Marketing for Small Business Escape Rooms and the Importance of Experiential Learning

Authors

  • Ken Brubaker Ashland University
  • René Rawraway Ashland University
  • Abigail G. McMaster Ashland University

DOI:

https://doi.org/10.33423/jmdc.v18i1.6895

Keywords:

marketing, development, small businesses, escape rooms, experiential learning

Abstract

A semi-rural Ohio escape room collaborated with a local university for an experiential learning initiative, aiming to attract more college students, retain current customers, and enhance marketing strategies. Two questionnaires were employed: one targeting college students and the other existing customers. Findings revealed a higher attendance of upperclassmen students at the escape room and email as the preferred mode of communication. Moreover, a significant correlation between escape room experience, games, food, drinks, and overall satisfaction was observed. The customer-focused survey indicated the primary demographic as individuals aged eighteen to twenty-nine, with a high satisfaction rate of ninety-seven and a half percent. Additionally, sixty-three percent expressed interest in returning for a new escape room design.

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Published

2024-03-24

How to Cite

Brubaker, K., Rawraway, R., & McMaster, A. G. (2024). Marketing for Small Business Escape Rooms and the Importance of Experiential Learning. Journal of Marketing Development and Competitiveness, 18(1). https://doi.org/10.33423/jmdc.v18i1.6895

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Section

Articles