LIW 2012- Marketing your Indoor Play Centre (PAR Seminar)

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Anita Waddel from Agility Marketing provides ideas and inspiration as to how to best use the various marketing tools available to raise the profile of your new indoor play centre. http://www.agility-marketing.co.uk/

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  • 29/10/12 08:59
  • 29/10/12 08:59
  • LIW 2012- Marketing your Indoor Play Centre (PAR Seminar)

    1. 1. Secrets to a successful launchAnita Waddell, MD of Agility Marketing www.agility-marketing.co.uk T: 01442 890088 anita@agility-marketing.co.uk © Agility 2012 Page 1
    2. 2. www.agility- marketing.co.uk Page 2
    3. 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. 4. Starting with chimney pots!There is a formula - Varies depending on...• Type of attraction• Length of stay• Size of attractionBut 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. 5. We’ve looked at Bristol:1 hour drivetime – 2.6 M Population (1.09M Households)www.agility- marketing.co.ukLocal tourist market – Agility 2012 © 4 Million Page 5
    6. 6. Working out the numbers 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. 7. There are also formulas 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. 8. Indoor play has lowestmarketing 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. 9. The biggest differenceabout indoor playHuge levels of repeat businessHigher levels of party businessNeed to keep in touch• Want to obtain email addresses and mobile numbers• Encourage sign up to your social media pagesAlso 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. 10. Getting the marketing right...• 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. 11. What not to do! www.agility- marketing.co.uk © Agility 2012 Page 11
    12. 12. A better approach... www.agility- marketing.co.uk © Agility 2012 Page 12
    13. 13. Let Hype Build Gradually 100 days 60 days 30 days LaunchWebsite Holding Page Full websitePRSocial mediaEmail MktgSignage - FrontOnline advTraditional advFocus the ad spend closer to opening...Continue momentum after the launch www.agility- marketing.co.uk © Agility 2012 Page 13
    14. 14. Three core online tools www.agility- marketing.co.uk © Agility 2012 Page 14
    15. 15. www.agility- marketing.co.uk © Agility 2012 Page 15
    16. 16. And social media... www.agility- marketing.co.uk © Agility 2012 Page 16
    17. 17. Secrets to a successful launchAnita Waddell, MD of Agility Marketing www.agility-marketing.co.uk T: 01442 890088 anita@agility-marketing.co.uk © Agility 2012 Page 17

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