KidZania tweaks its marketing to increase footfalls during non-peak hours
When KidZania started its Indian operations five years ago as an experiential edutainment center specializing, it faced one challenge – it was how to attract kids to its indoor entertainment and learning center on weekdays, when most of them busy with schools and studies. While it kept creating edutainment campaigns and worked with influential retail brands, bridging this footfall gap was an uphill task.
To handle this issue, it began experimenting with local marketing activities and introduced Happy Hours at its Mumbai and Noida centers. Under this initiative, children in the immediate vicinity who could not visit KidZania on weekdays due to paucity of time. Under this initiative, they visit the indoor entertainment center on weekdays the three hours on by paying INR 700, which is much lower than the full day pass for INR 1250 or the weekend day pass that is priced at INR 1500.
The company has also introduced a flexi-ticket scheme for three and five hours, which are available at discounted rates. The price for this special five-hour ticket is INR 1100 on weekdays and INR 1300 on weekends. “We realized that customers today want to visit KidZania based on their own time availability. So, rather than bind them to adhere to avail of the full day pass, we came up with the flexi hour passes. That way, they can optimize their available time at the center and also save on money,” stated Tarandeep Singh Sekhon, Marketing Director, KidZania India.
Similarly, the company launched annual passes for INR 4000, which allows users to visit KidZania six times a year, while the accompanying parent gets 50% off for all the six visits. With this annual pass, the young kids can also sign up for KidZanian Pazzport loyalty program and win merchandise vouchers worth INR 550.
KidZania’s Mumbai and Noida centers receive around 4 lakh footfalls annually and the brand expects that these initiatives will give this number a fillip. Additionally, each of these centers have partnerships with around 33 retail companies, like Kinder Joy, Big Bazaar, Coca Cola, Dettol, Frooti, etc. An increased footfall will mean better brand engagement with the target customer base.
After all, an experiential edutainment center like KidZania uses the expertise of its retail partners create immersive experiences that inspire children and enable interactivity with their products. The retail organization, on the other hand, gets a sustainable engagement platform where it can test product and brand exposure through branded role-plays and cross promotions. These initiatives help both KidZania and retail companies enhance brand value and build loyalty, which is ultimately a win-win situation.