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Digital Marketing Strategy Project
- 1. Company Name BUSINESS PLAN PRESENTATION DIGITAL MARKETING PROJECT GENERAL ASSEMBLY IRINA ANTHONY AUGUST 17TH, 2016
- 2. BUSINESS CONCEPT Escape room is a physical adventure game in which players are locked in a room and have to use elements of the room to solve a series of puzzles and escape within a set time limit. The goal is to immerse yourself in the captivating storyline and become one of its defining main characters as you carefully explore the setting.
- 3. VALUE PROPOSITION Perfect live entertainment for any occasion Thematically-designed authentic rooms: : Save the White House, Dr. Panic, Date Room (Great for couples), Joker’s Trap, Freddy Krueger, Black Death Creative puzzles that stimulate interest Corporate team building events and private parties Exceptional customer service and well-trained staff The only mobile escape room that comes to you (jail bus experience)
- 4. ELEVATOR PITCH For gamers and adventure-seekers, Room Escape DC is an unparalleled alternative form of entertainment that takes you on a real-life journey where you and your group work together on unlocking the mystery in order to escape from the locked room while bonding and having fun. Room Escape DC provides adrenalin rush and a chance to turn fantasy into reality.
- 5. COMPETITION Escape Room business is still in an infancy stage in the US; however, there are several strong competitors in the area. Escape Room Live DC: Market Leader Three great locations in DC VA(Georgetown and Alexandria) Bigger budget: more staff better room designs Great website design (not as great as Room Escape DC though) Over 9,000 Facebook followers Escape Artist DC: Market Challenger Great location on Capitol Hill Big national corporate with tight budgets for its franchises Well-organized website Only 665 Facebook Followers Escape The Room DC: Market Follower Great location near Chinatown DC Have just opened up their third room Very simple website with limited functionality Over 8,000 Facebook followers
- 6. OPPORTUNITIES AND OBJECTIVES OPPORTUNITY Big Expansion plans Escape game is a hot new trend Market is not highly saturated Consumers have not developed brand loyalty yet MARKETING OBJECTIVE: Our goal this quarter is to increase the number of tickets sold to accommodate 850 players a week (100 on weekdays, 200 on Saturday, and 150 on Sunday) in order to increase booking volume and reach the 23K weekly revenue goal by November 1st 2016. Opportunity Growth Objective and KPIs Digital Marketing tactics
- 7. KPIs Primary KPI: Number of booked tickets per week Current tracking constraint: limited access to final transaction data Current solution: Number of booked tickets=number of reached goals*25% Number of reached goals=number of people who pressed “book now” button on Room Escape website 25% -average number of users who finalize their purchase after clicking “book now” For future tactics, a campaign code could be assigned Secondary KPIs: number of reached goals (users pressed “book now” button), number of sessions, number/percentage of new users, ads CTR, conversion rate, revenue (Google Analytics, Yandex Metrica)
- 8. TARGET AUDIENCE Escape Room has two types of clients: Regular visitors (groups of friends, couples)+Private parties for special occasions (birthdays, Family Reunions, bachelorette parties) 60% male/40% female 25-34 years old DMV area Interests: movies, computer games, tourism, literature, news Corporate team building groups Currently no access to this data through Analytics Tools Number of all users since October 2015. Steady Increase.
- 9. PERSONA Joe the life of the party 28 years old, single, lives in Arlington, Virginia Works for the government IT company, makes 80k per year Extravert, the funniest guy at the party Always in charge of activity planning for his friends Self-proclaimed “fun-ambassador” Very active on social media, particularly on Facebook Likes to “check in” and post pictures Interests: movies and video games
- 10. PERSONA Corporate Mary 35 years old middle manager at the corporate company in Washington DC Always on a look out for corporate team building activities Great leader who cares deeply about her team’s success and wellbeing White-collar professional with little time to spare Considers herself an adventurous and innovative person.
