All of your guests searched your Family Entertainment Center online to find the address, opening hours, prices, attractions, etc. But have you set the right expectations? If someone who hasn’t visited your location finds your venue, will your online presence convince them to come?
Digital marketing for FECs is cost-effective and makes the targeting easier, but without a strategy is like exploring a new city without a GPS: it consumes time and resources.
Now you’re probably wondering how to do it right.
Develop your digital marketing strategy from the bottom, with a good foundation for a lasting structure. Use the right details on top of that foundation to extend its longevity and obtain an effective and lasting FEC digital marketing strategy. We’ll show you what we mean in the article below.
Define a unique brand for your Family Entertainment Center
Branding and messaging tell your story: who you are – what you do – where you do it – who you do it for – why you do it.
As a person, other people recognize you for your appearance, voice, tone of voice, ideas, story and other characteristics. Your brand should also be quickly recognized.
With branding, you can help guests quickly identify your venue, and give them a reason to choose it over the competition by clarifying what this particular brand is and is not.
Consistent messaging is needed to build brand awareness.
Keeping your channels in sync is also essential to delivering a consistent message.
You can do this by establishing brand guidelines and standards for your visual and written communications:
The objective is to attract and retain loyal guests and other stakeholders by delivering an experience always aligned with what the brand promises.
Sky Zone is the originator of wall-to-wall aerial action, and they never stand still. They’re always working to invent epic new ways to play, gather, and compete.
What about you?
Stay in touch with your guests through your FEC website and email
Your website is the first place you can show guests your branding, the front door of your FEC.
People have an attention span of fewer than 10 seconds.
Therefore, a poor web design won’t deliver your message in those crucial opening seconds. You could lose lots of potential guests and opportunities to create a powerful and positive brand memory that generates interest for your venue.
Use the elements from your branding and make your message easy to understand. Keep in mind that your homepage is the most visited one, so make sure it answers the critical questions guests will be asking (what packages you offer and for what prices, what is your attraction mix, how they can contact you or book an event, where is your location, etc).
Let me show you how to do it:
- Hero image
Use a high-quality photo, video, or graphic that offers a good first impression and captures the user’s attention.
Explain in a short sentence what your venue offers. Keep it simple and clear, with no fluff.
Use it to strengthen your headline if it is needed. Remember to connect with your possible guest, don’t just talk about yourself.
- Call-to-actions (CTAs)
Direct guests to book a party, buy tickets, find out more about your location, or contact you.
- Supporting images
Most folks are visuals. Use images or videos to capture their emotions and drive actions. Use visuals from your venue, with your guests. By all means, they perfectly represent your demographics. 🙂
Describe briefly and shortly why visitors should choose your Family Entertainment Center. How are you going to enhance their experience and difference from other FECs?
- Social Proof and success indicators
Digital word of mouth.
Adding a name and photo gives testimonials more credibility. Choose the best ones and add them to your homepage.
If your venue holds awards and recognition, don’t hide them. Let people know your accomplishments.
Give your visitors a clear path to the pages they need right from the homepage as you created a guest journey at your location. Moreover, include a search box if you can.
- Content Offer
People who may not be ready to buy might rather download an offer that gives them more information. For instance, let them download a checklist with what you need for a birthday party or a birthday party kit in exchange for their email. After a while, send them an offer or invite them to a special event through the newsletter.
Highlight your address and updated contact info thus folks can easily reach you. Use features like chatbots, a party booking or buying tickets system, create your party package, or even Google forms to increase your chance to convert them into guests faster.
Here’s another thing. Today’s savvy users expect a short loading time, so the deal is to eliminate unnecessary design features.
Remember to follow these principles:
- Simplicity – straightforward and easy to navigate.
- Familiarity – design and write for your demographics.
- Accuracy – reflect your brand throughout your site.
Once your guests step through your FEC door (the physical or virtual one), keep in touch with them via email.
Invite them to subscribe to your email and send your FEC’s new attractions, and updates on promotions or events.
Invite them back to your location and build a long-lasting relationship.
Use Local SEO and Social Media to make your venue visible to your guests
It would be a shame to design a beautiful and user-friendly website and guests not be able to find it, right?
SEO stands for search engine optimization and it’s meant to get more traffic from search engines like Google. Long story short, when a guest searches for “VR near me”, Google’s goal is to show the closest venue with VR, not an article about types of VR for FEC owners.
Local SEO is the practice of boosting your local search presence.
What does that mean to you? Well, to:
■ Find and optimize local keyword
Find out which keywords your guests type on Google when they need your services. For example, when a mom is looking for a birthday party location for her kid, she could type on Google “birthday party for kids”.
Use keywords on your website (and not only) to help Google show your birthday party package to her.
■ Build local citations (mentions of your FEC on other parts of the internet),
■ Optimize your Google Business Profile.
All of your guests use social media.
And most of them checked your Family Entertainment Center’s Facebook Page. It would be confusing to see that your last post was in 2019.
Focus on Facebook, Instagram, and TikTok to cover the basics.
Up your game with Paid Campaigns for your FEC
Contrary to traditional marketing, FECs digital marketing allows you to cover the basics only in exchange for your time. But, if you want to stand out, you can invest in paid campaigns. Combining organic content with ads is a game-changer.
For instance, on social media, you can post videos and photos with people having fun in your venue, tips for birthday parties or corporate events, new attractions from your FEC, testimonials, etc. In addition, get the demographic attention with paid ads with one-time offers, vouchers, and special prices they can get when they visit your venue.
Google Ads allows you to create and share well-timed ads (via both mobile and desktop) among your target demographics.
In other words, your FEC will show up when a potential guest is looking for places like your venue via Google Search or Google Maps.
This way, you reach your demographics when it makes sense for them to come across your ad.