Fandango Final Presentation.pptx
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Transcript of Fandango Final Presentation.pptx
Assignment Objectives
O Our Task: O To identify barriers to using Fandango
O Who is the Fandango market?O Who are these people? O What is their thought-process? O What are their triggers? O What about other people like them in the population? O Can we get them to see the benefits of choosing Fandango?O What are their reasons behind buying movie tickets elsewhere
O Our Goal:O To convey the message that Fandango can make the moviegoing experience
more convenient and fun.
Initial Thoughts
O First go at a brand positioning statement for FandangoO To the everyday movie goer, Fandango is the go to destination
to buy movie tickets in advance, offering convenience that insures you will skip the line
How It All Started
O Initial ResearchO Common knowledge amongst the groupO Online research
O Reviews on FandangoO Explored the website
Category Analysis
O One of many mediums for purchasing movie tickets
O Viewership of movies in the theaters is at has reached a twenty year low
O More people are opting to watch movie from the comfort of their home
Consumer Analysis
O Younger GenerationO Looked at Fandango as a time teller O Cost efficiency
O Middle AgeO Didn’t have time for movies
O Older Generations O Didn’t know what Fandango was
Competition
O Direct O Movietickets.comO Flickster.comO Tickets.com
O Indirect O Ticket booths at theatresO Netflix O Illegally downloading O DVD’s O TV movie channels
O FX, TNT, AMC
More Information Needed
O Lack of quality first hand information O Led to more in depth research
O SurveyO Focus group O On site interviews
Survey O Things we took away from the survey include:
O 84 percent of people have heard of FandangoO 40 percent of people don’t use FandangoO 35 percent go once every three months O Waiting in line at the theater is not considered a part of the
movie experience
Focus Group
O Things we learned In the focus group include:O “I feel like people don’t know how it’s used, but just for
checking the show times” O Students miss out on student discountsO More informative advertising
On-Site Interview
O What we gained from the on site interviews include: O People thought that Fandango was strictly for reviewsO Most of the older generation have never heard of
Fandango O People do not enjoy waiting in the long lines at the
movies
Creative Brief
Why are we advertising?
Our goal is to educate consumers about the
Fandango brand. We strive to get more
individuals to the movie theaters, but we want
them to purchase their tickets in advance
through Fandango.
Creative Brief
Why are we advertising?
Our goal is to educate consumers
about the Fandango brand. We
strive to get more individuals to the
movie theaters, but we want them
to purchase their tickets in advance
through Fandango.
Creative Brief
Whom are we talking to?
In general, we are talking to movie fanatics. These are people who
are invested in the movies they watch. These people get angry when
the villain takes advantage of the hero, emotional when a beloved
character dies, and are happy the whole story comes to a positive
conclusion. They love going to the movies, but they hate waiting in
line. Our target audience consists of individuals between the ages of
18-40 years old. They are employed, at least have a high school
diploma, and are middle class individuals. We plan to break down
our target audience into the following subgroups: Social Butterflies,
Power Couples, and Ballers on a Budget.
Creative Brief
Whom are we talking to?
In general, we are talking to movie fanatics. These are people who
are invested in the movies they watch. These people get angry when
the villain takes advantage of the hero, emotional when a beloved
character dies, and are happy the whole story comes to a positive
conclusion. They love going to the movies, but they hate waiting in
line. Our target audience consists of individuals between the ages of
18-40 years old. They are employed, at least have a high school
diploma, and are middle class individuals. We plan to break down
our target audience into the following subgroups: Social Butterflies,
Power Couples, and Ballers on a Budget.
Creative Brief
What else do we know about them?The Social Butterflies are young individuals between 18-25 years old. They go to movies for the
adventure, the excitement, the gathering of friends and the camaraderie that is involved. These
are the type of people who will dress up for a movie premiere as characters in the latest sci-fi
franchise. The Power Couple are individuals, between the ages of 23-35, who are in long-term
relationships. They are the “It Couple” amongst their peer groups. They have their lives figured
out, are ambitious, confident, and well spoken. They most likely have a 9-5 job and cannot live
without their calendar/planner. They are the type of couple who enjoy going out, but they like to
plan every detail of their event. The Ballers on a Budget are individuals who live their everyday
lives on a budget. They are most likely parents of young children or recent college grads. These
individuals are between the ages of 25 to 40 years old. Even though they hate waiting in lines,
they are willing to wait if there is a discount involves. They frequently go see a new movie on
discount days at movie theaters. All of these individuals use technology in their everyday life.
They are the type to have the most updated products. All of these individuals are, once again,
dedicated fans of movies. They want to be the first of their peer groups to see the latest movie.
They don’t go the movies for spontaneity; they go because it is an event.
Creative Brief
What else do we know about them?The Social Butterflies are young individuals between 18-25 years old. They go to movies for the
adventure, the excitement, the gathering of friends and the camaraderie that is involved. These
are the type of people who will dress up for a movie premiere as characters in the latest sci-fi
franchise. The Power Couple are individuals, between the ages of 23-35, who are in long-term
relationships. They are the “It Couple” amongst their
peer groups. They have their lives figured out, are ambitious, confident, and well spoken. They
most likely have a 9-5 job and cannot live without their calendar/planner. They are the type of
couple who enjoy going out, but they like to plan every detail of their event. The Ballers on a
Budget are individuals who live their everyday lives on a budget. They are most likely parents of
young children or recent college grads. These individuals are between the ages of 25 to 40 years
old. Even though they hate waiting in lines, they are willing to wait if there is a discount involves.
