Why you need multiple ways of promoting your escape room to ensure your success

Today I want to share not a strategy, but a very important lesson in different ways/strategies of promoting your escape room. One thing’s for sure, you have a huge amount of options — some better than others, and some more tried and tested than others.

But I’m here today to tell you — that whatever ways you use to promote your escape room — make sure you use more than a few.

From now on, I’m going to refer to different marketing and promotional methods as PILLARS.

But, what do I mean by pillars of marketing?

Imagine your escape room business as a building. Different forms of marketing and ways to get bookings, each represent a pillar. As you know, a building is more stable with multiple pillars, as is a business with multiple pillars of marketing.

But why are multiple pillars best? Picture this…

There are 2 escape rooms in a town — escape room A, and escape room B.

Escape room A’s bookings are generated by the following:

Google Ads — 90%

Repeat Customers — 5%

Social Media — 2%

Direct Mail — 2%

Other — 1%

Escape room B’s bookings, on the other hand, are generated by:

Google Ads — 20%

Repeat Customers — 20%

Social Media — 20%

Direct Mail — 20%

Other — 20%

Things stay like this for both escape rooms for some time, but then out of nowhere — disaster strikes!

Google introduces new and stricter policies on ads, meaning both escape rooms can no longer use them.

What happens to the escape rooms?

Escape room A, who gets 90% of their bookings from Google ads, are in trouble. They only get 10% of the bookings they normally get! They take huge losses and have to close down.

Escape room B, on the other hand, is not so badly off. They’re still 20% down on bookings but can still operate profitably on the remaining 80%.