- 11. MARKETING TACTICS Objective KPIs Tactics SEM (Google AdWords) Paid Social (Facebook ads) Email Marketing
- 12. CURRENT SEM TACTIC Google is the main source of leads: Google organic search 43.3% and AdWords 20.6% of reached goals Currently only one campaign, 1 ad group, 74 mixed keywords Automatic max bid: $1.66 Current daily budget: $80. Invest more and enhance existing strategy higher ROI Ad Placement= CPC + Quality score
- 13. NEW TACTIC Create ad groups and group relevant keywords: • General: for affluent users who are familiar with “escape room” concept • Corporate Team building • Private parties (birthdays, bachelorette parties, family reunions, and other special occasions) • Date night idea • Gift idea: gift vouchers Adjust targeting options for each group Build a unique UTM tag for each group Adjust manual bidding on selected keywords based on relevancy, volume, and competition Improve quality score by including relevant keywords, improving landing pages, and providing relevant tittle-tags and Meta descriptions for each ad group
- 14. BUDGET AND METRICS Set a $30 budget for each ad group Current Budget=$560/week Proposed budget=$1,050/week for this test (for 2 weeks) Average number of tickets sold to a customer=5 ($27 each) Average revenue=$135 Number of sales a week to break even needed=8(5 tickets each)/week Current conversion rate=1.25% Current maximum CPC value=$1.68 Test ad groups for 2 weeks. Monitor: ticket sales, reached goals, CTR, avg position in SERP, conversion rate, cost vs profit Measure and optimize Hypothesis: This ad tactic will improve website traffic and increase the number of booked tickets by 20%
- 15. EXAMPLE: GENERAL CAMPAIGN Designed to target affluent users who are familiar with the “escape room” concept Keyword Volume (Keyword Planner “Avg. Monthly Searches”) Competition - Low, Med, High? Intent - Low, Medium, High? escape room dc 9,900 Medium Medium escape room 8,100 Low Low escape the room 2,900 Low Medium Room escape dc 720 Low High room escape 720 Low Medium escape games 8,100 Low Low escape room Virginia 880 Low Medium Quest 8,100 Low Low
- 16. KEYWORD PLANNER AND BIDDING
- 17. AD DESIGN Before After Engaging attention-grabbing title tag and meta-description Clear explanation Keywords Challenge
- 18. USE SAME STRATEGY FOR OTHER ADS (EXAMPLE: TEAM BUILDING) Current team building activity keywords performance Keyword Planner suggestion Before (not relevant): After (relevant message and landing page):
- 19. WHY FACEBOOK? 1,500 followers and 67 positive reviews in 6 months opportunity 97% of reached goals out of all the social sources More than 1.4 billion people that use Facebook More than 700 million people visit Facebook every day on their phones and tablets Ads are placed in the stream of information
- 20. ORIGINAL TACTIC Boosting posts twice a month, Targeting broad audience Only paid tactic No ads Budget=$100
- 21. NEW TACTIC: PRECISELY TARGETED FACEBOOK ADS Channel/Platform: Facebook, paid ad (not organic), CPC Ad objective: increase conversions on your website Audience: microtargeting based on demographics, behavior and Interests based on existing data from analytic tools Create Custom Audiences to reach users based on previous visits to your site, email addresses, or similarity to an audience we’ve already reached Retarget users who have visited Room Escape DC website, but did not make a purchase
- 22. FACEBOOK ADS Placement: Mobile and desktop newsfeed and audience network Estimated daily reach: 2,400 - 6,400 Bidding: automatic for CPC to website (this is a new strategy, so we need to gather some basic data and experiment later). Daily budget: $20 (will possibly be increased) Scheduling: based on existing analytics data
- 23. FACEBOOK ADS Landing Page: Room Escape homepage (roomescapedc.com) Timeline: run for 2 weeks, make adjustments as needed Note: This campaign will be implemented once a Facebook pixel is installed on Room Escape’s website. KPI: microtargeting and ad scheduling reach an audience we don’t currently have clicks to website number of reached goals increase more booked tickets Leverage UTM codes and Google Analytics to measure conversions and ROI Hypothesis: This ad tactic will improve website traffic and increase the number of booked tickets by 60%.
- 24. AD VISUAL Engaging first line Attention-grabbing title Clear explanation of escape room concept Call to action button
- 25. CURRENT EMAIL MARKETING TACTIC Existing email list of 2,500 emails that were acquired through booking process Only sending out news letters about new room opening announcements No email “sign up” button Missing opportunities to nurture leads and make more sales
- 26. RECOMMENDATIONS Email “sign up” button on website right next to social media buttons Pop-up window 30 seconds into session with “sign up to receive 10% off any booking now” message + “sign up” button at the bottom of the page with the same message Send welcome email upon sign-up to set expectations and offer subscription settings adjustments Segment customer database (regular vs. corporate) Email design improvement
- 27. EMAIL DESIGN IMPROVEMENT Before After
- 28. NEW TACTICS Send promotional emails when slow season is anticipated (no more than twice a month) Send reminder emails in case of cart abandonment Personalized relationship-nurturing emails for birthdays and holidays Test consumer reaction to promotional email by sending one out to everyone on the email list in the beginning of the first week of September Monitor open, click-through and unsubscribe rates. Measure outcome (number of reached goals, sales) and number of converted users Hypothesis: With suggested improvements, the number of email subscribers will rise by 5%. Promotional email will lead to at least 30 reached goals
- 29. NEXT STEPS Execute the campaign, measure outcomes, and optimize results Track campaigns and analyze the data to find where opportunities are Measure outcomes by analyzing data using Google analytics, Metrica, and Facebook Insights Refine or stop campaigns based on results Adjust budget to campaigns that perform better
- 30. Q&A
Notes de l'éditeur
- Room Escape DC was established only 8 months ago, but has grown significantly due to hard work of its owner and his team. Room Escape DC is currently in a Start-up business life-cycle.
