Movies 1 Final Report.ppt

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  • 1. Math 110 Brought to life with Addressable MindsFINAL REPORT – DECEMBER 2011 MOVIE THEATERS Project Team Shanice Bailey Sally Kim Andrew Nadler
  • 2. © 2011 2
  • 3. Business Issue• An increased number of people viewing movies• But….there are f e we r 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 © 2011 3
  • 4. 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. © 2011 4
  • 5. 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’ © 2011 5 5
  • 6. The Survey begins with an orientation screen © 2011 6 6
  • 7. Each respondent evaluates 48 unique combinations of elements First on overall interest 7 © 2011
  • 8. Then selects a single emotion © 2011 8
  • 9. What convinces?What drives feelings? © 2011 9
  • 10. Total Panel – Interested in Discounts andmembership clubs but were not interested in transportation or crowd control © 2011 10
  • 11. T h e r e a r e t h r e e u n iq u e s e g m e n t s D if f e r e n t C u s t o m e r s – D if f e r e n t Approa c hValue Seekers Laid Back Movie Fanatics Customers 47% 20% 33% Messaging for one isn’t necessary going to appeal to the other…and could actually hurt © 2011 11
  • 12. The Total Panel’s Interest is Different From That in Each of Three Identified Segments of customers © 2011 12
  • 13. V a lu e S e e k e r s ( S e g m e n t O ne )Highly Not soInterested interestedIn… in… •Location •Discounts and other and traveling Specials •Low Priced concerns snacks and •Crowd other control concession and other perks safety services © 2011 13
  • 14. L a id B a c k C u s t o m e r s ( S e g m e n t Tw o )Highly Not soInterested interestedIn… in… •Friendly •Food Workers selections and concessions•Clean and standcomfortableenvironment •Transport options to and from movie theater © 2011 14
  • 15. M o v ie F a n a t ic s ( S e g m e n t Th re e )Highly Not soInterested interestedIn… in…•Discounts •Locationand andmembersh convenienceips for avid of theater•Largemovie •Extravariety ofgoersmovies features the theaters offers © 2011 15
  • 16. The Movie Theaters Segmentation Wizard- Online ExampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership © 2011 16
  • 17. The Movie Theaters Segmentation Wizard– Online example © 2011 17
  • 18. 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 © 2011 18
  • 19. F u ll H o u s e ! © 2011 19