Introduction
In this report I have been conducted two tasks. These tasks include preparing a rationale and also a
marketing campaign to promote a new escape room, as well as to produce a marketing campaign for
Cryptic Adventures based on the justifications of my rationale. This will involve me conducting both
primary and also secondary research that is research conducted myself as well as secondary
research that is has been previously been gathered.
Activity 1 – Rationale
Marketing Aims and Objectives
Aim –The aim that the owners of Cryptic Adventure wants to achieve is to expand the business as
this will help the business grow in terms of making revenue and sales and also attracting customers
and also being well known business.
Objectives
- To gain 200 followers on social media within the first 6 months as this will create brand
awareness. By creating brand awareness you will able to grab people’s attention and also
attract more customers. And by attracting more customers it will lead to making sales and
revenue and also lead to expanding the business which is the aim.
- To create 3 different types of themes within the 6 months as this will make Escape Room
more interesting. And if it is more interesting it will lead to customers and people liking the
Escape Room and wanting to be a part of it. If customers do like the theme then therefore
they will want to take part of it which means sales and revenue will be made which will lead
to the business being expanded.
- To attract 650 visitors within the first 12 months. With this it will lead to making sales and
revenue along with people giving good reviews about the business which will make people
want to come and try out the Escape Room. By having these visitors they will give their
opinions and reviews about the business which will make people read it and think about
trying the Escape Room, this therefore leads to making sales and revenue.
Target Market
The primary target market for Cryptic Adventures would be around the age of 16 to 40, this is
because the people who took part of my primary research (survey) were aged between 16 to 40
years old. Statistics show that corporate clients make up 20% of escape room game participants.
Escape room games are enjoyed by a variety of people from gamers to families, tourists and friends
and that increasingly, corporates use escape room games for employee assessment, management
training, leadership evaluation and team building. This shows that the audience that Cryptic
Adventures should be targeting are young and elderly adults, who are into problem solving.
However, the market can change depending on what type of theme that Escape Room businesses
offer that would suite all people. Furthermore, sitting down and playing with friends and family is
becoming increasingly important. Having time away from our phones and computers where we can
talk, play and enjoy time together is something that Escape Rooms let us do.
Market Size, Structure and Trends
Size - UK has 1139 rooms spread across 288 companies with 415 distinct venues. If you’re
interested in how many different games you could play, there are 852 distinct scenarios across the
country. In the past year, that represents an approximate 42% increase in room count. That’s a
Sami Uddin
, relatively small percentage compared to previous years (93%, 148%, 409%). It suggests that Escape
Rooms are being closed down due to people not coming to them. With the high numbers of rooms
in the UK along with large amount of companies it means it is a growing market with that it means
more there is a developed interest in Escape Rooms and also a saturated market as well which
means that there is multiple businesses that provides the same product and also service.
Structure – The North West of England continues to rule the roost in terms of per capita room
count, but in Scotland and London, which is used to vie for that top spot. Special mention for the
East of England, a late entrant to the market but which is now moving on in leaps and bounds. This
shows that the Escape Room market is increasing with more Escape Rooms being introduced in the
East of England as the population in Suffolk is 756,978 according to the Suffolk Observatory website,
374,303 (49.5%) men, 382,675 (50.5%) women.
Local and National Demographics
The population of Ipswich is 138,480 according to the Suffolk Observatory, 69,431 (50.1%) men,
(69,049) women, Total population of Suffolk is 756,978 according to the Suffolk Observatory
website, 374,303 (49.5%) men, 382,675 (50.5%) women.
Sami Uddin
In this report I have been conducted two tasks. These tasks include preparing a rationale and also a
marketing campaign to promote a new escape room, as well as to produce a marketing campaign for
Cryptic Adventures based on the justifications of my rationale. This will involve me conducting both
primary and also secondary research that is research conducted myself as well as secondary
research that is has been previously been gathered.
Activity 1 – Rationale
Marketing Aims and Objectives
Aim –The aim that the owners of Cryptic Adventure wants to achieve is to expand the business as
this will help the business grow in terms of making revenue and sales and also attracting customers
and also being well known business.
Objectives
- To gain 200 followers on social media within the first 6 months as this will create brand
awareness. By creating brand awareness you will able to grab people’s attention and also
attract more customers. And by attracting more customers it will lead to making sales and
revenue and also lead to expanding the business which is the aim.
- To create 3 different types of themes within the 6 months as this will make Escape Room
more interesting. And if it is more interesting it will lead to customers and people liking the
Escape Room and wanting to be a part of it. If customers do like the theme then therefore
they will want to take part of it which means sales and revenue will be made which will lead
to the business being expanded.
- To attract 650 visitors within the first 12 months. With this it will lead to making sales and
revenue along with people giving good reviews about the business which will make people
want to come and try out the Escape Room. By having these visitors they will give their
opinions and reviews about the business which will make people read it and think about
trying the Escape Room, this therefore leads to making sales and revenue.
Target Market
The primary target market for Cryptic Adventures would be around the age of 16 to 40, this is
because the people who took part of my primary research (survey) were aged between 16 to 40
years old. Statistics show that corporate clients make up 20% of escape room game participants.
Escape room games are enjoyed by a variety of people from gamers to families, tourists and friends
and that increasingly, corporates use escape room games for employee assessment, management
training, leadership evaluation and team building. This shows that the audience that Cryptic
Adventures should be targeting are young and elderly adults, who are into problem solving.
However, the market can change depending on what type of theme that Escape Room businesses
offer that would suite all people. Furthermore, sitting down and playing with friends and family is
becoming increasingly important. Having time away from our phones and computers where we can
talk, play and enjoy time together is something that Escape Rooms let us do.
Market Size, Structure and Trends
Size - UK has 1139 rooms spread across 288 companies with 415 distinct venues. If you’re
interested in how many different games you could play, there are 852 distinct scenarios across the
country. In the past year, that represents an approximate 42% increase in room count. That’s a
Sami Uddin
, relatively small percentage compared to previous years (93%, 148%, 409%). It suggests that Escape
Rooms are being closed down due to people not coming to them. With the high numbers of rooms
in the UK along with large amount of companies it means it is a growing market with that it means
more there is a developed interest in Escape Rooms and also a saturated market as well which
means that there is multiple businesses that provides the same product and also service.
Structure – The North West of England continues to rule the roost in terms of per capita room
count, but in Scotland and London, which is used to vie for that top spot. Special mention for the
East of England, a late entrant to the market but which is now moving on in leaps and bounds. This
shows that the Escape Room market is increasing with more Escape Rooms being introduced in the
East of England as the population in Suffolk is 756,978 according to the Suffolk Observatory website,
374,303 (49.5%) men, 382,675 (50.5%) women.
Local and National Demographics
The population of Ipswich is 138,480 according to the Suffolk Observatory, 69,431 (50.1%) men,
(69,049) women, Total population of Suffolk is 756,978 according to the Suffolk Observatory
website, 374,303 (49.5%) men, 382,675 (50.5%) women.
Sami Uddin
