Grow Your Escape Room Business into a Profitable Experience
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This talk is all about escape room marketing and how to become a profitable business. I gave this talk at Up the Game on May 9 2019
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Grow Your Escape Room Business into a Profitable Experience
- 1. Grow your escape room into a profitable business Mike van Hoenselaar
- 2. Go KartBowling GlowgolfLaser Tag Trampoline Parks Escape Rooms 6th biggest category
- 3. 55.399 escape rooms Research: http://vruc.ht/erworld19 Source: Research Escape Rooms Nederland 2019
- 4. $ 2,077,462,500 market With average spent of $75 per booking and 500 bookings per year per room. Source: Research Escape Rooms Nederland 2019
- 5. still has the most escape rooms per square kilometer! (1 escape room per 47 km2) 61 6 22 13 33 61 37 73 10 91 44 12 There are 220 escape rooms within 1 hour driving distance from here.
- 6. Massive growth of escape rooms in 5 years Netherlands USA China Russia Hungary
- 7. escape rooms are about Making someone’s day special
- 8. Escape rooms try to make my day special for 5 years 263
- 9. On average she played 1 escape room every 2 days!
- 10. 8 hours a day HOURS TO MASTER YOUR CRAFT 5 days a week 44 weeks a year for 5½ years
- 11. Online Marketing & Growth Hacking agency I learned coding, design, data and experience marketing ~ 15.000 hours Largest escape room platform Netherlands I learned about leisure, entertainment, SaaS and selling that experiences. ~ 8.000 hours Dutch Experience Design Agency I learned about game design and creating experiences myself. ~ 5.000 hours
- 12. ≠ Time spent Number 1
- 13. “Lots of entrepreneurs are working in their company instead of working for their company
- 15. https://www.16personalities.com/free-personality-test My weaknesses Poor Practical Skills Get Stressed Easily Overthink Things Highly Emotional Find it Difficult to Focus Independent to a Fault
- 16. My weaknesses Poor Practical Skills Get Stressed Easily Overthink Things Highly Emotional Find it Difficult to Focus Independent to a Fault https://www.16personalities.com/free-personality-test
- 17. Online Marketing & Growth Hacking agency I outsourced bookkeeping and found a risk-averse business partner. Largest escape room platform Netherlands I found someone to do most operational tasks like mails, reviews and writing blog posts. Dutch Experience Design Agency I put up a freelancer network to get bigger clients faster.
- 18. The entrepreneur life is hard
- 21. Find the data in your company 1. Website / booking system 2. Marketing efforts (platforms, campaigns like adwords or flyers, etc) 3. Sales Food & drinks 4. Partnerships 5. Staff 6. Game(s) / experience itself (reset times, puzzle flow, hints) 7. ….etc
- 22. Source: https://www.homecaredirect.co.uk/helping-you-recruit/ “ But I have 1,000 other things to do . . . aaaahhhhhh...”
- 23. ‘experience’ business 15 for unlocking a Profitable
- 24. Source: https://medium.com/leadership-motivation-and-impact/fixed-v-growth-mindset-902e7d0081b3 1
- 26. “If you always learn from what you do, you will never make mistakes.
- 27. 2
- 28. 3 Open at 80% ready remaining 20% comes through testing.
- 29. “Every week you are not open will costs you € 2,000.”
- 31. Think about what you want to test before testing it! 5 “How do you feel about a detective theme?”
- 32. Think about what you want to test before testing it! 5 “How do you feel about a detective theme?”
- 33. Don’t trust the opinion of your friends They are biased 6
- 35. Find your unforgettable thing(s) ● No locks ● Multiple rooms ● Moving walls ● Actors ● Outside ● Large groups ● More than 60 minutes ● Break in instead of break out ● Use personal information in the game ● Replayability ● Combination with diner or other activities ● ...
- 37. ~3 million average escape room searches every month! and ~20M related searches. 8
- 38. ~250k average escape room related in the Netherlands. Top keywords Netherlands 20162019 + + + - - Search term
- 39. Work together! 9
- 40. Make 1 review URL 10 Get reviews everywhere
- 41. Don ‘t tell them you are the best show them!
