Movies 1 Final Report.ppt
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Transcript of Movies 1 Final Report.ppt
FINAL REPORT – DECEMBER 2011
MOVIE THEATERS
Project TeamProject TeamShanice BaileyShanice Bailey
Sally KimSally KimAndrew NadlerAndrew Nadler
Math 110Brought to life with Addressable Minds
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Business Issue
• An increased number of people viewing movies
• But….there are fewer consumers going to the movie theaters, they are instead using other outlets (ex: Rentals, Online)
• How to help the movie theaters better advertise to attract customers to their business
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About Addressable Minds
• Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues.
• This patented science created by Dr. Howard Moskowitz ,has achieved critical acclaim and financial success across:– product design and development, – consumer messaging,–more effective consumer engagement
physically and digitally.
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Survey Overview
• 51 Individuals responded• Assess two major aspects of messages
– Does it convince a prospect to attend the movie theaters?
– How does it make the prospect feel?• Data reveals the mind-sets of respondents across
the United States, as well as ‘what works, what doesn’t’
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The Survey begins with an orientation screen
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Each respondent evaluates 48 unique combinations of elementsFirst on overall interest
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Then selects a single emotion
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What convinces?
What drives feelings?
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Total Panel – Interested in Discounts and membership clubs but were not interested in
transportation or crowd control
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There are three unique segments Different Customers – Different Approach
Messaging for one isn’t necessary going toappeal to the other…and could actually hurt
Value Seekers
47%
Movie Fanatics
20%
Laid Back Customers
33%
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The Total Panel’s Interest is Different From That in Each of Three Identified Segments of customers
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Value Seekers (Segment One)
Highly Interested In…
•Discounts and Specials•Low Priced snacks and other concession perks
Not so interested in…•Location and other traveling concerns
•Crowd control and other safety services
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Laid Back Customers (Segment Two)
Highly Interested In…
Not so interested in…
•Friendly Workers
•Clean and comfortable environment
•Food selections and concessions stand
•Transport options to and from movie theater
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Movie Fanatics(Segment Three)
Highly Interested In…
Not so interested in…
•Discounts and memberships for avid movie goers
•Large variety of movies
•Location and convenience of theater•Extra features the theaters offers
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The Movie Theaters Segmentation Wizard- Online Example
The Segmentation Wizard is a short survey with the questions derived from the full survey to identify
segment membership
http://mjiweb.com/mjitt/QC_Fall2011_Movie1/index.htm
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The Movie Theaters Segmentation Wizard– Online example
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Conclusions
• Three Segments discovered by Addressable Minds point to the need for 3 individual messaging groups
• Positive Emotions can be uncovered and subsequently reinforced in the marketing elements
• Conclusion =>The results of our study could help movie theaters advertise and target different types of consumers, as well as potential audience as a whole. We recommend using top-rated messages for total panel to be included in general advertisement. When there’s an opportunity to define the type of potential movie-goer through segmentation wizard we suggest using top-rated messages from each of three identified segments
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Full House !
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