Skip the September Scaries
How to get people in your doors during slow times
You’re probably accustomed to producing smaller profits in September as opposed to the busy summer months. Foot traffic will likely pick up again around the holidays, but you can rest easier at night with marketing tactics in place to help fight off dead times.
This time of year also brings the unique opportunity to budget and plan for the year ahead. As you’re considering tactics to save you this September, think about how you can plan ahead for fall 2020 and budget dollars you will subsequently need.
As far as this fall goes, below are a few simple goals and tactics to bring people in your doors and increase customer spend. 👇
Goal: Harness the power of Google.
How do you reach potential guests? The answer is where they already spend a large portion of their time — on their mobile phones. A Think With Google article explains that people research online before venturing out for an endeavor (like eating at a local restaurant or going on an overseas vacation and everything in between). It’s your job to take advantage of that opportunity!
Tactic 1 | Google Maps | Nearly a third of all mobile searches are related to location and Google searches — google.com and Maps — guide consumers to 1.5 BILLION destinations every year, according to WordStream. Advertising through Google Maps is an effective way to attract people to your business. Anything you can do to make your center easy to find is going to help get people in your doors!
Tactic 2 | Google Ads | If you’re not sure where or how to start with search advertising, Google AdWords is your place. The platform is easy to use and has intuitive analytics to help you refine your search campaigns. It’s argued that since you can target your audience, AdWords is more effective at converting sales than organic traffic. You can also use the platform to complement your other marketing tactics (see below). Here are some best practices if you don’t know how to get started.
Goal: Gain potential customers through word of mouth
Tactic 1 | Give customers an incentive to leave reviews online (Yelp, TripAdvisor, Google, Facebook). It’s important that you don’t “buy” these reviews. We don’t suggest offering something for free or at a discount for writing reviews. Rather, enter everyone who writes a review into a random-drawing contest of some sort. Since these customers have already been to your center, a contest to win a pass to one of your attractions will bring this guest back for a repeat visit, which drives additional revenue.
Not only will this drive organic word of mouth, but it will also give your business valuable feedback as to what you’re doing well and what you can improve upon. Here are some other tips if you’re interested.
Tactic 2 | Reward customers for “checking in” or liking your business on Facebook. Give them an extra 10% on their game cards after they’ve shown they checked in, for example. It’s free advertising and spreads brand awareness. Not to mention it’s a quick process, so it won’t slow down your customers getting to the fun of their experience.
Goal: Get people in the door during slow times
Tactic 1 | Use weather reports and community events to determine what kind of promotion you should be running. Run a promotion ahead of a day you know will be slow. For example, “The weather looks like it’s going to be beautiful this Wednesday evening. Clear skies and 70 degrees. Visit us and get a $3 pre-loaded game card with the purchase of a mini-golf round.” This gets guests inside and into your game room during a time they might just buy mini-golf to enjoy the weather and that’s it — opening the potential for additional spend on food, games and other attractions.
Use promoted posts or ads to expand your reach on Facebook. You should also consider creating a custom audience for better targeting and a more profitable spend. Custom audiences will also help you connect with your community and create the potential for first-time customers.
Goal: Upsell the experience
Tactic 1 | Incentivize gameplay through other attractions. For example, offer 5 game-play credits with the purchase of two or more attractions. This will not only promote your game room sales but will also allow customers to experience more of what you have to offer.
Tactic 2 | Give party guests a coupon for $5 in gameplay next time they come to your center. Parties are the perfect place to provide incentives to return. Party guests are there to celebrate the birthday kid, but it’s nice when they receive something in return. By giving each guest a coupon to return, you open the opportunity for them to bring their entire family to your center!
Tactic 3 | Who doesn’t like to level up in a game? The same experience can be applied to your redemption program. An example of this tactic would be to offer an extra 500 tickets to guests who redeem 1000 tickets or more. This pushes them into the Saver Redemption Range.
This tactic upsells gameplay in two ways:
The first is after receiving an extra 500 tickets, she may now be closer to a more desirable item and will save her tickets for another visit to your business, transitioning her into a repeat guest.
The second potential way this tactic upsells gameplay is if a guest is close to the 1000-ticket mark after exhausting his game credits, he may purchase more in order to reach that threshold.
Goal: Collect email addresses to remarket to your customer base
Tactic 1 | Create an automated email* that includes a discount of your choice after customers register their email addresses. This discount can be on something for their current or next visit. Be sure to mention this promotion during the check-out process. Keep in mind, the more immediate the reward, the more likely they will be to register.
*If you don’t have an email platform, we highly suggest investing in one. There are many free platforms out there depending on your list size.
Tactic 2 | Add an email sign up form to your website with an incentive attached to completing the form. You create the form through your email marketing provider and add the code to your website.
Shenaniganz has the right idea! 👆
Not only is collecting email addresses great for email marketing purposes, but you can also use email addresses to create your custom audience on Facebook.
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