Digital marketing in the leisure and entertainment

sector

How to use modern tools and techniques effectively and deliver results

Building Brands that make a differenceCommercially, Socially and Culturally

katapult.co.uk Office: +44 (0)1332 294416katapult.co.uk Office: +44 (0)1332 294416

About KatapultKatapult is a marketing agency based in the Midlands with expertise across Branding, Marketing, Inbound Marketing, Design, Digital and Video Production & Motion Graphics.

We work directly with attractions, IPs and suppliers to the leisure sector, often working as an extension of their marketing team working across product development, innovation, guest experience, video, digital and design.

Drayton Manor – Retail and Guest Experience • Working with our client, Picsolve, to deliver a new photography merchandise offering. • Developing a range of personalised driving licenses for Thomas Land’s younger visitors.• This included creating new exterior signage for the shop to make it more eye catching and appealing

to children.• Developing designs inside the shop for a photo wall, the other interior walls and retail kiosk to create

an engaging and fun experience for families visiting Thomas Land.

I want to tell you a story of childhood holidays…

We used to dread being invited to see friends

holiday snaps

Discovery

Discovery

Finding activities in the area

Finding activities in the area

Offer and incentives

Offers and incentives

Word of mouth

Word of mouth

Word of mouth

How we optimise for this?

Align your activity to your buyer personas

katapult.co.uk Office: +44 (0)1332 294416

Busy Mum Molly• The following slides are based on the buyer persona for a fictional

leisure industry gaming supplier and are purely illustrative.

BACKGROUND• Busy working mum

• Children aged 4, 6, & 9

DEMOGRAPHICS• Age 25 – 35

• ABC1

IDENTIFIERS• Owns iPhone & iPad

• Predominantly uses Facebook, email and Instagram.

• Browses iPad while watching TV searching for deals and activity ideas for school holidays

katapult.co.uk Office: +44 (0)1332 294416

Busy Mum Molly

GOALSKeep the children entertained during school holidays

CHALLENGES

Has a limited time off so wants to ensure time is well spent

Family budget is tight so likes a bargain

HOW WE HELPProvide great day out for all the family with lots to do and see for kids and grown ups alike. All without breaking the bank.

katapult.co.uk Office: +44 (0)1332 294416

Busy Mum Molly

REAL QUOTES“The cost of a day out these days is too high when you have to multiply everything by four.”

“Finding a day out that all the family enjoys is borderline impossible!”

COMMON OBJECTIONSTicket price is too high

Food prices are too high

Not enough at the venue to fill a whole day out

katapult.co.uk Office: +44 (0)1332 294416

Busy Mum Molly

MARKETING MESSAGINGA fun day out for all the family… guaranteed!

ELEVATOR PITCHWe provide a packed itinerary of activities that the whole family can enjoy. We’re so confident you’ll enjoy it we offer the great day out guarantee! Money back for whole family if you leave without a smile on your face.

Step 1Get found

Ensure your website has

properly optimised all on-page

elements related to SEO:

- Meta titles

- Meta descriptions

- Alt tags

- H1

Ensure your on-page SEO is sorted

www.moz.com/learn/seo/on-page-factors

But don’t ignore your off-page SEO

Source: Moz.com & @MikeRamsey

Useful Local SEO Tool

https://moz.com/local/search

Maintain a blog

https://moz.com/local/searchhttps://egyptmanchester.wordpress.com/

Blog titles for Busy Mum Molly

https://moz.com/local/search

- The best New Forest Easter Break Itinerary for all the

family

- 10 ways to entertain your kids this summer in

Derbyshire

- Rainy day activities during the summer holiday

- 10 cost saving tips for a family day out

- Getting the best value out of your theme park entry

ticket

Social media hygiene factors

- Monitor Twitter for mentions of your attractions, both

@mentions and otherwise. E.g. @Altontowers and Alton

Towers.

- Use the blog content to feed supplementary content to your

social channels

- Be visual. Across almost every social media channel, visual

content gets the highest levels of engagement.

- Keep your commercial goals in mind. Drive people back to

your website where offers can be promoted.

To make Facebook work…

…you’re going to need to “pay to

play.”

Step 2Engage

Website: Responsive vs Adaptive

Website: Responsive vs Adaptive

Use clear calls-to-action

But what about when people just aren’t

ready to visit?

Encourage them to sign up to your mailing list

and let the email marketing commence…

25% of company and agency respondents

ranked email’s ability to provide a

return on investment as

‘excellent’

 Econsultancy: 2015 Email Marketing Industry Census

Step 3Convert

Email marketing1. Use Incentives to Increase Open

Rates

2. Stick to Fewer Than 3 Typefaces

3. Keep the Main Message and Call-to-Action Above the Fold

4. Keep Your Email 500-650 Pixels Wide

5. Write Compelling Subject Lines (50 characters maximum)

6. Closely Tie Emails to Landing Pages

7. Conduct a 5-Second Test

Email marketingDeliver content that either:

• Educates

• Entertains

• Inspires

Sales messages get tired quickly.

While promotions are good from time to time, it’s educational, entertaining or inspirational content that will cut through.

Email marketing

Segment your database to deliver targeted personalized messages that resonate.Example

A subscriber aged 16 could be mailed with messages to visit your attraction during June during the period following GCSE’s but before the summer break.

Deals and promotions

Step 4Analyse

Google Analytics

Google Analytics Dashboardshttps://www.google.com/analytics/gallery

Bit.ly

MailChimp

5

Finally....

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