Hi and welcome to the latest in our special series of escape room marketing blogs centred around the ongoing worldwide pandemic and how the escape room industry is adapting by offering online and virtual escape room experiences.
Before I get started, I sincerely hope you and your loved ones are healthy.
Last week I shared 5 ways marketing virtual escape experiences is different to normal escape room experiences. Understanding this is vital to ensure you get bookings and customers for your virtual experiences.
Today I want to continue to help all of you who have started to, or are going to, offer virtual experiences as a way of creating some income during the ongoing situation.
Virtual escape room experiences are almost brand new, they’re cutting edge, they’re modern and they’re something a bit different. And what better way to get customers to book these kind of experiences than using marketing that is also cutting edge, modern and a bit different?
Gamification Marketing is the FUTURE of all escape room marketing – whether that’s virtual/online experiences, or standard in person escape rooms. It involves Marketing not your escape room or escape experiences, but a puzzle or a brain teaser.
By advertising free small puzzles or brain teasers, you attract people who would love escape room experiences. And by having these people play little games, they become engaged and much more open to the possibility of spending some of their hard-earned money to get similar and better experiences just like it!
The process is really simple:
Step 1: Advertise your puzzle/brain teaser, etc
Step 2: Have people play them, become hooked and engaged
Step 3: Offer the players to book a virtual escape experience
Step 4: Get many more bookings!
I could spend hours writing about gamification marketing, why it’s the future of the industry, etc. But your time is precious, and I want to really get into how you can use gamification marketing to get more bookings for your virtual escape experiences…
Social media, in particular, Facebook, is fantastic for gamification marketing. Other platforms such as Twitter, Instagram, and Linkedin work too, just to a lesser extent. So let’s focus on Facebook for today.
There are 2 different ways of doing gamification marketing on Facebook:
-Free, organic postings
-Paid, advertised postings
If you have more than 1,000 likes on Facebook, your organic postings should perform well, but if you have spare budget ($5/day will suffice), you can also do paid ads.
Whichever you choose, they both work more or less the same way. Firstly, to grab attention, you need a great picture, which also doubles as your game or puzzle. Then in your post, you want to set the challenge. Lastly, you then want to briefly mention your escape room at the end.
Here’s an example:
Who can work out who the killer is? Comment your answer below & share with your friends, can you beat them?
For more challenges like this, visit www.thebestescaperoomever.com to book a virtual escape room experience!
You can build on this simple template and try different variations with different puzzles and call to actions. Here are a few other options:
-Run a poll on Facebook where people select their answer
-When asking them to comment their answer, take the time to reply to each either saying they got it right or didn’t – and linking them to your website
-You can even get them to message you privately with their answer, for the chance to win 10% off a future booking
The thing about email marketing is you obviously need people’s emails to email to – and the only ones you’ll have is past customers. But gamification marketing is a great way of re-engaging with past customers with emails and getting them to come back and book with you again – but this time on a virtual experience.
Before you can engage with your past customers via email, you need to overcome one critical barrier: Getting them to open your email!
We all get thousands of emails and only open a percentage of them which catch our fancy. The subject of an email is the key to getting people to open your email. There are two elements your subjects MUST contain in order to get them opened (for gamification marketing purposes only).
Firstly, it must be personalized. It must have the first name of the person you’re emailing. This will stand out and have much more of a chance to be opened.
Secondly, the subject must challenge them – it must scream out, “open me up and give me a shot!”.
Here’s a few examples:
Can you crack the code, Tom?
Rebecca, are you up to the challenge?
Have you got what it takes, Robin?
So, you’ve got your past customer to open up your gamification email. How exactly do you then use gamification inside of it? Here’s an example;
Only 9% of people can answer this correctly – are you one of them?
Read to the bottom of the email to find out if you got it right!
Whilst you’re here Tom, it’s been a while since we last saw you at The Best Escape Room Ever.
As a past customer you qualify for 10% off your next booking with us INCLUDING our brand new virtual experiences, so for more information and to book today visit us at www.thebestescaperoomever.com
See you soon!
P.S. The answer is 87! If you got it right, hit REPLY and let us know!
You can take that example and create different templates to test out for yourself!
Another great strategy is to utilize your website. Your website will already have a number of standard pages and content, such as booking info, a booking page, information on different rooms, testimonials/reviews, etc.
Ultimately, however, the only real action visitors to your website can take is to book or leave. And because many people will not be engaged, they will leave without booking!
But by adding some gamification on your homepage, you can get them engaged!
Here’s a great example;
On your homepage, simply have a great puzzle image like this
The image can then be linked to a unique page that shares the answer, challenges them to other puzzles by inviting them to book a virtual escape room experience with you – and to sweeten the deal, offer a discount code for playing!
BONUS: WEBSITE GAME PLUGIN
I wanted to very quickly share a bonus 4th way of using gamification marketing to get more bookings for your virtual escape room experiences. Way 3 shows a very simple way of using gamification on your website. But you can go a lot further, by having a more interactive mini-game on your website.
Virallybot offers an interactive game plugin that can be installed on your website. Visitors to your website can then play the game, try to escape and if they are successful they can win a discount coupon to book a virtual experience with you.
And the best part is, you can install this mini-game onto your website in 5 minutes and for FREE. There’s no cost to you for the first 30-days, so you can use it to get customers for your virtual escape room at no risk!
If you’d like to learn more, I’d encourage you to go to www.virallybot.com/pixel and try a demo out for yourself!
Before I head off, on a personal note I wish you all and your loved ones all the best in the coming days and weeks.
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Free Weekly Branded Puzzles:
People need distracting. They need entertaining. And your followers love a challenge, they love having to overcome something.
And posting puzzles, brain teasers, etc. is a great way of engaging with your following too – which means it should be something you keep doing after this all blows over and you re-open for business.
People who are engaged with your social media, with your content and with your escape room is significantly more likely to book your room!
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