Summer Blockbusters for Your Business: A How-to for Movie Theater Marketing
Posted on 06/11/2012
Summer blockbusters and the sweltering heat are enough to draw us into a cool, dark movie theater. It’s hard to resist, really. The very thought of fresh popcorn alone persuades us to pay $10 for a movie we could rent for home viewing in a few months anyway. But that’s not the point. Going to the movies is all about the experience. You can add some magic to your marketing plan with inspiration from the movie theater.
Your business can charge a premium for the experience of being your customer, too. To be successful in selling an experience, make sure it relates to your company’s products or services. For example, at the movies a dark theater and plush seating add drama. You can sell hospitality or a celebratory mood if you’re a restaurant. Higher education institutions can sell opportunity or a fulfilling challenge. Nonprofits can sell the joy of helping an important cause.
Brainstorm the experiential value of being your customer then find ways to market extras relating to it.
Be honest with yourself about the level of customer service you offer. How quick is your turnaround, and how friendly is your staff? Your office or store ought to be as clean as your home just before a highly anticipated guest arrives. Make sure your customers feel like a highly anticipated guest every time they visit.
You need to determine your bread and butter. Don’t claim tires if you own a tire store, because tires are also your competitors’ bread and butter. To beat them, you need a little something extra to stand apart. Make sure that your extras are actually adding value, too. Perhaps it’s packaging that surprises and delights them—or a birthday card with a discount code.
Going to the theater can be an inspiring experience, and it’s not just the movies that get your creative juices flowing. Infuse your business’s marketing plan with elements of the movie theater experience so that your summer sales numbers are bona fide blockbusters.
Western Business Systems
PO Box 310 • Arden, North Carolina
Phone: (828) 277-6145 • Fax: (828) 277-6148