Presentation by Mike van Hoenselaar on Up The Game in Breda. The presentation is about Escape Room Marketing en how to get an unforgettable escape room. Mike gives practical tips and examples regarding offline and online marketing.
Mike is owner of Escape Rooms Nederland (https://www.escaperoomsnederland.nl) and Online Boswachters (https://onlineboswachters.nl).
Up The Game is the largest escape room conference of the world. Almost thousand people gathered to learn about technical aspects of building an escape room. But also practical insights into law, flow and tech.
2. More info: http://vruc.ht/mikelinkedin
First room played in september 2014 (Sherlocked, Amsterdam)
Played 124 escape rooms since.
Mike van Hoenselaar
@MikevHoenselaar
info@escaperoomsnederland.nl
Biggest escape room
platform NL
escaperoomsnederland.nl
Online Marketing and
Growth Hacking agency
onlineboswachters.nl
3. Escape Rooms Nederland
100.000 monthly uniques
Marathons, events,
KVK Room Inspection Service
Reviews
Publish news
Directory
Since 2014
100.000 monthly visitors
Biggest escape room website
in the Netherlands
Directory
News
Reviews
Events
Bookings
Marathons
Awards/
Contests
Connector
Industry
Association
14. START
before y u are
Trailer
Short/long version
Build website
Get indexed, write content
Kickstarter campaign
Like Rijswijk en
Sherlocked
Contest
for first 100 bookings
Social media
Making Of pictures,
build momentum
Player Generated
Content
Own name in game,
input on end game
@MikevHoenselaar
16. START
before y u are
Trailer
Short/long version
Build website
Get indexed, write content
Kickstarter campaign
Like Rijswijk en
Sherlocked
Contest
for first 100 bookings
Social media
Making Of pictures,
build momentum
Player Generated
Content
Own name in game,
input on end game
@MikevHoenselaar
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28. escape game
escape room
room escape
live escape game
mystery game
real life gaming
live adventure game
live-action role playing game
dark room
panic room
….
CONSIDERATION
#escapejourney
Do research
How do others call it?
How is the media calling it?
How do you want to call it?
How is your audience calling it?
@MikevHoenselaar
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29. Test value proposition
“How do people perceive the
purpose of our landing page
design?”
1 picture
5 second test
Results in 1 hour
@MikevHoenselaar
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31. Costs? 50 euro (25 euro per test with each 50 answers)
@MikevHoenselaar
32. The power of pictures
CONSIDERATION
#escapejourney
@MikevHoenselaar
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43. Makes you think no?
underpromise, overdeliver!
Adding a video on a page can
increase conversion by 80%
https://blog.hubspot.com/marketing/video-marketing-statistics
After watching video 64% are
more likely to buy the product
Hearing remembers 10% information 3 days later.
With relevant image 65% retained information.
CONSIDERATION
#escapejourney
@MikevHoenselaar
https://blog.hubspot.com/marketing/video-marketing-statistics
http://www.brainrules.net/vision
47. ~200k
average escape room
related searches every
month!
~ 700k worldwide searches
on “escape room”
Top keywords Netherlands
@MikevHoenselaar
SEARCH
#escapejourney
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48. Search Engine Optimization (SEO)
● Write as if you would talk to an (potential) escaper
● Get as many links from relevant websites as possible
● Use a rank checker (like Rankinity → http://vruc.ht/rankinity)
● Let a professional check your HTML
● Use
@MikevHoenselaar
SEARCH
#escapejourney
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52. COMPARISON
#escapejourney
@MikevHoenselaar
Put on website what
customer is asking
“Can we play with
more than 8?”
Where is it exactly?
“Can I bring my kids12 and 14?”
Can we pay with
cash?
We like to
reschedule is that
possible?
Can we park nearby?
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62. BOOK
#escapejourney
@MikevHoenselaar
More bookings per 100 visitors?
● Make a fast website! Use
● User and mobile friendly booking system
● Start the experience on your website
● Site Monitoring with
● Use tracking software like
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