthly visitors Biggest escape room website in the Netherlands Directory News Reviews Events Bookings Marathons Awards/ Contests Connector Industry Association
  4. 4. Find this presentation on: http://vruc.ht/utg17 @MikevHoenselaar
  5. 5. Escape rooms are all about making someone’s day special @MikevHoenselaar
  6. 6. @MikevHoenselaar
  7. 7. you need a decent Marketing strategy @MikevHoenselaar
  8. 8. @MikevHoenselaar “ I have like 10,000 things to do . . . Online marketing isn’t a priority”
  9. 9. You are right! BUT @MikevHoenselaar
  10. 10. it’s so ***** VITAL! @MikevHoenselaar
  11. 11. It’s not going to sell itself @MikevHoenselaar
  12. 12. START before y u are Trailer Short/long version Build website Get indexed, write content Kickstarter campaign Like Rijswijk en Sherlocked Contest for first 100 bookings Social media Making Of pictures, build momentum Player Generated Content Own name in game, input on end game @MikevHoenselaar
  13. 13. Let’s make it PRACTICAL @MikevHoenselaar EFFORT COSTIMPACT
  14. 14. START before y u are Trailer Short/long version Build website Get indexed, write content Kickstarter campaign Like Rijswijk en Sherlocked Contest for first 100 bookings Social media Making 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
  15. 15. Customer Journey The process someone walks through in becoming a customer @MikevHoenselaar
  16. 16. Customer Journey The process someone walks through in becoming a customer @MikevHoenselaar
  17. 17. Customer Journey The process someone walks through in becoming a customer @MikevHoenselaar
  18. 18. AWARENESS CONSIDERATION SEARCH COMPARISON BOOK How is this journey at escape rooms? @MikevHoenselaar
  19. 19. AWARENESS CONSIDERATION SEARCH COMPARISON BOOK PRE GAME SERVICE LOYALTY ADVOCACY The Escape Room Journey The booking and customer journey for escape rooms #escapejourney @MikevHoenselaar
  20. 20. AWARENESS They understand that there is something new not really paying attention immediately #escapejourney Let’s dive in!
  21. 21. AWARENESS #escapejourney September 2014 @MikevHoenselaar
  22. 22. AWARENESS #escapejourney @MikevHoenselaar
  23. 23. AWARENESS #escapejourney @MikevHoenselaar 5 2 0 The power of local
  24. 24. AWARENESS #escapejourney @MikevHoenselaar
  25. 25. AWARENESS CONSIDERATION They start to remember the concept escape rooms / escape activity / escape game #escapejourney
  26. 26. 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
  27. 27. 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
  28. 28. @MikevHoenselaar
  29. 29. Costs? 50 euro (25 euro per test with each 50 answers) @MikevHoenselaar
  30. 30. The power of pictures CONSIDERATION #escapejourney @MikevHoenselaar
  31. 31. Makes you think no? underpromise, overdeliver! Adding a video on a page can increase conversion by 80% https://blog.hubspot.com/marketing/video-marketing-statistics After watching video 64% are more likely to buy the product Hearing remembers 10% information 3 days later. With relevant image 65% retained information. CONSIDERATION #escapejourney @MikevHoenselaar https://blog.hubspot.com/marketing/video-marketing-statistics http://www.brainrules.net/vision
  32. 32. How can you improve? @MikevHoenselaar 5 3 -
  33. 33. CONSIDERATION #escapejourney @MikevHoenselaar 4 2 0
  34. 34. CONSIDERATION SEARCH They start looking for specific escape rooms / regions / cities #escapejourney
  35. 35. ~200k average escape room related searches every month! ~ 700k worldwide searches on “escape room” Top keywords Netherlands @MikevHoenselaar SEARCH #escapejourney 4 4 0
  36. 36. 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
  37. 37. Be visible! SEARCH #escapejourney @MikevHoenselaar 4 2 1
  38. 38. @MikevHoenselaar SEARCH #escapejourney 3 1 0
  39. 39. #escapejourney SEARCH COMPARISON They know they want to play but where?