They frequently go see a new movie on discount days at movie theaters. All of these individuals
use technology in their everyday life. They are the type to have the most updated products. All of
these individuals are, once again, dedicated fans of movies. They want to be the first of their peer
groups to see the latest movie. They don’t go the movies for spontaneity; they go because it is an
event.
Creative Brief
What is the one message we want to get across
to them?
Fandango gives you premiere, exclusive access
to the newest movies. You can get movie tickets
in advance without waiting in line. Fandango
allows you to plan ahead for the most enjoyable
movie experience of your life.
Creative Brief
What is the one message we want to get across
to them?
Fandango gives you premiere, exclusive access
to the newest movies. You can get movie tickets
in advance without waiting in line. Fandango
allows you to plan ahead for the most enjoyable
movie experience of your life.
Creative Brief
Why should they believe it?
Exclusive access is guaranteed through
Fandango.
• No unexpected surprises
• Caters to your lifestyle.
• Serves dedicated fans of movies
Campaign Details
O Tagline:O #seat4u
O OtherO Commercial before movies, during the previews
O PrintO Movie posters in and around theatres
O Malls O Magazines/ newspaper in movie review sections
O Social Media O SnapchatO YouTube
Why Print?
O Recent research has shown that 92% of moviegoers notice posters and displays in the lobby.
O 44% of viewers are more likely to remember seeing an ad in the cinema vs. on TV.
O Moviegoers are 24X more likely to purchase a product or service that is advertised at the cinema vs a TV Commercial.
O Magazine ads have the potential for ongoing, repeated exposure
#seat4u
Why Print?
O Recent research has shown that 92% of moviegoers notice posters and displays in the lobby.
O 44% of viewers are more likely to remember seeing an ad in the cinema vs. on TV.
O Moviegoers are 24X more likely to purchase a product or service that is advertised at the cinema vs a TV Commercial.
O Magazine ads have the potential for ongoing, repeated exposure
#seat4u
Why Other?
O 30% of people get to a show approximately 15 to 20 minutes before the show begins.
O 55% of people usually get to the theater 5 to 10 minutes before the movie starts.
O Captive audience in the theatre
#seat4u
Why Other?
O 30% of people get to a show approximately 15 to 20 minutes before the show begins.
O 55% of people usually get to the theater 5 to 10 minutes before the movie starts.
O Captive audience in the theatre
#seat4u
Why Social Media?
O "Industry sources say that on average, publishers are getting around 10 cents a view for their ads, which are seen anywhere from 500,000 times a day to a million times a day"
O Just this weekend I overheard a teenager ask his mother if she had heard of Discover. After she said no, and the teen explained the concept, the mother asked why use the app when he can just digest his news through searching the web or visiting a certain news site (i.e. CNN itself). Amazingly, the teen responded with a simple answer: “Well I’m already in the app, why leave it?”
O YouTube has the potential to reach the largest percentage of the population of any marketing medium. The latest YouTube statistics reveal that more than 1 billion unique users visit YouTube and over 6 billion hours of video are watched each month.
#seat4u
Why Social Media?
O "Industry sources say that on average, publishers are getting around 10 cents a view for their ads, which are seen anywhere from 500,000 times a day to a million times a day"
O Just this weekend I overheard a teenager ask his mother if she had heard of Discover. After she said no, and the teen explained the concept, the mother asked why use the app when he can just digest his news through searching the web or visiting a certain news site (i.e. CNN itself). Amazingly, the teen responded with a simple answer: “Well I’m already in the app, why leave it?”
O YouTube has the potential to reach the largest percentage of the population of any marketing medium. The latest YouTube statistics reveal that more than 1 billion unique users visit YouTube and over 6 billion hours of video are watched each month.
#seat4u
Repositioning
O Final brand positioning statement:O To the movie fanatics, Fandango provides advanced
purchase of movie tickets that guarantees the most enjoyable movie experience of your life.
#seat4u
References
Kokemuller, N. (n.d.). Effectiveness of Magazine Advertising. Retrieved May 4, 2015, from http://smallbusiness.chron.com/effectiveness-magazine-advertising-59459.html
Lobby Promotions. (n.d.). Retrieved May 2, 2015, from http://www.screenvision.com/advertise-with-us/lobby-promotions/
Why Cinema - Before The Movie. (n.d.). Retrieved May 2, 2015, from http://beforethemovie.com/why-cinema/
Shontell, A. (2015, March 12). Advertisers are supposedly paying insanely high rates to get their ads on Snapchat. Retrieved May 2, 2015, from http://www.businessinsider.com/snapchat-discover-ad-rates-2015-3
(n.d.). Retrieved May 2, 2015, from http://www.channelfactory.com/blog/top-10-benefits-of-youtube-video-marketing/
Latest Survey Results: Let's Go to the Movies! Summary. (n.d.). Retrieved May 2, 2015, from http://www.smartgirl.org/reports/4775755.html
THE REAL REASON MOVIE GOERS ARE IN DECLINE. (n.d.). Retrieved May 2, 2015, from http://www.topbravado.com/movies/2015/1/14/the-real-reason-movie-goers-are-in-decline