HauntWorld Home - Forums Home - Live Chat - Find Haunted Houses - Hauntworld Magazine - Haunted House Supplies - America's Best Haunts - Find Vendors
Haunted House News - Haunted Tradeshows - Join Hauntworld Facebook - Hauntworld Twitter - Advertise - Contact Us

Thread: Advertise? Cost per patron

Page 1 of 3 123 LastLast
Results 1 to 10 of 24
  1. Default Advertise? Cost per patron 
    #1
    Join Date
    Dec 2008
    Location
    Longview, Texas
    Posts
    788
    I understand $0.0 spent in advertising per patron would be perfect but of course we do not live in a perfect world. Does anyone have a range of cost per patron? $1.00, $2.00..... I am looking at almost $1.00 per patron, hopefully. Thanks!

    Sue
     

  2. Default  
    #2
    Join Date
    Aug 2011
    Posts
    407
    In the industry I've heard $3-$4 per person. So at least $60-$70k for 20,000 guests. No real formula that one theory I've heard.

    Jake
     

  3. Default  
    #3
    Join Date
    Dec 2011
    Posts
    613
    Quote Originally Posted by terrormasue View Post
    I understand $0.0 spent in advertising per patron would be perfect but of course we do not live in a perfect world. Does anyone have a range of cost per patron? $1.00, $2.00..... I am looking at almost $1.00 per patron, hopefully. Thanks!

    Sue
    $0.00 per person is actually pretty reasonable if you consider facebook and other social media marketing, and doing flyers and whatnot, not to mention other innovative methods of viral marketing and word-of-mouth. The cost is either free or nominal . . . too little to chart on a person by person basis. For instance, what if it costs $1.00 to get one person, but then that one person tweets 40 of their friends, 20 of who actually show up the following week? In round numbers, how would you reckon that cost? $0.05 a person?

    What if you capture email thru an opt-in, or they friend one of your icon characters on FB or follow them on Twitter, and get updates and tweets thru-out the year? What if you offer a free hot dog and drink combo for every person who emails 10 of their friends and invites them to your haunt? For $0.25 worth of concessions (your actual cost), you have one guaranteed show (coming additionally for the free combo) and reached 10 more. That's like $0.025 per word-of-mouth impression and invite. While we're on the subject of tweeting 10+ friends at a time, what about group rates? 5 or more friends? 10 or more friends?

    What about hosting a zombie walk for charity? All the materials needed can be donated, including a banner that can be donated the first year and then used each following year. All the people who would participate in a zombie walk would probably also attend your haunt, and if it happens in the spring or fall, that's plenty of time for people to get the word out and attend, and learn about your awesome haunt. Again, pennies per person, if that.

    On the other hand, based on the cost of a billboard, or a radio or tv ad, you could spend big bucks in advertising, calculated at $4 a person (accounting for projected population, estimated reached, likely return on that advertising in terms of people showing up, and so on), only to actually have no one show up.

    Whenever you see all these numbers thrown around about $2 per person or $3 per person in advertising or $4, and so on, that's usually traditional methods of advertising which do not represent the same return on investment that they used to.

    Also, I wouldn't dream of touching any of the traditional marketing methods unless you are 100% solid on your marketing message, and what it is you offer, and the best way to sell it, your brand, likely audience or customer base, and so on. If you pay big bucks just to say "oh, look, we have a haunt! woo-hoo!", then you may not see that big a return on your investment. Of course, in your case, you are more remote, and for your immediately surrounding population centers, it may be enough just to get your name out. But if you are looking for people in DFW to think of you as a destination haunt, that would probably require more work, methinks.

    What specifically was your goal? To solidify a position as the local haunt of choice, or to pull from population centers farther away as a destination haunt?

    C.
     

  4. Default  
    #4
    Join Date
    Aug 2003
    Location
    Tyler, Texas, United States
    Posts
    2,614
    Oh I know! I know!


    Another fabulous post from the U.S.Department of Wild Imaginings, now in spectaclar stereo, sponsored by the Adhesives and Sealants Council, suggesting ways to stick things together since the 1800s. Not fabulous in a gay way. Your results may vary. Illinois residents add 8% sales tax. These posts have been made by professional post makers, do not try this type of posting on your own without extensive training, lovely assistants and a trusty clown horn.
     

  5. Default  
    #5
    Join Date
    Jan 2010
    Location
    Redding
    Posts
    283
    We are at .46 cents per person last year.
     

  6. Default  
    #6
    Join Date
    Dec 2011
    Posts
    613
    Quote Originally Posted by Dreamreaper View Post
    We are at .46 cents per person last year.
    Really? Do tell!

    C.
     