  40. 40. COMPARISON #escapejourney @MikevHoenselaar Put on website what customer is asking “Can we play with more than 8?” Where is it exactly? “Can I bring my kids12 and 14?” Can we pay with cash? We like to reschedule is that possible? Can we park nearby? 5 2 0
  41. 41. Directories / Blogs / News / Review websites COMPARISON #escapejourney
  42. 42. They can’t be ignored in the organic search rankings COMPARISON #escapejourney @MikevHoenselaar
  43. 43. COMPARISON #escapejourney 30% 50% @MikevHoenselaar
  44. 44. COMPARISON #escapejourney 40% 40% @MikevHoenselaar
  45. 45. COMPARISON #escapejourney 40% @MikevHoenselaar
  46. 46. #escapejourney COMPARISON BOOK Yes! I want to play an escape room Initiate booking!
  47. 47. How many visitors do you need to get 1 booking? BOOK #escapejourney @MikevHoenselaar
  48. 48. 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
  49. 49. BOOK #escapejourney So for every 100 visitors we get 1 booking = 1% conversion rate = 1.000 euro revenue @MikevHoenselaar
  50. 50. 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
  51. 51. BOOK #escapejourney @MikevHoenselaar 4 4 1 Implement E-commerce tracking!
  52. 52. Watch 30 videos per week for a month! -> http://vruc.ht/hotjar BOOK #escapejourney @MikevHoenselaar 4 3 0
  53. 53. Use polls Free valuable information BOOK #escapejourney @MikevHoenselaar 4 2 0
  54. 54. BOOK #escapejourney 1.000 visitors 2% conversion rate (+200%) 20 bookings = 2.000 euro revenue @MikevHoenselaar EXAMPLE
  55. 55. BOOK #escapejourney @MikevHoenselaar
  56. 56. #escapejourney BOOK PRE PLAY Booking is in, now what?
  57. 57. PRE PLAY #escapejourney @MikevHoenselaar 4 3 0
  58. 58. PRE PLAY #escapejourney @MikevHoenselaar Special app To increase solvability important puzzle5 5 5
  59. 59. #escapejourney PRE PLAY SERVICE The moment of playing is there, What do you deliver?
  60. 60. SERVICE #escapejourney @MikevHoenselaar You got this!
  61. 61. #escapejourney SERVICE LOYALTY They played, they enjoyed themselves is there more to play?!
  62. 62. @MikevHoenselaar
  63. 63. Stimulate writing reviews! Don’t offer something in return! LOYALTY #escapejourney @MikevHoenselaar 4 2 2
  64. 64. Play again same day Get your empty rooms filled. LOYALTY #escapejourney @MikevHoenselaar 4 2 2
  65. 65. Use review platforms! LOYALTY #escapejourney Find local review websites @MikevHoenselaar 4 3 0
  66. 66. #escapejourney LOYALTY ADVOCACY They played, they are very enthusiastic, how to stay involved!
  67. 67. Let them feel unique and special Anchor value ADVOCACY #escapejourney @MikevHoenselaar
  68. 68. Gimmick Something to give away when they escape/leave. ADVOCACY #escapejourney @MikevHoenselaar 4 3 3
  69. 69. 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
  70. 70. ADVOCACY #escapejourney @MikevHoenselaar Competition?! Work together!3 2 1
  71. 71. AWARENESS CONSIDERATION SEARCH COMPARISON BOOK PRE GAME SERVICE LOYALTY ADVOCACY The Escape Room Journey The booking and customer journey for escape rooms #escapejourney @MikevHoenselaar
  72. 72. Look-a-like campaign @MikevHoenselaar EXTRA 5 3 3
  73. 73. booking-thanks.html EXTRA Your homepage Look-a-like campaigns
  74. 74. booking-thanks.html EXTRA Your homepage Doesn’t matter where he or she comes from Look-a-like campaigns
  75. 75. Look-a-like campaigns EXTRA Create Custom Audience with people that visited booking-thanks.html New Ad campaign
  76. 76. Look-a-like campaigns EXTRA Create Custom Audience with bookers e-mail addresses New Ad campaign
  77. 77. Want to start tomorrow?! Find the combinations4-5 1-2 0-1
  78. 78. Become unforgettable Make someone’s day special!
  79. 79. Become unforgettable Over and over again!
  80. 80. More info: http://vruc.ht/mikelinkedin Presentation: http://vruc.ht/utg17 Mike van Hoenselaar @MikevHoenselaar info@escaperoomsnederland.nl

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