Escape Room
I love escape rooms! During University and some time after, I worked as a Games Master for two brands local to me. It was the perfect job for a performing arts graduate - the ideal mix of structured customer service, performing, and technical operation.
A popular choice in the “experience economy”, escape rooms have so much potential to carve out serious real estate on social media. But where many escape brands go wrong is putting the responsibility of social media management and content creation entirely on the gamesmasters.
Don’t get me wrong, gamesmasters are incredible assets to an escape rooms’ socials: creating a gamesmaster-first content strategy gives your audience a face to associate with the experience, a name to remember when they receive excellent customer service, and a person at a venue they will recommend to their friends.
I’ve heard those conversations - had them too!
“You have to go play this game at [Escape Brand], we had [GM Name] running the game and she’s amazing - you’ll really luck out if you get her running yours!”
GMs are literally the face of your company (as well as the voices and characters!), but putting social media management and content creation on them has devestating consequences: content is irregularly posted because they’re busy GMing, branding is sporadic/inconsistent across posts, and then the account inevitably gets abandoned when busy periods hit and never picked up again. Then back to square one.
What I provide is the strategy and coordination. I take the guess work out of socials and content strategy and build plans bespoke to your business that involve your existing team.
Keep reading for an example of what an Escape Room Proposal for Social Media Management would look like:
NB: all work presented below is the intellectual property of Eagerly Social Media Services. Any copying, amending or use of any part of this work (directly or otherwise) requires permission from the IP holder prior to use. Please contact Eagerly Social Media Services to discuss this.
Regional Competitor Analysis
Within [City], there are three key players in the Escape Experience industry.
The table below lays out the social media presences the organisations run, their following and brief overview of the nature of their business before a comparative study of their overall social presence’s strengths and weaknesses.
NB: For the purposes of this example document, the brands have been anonymised.
Analysis of three competitors (anonymised) based in the same city.
Regional Competitors’ Socials Analysis (against Marketing Principles and Mix)
The 7 Principles of Marketing was established by Booms and Bitner in 1981 as a complete strategic devising tool for marketing campaigns across any industry and, when presented in the format of a marketing mix, is still coveted as the matrix against which marketing strategies (now both print and digital) are built. For this purpose, the marketing mix has been used to provide deeper analysis on the overall impression of the most active social media account (in this case, Instagram) of the brands in question.
These principles have been applied to the active Instagram accounts of each business.
NB: For the purposes of this example document, the brands have been anonymised.
Analysis of competitors Instagram accounts against Booms and Bitner’s 7 Marketing Principles (1981)
Example Social Media Marketing Mix for Escape Rooms
Using the same matrix, I have provided a sample of content that could be produced for an escape room that ensures all principles in the matrix are fulfilled. For ease of understanding, Instagram is being used as the example intended platform for the suggestions below.
NB: As a wider context, this would then be used by Eagerly to build out a client’s full social media schedule and content pieces (stand-alone posts and series) according to a bespoke weighting of the marketing principles.
It is also worth noting here that Eagerly would seek to approach each game at the venue as an individual branding opportunity, building out individual ‘micro’ social media strategies for showcasing each game, rather than only advertising the business in a general sense.
Example of a proposed social media marketing mix and content ideas for an escape room using Booms and Bitner’s 7 Marketing Principles (1981) as a framework .
Do you run an escape room? We should talk!