Guide: How to build successful FEC brand marketing

In today’s digital world, where families have countless options for outings and entertainment, Family Entertainment Centers (FECs) must do more than just offer fun experiences. They need to make sure that potential customers know they exist. 

In this guide, we offer practical tips for FEC operators to enhance their brand’s visibility, engage with their audience, and ultimately boost their bottom line using digital marketing and Valo Motion’s unique marketing tools.

Why brand marketing is essential for FECs

For any FEC to thrive, it’s not enough to simply have great attractions; you must also get the word out. By leveraging digital platforms like social media, search engines, and email marketing, you can connect with a broader audience and bring in guests who might not have found you otherwise.

Here are 7 effective digital marketing tactics for FEC operators.

#1 Be found when your customers search online

When potential visitors look for entertainment options, they often search for terms like “family entertainment center near me,” “birthday party location,” or “digital attractions Toronto.” To capture these searchers, it’s critical to optimize your online presence. This is called SEO, search engine optimization. Here are key SEO tips:

1. Ensure your website is optimized for mobile users as 62% of searches today are done with mobile devices. Also, as of July 5th, 2024, Google will no longer index websites that don’t render or load on mobile devices: these websites risk disappearing from search results.
2. Perform keyword research: what search terms are your visitors using when they are searching for entertainment similar to yours? Utilize free SEO tools like Keywordtool.io: Enter your products or services to discover the relevant search terms people are using.  
3. Make sure your website content and information match what your visitors are searching for.
4. Appear in local searches with Google My Business:
   • Setting up and optimizing your Google My Business account is a must. Here’s why:
   • Increase visibility: Your FEC will show up in Google Maps and Local Pack Listings.
   • Encourage customer reviews: Reviews are the modern version of word-of-mouth advertising.
   • Serve as a communication channel: Engage with customers by responding to reviews and keeping your information updated.
5. You can also create paid search advertising (Pay-per-click) to target local customers with search engine ads. These ads appear when someone searches for relevant keywords and can be highly effective in driving traffic to your website.

#2 Keep your digital front door open for more bookings

Your website is often the first interaction potential customers have with your FEC. Make sure it’s inviting and easy to navigate.

• Plan clear navigation: Keep your website menu clean and organized so visitors can find your key attractions or event packages in less than three clicks.
• Offer online booking: Incorporate an easy-to-use booking system to convert website visits into sales.
• Highlight contact information: Make it easy for potential customers to contact you with features like an active “Call Now” button.
• Use strong Calls to Action: Include clear CTAs, such as “Book a Party” or “Plan Your Visit.”
• Optimize for mobile UX & page speed: According to Google, bounce rates increase by 32% when page load takes 1 to 3 seconds and 90% at 5 seconds. Easily check your website’s page speed for both mobile and desktop using PageSpeed Insights.

#3 Engage your audience and attract new guests on social media

An active social media presence is crucial for keeping your brand top of mind. Regularly post updates about what’s happening at your FEC.

• Special events: Promote birthday parties, corporate outings, or holiday-themed nights.
• Limited-time offers: Share deals and discounts to drive more visits.
• Promote new games or attractions: Let your audience know when you’ve got something new and exciting. 
• Valo Motion provides FEC operators with a wealth of marketing collateral for promoting new games and attractions, including game information content, ready-to-use videos, reels, and social media images that you can easily share to drive interest in your venue. All of these materials are delivered straight to your inbox in a comprehensive marketing package.
• We keep attractions fresh with our subscription model which includes regular game updates, new game levels, and new innovative game releases for mixed-reality attractions ValoArena, ValoJump, and ValoClimb.
• Check out our latest 2024 game launches here:
  • Dunk It! Basketball game for ValoJump
  • Climball Legends for ValoClimb
  • Photobomb for ValoArena

By using engaging content and leveraging Valo Motion’s ongoing marketing support, you can maintain a consistent and appealing social media presence without the hassle of creating everything from scratch.

#4 Strengthen your local presence with community engagement

Being an active part of your community builds goodwill and enhances your brand’s reputation. For example;

• Run charity campaigns or collaborate with schools: Give back while boosting your brand visibility.
• Collaborate with local influencers: Use local partnerships to extend your reach.
• Host local events: Host local events to further amplify visitor engagement at your venue. All of Valo Motion’s mixed-reality attractions and games, paired with our subscription package, are tailored to enable social play and competitive events at location-based entertainment (LBE) venues, whether it's a competitive tournament, casual challenges, or celebratory events like birthday parties. 

‍Read more about hosting local events with Valo Motion in this guide.

‍#5 Stay connected with your audience with Email marketing

Email marketing remains one of the most effective tools for customer retention. Encourage sign-ups by offering exclusive deals, and promote your email newsletter on social media. 

Ensure your emails offer valuable content, such as event updates, personalized offers, and behind-the-scenes insights, to keep your audience engaged and looking forward to each message.

#6 Create content and run a blog for a visibility boost

Running a blog can be a game changer for your FEC’s online visibility. Content ideas can include:

• Behind-the-scenes stories: Share insights about your operations or the history of your FEC.
• Entertainment trends: Discuss the latest trends in entertainment and how you’re staying ahead.
• Event highlights: Recap special events and share photos or videos to attract more participants in the future. Here you can also leverage user-generated content from Valo Motion’s mixed-reality attractions.

#7 Amplify your venue’s reach with Valo Motion’s built-in photo booths

Gaining social media attention for your venue can be tough. But what if your guests could do it for you? 

All of Valo Motion’s attractions come equipped with an in-built video booth feature. As guests engage in these games, their session is automatically recorded and sent straight to their email inbox. These user-generated posts amplify your brand’s reach and authenticity, creating a snowball effect of free promotion. 

Encourage your guests to share their videos. These videos are ready for instant sharing, making it easy for visitors to post them on social media, complete with your venue’s branding.

Benefits of sharable videos for venue operators

• Automatic content creation: No need to manually generate content; the gameplay videos are already branded and ready to share. Repost user-generated content on your own channels, featuring it in your marketing campaigns to showcase real visitor experiences.
• Increased social media presence: As guests share their videos, your venue gets more exposure, helping you reach a wider audience.
• Word-of-mouth marketing: User-generated content acts as digital word-of-mouth, building trust and authenticity around your brand.
• Enhanced guest experience: Offering visitors personalized video content adds a memorable touch to their visit, increasing satisfaction and loyalty.

Benefits of sharable videos for guests

• Instant access to their gameplay videos: Guests receive their videos immediately, creating instant gratification.
• Easy sharing on social media platforms: With the click of a button, they can share their videos on their favorite social channels, helping spread the word about your venue.
• Lasting memories of their visit: These gameplay videos serve as an emotional souvenir, letting visitors relive their experience.

‍Read more about our active entertainment solutions for FECs here.

‍Boosting your FEC’s brand visibility doesn’t have to be complicated! 

With the right digital marketing, you can easily make your venue the top choice for families, friends, and event planners. From an easy-to-find online presence to fun social media posts and local engagement, this guide gives you practical, straightforward steps to get more guests through your doors. 

Plus, with ongoing marketing support from Valo Motion—like ready-to-share images and videos, and in-built photo booths for user-generated content—you’ll always have fresh, engaging material for your promotions.