- Our game offers much more than the typical computer game, giving you the chance to experience a story live. To help you become immersed in the storyline, the games are thematically designed to look authentic and real.
- Room Escape’s competitors have one thing in common: location near tourist attractions and other entertainment spots, while Room Escape is located in Fairfax, VA. Escape Room Live has just announced partnership with Paramount Studios and Columbia Pictures and is bringing Hollywood-Style sets to Washington, DC (Ghostbusters, Teenage Mutant Ninja Turtles, and Friday the 13th to start!). Furthermore, because “escape room” is a concept rapidly gaining popularity in the US, it is inevitable that the amount of competition will grow due demand and low entry barriers. Therefore, it is essential to establish brand reputation and continuously work on new customer acquisition and retention using digital marketing strategies. Room Escape DC needs to develop more aggressive strategies before this industry turns into the “red ocean” market.
- Room Escape is rapidly expanding aiming for a long-term goal to become the biggest escape house in DMV area. The company is renting out more space and building more rooms featuring various story lines; therefore, more clients are needed to sell more tickets.
- Since final transactions currently takes place on a third party website, this information could not be accessed through analytics tools. To estimate this KPI data, we will calculate it using the “number of reached goals” (people who pressed “book now” button on Room Escape website). This is the last touchpoint that we have with the user before s/he is transferred to the booking website. On average, 25% of users who clicked “book now” finalize their purchase. Therefore, number of booked tickets= number of reached goals*0.25. This data will also be tested and compared to sales numbers. Furthermore, the Room Escape DC is currently switching their booking provider, and the new company will allow them to complete the final transaction on their website, which will allow full access to transaction tracking analytics. This campaign is designed for the future implementation and has not been tested yet.
- According to Google Analytics and Yandex Metrica the majority of this audience segment are men (more sessions, conversions, and reached goals) between ages of 25 and 34 who live in DMV area. Their interests include computer games, movies, tourism, literature, and news. The majority (58%) of users access website from their mobile phones. Since this type of booking is typically done over the phone because there is no online booking option on this page, the information about this segment could be based on observations and could not be accessed through online analytics tools at this point. However, once the action button is implemented on the Team Building activity page, this data will be available. Typically, this group is represented by middle managers who are looking for new activities for the teams that they manage.
- Joe is 28 years old, single, lives in Arlington, Virginia. He works for the government IT company, makes 80k per year, and he definitely knows how to work hard and play hard. He is an extravert and the funniest guy at the party, which is why his real life as well as his social media friends circle is quite big. Joe is the go-to guy when it’s time to organize a fun activity, whether it’s a bar crawl, a spontaneous tubing trip, or (yes, you guessed it!) a new escape game. He is always ahead of the curb when it comes to trying out new things and he is a self-proclaimed “fun-ambassador.” He is very active on social media, particularly on Facebook, and he likes to “check in” and post pictures to let everyone know what awesome places he’s been to. In his spare time, he likes to watch action movies and play video games.
- • Mary is a 35 years old middle manager at the corporate company located in Washington DC. • She is always on a look out for corporate team building activities for the team that she manages. • She is a great leader who cares deeply about her team’s success and wellbeing. • She is a white-collar professional who does not have much time to spare. • She considers herself an adventurous and innovative person.
- Google organic search accounts for the largest share of reached goals (43.3%). AdWords is the second significant source of leads (20.6%). Room Escape DC currently maintains one ad campaign that includes 74 keywords and targets all market segments with the same ad. The maximum bidding is automatically set up for $1.66 for each keyword. All keywords are grouped in a single ad group, whether they are related to team building or date night. Current daily budget is $80.
- Since Paid search is the second most effective traffic source so far, investing in AdWords and enhancing the ad strategy will most likely deliver higher ROI. Grouping ads, adjusting targeting, bidding more on relevant keywords, and directing users to specific landing pages will improve website traffic and, subsequently, increase conversions. Since there are still plenty of people who are unaware of “escape room” concept, ad groups like “date room” or “corporate team building” will provide an opportunity to reach people who are not looking for escape room, but will see an ad in their SERP after typing in keywords like “date night ideas” or “team building activities.” Therefore, a creative heading and meta description is crucial to spark their curiosity and make them click on the ad.
