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AMC Theatres vs. Alamo Drafthouse - User Engagement Teardown

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This is an Iterable User Engagement Teardown comparing AMC Theatres and Alamo Drafthouse's user engagement strategies in the first 3 weeks post-signup.

After evaluating all emails and texts received, we identify what these companies do well and where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable's Growth Marketing Platform.

To view more User Engagement Teardowns, visit http://iterable.com/teardown

Published in: Marketing
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AMC Theatres vs. Alamo Drafthouse - User Engagement Teardown

  1. 1. User Engagement Teardown www.iterable.com
  2. 2. User Engagement Teardown Make sure to watch full screen! Press this button Iterable, Inc. All Rights Reserved 2
  3. 3. A Quick Word on Iterable Iterable is a growth marketing and user engagement platform. • Segment users, build workflows, automate touchpoints and test strategies at scale without engineering support. • Everything you see here (and more) can be done with Iterable. You can see other teardowns at: iterable.com/teardown Iterable, Inc. All Rights Reserved 3
  4. 4. What is a “User Engagement Teardown?” We analyze an user engagement over a defined period post-signup. • We offer constructive evaluation and feedback. • We cover all types of B2C businesses: e-commerce, marketplaces, media, politics, etc. Iterable, Inc. All Rights Reserved 4
  5. 5. Background on AMC and Alamo Drafthouse AMC Theatres and Alamo Drafthouse are two leading movie theater chains in the U.S. • AMC Theatres, founded in 1920, is the largest theater chain globally with over 661 U.S. theaters. • Alamo Drafthouse, founded in 1997, has 25 locations in the U.S., most of which are in Texas. Iterable, Inc. All Rights Reserved 5
  6. 6. What We Did Signed up and received messages over 3 weeks between Feb. — Mar. 2017 We escalated activity over time: • Completed user profiles • Downloaded mobile apps • Abandoned tickets at checkout • Booked tickets with each chain Iterable, Inc. All Rights Reserved 6
  7. 7. On to the User Engagement Timeline…
  8. 8. User Engagement Timeline Iterable, Inc. All Rights Reserved 8 MessagesUserActivity We’ll show you what we (the user) did here… Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
  9. 9. User Engagement Timeline Iterable, Inc. All Rights Reserved 9 MessagesUserActivity We’ll show you what we (the user) did here… Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS …and the messages we received here. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
  10. 10. User Engagement Timeline Iterable, Inc. All Rights Reserved 10 MessagesUserActivity We’ll show you what we (the user) did here… Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS …and the messages we received here. Activities and message types are color coded as shown in this key. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
  11. 11. Now let’s look at AMC Theatres and Alamo Drafthouse’s user engagement. First, AMC Theatres…
  12. 12. The AMC Theatres User Engagement Timeline Iterable, Inc. All Rights Reserved 12 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie
  13. 13. The AMC Theatres User Engagement Timeline Iterable, Inc. All Rights Reserved 13 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie One day after creating a new account, we received a welcome email that encouraged us to download the app, complete our profile and upgrade to premiere status.
  14. 14. The AMC Theatres User Engagement Timeline Iterable, Inc. All Rights Reserved 14 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie We completed these recommended tasks by downloading the app and completing our profile the next day.
  15. 15. The AMC Theatres User Engagement Timeline Iterable, Inc. All Rights Reserved 15 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie Once we signed up for SMS in the mobile settings, a welcome text explained we would receive “6 msgs/mo.”
  16. 16. The AMC Theatres User Engagement Timeline Iterable, Inc. All Rights Reserved 16 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie AMC sent a regular stream of blasts to encourage a ticket purchase. Although we did not specify student status in our profile, the email on day 10 included a coupon for students.
  17. 17. The AMC Theatres User Engagement Timeline Iterable, Inc. All Rights Reserved 17 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie These blasts, however, did not react to the tickets we abandoned during online checkout.
  18. 18. The AMC Theatres User Engagement Timeline Iterable, Inc. All Rights Reserved 18 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie After booking movie tickets, we received transactional receipts across email and SMS within one minute of each other.
  19. 19. The AMC Theatres User Engagement Timeline Iterable, Inc. All Rights Reserved 19 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie Although we logged into the app several times, it was on day 13 that we were asked for permission to send push notifications. No pushes were sent during the research.
