2021 BTEC BUSINESS LEVEL 3 UNIT 2-
DEVELOPING A MARKETING CAMPAIGN
Marketing campaign for Cryptic Adventure (escape room)
An escape room, also known as an escape game, is a game in which a team of players cooperatively discover
clues, solve puzzles, and accomplish tasks in one or more rooms in order to progress and accomplish a specific
goal in a limited amount of time. The goal is often to escape from the site of the game.
Aims:
1. Increase the customers satisfaction by listening to their opinions on your business and use it as
advise this would also increase the amount of customers attending the escape room
2. Gain a sponsorship for the escape room with alternative goods business owners to gain discounts
3. Also aim to will Increase the quality of alternatives good given to customer for example (food,
drinks and prizes etc.)
4. Increase levels of interactions with customers.
5. Create a loyalty/membership card to give rewards for your loyal customers
Marketing objectives
1. Increase the business’s revenue by 20% in the next two months
2. Increase the amount of customers attending the cinema by 40%, by the end of the year
3. Increase the percentage of customers who rate service as "excellent" by 50% within 15 months
4. Increase brand awareness by 40% within the next 6 months
Competitors
Extreme Escape | Stockport, Exit Plan | Edinburgh
Escape Kent | Canterbury, Do Stuf Escape Games | Battersea, London
Breakout | Liverpool, Manchester & Cardif
Houdini's Escape Room Experience | Southampton, Escape Rooms | Cardif Cyber | Worcester
Summary of Escape rooms in UK
• Fast-growing segment in the experiential leisure market
• UK market size estimated to be between £50-80m
• Over1500 + escape rooms now in the UK, a 40% increase over 2018. Widespread geographic coverage.
• Around 350+ competitors operating approx. 525+ venues
• 10 largest operators have around 25% of the market (measured by number of rooms)
• Many small, independent operators. However, there is now a publicly-quoted company (Escape Hunt
plc) focused on escape rooms (operating in the UK and internationally)
• All year-round demand, but peaks at Christmas and during school holidays.
Word-of-mouth by far the most important method of promotion, supported by high rankings on
TripAdvisor+ digital marketing campaigns. Potential role for other direct marketing activities to support
launch / expansion strategies
UK geographical distribution
The rapid expansion of the escape rooms market in the UK in the
last 18-24 months means that customers now have quite a wide
choice of competitors within a small geographical area. In theory
, this makes it harder for new entrants to successfully enter the
market.
DEVELOPING A MARKETING CAMPAIGN
Marketing campaign for Cryptic Adventure (escape room)
An escape room, also known as an escape game, is a game in which a team of players cooperatively discover
clues, solve puzzles, and accomplish tasks in one or more rooms in order to progress and accomplish a specific
goal in a limited amount of time. The goal is often to escape from the site of the game.
Aims:
1. Increase the customers satisfaction by listening to their opinions on your business and use it as
advise this would also increase the amount of customers attending the escape room
2. Gain a sponsorship for the escape room with alternative goods business owners to gain discounts
3. Also aim to will Increase the quality of alternatives good given to customer for example (food,
drinks and prizes etc.)
4. Increase levels of interactions with customers.
5. Create a loyalty/membership card to give rewards for your loyal customers
Marketing objectives
1. Increase the business’s revenue by 20% in the next two months
2. Increase the amount of customers attending the cinema by 40%, by the end of the year
3. Increase the percentage of customers who rate service as "excellent" by 50% within 15 months
4. Increase brand awareness by 40% within the next 6 months
Competitors
Extreme Escape | Stockport, Exit Plan | Edinburgh
Escape Kent | Canterbury, Do Stuf Escape Games | Battersea, London
Breakout | Liverpool, Manchester & Cardif
Houdini's Escape Room Experience | Southampton, Escape Rooms | Cardif Cyber | Worcester
Summary of Escape rooms in UK
• Fast-growing segment in the experiential leisure market
• UK market size estimated to be between £50-80m
• Over1500 + escape rooms now in the UK, a 40% increase over 2018. Widespread geographic coverage.
• Around 350+ competitors operating approx. 525+ venues
• 10 largest operators have around 25% of the market (measured by number of rooms)
• Many small, independent operators. However, there is now a publicly-quoted company (Escape Hunt
plc) focused on escape rooms (operating in the UK and internationally)
• All year-round demand, but peaks at Christmas and during school holidays.
Word-of-mouth by far the most important method of promotion, supported by high rankings on
TripAdvisor+ digital marketing campaigns. Potential role for other direct marketing activities to support
launch / expansion strategies
UK geographical distribution
The rapid expansion of the escape rooms market in the UK in the
last 18-24 months means that customers now have quite a wide
choice of competitors within a small geographical area. In theory
, this makes it harder for new entrants to successfully enter the
market.
