Red Cinemas Marketing Plan
by Karin Willet
Facebook: 7,260 likes. 7,214 followers.
Twitter: 164 likes. 407 followers.
LinkedIn: 28 followers.
YouTube: 4 subscribers.
Instagram: 1,096 followers.
Google+:593 reviews. 4.2 star rating.
Yelp: 42 reviews. 3 star rating.
Reviews for Red Cinemas are quite mixed. Good reviews include delicious popcorn, the unique experience of having beer and coffee, a wide array of movie genres, and comfortable reclining seats. Bad reviews include lack of customer service, ticket sale issues, broken chairs, and thin walls.
Recommendation #1:
The largest complaint appears to be that the concession stand operates the ticket sales. This causes people to wait in line 20+ minutes, therefore missing the beginning of their movie, or finding out the movie is already sold out. I recommend opening up one register (even if it’s still at the concession stand) solely for ticket sales. This will streamline traffic, reduce wait time, and improve customer satisfaction. Additionally, that employee would be available to assist with concession sales as well if needed.
Recommendation #2:
Another large issue is customers buy their tickets online through Fandango, but when they arrive at the theater are told their purchase isn’t valid. This is because Red Cinemas is still working on a deal with Fandango. I recommend Red Cinemas post an announcement on social media and post signs in the cinema that until this issue is fixed, do not buy tickets through Fandango – only use their website for early purchase. This will reduce customer frustration until the issue with Fandango is worked out.
Recommendation #3:
My third recommendation is repair the chairs. The Cinema responds to every complaint about the chairs stating they’re working on it, but some complaints are from a year ago. This certainly should have been resolved by now. All older chairs should be replaced with reclining, luxury chairs as soon as possible. However, even some of the new reclining chairs aren’t always working. I recommend that each day before opening, an employee tests each chair to ensure they recline properly. If they’re not working, make them “Out of Order” until they’re fixed. Also, if any chairs are still in poor condition regarding looks, that particular theatre should be closed until all chairs are updated.
My third recommendation is repair the chairs. The Cinema responds to every complaint about the chairs stating they’re working on it, but some complaints are from a year ago. This certainly should have been resolved by now. All older chairs should be replaced with reclining, luxury chairs as soon as possible. However, even some of the new reclining chairs aren’t always working. I recommend that each day before opening, an employee tests each chair to ensure they recline properly. If they’re not working, make them “Out of Order” until they’re fixed. Also, if any chairs are still in poor condition regarding looks, that particular theatre should be closed until all chairs are updated.
3) Target market options
SEGMENT NAME
|
DEMOGRAPHICS
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INTERESTS
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MOVIE
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Boisterous Boys
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Teenage boys age 13-19
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Comic books, superheroes, action, athletes
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Black Panther
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Curious Kids
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Families living/renting a house, middle-class, w/ children age 8 & under
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Cartoons, jokes, family outings, good morals
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Early Man
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Reel Religion
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Women age 30-50 who attend church, are religious, single or married
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Church, Bible stories, romance, action, girl’s nights
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Samson
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Mighty Militants
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Men age 23-40 in/retired military, live in a home, athletic, single
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Action, military, war, bromance
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The 15:17 to Paris
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Foxy Females
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Women age 40-55 w/ income of $50-80K, w/ kids, married
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Romance, drama, love stories, fantasies, girl’s nights
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Fifty Shades Freed
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Tenacious Teens
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Girls age 12-19, w/ siblings, large amount of friends
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Friends, family, action, adventure, mystery, romance
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Maze Runner: The Death Cure
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Passionate Performers
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Men & women age 23-40 who play an instrument, love music, mid to upper class, college graduate, single
|
Music, the circus, drama, adventure, passion
|
The Greatest Showman
|
Wild Wanderers
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Men & women age 18-35 w/ income of $30-70K, comedic, w/ kids
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The Rock, video games, comedy, action, entertainment
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Jumanji: Welcome to the Jungle
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Youthful Protectors
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Young mothers age 21-35 w/ income of $30-50K, live in apartment, low to middle class, single
|
Family, drama, children, morals, Disney World
|
The Florida Project
|
Foreign Fascination
|
Women & men w/ income of $20-40K, single, no kids
|
Foreign films, indie, drama
|
Aiyaary
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2 chosen markets:Foxy Females & Passionate Performers
Foxy Females
Facebook post:
Instagram post:
CTA: Tag a friend
Twitter post:
CTA: Come in within a week
Passionate Performers:
Facebook post:
Instagram post:
CTA: Tap picture to buy tickets
Twitter post:
CTA: Come during matinee for $1 off popcorn
Foxy Females email blast:
Passion Performers email blast:
Passion Performers email blast:
OOH
Type: 18x24 poster
Location: On the bulletin board and on the inside stalls in the women’s restroom of Wine & Design in High Point & Greensboro. Here we already know women like wine and girl’s nights, so will reach a great target audience.