- 42. AWARENESS CONSIDERATION SEARCH COMPARISON BOOK PRE GAME SERVICE LOYALTY ADVOCACY The Escape Room Journey The booking and customer journey for escape rooms http://vruc.ht/utg17 11
- 46. What would you like to spend on marketing per booking? BOOK #escapejourney
- 47. How many visitors do you need to get 1 booking? BOOK #escapejourney
- 48. BOOK #escapejourney Homepage 8% (80 of 1000 visitors) Room detail page 75% Booking page 33% Thank you page 1000 80 60 20 Conversion rate 2%
- 49. BOOK #escapejourney So for every 1,000 visitors we get 20 bookings = 2% conversion rate = ~ 2.000 € revenue Focus on 2% minimum!
- 50. BOOK #escapejourney with CPC 0,80 € Homepage 8% Room page 75% Booking page 33% Thank you page € 500 625 50 38 13 Conversion rate campaign 2,08%
- 51. BOOK #escapejourney 10% per booking max € 130 euro Focus on 2% minimum!
- 52. BOOK #escapejourney More bookings per 100 visitors? ● Make a fast website! Use (less than 2 seconds) ● Start the experience already on your website ● Site Monitoring uptime with ● Use analytics software like ● Build a user and mobile friendly booking system
- 55. Watch 30 videos per week for a month! -> http://vruc.ht/hotjar BOOK #escapejourney
- 56. BOOK #escapejourney with CPC 0,70 € Homepage 15% (+7%) Room page 77% (+2%) Booking page 61% (+28%) Thank you page € 500 715 107 83 51 Conversion rate campaign 7%
- 57. BOOK #escapejourney 51 bookings with €500 10% per booking max € 510 euro Focus on 2% minimum!
- 58. BOOK #escapejourney with CPC 0,70 € Homepage 15% Booking page 61% Thank you page € 500 715 107 65 Conversion rate campaign 9%
- 59. BOOK #escapejourney with CPC 0,70 € Homepage 15% Booking page 50% Thank you page € 500 715 107 54 -19 bookings Conversion rate campaign 8%
- 60. BOOK #escapejourney Go from € 100,000 per year to € 200,000 just be optimizing your website.
- 61. Don’t stop at making 1 experience 13
- 62. More ‘rooms’ means more bookings, exponentially! Normally 85% are in weekend + You can spend more marketing wise per booking + Bigger groups can play at same time + More bookings during the week because of company outings
- 63. Re-use your m2 (meetings, LARP, kid parties) 14
- 64. 15
- 66. and so much more... What are you going to do about it?
- 67. WHY does your business exist? MOTIVATION
- 68. HOW are you different than anybody else? PROCESS
- 69. WHAT are you doing to make that happen? PRODUCT
- 70. “All of old. Nothing else ever. Ever tried. Ever failed. No matter. Try again. Fail again. Fail better.” Mike van Hoenselaar info@escaperoomsnederland.nl Find this presentation on: http://vruc.ht/utg19
- 72. Why is the escape room so popular? Images from Google Search
- 73. Escaping reality extraordinary and believable experiences spice up your life
- 74. Become someone else Be (near) someone you always wanted to be or is out of reach.
- 75. Feeling of reward and accomplishment Create WOW moments inside AND outside the room.
- 76. Fixed time we try to plan everything
- 77. Combination of intellectual and physical Puzzles are a vital part of escape rooms
- 78. Play together (co-op) instead of winning
- 79. For all demographics regardless of sex, age or background and does not require specific knowledge or qualification.
- 80. Experience economy instead of materialism we sharing experiences
- 84. Return visits One of the biggest challenges of escape rooms
- 85. Recruiting via AR Escape Room (ABN-AMRO)
- 86. Escape Boxes (for consumers and coaching) (Escape Rooms Nederland)
- 89. Corporate events / education (Escape Rooms Nederland, 2018)
- 90. Corporate education Agile (Escape Rooms Nederland, Shell 2018)
- 91. Applied gaming ‘Hexagon Escape’ (Escape Rooms Nederland, 2019)
- 92. Boda Borg (9 in the world)
- 93. Boda Borg (9 in the world)
- 94. Prison Island (already 31 in the world)
- 95. Peristal Singum (Berlin 2014) Doloris' Universe (Tilburg 2019)
- 96. (46 productions in 10 years)
- 97. (Horst, 2018)