Joseph Tirenioluwa Olugbade Introduction I will be preparing a rationale for a marketing campaign for Cryptic Adventures Escape room to promote its business. This rationale will provide a full look outlook and insight on the external and internal features of the escape room market and how Cryptic Adventures can use this information to improve themselves and achieve their marketing aims and objectives. According to the logicescapesme.com in 2018 the UK size of the escape room market is £50-80 million, and the 2019 value was approximately £74.5 million. The UK escape rooms have shown rapid growth as the escape room market has increased on average about 147% between 2013 to 2018 and till this day is still expanding, so there is a huge potential in this market. Cryptic Adventures is a business who runs escape rooms in the UK, it runs a permanent site in a city centre location that offers customers a choice of different escape room challenges. This varies from easy challenges that last an hour and extremely hard challenges that last two hours. Cryptic adventures sell merchandise, including hooded sweatshirts with the logo and team photographs. Rationale Cryptic adventures have an allocated marketing budget of £25,000 for the campaign and the campaign should be up and running for 52 weeks. The market research will allow Cryptic Adventures to anticipate demand, which is identifying what customers of the escape room might possibly want in the future, Cryptic adventures would satisfy demand, so they could see what customers want in escape room and see how they could improve their own business to start in more business activity. Marketing aims and objectives 1. Gaining market share by offering special deals to university students This can be done through a number of ways. Promotion- Cryptic adventures can increase their brand awareness on social media. Currently they only have a website for customers, advertising on local newspapers and giving free tickets to Youtube influencers to promote and vlog about their experience. However, this is not enough to get Cryptic adventures a higher market share. For Cryptic market share to become a national attraction, it needs increased brand awareness on social media and a brand personality. Cryptic Adventures need to start by using paid promotion ads on Instagram, snapchat and facebook, that is where they need to start so they could gain brand recognition. Especially since they are trying to appeal to university students which are around the age 18-24. Once they pay Instagram, snapchat and facebook for these ads, there special offers would come up as social media ads on that certain demographic’s social media accounts. Once this happens, Cryptic adventures would have brand recognition and later in the process once people have experienced their Joseph Tirenioluwa Olugbade escape rooms they will then have a brand personality as people will associate the escape rooms with a feeling of fun and excitement. 2. Increase revenue and grow the business Market research Target market: The market research I have conducted consist of secondary and primary data. From my secondary data I have found the following research. The target market of escape rooms are groups of friends, families and colleagues from oveit.com ( data is reliable as it comes from market source website). It says that groups escape room players consist of 37% are groups of adults over 21, 19% corporate groups, 19% groups under 21 , 11% date night couples , and 14% of other generation groups. This means that Cryptic adventures would need to market their escape rooms to corpare groups which they are already trying to do and groups over adults over 21 and under. Another group of customers to target are people who are looking for challenges,those looking for family friendly activities and people who want team building activities. Market growth and size- The Uk has 1139 rooms distributed within 28 different companies with 415 venues .In 2018 it was estimated that there would be a £53 million turnover in the market due to an average of 3.5 million people coming to see escape rooms. In August 2018 there were 288 companies this increased by 23.2% in December 2019. According to financial times there has been a rising growth in Escape rooms in the UK,people who go to escape rooms pay about £100 for the experience. Growing trends- A growing trend in the escape room market recently has been the introduction of VR and AR escape rooms. Due to the COVID19 pandemic this is how escape rooms survived in the market. Another trend is action escape games, these are filled with physical activities, for example fort boyard. (Superescaperoom.com)- reliable source, its information is all on the UK escape room market. PESTLE Political- A political factor which could affect escape rooms could be taxes, the government could raise business taxes, and this could therefore affect Cryptic Adventures profits. Boris Johnson , the Prime Minister of Britain, announced the second lockdown on the 2nd of November 2020. Business owners were furious as businesses had already suffered damage from the previous lockdown Joseph Tirenioluwa Olugbade Economic- Due to COVID19 all non essential business had to close. Answers from parliament regarding this were that escape rooms would be supported by the government as they would be offered bounce back loans and job retention schemes to help escape room employees. Social- As escape rooms have been a constantly growing market in the UK, escape rooms are being seen as a necessity of social interaction. Aimscape.com says that escape rooms provide people with communication and social skills. Technological-Escape rooms have been moving to augmented and virtual reality. Cryptic Adventures can start this Legal- It has become compulsory for masks to be worn in physical business environments due to COVID19. Environmental – there are no environmental implications SWOT Strength- escape rooms is a constant growing market, so Cryptic Adventures can grow within this market Weakness- for cryptic adventures to be successful it must have a lot of brand recognition, this could take a long time, escape rooms are seen as a bad investment because it is still in the product life style of growtht
