Marketing Campaign Best Practices - Webinar Recording
This webinar covers some of the best practices you should follow with every campaign that you are running. From finding the right narrative for your campaign, through audience segmentation and email marketing to how you should use Google and Facebook.
Video notes
If you are more of the reading type, here are the key takeaways from the video so you don’t have to watch the whole thing.
1. Marketing message and narrative
Read the room: Think about what you customers want not about what you want. If you can find a narrative that speaks to their pain points you will achieve your goal of getting more bookings in your calendar without repeating: Buy, buy, buy!
Play the emotional game: Think about what they desire and how your product can help with that. After lockdown they mostly crave personal contact with their loved ones so speak to that rather than just promoting your live experience.
Have a narrative: This will dictate your copy, the images you use and the audio for your campaign. It is much easier to drive a marketing campaign that follow a narrative. “We want you to buy our thing” is NOT a narrative.
2. Audience segmentation
One size does NOT fit all: Figure out how you can segment your audience. Few common ones are: experiences tried in the past, location, group type and engagement levels. Someone who books in a work capacity needs different comms than someone booking for their family.
Different segments need different messages: Sometimes these changes can be as little as replacing a word family to friends. They should always feel as you are speaking to them.
Images should reflect the segments too: If you are selling to a family with young kids, you should use an image that shows a family enjoying your experience in your emails and ads. Do the work for them, so they can easily imagine themselves enjoying your product.
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3. Email marketing
Mix up sales emails with content emails: Never just repeat sales messages! People will get tired of it and either not open your emails or unsubscribe all together. Make sure you offer valuable content along with your sales content.
One size does NOT fit all: I know, I said it already but I can’t press this enough. You shouldn’t send a blanket email to everyone. That’s like throwing a bunch of stones and hoping to hit something. Use your segments and talk to people based on what you know about them.
Subject line and the content: Keep it short and snappy. Also offer an incentive in the subject line already so they’ll open the email. Never let them scroll more than a whole screen without a call to action.
4. Facebook and Google
Always track the results: They both will be very quick to claim that you got a booking thanks to them. Track this things with Analytics and tracking links. Also use different voucher codes for these channels so you get hard evidence on actual bookings.
Location, location, location: Make sure that you use location targeting so your ad doesn’t show up with a location based experience for someone on the other side of the world.
Be careful with your budget: Both Facebook and Google will be quick to take your money. Have a couple weeks without them so you get a baseline data set that you can then compare to what happens with advertising on these platforms.
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5. Q&A
How does Mailchimp track location? Mailchimp doesn’t know everyone’s location but when it does, it’s an IP based system. You can use this information to set up campaigns that targets your location plus a radius around it.
What should you do if you don’t have an email list? Team up with as many local businesses as possible. Pubs and restaurants are the obvious ones for escape rooms, but you can think outside the box and even partner with a bakery that does a puzzle icing on their cupcakes to promote your business. Also try to show up to malls, markets and fairs with a short taster game, so people get a feel for the experience they’ll get at your location.