  20. 20. The AMC Theatres User Engagement Timeline Iterable, Inc. All Rights Reserved 20 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie Three more blast messages were sent, which included hashtags like #shareAMC and #cupgrade Coke promotions.
  21. 21. The AMC Theatres User Engagement Timeline Iterable, Inc. All Rights Reserved 21 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie Lastly, after watching a movie, no triggered messages were sent to request a rating or other form of customer feedback.
  22. 22. Now let’s look at Alamo Drafthouse’s user engagement…
  23. 23. The Alamo Drafthouse User Engagement Timeline Iterable, Inc. All Rights Reserved 23 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie
  24. 24. The Alamo Drafthouse User Engagement Timeline Iterable, Inc. All Rights Reserved 24 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie Alamo did not trigger any welcome messages after a new user creates an account or downloads & launches the mobile app.
  25. 25. The Alamo Drafthouse User Engagement Timeline Iterable, Inc. All Rights Reserved 25 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie Instead, we received two blast emails, one weekly newsletter and another offering a free trial to an online cinema.
  26. 26. The Alamo Drafthouse User Engagement Timeline Iterable, Inc. All Rights Reserved 26 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie Like AMC, Alamo Drafthouse did not react to shopping cart abandonment.
  27. 27. The Alamo Drafthouse User Engagement Timeline Iterable, Inc. All Rights Reserved 27 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie After booking movie tickets, Alamo sent a transactional receipt via email.
  28. 28. The Alamo Drafthouse User Engagement Timeline Iterable, Inc. All Rights Reserved 28 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie The last 3 blast emails included two weekly newsletters and a specific promotion to buy tickets to a “Drafthouse Recommends title.”
  29. 29. The Alamo Drafthouse User Engagement Timeline Iterable, Inc. All Rights Reserved 29 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Signed up for SMS Abandoned tickets at checkout Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Booked movie tickets Watched movie Like AMC, Alamo also did not send a follow-up message after we watched a movie.
  30. 30. Frequency Takeaways During the 3 weeks, AMC Theatres and Alamo Drafthouse differed in the frequency of messages per channel. • AMC: 8 emails, 3 texts • Alamo: 6 emails Note: neither service sent push notifications during the course of our analysis. Iterable, Inc. All Rights Reserved 30
  31. 31. Differing Priorities Because Alamo Drafthouse actively engages moviegoers with quirky previews and exclusive promotions at the theater, one would expect its marketing to be more engaging than AMC’s. However, it was clear that both theaters relied on batch and blast: • AMC sent a single welcome email and then targeted teens & students • Half of Alamo Drafthouse’s messages were its weekly newsletters • Neither company followed up with customers after a movie screening Iterable, Inc. All Rights Reserved 31
  32. 32. Now let’s look at the message content…
  33. 33. Iterable, Inc. All Rights Reserved 33 These are three standard AMC messages. You’ll notice….
  34. 34. Iterable, Inc. All Rights Reserved 34 Emphasis on account information (number not shown for privacy)
  35. 35. Iterable, Inc. All Rights Reserved 35 Clear calls to action
  36. 36. Iterable, Inc. All Rights Reserved 36 Multi-channel engagement with QR codes and hashtags
  37. 37. Iterable, Inc. All Rights Reserved 37 These are three standard Alamo Drafthouse messages. You’ll notice….
  38. 38. Iterable, Inc. All Rights Reserved 38 Emphasis on new movies
  39. 39. Iterable, Inc. All Rights Reserved 39 Text-heavy narrative-style messaging
  40. 40. Iterable, Inc. All Rights Reserved 40 Links to additional movie information, like trailers and reviews
  41. 41. Content Takeaways Each company’s content reflects its approach to ticket promotion. AMC Theatres: • Entices the user with food & beverage promotions • Encourages multi-channel engagement Alamo Drafthouse: • Puts the movies front and center • Prefers to communicate with users with narrative-style emails Iterable, Inc. All Rights Reserved 41
  42. 42. Recommendations Both companies could improve their: • Segmentation: By sending personalized messages based on movie preferences • Feedback loop: By asking customers for ratings and reviews after watching films • Mobile engagement: By coordinating messaging across email, push and SMS to increase app usage Iterable, Inc. All Rights Reserved 42
  43. 43. If you liked this teardown… You’ll enjoy the others! View them and sign up for notifications of future teardowns: iterable.com/teardown Join the discussion on Twitter @Iterable, using #UEteardown Iterable, Inc. All Rights Reserved 43

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