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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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© Agility 2012 Page 1
Secrets to a successful launch
Anita Waddell, MD of Agility Marketing
www.agility-marketing.co.uk
T: 01442 890088anita@agility-marketing.co.uk
www.agility- marketing.co.ukPage 2
www.agility- marketing.co.uk
The key areas....1. Are there enough chimney pots?
2. How much should you spend on marketing?
3. Focusing in the right areas.
© Agility 2012 Page 3
www.agility- marketing.co.uk
Starting with chimney pots!
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
© Agility 2012 Page 4
www.agility- marketing.co.uk© Agility 2012 Page 5
We’ve looked at Bristol:1 hour drivetime – 2.6 M Population (1.09 M Households)
Local tourist market – 4 Million
www.agility- marketing.co.uk
Working out the numbers
© Agility 2012 Page 6
Indoor play
1-2.5%
Local Museum
0.5-0.75%
Farm Park2.5%
Science Centre2-5%
Theme Park
6-12%
Zoo3-8%
Maximum visitor numbers = 150,000However....this is based on a 4 hour visit
1 hour visit = 60,000 visitors
www.agility- marketing.co.uk
10%
Spend per head as % of turnover
There are also formulas For marketing £££ too.
New attractions or growth
10-12%Established attraction
maintain numbers
7-8%
www.agility- marketing.co.uk
Indoor play has lowest marketing spend in industry...
© Agility 2012 Page 8
15p-25p
45-55p60-70p
70-80p 75-85p
Indoor play
Farm Park Zoo Museum
Theme Park
www.agility- marketing.co.uk
The biggest difference about indoor playHuge 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
© Agility 2012 Page 9
www.agility- marketing.co.uk
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
© Agility 2012 Page 10
www.agility- marketing.co.uk
What not to do!
© Agility 2012 Page 11
www.agility- marketing.co.uk
A better approach...
© Agility 2012 Page 12
www.agility- marketing.co.uk
Let Hype Build Gradually
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
© Agility 2012 Page 13
100 days 60 days 30 days Launch
www.agility- marketing.co.uk
Three core online tools
© Agility 2012 Page 14
www.agility- marketing.co.uk© Agility 2012 Page 15
www.agility- marketing.co.uk
And social media...
© Agility 2012 Page 16
© Agility 2012 Page 17
Secrets to a successful launch
Anita Waddell, MD of Agility Marketing
www.agility-marketing.co.uk
T: 01442 890088anita@agility-marketing.co.uk
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