  7. Default Spend 
    #7
    Join Date
    Dec 2007
    Posts
    360
    Quote Originally Posted by Deathwing View Post
    In the industry I've heard $3-$4 per person. So at least $60-$70k for 20,000 guests. No real formula that one theory I've heard.

    Jake
    Maybe a little bit stong but very close to actual spend per person..
     

  8. Default advertising 
    #8
    Join Date
    Apr 2012
    Posts
    81
    In my state they have this organization called the Guild. It is a haunted house owner/owners and he has a advertising package. The package includes ads in the paper and a magazine called westword thats pretty popular in the state. also he gets my coupons in the wendys in my state and I do believe the game stops out here also. He also puts ads on those advertising boards that are in the bathrooms of local bars,restaurants and clubs[ I think on fifty of them I could be wrong]. He also gets your ad on two bust stops that are close to your haunt. He also has a web site called scared.com that has maps to show exactly were your haunt is and story plus a direct link to your site. The package costs 8k and the guys who I bought the haunt from said it really helped there numbers out. I am not sure if it really did. I will use them for this season and have some one at the exit of the haunt to ask them were they heard about the haunt just to make sure the money was well spent. I also plan on handing out flyers out at the local schools by my haunt[ I got lucky there is three high schools, three middle schools and a collage that is two blocks from my haunt]. There is also a huge theater that is not even a five minute drive to my haunt. All those places will get flyered to death[the theater every weekend from sept. till closing weekend]. All this I have figured will cost around 10k.
     

  9. Default  
    #9
    Join Date
    Aug 2003
    Location
    Tyler, Texas, United States
    Posts
    2,614
    The formula is dependent on how many people you want to see. If the population is 80,000 people, you should spend $8,000 and probably will see 7500 people. If you have a population of 240,000 you might spend $25,000 and that could lead to seeing 24,000 to 60,000 people if you have enough haunts to service that many.

    So the other match is how many people can you actually handle at your facility. If $5,000 is a lot for the number of haunts you have and the parking situation, spend $5,000 and expect to see 4800 people. Want to increase wht seems to be achievable easily of a 30% increase, throw in $30% more money.

    Spending a blantant $25,000 might be the formula for a place that is popping into a town and might not be a permanent location, making sure you get close to seeing 8,000 per year with not planning a second year even in that town. Permanent locations just have to experiment with more the issue of what media actually works in that area to be efficient.

    Maybe 3 radio stations at $1000 each, fliers posters vehicle wraps $1000 after that it is hard to determine what is being spent effeciently. Yet advertising spending might include costs of kiosks promoting your haunt at local seasonal halloween stores and malls or even some walmart entry ways. It may include a billboard or two and advertising in the local theaters in the preview real if they still have that service running in your area.

    Then it is every free listing known to man which all combined might bring in 10% of the patrons.

    It's not a formula with a given answer, it is a flowchart of you have done what really works. For a couple years experimented with what gets to people in your area or proven that it doesn't. So much can be done if you have video trailers of your characters or story lines and characters at your event and get away from just the matter of fact thing on a piece of paper that we are open on such and such hours.

    Once you get over $1 a customer in spending I think you are just not working all the free word of mouth and spending foolishly. It seems to be some kind of power trip to say you spent $50,000 or $150,000 and went out and whined and dined each individual and their families that have anything to do with some media, you know their kids names and send birthday presents and christmas cards. To me that sounds more like the blowhard uncle that won't go away than someone you are now obligated to put 100 hours into making their event successful.

    The old $25,000 minimum numbers might have worked 10 years ago when TV channels were not as fractured, there were 3 per town and not 400 channels. You could spend $2,000 at a TV station and it would only result in 400 people showing up. So that is $5 a customer and does not meet the model of we want to spend $1 per customer so you don't do it. Oh, it all balances out to 2 to 3 dollars per customer in the end. NO! you are blowing another dollar to two on each customer inefficiently and being a blow hard.

    Set a price and budget relative to the customer number you want and what the population really is. Oh if I spend another $50,000 5 people might drive in from 200 miles away. Go ahead and spend $10,000 per customer.

    Bottom line is the best way to spend money is on the haunt and the experience itself and not rely on other magical services that are going to make everything happen. The media is a service, it is not the be all to end all thing that means you made it. Each possible thing you can do with any media might represent no more than 2% to 10% attraction of the customers you need. So you need 10 to 50 different types of media approaches working for you. Unfortunately it takes some amoung of time to wrangle 40 to 50 contacts arrangements or you can just up and pay someone's salary for doing it for you at $100 per hour.

