UNIT 2 -DEVELOPING A MARKETING CAMPAIGN EXAM
ACTIVITY A-prepare a rationale for a marketing campaign for cryptic adventures
escape rooms to promote its escape room business.
An escape room is an adventure-based game where 2-6 players are locked in a
themed room and they must solve series of puzzles in order to escape the room.
Cryptic adventures are an example of this. HISTORY NEED TO DO. The purpose of
escape rooms is to sell excitement and give a leisure experience and enjoyment.
Cryptic adventures are a service not a product.
MARKETING AIMS AND OBJECTIVES.
Growth of 25% in sales.
Build brand awareness.
20% growth of new customers.
These aims and objectives will be strategically carried out within the next 52 weeks.
RATIONALE.
I have chosen to target the business market to promote cryptic adventures by
increasing revenue done by selling escape room packages to business as corporate
team building experiences. I believe this will be successful because businesses often
do team building exercises like this to build on teamwork and communication skills.
This will lead to a more efficient working environment. Therefore, I believe cryptic
adventures will benefit the most to receive the best overall results. This will increase
the 20% of new customers as by offering the chance for colleagues to think and work
creatively as both part of a team and independently allows them to gain a positive
experience which will potentially be spread as positive word of mouth which will
potentially bring in new customers and businesses. Which brings success in all 3 of
the marketing aims and objectives.
RESEARCH DATA ON THE MARKET. -target market
Cryptic adventures are a family friendly business which it’s themed rooms tailor to a
variety of people including gamers who might have seen the escape room
experience on platforms such as YouTube which is popular when it comes to gaming
activities or as a vlog which again create brand awareness and influence the gamers
to try a similar experience which is why it’s so important that cryptic adventures can
stand out from competitors and so may decide to pay an influencer to film a vlog
doing an escape room as an advertisement as this will have a high success turnover
and influence new customers to come to cryptic adventures. Families are also
targeted as although cryptic adventures have all year round demand this peak during
school holidays where families will often go to these experiences together. tourists
are also targeted as they often try to do as many experiences like this as they
possibly can, and so cryptic adventures need to find a way to advertise this to them -
possibly on buses? As tourists take a lot of these as they are trying to travel
, everywhere. Businesses are to be targeted the most as they can be used for
employee assessment for the skills employees must have including communication
and teamworking which are key for an efficient business. This is because if workers
can’t work well together then it will lead to miscommunications and deadlines missed
as a result and so the company will suffer and fall behind as a result of this. The
reasons why businesses are a good market to target is as Ken Ferguson (marketing
enthusiast, he posts updates of new rooms, venues and insights into the market both
UK and internationally.) he stated how the main demographic group is aged between
25-35 which is more ideal for a business market compared to students. The peak for
bookings is made mainly in the evenings for weekdays which is more convenient to
workers rather than students as they have lessons etc to be in at these times.
Therefore, by cryptic adventures welcoming businesses during the weekdays as they
bring large groups who take up more space capacity during daytime booking slots.
Analysis of the market –swot
STRENGTH Relatively easy entry and low capital outlay, unique themes, variety of
difficult levels, game masters trained for role-playing and excellent customer service,
location is close to customers and relatively far from competitors who are majority in
London, regular change to clues and puzzles.
WEAKNESSES. Upset customers can potentially harm both business reputations or
cause collateral damage by way of online reviews very popular, new to area and
market, brand now well established, limited capital not good as need to keep
updating the rooms.
OPPORTUNITIES. Growing industry and popularity of mystery rooms, unlimited
number of new themes, games and clues as well as low barriers to entry (factors that
can limit newcomers into a market)
THREATS Another new entrant or current supplier expansion could potentially hurt
market share, the website could go down for technical reasons could harm potential
sales etc. new technology need to update keeping upto date with rooms can be
costly etc. many people are cautious to go to escape rooms as it may be a hazard risk
following what happened in Poland where recently 5 teenagers where killed in a fire
as they were trapped in the room in 2019.However this lead to checking of 1,000
escape rooms to ensure they’re safe without any dangers such as this. And any sites
which don’t meet the correct safety standards are being shut down.
RESEARCH DATA ON THE MARKET- size, structure and trends.
The whole market for escape rooms is currently worth trends is the market growing
the structure or segments of the market
Escape rooms are currently fast growing segment in the experiential leisure market.
They’re unique and have taken well to market since their entry to market in
2007. The market size is estimated at around £150-180m and are currently still
growing. To be more specific cryptic adventures itself is worth £74.5m itself of that.
