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Marketing Strategy To Bring The Customer Back

Posted by jaydeepsinh on 1/26/2005 at 2:35 AM ET 100 Points

We are a multiplex in india. our theme is core entertaiment and 3 movie hall. we have bowling alley, go karting, video arcade, striking cars, dominos pizza, cake shop, cafe coffe day outlet, many flavors of popcorn, simulator, 3 movie hall with the total capacity of 1135 per show, a restaurant. this complex is on the conejoint between two big cities. one is 25 km far and second is 15 km from the complex. when we were operational our steppings were 5000 people in a day that has come down to 1200 as of today, reason being four multiplexes in the city, but their theme is movies and shopping mall unfortunately their shopping mall are not doing good and they do not have any good brand on board but still i get the spill over audiences on weekend. please note we are a dry state and movies are the only attracting point in all the multiplexes. My multiplex has an extra edge when it comes to movies as i have the most comfortable chairs and i am the only complex that has SDDS sound in the state. My complex is spread in 12 acres of land wherein the others are multi storeyed with space constraints. please tell me what should be my marketing strategy to attract those earlier customers. i have 6 lane of bowling and other have 2 and 4 lanes, none of them have go karting, we are projecting our complex as "a family entertainment complex". when we speak to customers they say this is the best of the complex in the state but it is far. i cannot afford to start bus services as that would be an expensive propotion. Sundays we do good business and our weekdays are more of college couples who bunk their classes and come here as we are far, i want to eleminate the far factor from the peoples mind, please help me

Posted by Sanjeev Kumar Vyas on 1/26/2005 at 5:35 AM Accepted

Hi Jaydeep,
Happy Republic Day.
I am an Indian too though currently not in India. Do let me know about your location and I would like to visit your place when I am there. It would also help if you can tell the exact locations as that would let me help you more too.
As for the start
1. You can give discounts on Weekdays: This will help you increase your traffic on weekdays.
2. Start customer loyalty cards: with more discounts on weekdays and less on weekends.
3. Advertise it as a day out.
4. Try to get buses coming to your place (not start your own) Give incentives to the bus drivers may be.
Let me have more info to tell you more suggestions.
Regards
Sanjeev
Posted by Mushfique Manzoor on 1/26/2005 at 8:57 AM Accepted

hi jaydeepsinh

first, you have identified what is the problem for the consumers to come to your multiplex, Distance.

since you cant afford to start bus service of your own, You enter into an agreement with an exisiting bus service company as your Transport Service Provider. You designate certain areas in both the cities where this bus will pickup and drop passengers/consumers. The bus company will get paid on the basis of how many passengers it drops at your multiplex. You can also negotiate to put your name onto the BUS to give it a look of your Bus service.

you can also talk to other Bus service companies to include your Multiplex location as a major point and write that on the Bus body and on the ticket.

you can also issue a single Bundle Ticket comprising of the Bus ticket and the movie ticket. Consumers will buy the Bundle Ticket by paying once at the Bus Stop before boarding the bus.

also do the following to promote your multiplex

1. Make a bundle offer for weekdays and weekends. Example: Rs. 500 for 1 movie + 3 rounds of Bowling + 1 round of Go-Karting + 1 medium pizza (say 10 inch dia pizza).

2. Organize Go-Karting contest on every Saturday and Sunday and give attractive gifts to winners (may be lunch at Dominos in your place).

3. Organize Bowling Contest on weekends.

4. Give discount on the basis of family members coming together. if 4 member family comes then paying for 3 will allow all the 4 to enter the multiplex, something like that.

5. wild idea, organize Ek Movie Baar Baar Dekho Contest. select a SRK movie and organize this contest. the contestants have to enter the contest by filling a form. The person who watches the movie (entirely at the same theater in your multiplex) maximum number of times wil get a big prize (try to make that prize really big, so that people are attracted).

hope this helps.

cheers!!

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