Bonjour! And welcome to my latest escape room marketing blog. I’m writing this on the 1st of March, although it won’t be published until the 16th. And this leads to a fantastic quick tip for you:
Plan your marketing, and don’t just rush it and accept that “it will do”. Always be on top, know where you’re going, and you’ll get there!
Anyway, last week I shared key 2 & 3 of escape room marketing: Audiences + Targeting. Click here to read that now if you missed it!
Today I’m going to dive into key 4 of escape room marketing: size.
Now this will be a very different blog to any other I’ve published before. Why? Because I’m going to be talking about mindset & psychology, and why it’s important to escape room marketing.
This means there won’t really be any action points and examples for you to go forth and do. But please take the time to read the post properly, because I know for a fact right now there are escape room owners out there that NEED to read this post. And you might be one of them!
Once you have read the post, though, you want to keep the points made in your mind whenever you find yourself marketing your escape room. They truly will make the difference between success or failure. And that is why it’s 1 of the 8 keys to escape room marketing success.
So, what do I actually mean by size and how it doesn’t matter? There are beliefs, misconceptions, and misunderstandings that escape room owners hold about marketing that they need to change because it’s holding them back and also causing them to get less bookings/new customers.
And they all refer to size in one way or another. Let’s dive into a few examples of what I mean (4, to be precise!).
Social Media Following
Let’s start with perhaps the most common example of why size doesn’t matter: social media following.
When it comes to social media, many escape rooms have the following belief:
“The more followers I get, the more successful my marketing is!”
But that is just wrong, plain and simple! Why?
This brings me back to key 1 of escape room marketing: Engagement.
In the post I made on that 2 weeks ago, I gave 2 examples of escape rooms. One has a large following, the other a much smaller following.
Which one had the most successful marketing? Not the large one!
That’s because it’s not about the number (size) of your social media followers that matters and actually determines marketing success i.e. getting you bookings/customers. It’s how engaged they are!
1,000 engaged followers are more valuable to your escape room and are much more likely to book a room, than 10,000 unengaged followers.
See what I mean now about why size doesn’t matter?
The problem with holding this belief is it means escape room owners are focussing on increasing their following, and not engaging with them. What pays the bills, what determines marketing success? Bookings! And what gets bookings? Engagement! Not sheer numbers of followers.
But size not mattering doesn’t just apply to social media followings! It also applies to marketing budget. Let’s look at another belief:
“The more budget I have for marketing, the more bookings and new customers I can achieve”
And if you believe that, I’m sorry to say, but you’re wrong, my friend!
Successful escape room marketing isn’t determined by having the most budget. It’s determined by being strategic, being clever, and making the most of every dollar or pound you have!
And sure, you could argue that having more budget to spend can’t do any harm, right?
But actually, it could!
By having too much marketing budget, you’re at risk of becoming complacent about how you spend it. You focus less on maximising your ROI and more about spending what you have. You try too much, too soon.
Very little care and attention is paid. Success with your marketing comes down to how well you do it, not how much you have to spend!
Time To Do Marketing
Another great example of why size doesn’t matter comes in the form of time. Whether you do the marketing for your escape room yourself, you have employees who do, or even if you have an agency, there is a finite amount of time that can be spent on marketing.
And again, people have beliefs like:
“The more time I spend on marketing, the more successful it will be”
And again, this just isn’t the case. I’m sure by now you’re starting to see a trend and the point I’m trying to get across today.
Marketing success requires strategy, it requires careful calculation and optimising the money AND THE TIME, spent on it.
And like with the budget, I would strongly argue that having TOO MUCH TIME to do marketing is actually a bad thing. Why? Because people become complacent when they have too much of something. They don’t make the most of it; they don’t maximise their results.
This also leads on to a great point that I will be talking about so much more in the future: Consistency.
It’s not about how much time you spend on marketing, it’s ensuring you spend that time consistently.
Consistency, strategy, optimisation = marketing success, NOT lots of time!
Quantity vs Quality
Another great point relating to size is quantity or volume of marketing. Some people may hold the following belief:
“The more marketing I do, the more successful it will be”
But again, like with the budget and the time, more does not equal more. By being strategic, carefully spending what you have wisely, and being consistent, you’ll get better results with one form of marketing then ten.
To be fair, though, this belief is long seeded. Until the last decade or so, marketing and advertising has been about volume. Shouting the loudest, being the brightest, having marketing everywhere.
And there are so many different ways to market an escape room.
But people have changed in the last decade or so, and many businesses (not just escape rooms) are failing to adapt to this change: People don’t like to be spammed.
People liked to be educated by well-targetedand personalised marketing, and to be allowed to make a decision to buy or not. People DO NOT like to be spammed with lots of sales messages everywhere they go. This now has the opposite impact.
So it’s important you work to use less to achieve more – because if you try to use more, you’ll end up achieving less for sure!
So there are four examples of why size doesn’t matter! But what exactly is the point I’m trying to make?
There are escape rooms owners out there right now (and maybe you’re even one of them), who believe they and their escape room are at a disadvantage. They feel that they haven’t the brand and following, or the budget, or the time, to do the marketing they need to grow their escape room. Or perhaps they feel that their marketing success is determined by doing lots of it, instead of doing less.
They feel they need to do things a different way because deep down, they believe it will work. But they’re wrong, and that’s OK! It’s important to recognize where we’re going wrong and change it sooner rather than later.
These feelings, these thoughts, these mindsets are a major problem that must be overcome.
But truly, marketing is the great equaliser if you’re willing to do what it takes to make it work.
Remember: Less is the new more. You’ve got this! Win more bookings with less social media followers, less marketing budget, less time to market, and using less marketing.
Take each of the points I’ve made today into account when you go forth and market your escape room.
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