Assess your current marketing and guest experience approach to identify key areas of focus to gain market share.
It can be easy to fall into the trap of doing the same things when it comes to marketing your business. School year promotions, check. Birthday party program emails, check. Weekly specials, check. And so on.
Those marketing practices are safe, and although they work, every other family entertainment business is likely doing the same thing. But before you up your advertising budget, try strengthening your approach to these marketing practices.
No. 1: Know your current audience.
As the saying goes, sweep off your own porch before looking at someone else’s. Of course, you want to know what the competition is doing, but ensure you’re putting your guests at the forefront of your approach.
Understanding your target audience is one of the most crucial elements of effective marketing strategies. Dig into system reports to understand your guests’ demographics, preferences, and behaviors and use that information to help inform your marketing efforts.
But you can only understand your guests if you’re tapping into visit and spending data. Implementing guest liability waivers and loyalty programs are two terrific ways to help you understand your guests’ behavior.
No. 2: Create a loyalty program.
In addition to giving you critical visit and spending data, rewarding loyal guests can increase guest retention and encourage repeat business. Consider creating a loyalty program that offers discounts, exclusive experiences, points, or other incentives.
Make sure that any programs you implement are rewarding enough to engage and entice adoption and that you’re maximizing their potential through special events, targeted offers, and exciting rewards.
No. 3: Know your worth (your unique selling proposition).
What is it that sets you apart from your competition? A special offering/? A high level of guest experience? The way you give back to your community? Whatever it is you want to be known for, make sure that you’re placing it front and center in your marketing efforts.
No. 4: Get social.
It’s no secret that social media is a powerful tool for reaching new guests and engaging with existing ones. Identify which social media platforms your target audience uses and create engaging content that resonates with them.
Think again of your unique selling proposition and your brand voice, and remember that you’re in the fun business. Your social media should clearly showcase who you are and your audience. The better you know your audience, the easier it will be to create content that resonates with them. Brands that do this well are Wendy’s
No. 5: Use guest feedback.
Are you sensing a theme here? Your guests will tell you everything you need to know if you’re listening to what they’re saying and connected to how they’re engaging with you. Listening to guest feedback can help you improve your offering or experience and create better marketing strategies.
Remember to encourage guests to leave reviews and respond to their feedback promptly. If positive, thank them for their feedback and invite them to return. If negative, thank them for their feedback and try quickly to take the conversation offline. Understand that when you get constructive feedback, everyone seeing that feedback is watching your response. Respond wisely.
No. 6: Provide excellent guest service.
Bottom line, nothing markets your business like providing a great experience that people want to talk about. Great guest service can help you build a loyal guest base and a positive reputation.
Great guest experience comes down to establishing the values you want to be known for and communicating them throughout your organization. Train your values and service promises often, and make them a central part of your brand. If you need help with this, consider joining us for the upcoming Experience Academy event.
With a close look at your current efforts and some intentional shifts in just a few areas, you can be more confident than ever that your marketing strategies will succeed now and in the future.
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