    Sometimes you get a free TV segment mention and $1000 in flyers or posters and see 1000 to 5,000 people depending on how bad your town needed additional entertainment or community events. If your town is aggressively making park recreation you have to work, they are your competition and have the tax payers money to do this. At that level you may have spent only 20 cents per customer. On the other end of the scale if you spent as much as $3 per customer it comes in to play of did you make a profit or just give away 15% or 30% of your money that proved to be a waste.

    All these media people are going to tell you that you are great. Or your business will grow if you do this. Maybe you don't want it to grow. Maybe you only want a managable amount of wear and tear on your facilities, maybe you don't want to up the percentage of people dieing on the highway trying to get to your event.

    Maybe your facilities can't or shouldn't ever be expected to handle 20,000 people. So you shouldn't spend the money like that is your goal. I'm into every customer that did bother to show up is wildly satisfied and that is where the money goes. Then you don't need any media beyond 75 cents to $1 per customer. And eventually you will intentionally limit how may people you invite to your facilities. As opposed to how effective some form of media, how much it costs, is was the limitation is.

    Sue, for your event, Ryan at Terrornights is a GOD when it comes to realistic advertising suggestions and he is at or below $1 per customer. He basically has had 7 or 8 years of going from an advertising career to being a haunt owner full time. He has figured out over that time what has changed from year to year in strategy and understands what to spend it on when it is your own money. What ever he has said you should listen to. I know he is all dumpy looking and shit but he is the only one for 2,000 miles that actually gets it because he has done it. It is so easy to overlook people in the immediate vicinity as "what the hell do they know". Even the local boys never listened to me until I spent most of the time talking to them at a national convention. The whole situation was just stupid and I have supported them any way I can. Together we have been able to regularly predict exactly how many people this area will see from year to year, know the flatline level it will be at and at that point it is time to begin to be frugal with money and actually eat. It will bounce give or take 800 to 1000 patrons per year and be limited by who actually cares and how much parking can be achieved. It wouldn't matter if there were 10 haunts there or not. Another one might make people funnel out a bit more or per customer increase ticket income, which is on the other corner of the flowchart spectrum.

    Every event I have done has come down to parking facilities being the limitation. If you can only park 20 cars and people are there for so many hours or minutes, how many can you fit in there and entertain. So there is yet another leg of the flow chart, once you have too many people coming you actually have people drive past not wanting to pull thier car in line ups. So at that point you are wasting money per customer. There is nothing wrong with hovering between 5,000 and 10,000 customers and turning a serious profit. Sometimes giving 110% means that long term you are creating a debt you will never shake. In my mind, it is better to make a million over many years and be able to keep it than to make it all at once and have some 2 million dollar concequence take it all way.

    So yes, $1 per customer is the modern number. What you saw last year plus 30% is maximum spending and even that needs to be scrutinized as to how effective that spending actually is.


    Another fabulous post from the U.S.Department of Wild Imaginings, now in spectaclar stereo, sponsored by the Adhesives and Sealants Council, suggesting ways to stick things together since the 1800s. Not fabulous in a gay way. Your results may vary. Illinois residents add 8% sales tax. These posts have been made by professional post makers, do not try this type of posting on your own without extensive training, lovely assistants and a trusty clown horn.
     

  10. Default  
    #10
    Join Date
    Aug 2011
    Posts
    407
    [QUOTE]
    Quote Originally Posted by Greg Chrise View Post
    The formula is dependent on how many people you want to see. If the population is 80,000 people, you should spend $8,000 and probably will see 7500 people. If you have a population of 240,000 you might spend $25,000 and that could lead to seeing 24,000 to 60,000 people if you have enough haunts to service that many.

    So the other match is how many people can you actually handle at your facility. If $5,000 is a lot for the number of haunts you have and the parking situation, spend $5,000 and expect to see 4800 people. Want to increase wht seems to be achievable easily of a 30% increase, throw in $30% more money.

    Spending a blantant $25,000 might be the formula for a place that is popping into a town and might not be a permanent location, making sure you get close to seeing 8,000 per year with not planning a second year even in that town. Permanent locations just have to experiment with more the issue of what media actually works in that area to be efficient."
    I don't know about this. I've seen some honest figures and there aren't even that many established haunts that see 24000 people, I believe getting 24k guests will put you in the extreme upper tier of haunts for TRUE NUMBERS not the pissing contest fake numbers. I would be shocked to hear of a haunt that spent only $8k and saw 7500 customers. Maybe a haunt that's been around 20 years but even those guys dominate the market in advertising. HHN spends hundreds of thousands if not more and they are HUGE!

    Jake
     

Thread Information
Users Browsing this Thread

There are currently 1 users browsing this thread. (0 members and 1 guests)

Posting Permissions
  • You may not post new threads
  • You may not post replies
  • You may not post attachments
  • You may not edit your posts
  •