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

© Agility 2012 Page 1

Secrets to a successful launch

Anita Waddell, MD of Agility Marketing

www.agility-marketing.co.uk

T: 01442 [email protected]

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.



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


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


Working out the numbers


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


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%


Indoor play has lowest marketing spend in industry...


15p-25p

45-55p60-70p

70-80p 75-85p

Indoor play

Farm Park Zoo Museum

Theme Park


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



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



What not to do!



A better approach...



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


100 days 60 days 30 days Launch


Three core online tools


www.agility- marketing.co.uk© Agility 2012 Page 15


And social media...



Secrets to a successful launch

Anita Waddell, MD of Agility Marketing

www.agility-marketing.co.uk

T: 01442 [email protected]