There are currently over 1,500 escape rooms in the UK including cryptic adventures
ACTIVITY A-prepare a rationale for a marketing campaign for cryptic adventures
escape rooms to promote its escape room business.
An escape room is an adventure-based game where 2-6 players are locked in a
themed room and they must solve series of puzzles in order to escape the room.
Cryptic adventures are an example of this. HISTORY NEED TO DO. The purpose of
escape rooms is to sell excitement and give a leisure experience and enjoyment.
Cryptic adventures are a service not a product.
MARKETING AIMS AND OBJECTIVES.
Growth of 25% in sales.
Build brand awareness.
20% growth of new customers.
These aims and objectives will be strategically carried out within the next 52 weeks.
RATIONALE.
I have chosen to target the business market to promote cryptic adventures by
increasing revenue done by selling escape room packages to business as corporate
team building experiences. I believe this will be successful because businesses often
do team building exercises like this to build on teamwork and communication skills.
This will lead to a more efficient working environment. Therefore, I believe cryptic
adventures will benefit the most to receive the best overall results. This will increase
the 20% of new customers as by offering the chance for colleagues to think and work
creatively as both part of a team and independently allows them to gain a positive
experience which will potentially be spread as positive word of mouth which will
potentially bring in new customers and businesses. Which brings success in all 3 of
the marketing aims and objectives.
RESEARCH DATA ON THE MARKET. -target market
Cryptic adventures are a family friendly business which it’s themed rooms tailor to a
variety of people including gamers who might have seen the escape room
experience on platforms such as YouTube which is popular when it comes to gaming
activities or as a vlog which again create brand awareness and influence the gamers
to try a similar experience which is why it’s so important that cryptic adventures can
stand out from competitors and so may decide to pay an influencer to film a vlog
doing an escape room as an advertisement as this will have a high success turnover
and influence new customers to come to cryptic adventures. Families are also
targeted as although cryptic adventures have all year round demand this peak during
school holidays where families will often go to these experiences together. tourists
are also targeted as they often try to do as many experiences like this as they
possibly can, and so cryptic adventures need to find a way to advertise this to them -
possibly on buses? As tourists take a lot of these as they are trying to travel
, everywhere. Businesses are to be targeted the most as they can be used for
employee assessment for the skills employees must have including communication
and teamworking which are key for an efficient business. This is because if workers
can’t work well together then it will lead to miscommunications and deadlines missed
as a result and so the company will suffer and fall behind as a result of this. The
reasons why businesses are a good market to target is as Ken Ferguson (marketing
enthusiast, he posts updates of new rooms, venues and insights into the market both
UK and internationally.) he stated how the main demographic group is aged between
25-35 which is more ideal for a business market compared to students. The peak for
bookings is made mainly in the evenings for weekdays which is more convenient to
workers rather than students as they have lessons etc to be in at these times.
Therefore, by cryptic adventures welcoming businesses during the weekdays as they
bring large groups who take up more space capacity during daytime booking slots.
Analysis of the market –swot
STRENGTH Relatively easy entry and low capital outlay, unique themes, variety of
difficult levels, game masters trained for role-playing and excellent customer service,
location is close to customers and relatively far from competitors who are majority in
London, regular change to clues and puzzles.
WEAKNESSES. Upset customers can potentially harm both business reputations or
cause collateral damage by way of online reviews very popular, new to area and
market, brand now well established, limited capital not good as need to keep
updating the rooms.
OPPORTUNITIES. Growing industry and popularity of mystery rooms, unlimited
number of new themes, games and clues as well as low barriers to entry (factors that
can limit newcomers into a market)
THREATS Another new entrant or current supplier expansion could potentially hurt
market share, the website could go down for technical reasons could harm potential
sales etc. new technology need to update keeping upto date with rooms can be
costly etc. many people are cautious to go to escape rooms as it may be a hazard risk
following what happened in Poland where recently 5 teenagers where killed in a fire
as they were trapped in the room in 2019.However this lead to checking of 1,000
escape rooms to ensure they’re safe without any dangers such as this. And any sites
which don’t meet the correct safety standards are being shut down.
RESEARCH DATA ON THE MARKET- size, structure and trends.
The whole market for escape rooms is currently worth trends is the market growing
the structure or segments of the market
Escape rooms are currently fast growing segment in the experiential leisure market.
They’re unique and have taken well to market since their entry to market in
2007. The market size is estimated at around £150-180m and are currently still
growing. To be more specific cryptic adventures itself is worth £74.5m itself of that.
There are currently over 1,500 escape rooms in the UK including cryptic adventures