Day/Month Appear:Update when a new “girls night out” romance movie comes out. General copy can remain the same but highlight different things each time: popcorn, coffee, movie selection, recliners, unique snacks such as cranberry cashew quinoa bites.
Headline: “Attention Foxy Females!”
Copy: “Don’t go home yet! There’s no such thing as too many girl’s nights (or too much wine.) Come experience being wined & dined at our luxury theatre as you watch your favorite romance or chick flick!”
Call to action:“Through March, come Wednesdays after 6pm and we’ll offer you half off a glass of wine!”
Email Blast List
MONTH
|
TIMING
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HEADLINE
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January
|
2nd
20th
|
Our New Year’s Resolution? Watch more movies.
Wait out the blizzard with us and popcorn!
|
February
|
1st
11th
|
We’re bringing Groundhog Day back for a week! $1 off if you bring your own groundhog (will accept stuffed).
Who wants a crowded, expensive restaurant for Valentine’s Day? Come experience an affordable, luxurious night with us instead!
|
March
|
8th
21st
|
What better way to celebrate Popcorn Lover’s Day than with us?! Half off ANY SIZE today only!!
We’re participating in National Nutrition Month by offering hummus chips, baked fruit thins, and cranberry cashew quinoa bites! Come give them a try!
|
April
|
7th
14th
|
Happy National Beer Day! We’ll take $1 off your beer through this week!
Taxes are due tomorrow. We’re offering consolation beer specials.
|
May
|
1st
11th
|
Apparently this is “Date Your Mate” month. May we recommend weekly movies and wine?
Mother’s Day is coming up soon! Show your moms you care by treating her to frozen custard and a sappy, happy movie!
|
June
|
10th
20th
|
Father’s Day is next Sunday! Check out our draft specials and surprise Dad with a day off!
We are fully stocked for Candy Month! (which is apparently a thing?) Settle down with a movie and our new favorite snack – Buncha Crunch!
|
July
|
1st
13th
|
Now that it’s ridiculously hot outside, come cool off with a summer hit and an iced coffee!
Face your fears, grab some friends for support, and experience our special showing of Friday the 13th!
|
August
|
1st
15th
|
It’s Family Fun Month! We have literally all you need for fun. We expect to see you shortly!
Happy Relaxation Day! Nothing is more relaxing than watching movies all day with our fresh espresso. Except the beach, but we’re more affordable.
|
September
|
6th
20th
|
In need of a date night? We’ve got just the thing! Skip the restaurants and have a popcorn dinner with us.
In honor of National Pepperoni Pizza Day, we’re pulling out all the stops – ALL pizzas half off tonight only!!
|
October
|
5th
27th
|
Sunday is Bald & Free Day! Let your domes shine proudly - we’ll give you a free small popcorn if you flaunt it!
Get in the spirit of Halloween with our new horror film (insert name here)!
|
November
|
11th
23rd
|
A huge thanks to our Veterans who allow us to watch what we want freely. Half off any movie today when you present your military ID!
National Espresso Day + Black Friday = kick your feet up with a cappuccino and movie!
|
December
|
12th
28th
|
Ready for some holiday family bonding time? Join us this week – we’ll have hot chocolate!
Ring in the New Year with the new box office hit! (insert name here) Feel free to dress fancy.
|
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