Ecosystem Series: Incentivizing Attractions
Using the full potential of your redemption program
Dictionary.com defines ecosystem as:
Any system or network of interconnecting and interacting parts (as in a business)
When a family comes to visit your center, they touch multiple pieces of your business before they leave. These individuals will experience your brand design and facilities, your customer service representatives and of course the attractions they choose to participate in. Each area of your business will impact the others. It’s an ecosystem.
This ecosystem relationship is most apparent within the game room and redemption program. You know that without a good prize assortment, guests won’t be motivated to purchase game credits. But what if your redemption program could incentivize sales for other attractions, too?
First, we need to understand how your redemption program works to motivate spend in the game room before we can apply it to other areas of your business — like laser tag. 👇
The Incentive Theory
If you want to watch a quick video explaining how incentives affect the brain in technical, science-y words watch this video ⬇
If not, here’s a summary in normal terms: When an individual receives a reward for a type of behavior, a chemical called dopamine is released in the brain. This chemical tells the body this behavior should continue due to pleasure responses within the brain.
When a player receives a large prize for racking up tickets in your game room, dopamine is released in his brain. Because of this good experience, he is likely to spend additional dollars in the game room either in the same visit or the next time he comes to your center.
As you can see, incentives affect the brain physiologically and thus affect the behavior of guests visiting your center and how they spend money.
Applying the incentive model to your ecosystem
Now that you understand just how powerful you redemption program is to your business’s ecosystem, how can you apply the incentive model to other attractions and operations within your center?
1 | Add an incentive model to your laser tag game. For birthday parties or other groups, you can offer a pre-selected ticket amount credit to the person with the most points at the end of a laser tag game.
2 | Do you have a laser maze attraction? Keep track of guests’ completion times and offer a redemption prize to the fastest competitor of the day, week, month, or whatever time frame you decide.
This tactic not only utilizes the incentive model but would also allow you to collect email information from guests for marketing purposes. Each player (or player’s parent) offers up his or her email address to participate. The winner at the end of your selected time frame receives an email with a coupon for a free food item or drink valid for a later date— thus prompting a repeat visit to your center. Double whammy!!
3 | Do you have particular times when bowling sales are slow? Apply the incentive model to your bowling options. Offer a pre-selected ticket credit to the winner of a bowling game of 4 people or more. You can use this as a marketing promotion to increase bowling sales on your slow days.
4 | Make your escape room attraction, game room, and redemption program work together. Offer a pre-selected ticket amount to those who break out of your escape room within a certain amount of time — it can be less than an hour if you choose! A way to up-the-ante is to make this offer only available if they all also purchase a game card.
This incentive model works two ways. If a group comes in only wanting to do the escape room, you can add incentive to buy a game card in addition due to the promise of a reward if they make it out of the escape room within the specified time. If the group only wants to purchase game cards then this model can work to incentivize the opposite way.
The point… Applying the incentive model to more than just your game room can be beneficial to your revenue.
But what about COGS and profit?
The same equation for determining crane payout percentages can be applied to other attractions within your ecosystem. Download our crane payout calculator to help determine your payout percentage for these tactics here.
The role of your prize assortment
It’s worth pointing out that your prize options must act as good incentives to your guests. VeryWell Mind, an online psychology resource says this about incentives:
Obviously, not all incentives are created equal and the rewards that you find motivating might not be enough to inspire another person to take action. Physiological, social, and cognitive factors can all play a role in what incentives you find motivating.
If your prize options aren’t worth the spend to your guests, then they won’t motivate game play or the sale of any other attraction.
If you’re worried your prize assortment isn’t driving incentive, we can help!
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Here’s a sneak peek of upcoming topics 👇🙊
- Ecosystem Series: The “Swipe” Economy
- Ecosystem Series: Marketing at a higher level
For more topics like this, listen to our podcast — Tchotchke Talk — where we talk nothing about tchotchkes and all about business strategies and innovations within the family and bowling entertainment industry. Click here to listen or find it on all major podcast apps.
Our proprietary Storyboards are a series of pre-designed merchandising layouts, backed by analytics. They’re created with a specific theme or category in mind to engage your guests and make finding the perfect prize a piece of cake.