© Agility 2012 Page 1
Secrets to a successful launch
Anita Waddell, MD of Agility Marketing
www.agility-marketing.co.uk
T: 01442 [email protected]
www.agility- marketing.co.ukPage 2
www.agility- marketing.co.uk
The key areas....1. Are there enough chimney pots?
2. How much should you spend on marketing?
3. Focusing in the right areas.
© Agility 2012 Page 3
www.agility- marketing.co.uk
Starting with chimney pots!
There is a formula - Varies depending on...
• Type of attraction
• Length of stay
• Size of attraction
But also your catchment area
• Include overnight tourists
• And those who live within an hours drivetime
© Agility 2012 Page 4
www.agility- marketing.co.uk© Agility 2012 Page 5
We’ve looked at Bristol:1 hour drivetime – 2.6 M Population (1.09 M Households)
Local tourist market – 4 Million
www.agility- marketing.co.uk
Working out the numbers
© Agility 2012 Page 6
Indoor play
1-2.5%
Local Museum
0.5-0.75%
Farm Park2.5%
Science Centre2-5%
Theme Park
6-12%
Zoo3-8%
Maximum visitor numbers = 150,000However....this is based on a 4 hour visit
1 hour visit = 60,000 visitors
www.agility- marketing.co.uk
10%
Spend per head as % of turnover
There are also formulas For marketing £££ too.
New attractions or growth
10-12%Established attraction
maintain numbers
7-8%
www.agility- marketing.co.uk
Indoor play has lowest marketing spend in industry...
© Agility 2012 Page 8
15p-25p
45-55p60-70p
70-80p 75-85p
Indoor play
Farm Park Zoo Museum
Theme Park
www.agility- marketing.co.uk
The biggest difference about indoor playHuge levels of repeat business
Higher levels of party business
Need to keep in touch
• Want to obtain email addresses and mobile numbers
• Encourage sign up to your social media pages
Also want to keep them coming back
• If you can, hold some attractions back to add in y2 and y3
• Want to give impression continually investing/continually new
© Agility 2012 Page 9
www.agility- marketing.co.uk
Getting the marketing right...• Make it look professional
– Create a professional logo
– Ensure the entrance is as welcoming as possible
– Build a modern fun website
• But not too zany.
• And ensure it is mobile friendly
© Agility 2012 Page 10
www.agility- marketing.co.uk
What not to do!
© Agility 2012 Page 11
www.agility- marketing.co.uk
A better approach...
© Agility 2012 Page 12
www.agility- marketing.co.uk
Let Hype Build Gradually
Website Holding Page Full website
PR
Social media
Email Mktg
Signage - Front
Online adv
Traditional adv
Focus the ad spend closer to opening...
Continue momentum after the launch
© Agility 2012 Page 13
100 days 60 days 30 days Launch
www.agility- marketing.co.uk
Three core online tools
© Agility 2012 Page 14
www.agility- marketing.co.uk© Agility 2012 Page 15
www.agility- marketing.co.uk
And social media...
© Agility 2012 Page 16
© Agility 2012 Page 17
Secrets to a successful launch
Anita Waddell, MD of Agility Marketing
www.agility-marketing.co.uk
T: 01442 [email protected]