Movies 2 Final Report.ppt

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  • Traditional Segmentation : - Identify segments in database by behaviors, psycho-demographics - Create marketing messages … deliver them…hope they buy - These segments may seem homogeneous -- but minds are not These segments have minds that are HETEROGENEOUS Response-Based, Addressable Mind Segmentation - Expose customers to message vignettes by Experimental Design - Identify profoundly different mind-sets that pervade the customer base - Type a customer into a mind-set using ‘scratch test’ + data mining - For a person …. RIGHT MESSAGE, RIGHT EXPERIENCE

Transcript

  • 1. Math 110 Brought to life with Addressable MindsFINAL REPORT – DECEMBER 2011 MOVIE THEATERS Project Team Stephanie Diamond Yana Grabovska Anna Rodionova
  • 2. Topics• The problem is that there are not enough people going to movie theaters.• Addressable Minds… what is it, and how it works• Review the study process and the results and conclusions © 2011 2
  • 3. The Empty Movie Theater Issue• There is an increased number of movie lovers using cable TV, DVDs, internet, etc. to watch films• But….there are fewer people actually going to movie theaters• The movie theater’s marketing and advertising company needs to know what to say & how to say it to increase business. © 2011 3
  • 4. About Addressable Minds• Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues accurately defining consumer attitudes and preferences both stated and unstated.• It has been described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”.• This patented science created by Dr. Howard Moskowitz, author of “Selling Blue Elephants” (Wharton Press) and the Wharton Business School has achieved critical acclaim and financial success across: – product design and development, – consumer messaging, – more effective consumer engagement physically and digitally. © 2011 4
  • 5. Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community,... s the Chairman of iNovum, a graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard University. on two of the most prestigious awards in market research 005 Charles Coolidge Parlin Marketing Research Award The “Nobel Prize” of Market Research, received only by the pioneers of market research. Recipients include Arthur Nielsen, George Gallup, Michael Porter, David Ogilvy and Philip Kotler. 010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research Society, © 2011 5
  • 6. Addressable MindsCuts across traditional segmentation & detects hidden preferences Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal Addressable Minds Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type Demographic Segmentation - Age - Gender - Income © 2011 6
  • 7. Create Addressable Minds messaging for movie theater advertisement IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SUY SURVEY IdeaMap™ Potential movie viewers ANALYZED SURVEY RESULTS → Addressable Minds MARKET SEGMENTATION MARKETING PHRASES SEGMENTATION WIZARD Total Seg 1 Self Seg 2 Seg 3 Seg 4 Personal Sample Driven Online Technology/ Collaborative Touch with Banking High Security Online Seekers Technology Seekers Seekers Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26 Online Collaborative OC1 Connect online in real time with a customer rep via instant messaging, voice over IP or video conferencing via your computer 0 2 2 5 -13 OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8 No more paper mail – we will send you copies of statements by secure e-mail OC4 Our banks customer service reps will help you browse and use our online banking services -1 0 -6 10 -10 OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12 Securely manage your account by PDA, Internet of automated telephone Online Other ON3 We will answer all your requests in real time by email, instant or text messaging 1 7 -11 3 -1 ON4 We offer On demand status reports for services requests (e.g., Our banks customer services reps will help browse & use our on-line services loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0 ON2 messaging No more paper mail... W e will send you statements and images of transactions securely by email -2 5 -17 -5 2 ON1 We allow you to pay bills securely using your mobile devices (cell phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2 Manage all your banking needs with a state of the art kiosk and be confident In-Branch Recognition that live help is available if you need it BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13 BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3 BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6 BR1 We will recognize our customers mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2 © 2011 7 7
  • 8. Addressable Minds’ underlying science uses standard Science and Mathematics IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET SUY SURVEY IdeaMap™ Potential movie viewers Experimental Design – Stimulus/Response ANALYZED SURVEY RESULTS → Addressable Minds Ordinary Least Squares Discriminant FunctionConjoint analysis Regression Analysis © 2011 8 8
  • 9. A Survey Was Performed by the Team in the area of movie theaters• To serve as a learning vehicle for the application Addressable Minds to a practical business or social issue• Sufficient to show the power of the method © 2011 9 9
