• Boost for Cinemas CMS

Consumer Marketing has changed significantly over the past two years. According to Mintel, consumers are more susceptible, not only to be influenced, but to purchase directly through social media and marketing channels than ever before. After a year of being caged in our houses, we have become accustomed to being on our phones or devices 24/7. We understand the important of creating the right balance of consumer touch points, without over communicating but ensuring moviegoers get the right message at the right time.

There are two major channels that The Boxoffice Company have expanded in terms of enhancing consumer touchpoints:

  1. Personalization of email campaigns using our CRM & Email tool and Sales Tracker API
  2. Push notify your mobile app users of upcoming movie launches through geo-targeting.

For the purpose of this article, we’re going to focus on CRM & Email. Our follow up article will take a deeper dive on how you utilize your theatres Mobile app. But now, let’s take a look at what this is a powerful marketing tool has to offer. It enables you to send:

  • Scheduled emails, such as your weekly newsletter
  • Automated emails based on a consumer action, for example a customer signs up to your newsletter and you want to send them a voucher for a free popcorn to redeem in the theatre.
  • One off email campaigns, which could e used to promote a new movie or launch of summer kids movies etc.
  • Consumer behaviour campaigns, these will be powered by our sales tracker api which gathers your online ecommerce information, enabling you to target based on a WIDE variety of data.

The feature that we mention here is what we refer to as Smart Lists. This can provide you the ability to target a customer data set using the following criteria: dates of purchase, number of tickets, location, film, ticket type, genre, loyalty, non-loyalty, online sales channel (app, website, referral), attributes, city, region, state, Show date, number of transactions, by number of loyalty points….

Now the question is how can you use this? Well, here are some examples:

  1. Create a smartlist where in the past few months, there was at least 1 child ticket purchased and send an email with a list of family friendly films playing and any kids concession specials/ images of the kids popcorn etc, morning matinee special
  2. Upselling private screenings – create a smartlist where in the past few months, there were 10 tickets purchased in one transaction. They may be more keen to book out a whole theatre to watch a film as the costs comes to be about the same.
  3. Email users to download the app – Email all those who bought a ticket since June 1st which sales channel was not the app
  4. Send a special coupon to those who haven’t made a purchase in a month
  5. If consumer can purchase F&B online, you will be able to target if a customer has purchased a ticket but did not purchase a concession item. Thus allowing you to send a targeted message prior to their movie to highlight they can purchase concessions in advance or at theatre

The list is endless! If you are interested in learning more about how you can leverage our emailing tool to better inform and engage with your consumers, please contact Michelle Coull, michelle.coull@boxoffice.com or sales@boxoffice.com for a demo!