- The maximum bidding is currently automatically set up for $1.66 for each keyword. Considering the conversion rate and average order value, maximum click value is $1.68. However, this calculation does not take into account corporate team building activities and private parties, which accounts for 40% of Room Escape’s revenue. Profit from one booked event range between $200 and $2,000. Therefore, maximum CPC bids could be set up higher for words with higher volume and relevancy. This budget could also be allocated differently or reduced later based on test results. This test will show us which words are worth paying for. Additionally, some keywords are actually worth less than we are currently bidding, so setting up smaller max bids for those keywords could help balance things out.
- This campaign is designed to target affluent users who are familiar with the “escape room” concept, but are looking for more information while evaluating their options. The Room Escape homepage is the landing page for this ad because it provides all the necessary information, such as game description, rooms’ overview, and action buttons.
- Similarly, create other ad groups, only include keywords that are relevant to those groups, include a message designed specifically for this ad group, and assign relevant landing pages.
- Similarly, create other ad groups, only include keywords that are relevant to those groups, include a message designed specifically for this ad group, and assign relevant landing pages. Current team building keywords performing poorly. Profit from team building events ranges between $230-$2,000, so even though there are only 10 monthly searches listed keyword, it is worth to bid more.
- Room Escape’s Facebook page has gained over 1,500 followers and 67 positive reviews over the course of 6 months. Also, Facebook accounts for 97% of reached goals out of all the social media sources, so it should be the focus of the social campaign. Modifying Room Escape’s current paid Facebook strategy could possibly lead to increased brand awareness and higher numbers for reached goals and bookings. sales Furthermore, there are more than 1.4 billion people that use Facebook, and more than 900 million visit every day. More than 700 million people visit Facebook every day on their phones and tablets—and when they do, they see Facebook Ads along with stories from family and friends. Because Facebook Ads are placed in the stream of information people view on Facebook, they’re more likely to see the ads and take action. To sum up, Facebook ads are a huge opportunity for Room Escape DC.
- Through their post boosts twice a month, Room Escape DC was targeting broad audience: men and women ages 15-55 in 13 locations in DMV area.
- Audience: men and women 25-34 in selected locations in DMV area, with at least some college education and medium to high income, people who have upcoming events, people with selected interests (games, movies, travel), etc. Microtargeting based on analytics data about audience that is most likely to reach goals. Since Room Escape has never utilized Facebook ads, each of the proposed ad settings will be tested and optimized over the course of September.
- If we look at Google Analytics data for Facebook Referrals, most of the sessions usually occur on Fridays. Similarly, if we look at Google AdWords campaign, most interactions occurred on Thursday, Friday, and Saturday between 1 and 5pm. This information could be used for more precise ad scheduling.
- Room Escape homepage (roomescapedc.com) provides the overview of the escape room concept and has links to each room’s booking and description. Paying for an ad to reach an audience we don’t currently have will drive clicks to the website and increase the number of reached goals (“booked now” clicks), which will result in increased number of tickets sold. Using microtargeting and ad scheduling will help to place the ads in front of the right eyeballs at the right time.
- Room Escape currently owns a list of 2,500 emails that were acquired through booking process. The company only uses it to inform their former customers about new room openings. However, their customers might have only visited one room at the time of their visits. Therefore, reminding about the opportunity to check out other rooms and offering discounts during the slow time could encourage them to make the purchase decision. There are more opportunities to take advantage of email marketing.
- The subheading is too long, the body font does not blend in with overall design, the book now button is the wrong color, no greeting or farewell, could be more personable and upbeat. Could use a little humor.
- So we have set the objectives, defined KPIs, designed tactics, now it’s time to execute the campaign, measure outcomes, and optimize results. It is essential to track your campaigns and analyze the data to find where opportunities are. We will measure outcomes by analyzing data using Google analytics, Metrica, and Facebook Insights, compare results with proposed hypothesis, and assess cost vs profit. Once we have analyzed the data, we will refine or stop our campaigns based on results. For example, if some AdWords groups are performing exceptionally well, while others are lagging behind, we will adjust budget to a campaign that is working better and possibly stop expensive poorly-performing ones. The same with the keywords. If Facebook ads as are not sending traffic or converting, we will stop will design a new paid social campaign and test it again. Finally, we will optimize our emails based on the open and conversion rate and run A/B tests for different designs. However, if promotional email led to high unsubscribe rate, this strategy might need to be eliminated.