  • 10. SURVEY OVERVIEW (1 of 2) An Addressable Minds Survey is a survey of key ideas for movie theaters advertising to customers Survey conducted on November 6, 2011 : ◦ Population Ages 18 and over of Males/Females across the US The team created key marketing and advertising messaging with the intent to entice the survey taker to go to movie theaters © 2011 10 10
  • 11. SURVEY OVERVIEW (2 of 2)• 50 individuals responded• Assess two major aspects of messages – Does it convince a customer to buy movie tickets? – How does it make the customer feel?• Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ © 2011 11 11
  • 12. The Survey begins with an orientation screen © 2011 12 12
  • 13. Each respondent evaluates 48 unique combinations of elements First on overall interest © 2011 13 13
  • 14. Then selects a single emotion © 2011 14 14
  • 15. What convinces?What drives feelings? © 2011 15
  • 16. Total Panel – Interested in good prices and comfort, not interested in cleanliness. 1) How likely are you to go to this movie theater based on this information? Sorted by <-- Not likely at all Very likely - -> Total 1 2 3 4 5 6 7 8 9 Sample Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 50 Constant 39 C5 Free Ticket Tuesdays with Membership Card 17 A1 Waiter Service at the touch of a button 14 E5 Rentable private rooms with couches 12 B4 Brand new HD theater with surround sound 10 E1 Guest Appearances featuring the stars of films during premier nights 8 A4 Great tasting, nurtritional food for the health conscious 7 C1 Buy 5 tickets, Get 1 Free 7 A6 Gluten free options available -5 E2 We have an easily accessible ATM -5 E4 Multi-Cultural Movies with Subtitles -6 C2 Great party deals for groups -7 F6 No cell phone reception within the theaters -8 B3 Theaters are cleaned inbetween each viewing -10 B6 -11 Our regularly cleaned bathrooms are stroller accessible and have changing tables © 2011 16 16
  • 17. The Total Panel’s Interest is Different From That in Each of Three Identified Segments 1) How likely are you to go to this movie theater based on this information? <-- Not likely at all Very likely - -> Sorted by Seg1 of 3 Seg2 of 3 Seg3 of 3 1 2 3 4 5 6 7 8 9 Total Sample Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 50 21 22 7 Constant 39 44 46 5Free Ticket Tuesdays with Membership Card 17 15 20 18Waiter Service at the touch of a button 14 24 -4 40Rentable private rooms with couches 12 15 6 20Brand new HD theater with surround sound 10 8 12 10Guest Appearances featuring the stars of films during premier nights 8 7 -3 43Great tasting, nurtritional food for the health conscious 7 11 -4 34Buy 5 tickets, Get 1 Free 7 4 10 8Child free theaters available on Fridays and Saturdays past 7 p.m. 7 11 2 12New deal surprises every week 7 6 3 19Buy 1 ticket get 1 30% off 6 6 4 15Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4Promo Code Acceptance -4 -10 -3 13Kosher Options for your familys needs -4 10 -22 14Gluten free options available -5 0 -12 1We have an easily accessible ATM -5 0 -10 -7Multi-Cultural Movies with Subtitles -6 -2 -17 21Great party deals for groups -7 -11 -9 9No cell phone reception within the theaters -8 -6 -10 -8Theaters are cleaned inbetween each viewing -10 -5 -7 -36 -11 -16 -4 -14Our regularly cleaned bathrooms are stroller accessible and have changing tables © 2011 17
  • 18. There are three unique segments Different Customers – Different Approach ComfortFamily Oriented Deal Seekers 14% 42% 44% Messaging for one segment isn’t necessarily going to appeal to the other…and could actually hurt © 2011 18 18
  • 19. Family Oriented (Seg1) – Interested in food options and family service Family Seg2 of 3 Seg3 of 3 1) How likely are you to go to this movie theater based on this information? Total Sample oriented <-- Not likely at all Very likely - -> 1 2 3 4 5 6 7 8 9 Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 50 21 22 7 Constant 39 44 46 5Waiter Service at the touch of a button 14 24 -4 40Kids Deals including popcorn, soda, and candy 4 18 -14 18Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28Rentable private rooms with couches 12 15 6 20Free Ticket Tuesdays with Membership Card 17 15 20 18Great tasting, nurtritional food for the health conscious 7 11 -4 34Child free theaters available on Fridays and Saturdays past 7 p.m. 7 11 2 12Kosher Options for your familys needs -4 10 -22 14Brand new HD theater with surround sound 10 8 12 10Guest Appearances featuring the stars of films during premier nights 8 7 -3 43Watch movie premiers on the night they are released 4 7 3 -1Promo Code Acceptance -4 -10 -3 13Isolated Smoking Sections -1 -10 -7 45Handicap Access throughout the building 2 -10 6 25Great party deals for groups -7 -11 -9 9Couches in all 15 theaters -1 -14 -2 43Listening Devices (Headphones, etc.) -1 -16 2 30Buy Tickets Online using our high-tech website 0 -16 12 13Our regularly cleaned bathrooms are stroller accessible and have changing tables -11 -16 -4 -14Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4Accepts Credit/Debit/Gift Cards -2 -19 7 22 -1 -25 16 14Large Parking Lot with enough spots for everyone © 2011 19
