One of the biggest challenges facing businesses today is reaching their target audience quickly, effectively, and affordably. In the case of escape rooms, more and more are opening up around the world, making it very difficult to position your business effectively. In the following article, we’ll show you different marketing tools that will help you increase sales for your escape room.
But where do you start?
Don’t worry. Below, we present a series of steps to guide you in promoting your escape room
1. Make Your Business Visible Online
A simple Google search is one of the most common ways a player will discover your escape room. Very often, they’ll use search queries like “escape room near me” or “escape room + your location.” If you haven’t registered your business on Google My Business, Google won’t know where your business is located, so your escape room won’t appear in search results.
What is Google My Business? It’s a completely free tool provided by Google that allows any business to create a profile displaying its hours of operation, location, contact information, website URL, and more. On your Google My Business profile, you can also share photos, post the latest news, and even respond to Google reviews. All of these elements will help attract new customers to your escape room.
But you shouldn’t just register your business on Google. You should also list it on the following platforms:
Facebook is an excellent springboard for increasing sales. Millions and millions of people log on to this social network every day to check in on their friends and the pages they follow. In fact, these days it’s more common to visit a company’s Facebook profile than its own website. Creating a Facebook Business Page is very simple—and completely free. Once it’s up and running, we strongly recommend that you create a call-to-action button linking to the Bookings page on your website.
TripAdvisor is the world’s largest traveler community, with over 260 million monthly visitors. Getting your escape room well-ranked on TripAdvisor will help you reach customers you couldn’t reach before. If you want to create a TripAdvisor account, you can read the following article where we explain how to do so. Additionally, you can sign up for TripAdvisor Experiences and sell your sessions directly through TripAdvisor.
Last but not least, you’ll want to list your escape room in various escape room directories, which are frequently consulted by regular escape room players. In Spain, the most important ones include: Escape Room Lover and Escape Radar. Search Google in your country for “escape room directory” and get in touch with as many as you can.
Run advertising campaigns on Google and Facebook.
Google AdWords is a Google advertising service that allows you to advertise on its search engine and on websites. To track the results of your AdWords campaigns, it’s very important to link your AdWords account to Google Analytics—a completely free service that provides comprehensive metrics on visits to your website. At this point, it’s vital to have a booking engine like TuriTop, which can be connected to your Google Analytics account so you can track the results (customers who ultimately made a purchase) of your advertising campaigns. And not only that, but you can also track all customers who made a purchase on your website.
We also recommend running ads on Facebook Ads, as it’s the social network with the widest user reach and allows you to target your specific audience thanks to its advanced targeting options (location, demographics, interests, behaviors, etc.). In addition, Facebook offers a completely free analytics tool called the Facebook Pixel. This tool will help you measure and optimize your ad campaigns on this platform. As mentioned above, it’s essential to have a booking engine integrated with the Facebook Pixel, as this is the only way to track the conversions from your campaigns.
Sell gift certificates on your website.
Another very simple way to promote your escape room is by allowing your customers to purchase a gift certificate from your website and automatically send it via email to the recipient on a specific day (e.g., their birthday).
Furthermore, it’s highly likely that a customer who has solved the puzzle in one of your rooms and enjoyed the experience will think it would be a great idea to give that experience as a gift to a loved one. At this point, it’s important to have a gift certificate system in your booking engine that requires zero effort on your part. If you want to learn about the best gift certificate system, I invite you to read the following article.
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Keep your customers up to date with marketing campaigns
It’s not common for the same player to try to escape the same game twice—well, unless the Game Master didn’t give them the answer to the riddle! However, it’s still possible to retain your customers, since there’s always a chance a player will book again to try their hand at one of your other games.
In this regard, it’s very important to have a tool that allows you to keep your customers updated with any newsletters or offers you send out. To manage your marketing campaigns, we recommend the best campaign manager: MailChimp, which you can connect to TuriTop so that your customer data is automatically transferred to that platform.
We recommend having a separate email list for each game. This will allow you to run targeted campaigns for each list, offering—for example—a one-time-use promo code to each of your customers who have played your other games. Imagine the following scenario: you have 60 email addresses from customers who have enjoyed Room 1, and you want to offer them a 15% discount if they book Room 2—but you want those promo codes to be single-use only.
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