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LIW 2012- Marketing your Indoor Play Centre (PAR Seminar)
The document outlines essential strategies for a successful launch, focusing on understanding the local market potential and appropriate marketing budget based on attraction type. It emphasizes the importance of maintaining customer engagement through professional branding, social media, and repeat business incentives. The launch strategy should build anticipation with a gradual marketing push leading up to the opening, ensuring continued momentum afterward.
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LIW 2012- Marketing your Indoor Play Centre (PAR Seminar)
- 1. Secrets to asuccessful launch Anita Waddell, MD of Agility Marketing www.agility-marketing.co.uk T: 01442 890088 anita@agility-marketing.co.uk © Agility 2012 Page 1
- 2. www.agility- marketing.co.uk Page 2
- 3. The key areas.... 1.Are there enough chimney pots? 2. How much should you spend on marketing? 3. Focusing in the right areas. www.agility- marketing.co.uk © Agility 2012 Page 3
- 4. Starting with chimneypots! There is a formula - Varies depending on... • Type of attraction • Length of stay • Size of attraction But also your catchment area • Include overnight tourists • And those who live within an hours drivetime www.agility- marketing.co.uk © Agility 2012 Page 4
- 5. We’ve looked atBristol: 1 hour drivetime – 2.6 M Population (1.09 M Households) www.agility- marketing.co.uk Local tourist market – Agility 2012 © 4 Million Page 5
- 6. Working out thenumbers Indoor Local Farm Science Zoo Theme play Museum Park Centre 3-8% Park 1-2.5% 0.5-0.75% 2.5% 2-5% 6-12% Maximum visitor numbers = 150,000 However....this is based on a 4 hour visit 1 hour visit = 60,000 visitors www.agility- marketing.co.uk © Agility 2012 Page 6
- 7. There are alsoformulas For marketing £££ too. New attractions or growth 10-12% 10% Established attraction maintain numbers 7-8% Spend per head as % of turnover www.agility- marketing.co.uk
- 8. Indoor play haslowest marketing spend in industry... 70-80p 75-85p 60-70p 45-55p 15p-25p Indoor Farm Theme play Park Zoo Museum Park www.agility- marketing.co.uk © Agility 2012 Page 8
- 9. The biggest difference aboutindoor play Huge levels of repeat business Higher levels of party business Need to keep in touch • Want to obtain email addresses and mobile numbers • Encourage sign up to your social media pages Also want to keep them coming back • If you can, hold some attractions back to add in y2 and y3 • Want to give impression continually investing/continually new www.agility- marketing.co.uk © Agility 2012 Page 9
- 10. Getting the marketingright... • Make it look professional – Create a professional logo – Ensure the entrance is as welcoming as possible – Build a modern fun website • But not too zany. • And ensure it is mobile friendly www.agility- marketing.co.uk © Agility 2012 Page 10
- 11. What not todo! www.agility- marketing.co.uk © Agility 2012 Page 11
- 12. A better approach... www.agility- marketing.co.uk © Agility 2012 Page 12
- 13. Let Hype BuildGradually 100 days 60 days 30 days Launch Website Holding Page Full website PR Social media Email Mktg Signage - Front Online adv Traditional adv Focus the ad spend closer to opening... Continue momentum after the launch www.agility- marketing.co.uk © Agility 2012 Page 13
- 14. Three core onlinetools www.agility- marketing.co.uk © Agility 2012 Page 14
- 15. www.agility- marketing.co.uk © Agility 2012 Page 15
- 16. And social media... www.agility- marketing.co.uk © Agility 2012 Page 16
- 17. Secrets to asuccessful launch Anita Waddell, MD of Agility Marketing www.agility-marketing.co.uk T: 01442 890088 anita@agility-marketing.co.uk © Agility 2012 Page 17