  • 20. Family OrientedThis segment is interested in good deals andconvenience. They like to hear about: -Waiter service -Kid’s meals -Free tickets -Nutrition © 2011 20
  • 21. Turn Offs for the Family Oriented Clean Bathrooms withLarge Parking Lots Handicap Access © 2011 21
  • 22. Deal Seekers (Seg2) – Interested in money saving 1) How likely are you to go to this movie theater based on this information? Seg1 of 3 Seg3 of 3 Total Sample Deal Seekers <-- Not likely at all Very likely - -> 1 2 3 4 5 6 7 8 9 Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 50 21 22 7 Constant 39 44 46 5Free Ticket Tuesdays with Membership Card 17 15 20 18Large Parking Lot with enough spots for everyone -1 -25 16 14Brand new HD theater with surround sound 10 8 12 10Buy Tickets Online using our high-tech website 0 -16 12 13Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4Buy 5 tickets, Get 1 Free 7 4 10 8Accepts Credit/Debit/Gift Cards -2 -19 7 22Handicap Access throughout the building 2 -10 6 25Isolated Smoking Sections -1 -10 -7 45Choose from 1 of our 15 theaters screening your favorite films 1 3 -8 25Great party deals for groups -7 -11 -9 9We have an easily accessible ATM -5 0 -10 -7No cell phone reception within the theaters -8 -6 -10 -8Gluten free options available -5 0 -12 1Kids Deals including popcorn, soda, and candy 4 18 -14 18Multi-Cultural Movies with Subtitles -6 -2 -17 21Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28Kosher Options for your familys needs -4 10 -22 14 © 2011 22
  • 23. This segment values a goodprice.They like to hear about:-New technology-Ticket Deals-Free tickets-Large parking lots Deal $eekers © 2011 23
  • 24. Turn Offs for the Deal SeekersKosher Food Options Kid’s Meal Deals (Popcorn, soda, © 2011 and candy) 24
  • 25. The Self-Indulgent (Seg3) – Interested in being comfortable 1) How likely are you to go to this movie theater based on this information? Total Seg1 of 3 Seg2 of 3 Self- <-- Not likely at all Very likely - -> Sample Indulgent 1 2 3 4 5 6 7 8 9 Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 50 21 22 7 Constant 39 44 46 5Isolated Smoking Sections -1 -10 -7 45Couches in all 15 theaters -1 -14 -2 43Guest Appearances featuring the stars of films during premier nights 8 7 -3 43Waiter Service at the touch of a button 14 24 -4 40Great tasting, nutritional food for the health conscious 7 11 -4 34Listening Devices (Headphones, etc.) -1 -16 2 30Heavily cushioned chairs for you to relax 3 -1 0 29Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28Handicap Access throughout the building 2 -10 6 25Choose from 1 of our 15 theaters screening your favorite films 1 3 -8 25Buy 1 ticket past 11 p.m., on the weekends, and watch movies into the morning hours 0 -3 -4 25Great party deals for groups -7 -11 -9 9Buy 5 tickets, Get 1 Free 7 4 10 8Gluten free options available -5 0 -12 1Watch movie premiers on the night they are released 4 7 3 -1Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4We have an easily accessible ATM -5 0 -10 -7No cell phone reception within the theaters -8 -6 -10 -8Our regularly cleaned bathrooms are stroller accessible and have changing tables -11 -16 -4 -14Theaters are cleaned inbetween each viewing -10 -5 -7 -36 © 2011 25
  • 26. The Self-Indulgent This segment of comfort seekers is interested in having the best of the best. The like to hear about: -Couches -Waiter service -Good food -Cushioned chairs -Listening devices -Handicap access -A large theater © 2011 26
  • 27. Turn Offs for the Self- Indulgent Theaters cleaned between each movie viewing, Our regularly cleaned bathrooms are stroller accessible and equipped with changing tables. © 2011 27
  • 28. The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SUY SURVEY IdeaMap™ Potential theater attendants ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARDSegmentation Wizard consists of 3 or 4 elements No more paper mail – we will send you copies of statements by secure e-mail identified in the in-depth 10 – 15 minute survey Securely manage your account by PDA, Internet of automated telephone Our banks customer services reps will help browse & use our on-line services Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it © 2011 28 28
  • 29. The movie theater Segmentation Wizard– Online exampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership http://mjiweb.com/mjitt/QC_Fall2011_Movie2/index.htm © 2011 29
  • 30. “How likely are you to go to this movie theater based on this information… Isolated SmokingSections?” Not At All, Some What, or Very Much © 2011 30
  • 31. “How likely are you to go to this movie theater based on this information… Waiter service at thetouch of a button?” Not At All, Some What, or Very Much © 2011 31
  • 32. You fall under the segment… Family Oriented. © 2011 32
  • 33. To Conclude…• We placed our survey takers into 3 segments. We differentiated the 3 segments as Family Oriented, Deal Seekers, and the Self- Indulgent.• Positive Emotions can be uncovered and subsequently reinforced in the marketing elements• You can improve messaging...but you have to – Know the segmentation (Be able to identify your survey takers with each other and separate them into groups) – Give the right message to the right segment (Understand what appeals to who) © 2011 33