Know-How Exchange : Customer Behavior

My suggestion would be that when you have customers sign up for the email service, they answer a few questions so you can determine what movies might appeal to them.

Then you should send them information based upon the movies they maybe interested in. For instance if they like "Action" movies, once a month or twice a month you could send them summaries and trailers of upcoming "Action" movies.

You could also send them an email every Friday listing all the "Action" movies and "new release" times. Of course you would also want to include any special pricing or coupons you might be featuring with your emails. Hope this is helpful to you and good luck!

Hi Josh,

I agree that you need to understand what matters to customers as part of building an opt-in list for information. Particularly if you want to send alert emails, it's important to tailor the information to the recipient.

If your goal is to keep movies top of mind, then you may consider surveying people regarding preferred genres, stars, whether professional reviews matter, etc. Then, you can flag them in your system to receive a tweak when movies that match their preferences are offered.

The key is reliability and consistency - you need to regularly collect the data and keep databases updated and ready for messaging.

I'm not sure what your budget is, the competition is in your geographic area or to what extent your chain has multiple theatres in a region, but here are some other ideas:

-Customer experience
Consider a "standing" customer service survey, printing the URL for the survey on each ticket stub and/or concession receipt. Offer a monthly drawing for a prize (10 movie passes?) among survey respondents. The survey can be brief, but should aim to measure experience at multiple customer touchpoints (phone service, availability of movies, online ticketing, concession service, seating/ambience, parking/traffic, etc.) At the end of the survey, ask respondents if they would like to be informed of new theatre chain news/special customer offers. This is a way to track satisfaction across the chain and build an opt-in email list

-Customer engagement
Consider a "community site" (social networking) on the chain's website that includes customer movie reviews/discussions, perhaps the occasional opportunity for a live discussion with a movie star and the ability for the chain to announce new products/services (in addition to movie times, ticket reservation/purchase).

Hope this helps.

Josh

Customers want to know screening times for movies of a genre they like, at a theater where they like to go.

Take a look at what Village Cinemas does.

For a start, don't ask people to sign up for a list. That's just interpreted by the website visitor as code for "send me spam". Offer them membership in an exclusive Club - a Movie Club.

Ask them the kind of movies they like (Comedy, Family, Action, romantic, etc).

Ask them where they prefer to go to the movies - assuming your chain has multiple locations.

If your movie database will have the flexibility to drive the query, ask them who are their favorite actors.

Find out the day and time they prefer to go - then send them the e-mail as early as you can to give them advance knowledge of the schedule of movies they like at the place they like to go.

Like any marketing, this is simply about giving them what they want, where and when they want it, at a price they are prepared to pay.

Good luck.

ChrisB

PS If you have online ticket purchase and seat reservation facilities, make sure you put the links into the e-mail. Personalise them if you can, so the customer doesn't have to input all their details every time. Try booking through the Village system to understand their experience- it's very simple.