According to
FirstResearch.com, amusement parks generate
about $25 billion in sales worldwide. In the US, the industry comprises about
3,100 establishments with combined annual revenue of about $17 billion.
However, it’s interesting to note that the 50 largest companies in the US
generate about 85% percent of revenue. Clearly, there is tremendous opportunity
for small to mid-level operations to grow at a faster pace by engaging
potential audiences through their current client-base. One of the best ways to
do this is by facilitating extensive brand exposure on social media networks
through happy customers while they are enjoying your hospitality and services
at your venue. Wondering how to get started? Here is a quick primer to get
going on your way to success!
Power of Branding
With the ease and convenience of the ubiquitous smartphone,
amusement park visitors are sharing more and more photos of friends and family
playing games, jumping on rides, sliding down water slides and generally having
a great time at your venue. Though it can bring in some visibility to your
park, nothing can match the value of brand exposure gained by displaying your
branding and logo on the photos and ensuring that these are posted online with
your custom hashtags.
Bennett’s Curse Haunted Attractions did just that by setting
up a social selfie space at their Maryland haunted house. While using Pixe
Encore, Bennett’s was able to increase their Facebook Page likes by 109% as
compared to the same time period last year. “Pixe Social is an excellent social
media resource to help guests spread the word about their experience at Bennett’s
with friends and family,” explains the operators of Bennett’s Curse.
Instant Sharing
Say your friends decided to take a trip to the local bowling
alley or laser tag center on a Friday night, but you decided to stay home and
take it easy for the night. You’re completely confident in your decision to
stay home until the photos start filling your Facebook and Instagram feeds. We
all know that feeling of envy.
They may not realize it, but when visitors are posting
pictures from adventure parks or FECs, they are becoming brand ambassadors.
With every like, tag, and share of these photos, your brand is getting more
viral visibility. When your guests share their experiences and stories in
real-time, it encourages their friends to join them on their next visit and not
miss out on all of the fun.
Minimal Investment
Traditional marketing efforts, whether it is print
advertising or radio and television spots, require insanely large budgets. Many
brands have found success with these campaigns in the past, but they are very
limiting in the audience that is reached, especially with online newspapers, digital
radio apps, and DVRs.
Social media campaigns driven by brand users can reach an
exponentially greater amount of potential customers with little to no
investment. By providing social sharing apps such as Pixe Encore, operated by
the entertainment center, or Pixe Snap, operated by the visitors, brands can
now insert their logo and unique hashtag on every photo shared. A brand’s
message is much more powerful when it corresponds with genuine guest
involvement, so why not capture every exciting moment your guests’ experiences
and spread your branding at the same time?
