Operators Guide: Marketing & Promotion

Content Contributed By KWP

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This next in the series of guides to operators of amusement and attractions venues, in the changing landscape #AfterLockdown. An overview of the best practice and suggestions on marketing and promoting your operation, brand and offering, as you recommence business, in a crowded market.

Special Comments

  • Treat your position as if you are “Restarting Afresh”
  • No matter how long in operation, take a fresh look at your business
  • Be prepared to start afresh, make no assumptions
  • Undertake this evaluation even if you are an established business
  • Understand these are your guests, not just your customers

Start-up Mode

  • Look at what you intend to offer and what makes that special
  • Take advantage of a fresh look at your branding and identity
  • Evaluate if your offering is the best it can be to achieve you goals
  • Ensure your team understands and agrees with the direction being

Market Research

  • Look at the competition in your immediate area, not just entertainment
  • Use social media to collect information on competitions offerings
  • Use Online Resources to collect information on best practices
  • Visit industry association and media resources for information

Value Proposition

  • Establish what your Unique Selling Point will be
  • Understand what is your target audience (don’t have just one target)
  • Ensure you are offering a flexible package to suit changing needs
  • Do not fixate on the hardware or technology, but on the experience

Undertake a SWOT Analysis

  • Ascertain what your Strengths are against competitors
  • Ascertain what your key Weaknesses are (see if they have changed)
  • What Opportunities do you have now to improve your position
  • Consider all Threats to the business, especially from other operators

Employ Digital Marketing

  • Use Social Media to collect information on core market
  • Look at using Google and Facebook to construct a detailed database
  • Understand how best to share your message through these mediums
  • Consider using Influencers to help shape your message
  • Set up email automations to keep top of mind with guests

Communicate with Guests

  • Gather from database of guests and ask some important questions:
  • Ask them what is important to them now
  • Ask them what they like best about your offering
  • Ask them what they are missing right now
  • Use these testimonials in all marketing channels to attract new guests

Understand What is Important

  • Build up a profile from your database of your key customers
  • Start to collect a database of targets from social media
  • Understand the best way to reach out and connect with your guests
  • Highlight your offering and how much you value the community
  • Don’t just push information, pull too – by asking questions

Build a List of Social Influencers

  • Ascertain the key individuals and posters (influencers) in your area
  • Reach out to influencers and offer incentives to support you
  • Include information that can be shared through these channels
  • Give them early access and previews to new offerings as exclusive

Build a Social Community

  • Build contact with fellow proprietors in the Area
  • Offer shared promotion of services (local food and products)
  • Ensure contact with local government, promote reopening
  • Special offer for local businesses
  • Invite First Responders families

Build a Fun Message About Your Offering

  • Create video of efforts taken to keep guests safe at site
  • Create fun message, do not over emphasize risk
  • Ensure you are building on family values’ and community spirit
  • Remember you are in the “social” entertainment business

Create Social Media Moments

  • Ensure capture images of guests in venue
  • Create video of preview opening
  • Create video about reopening promoting family and staff
  • Ensure website pages achieve best presentation
  • Use loyalist testimonials to promote the business

Arrange a Preview Opening

  • Arrange a special preview opening of the facility
  • Ensure that this is videoed for later use in marketing channels
  • Ensure you make it feel like a special event (must attend)
  • Reward loyalists (previous guests), treat them like celebrities

Offer a Unique Value Proposition

  • Understand what you offer that is unique compared to competition
  • Understand how you can improve that offering
  • Consider how you promote and describe that offering to your guests
  • Promote your offering in a unique way

Final Observations

This is “Not Game Over” for our businesses but is the beginning of a new chapter in growing our business. This will need resolve and a preparation to embrace and support guests looking to enjoy the social community and fun offered.
Help guests recapture social entertainment again!

How Can We Help?

Partnership Is More Important Than Ever At A Time Like This