Josh Clark, Lauren Rogers, Tracy Wing, Nancy Xie,                        Ruthie Jenkins, Sarah Weinstein, Jennifer KottSat...
Saturday, April 6, 2013
FROM THIS MOMENT ON, THIS AUDITORIUM          IS OFFICIALLY A NO TALKING ZONE.Saturday, April 6, 2013
FROM THIS MOMENT ON, THIS AUDITORIUM          IS OFFICIALLY A NO TALKING ZONE.                    AND FOR THE RECORD, TEXT...
WHAT’S HAPPENED                          > Alamo Drafthouse recently                            changed to all reserved se...
WHAT’S HAPPENED                          > They tested different methods of                            reserved seating at ...
WHAT’S HAPPENED                          > This turned a low-effort decision                            into a high-effort d...
VIDEO          > Many of Alamo Drafthouse’s most loyal customers                  disliked the change. They vocalized thei...
AWARENESS AND IMAGE                                          Brand loyalty   Attitude resistanceMere exposure effect       ...
NEW QUESTIONSSaturday, April 6, 2013
DISCOVERYSaturday, April 6, 2013
DISCOVERYSaturday, April 6, 2013
DISCOVERY                          > Interviews:                            > Satisfaction with reserved seating          ...
DISCOVERY                      > Alamo Drafthouse thinks the problem is                          time.                    ...
DISCOVERYSaturday, April 6, 2013
DISCOVERYSaturday, April 6, 2013
AWARENESS AND IMAGE                   > What can the Alamo Drafthouse do to maintain                          their brand ...
CLEAR COMMUNICATION                                        AWARENESS                                        > ScriptsSatur...
EMPHASIZE MOBILE                                                   AWARENESS                               Cue -> Routine ...
KEEP COMMUNITY                                       IMAGE                                 > ComplexitySaturday, April 6, ...
KEEP COMMUNITY                                          IMAGE                           > Host events prior to            ...
CONNECT BRAND                                                               IMAGE                      > Create a pre-show...
Thank you!Saturday, April 6, 2013
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Consumer Behavior Study - Reserved Seating at the Movies

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Study of consumer behavior and opinion for the Alamo Drafthouse in Austin. Integrated customer feedback surveys, interviews, intercepts, and consumer behavior theories to provide an analysis of the problem and recommendations.

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Consumer Behavior Study - Reserved Seating at the Movies

  1. 1. Josh Clark, Lauren Rogers, Tracy Wing, Nancy Xie, Ruthie Jenkins, Sarah Weinstein, Jennifer KottSaturday, April 6, 2013
  2. 2. Saturday, April 6, 2013
  3. 3. FROM THIS MOMENT ON, THIS AUDITORIUM IS OFFICIALLY A NO TALKING ZONE.Saturday, April 6, 2013
  4. 4. FROM THIS MOMENT ON, THIS AUDITORIUM IS OFFICIALLY A NO TALKING ZONE. AND FOR THE RECORD, TEXTING AND TWEETING TOTALLY COUNT AS TALKING.Saturday, April 6, 2013
  5. 5. WHAT’S HAPPENED > Alamo Drafthouse recently changed to all reserved seating. Their reasoning -- to save their customers’ time.Saturday, April 6, 2013
  6. 6. WHAT’S HAPPENED > They tested different methods of reserved seating at different theaters. (In Consumer Behavior we call this a “foot in door technique”)Saturday, April 6, 2013
  7. 7. WHAT’S HAPPENED > This turned a low-effort decision into a high-effort decision, requiring plans to be made ahead of time.Saturday, April 6, 2013
  8. 8. VIDEO > Many of Alamo Drafthouse’s most loyal customers disliked the change. They vocalized their fervent opinions through the blog and social media. > But most of the people we talked to were pretty okay with it. > (There’s a video on the next slide)Saturday, April 6, 2013
  9. 9. AWARENESS AND IMAGE Brand loyalty Attitude resistanceMere exposure effect Negative biasSaturday, April 6, 2013
  10. 10. NEW QUESTIONSSaturday, April 6, 2013
  11. 11. DISCOVERYSaturday, April 6, 2013
  12. 12. DISCOVERYSaturday, April 6, 2013
  13. 13. DISCOVERY > Interviews: > Satisfaction with reserved seating > Concern about spontaneity > No Talking policy is a part of the brand > Time vs. StressSaturday, April 6, 2013
  14. 14. DISCOVERY > Alamo Drafthouse thinks the problem is time. > Customers actually more concerned about stress.Saturday, April 6, 2013
  15. 15. DISCOVERYSaturday, April 6, 2013
  16. 16. DISCOVERYSaturday, April 6, 2013
  17. 17. AWARENESS AND IMAGE > What can the Alamo Drafthouse do to maintain their brand image, and increase awareness of the change?Saturday, April 6, 2013
  18. 18. CLEAR COMMUNICATION AWARENESS > ScriptsSaturday, April 6, 2013
  19. 19. EMPHASIZE MOBILE AWARENESS Cue -> Routine -> Reward Bored -> Box Office -> Entertainment Bored -> Mobile App -> EntertainmentSaturday, April 6, 2013
  20. 20. KEEP COMMUNITY IMAGE > ComplexitySaturday, April 6, 2013
  21. 21. KEEP COMMUNITY IMAGE > Host events prior to special events and premiers. > Experience EconomySaturday, April 6, 2013
  22. 22. CONNECT BRAND IMAGE > Create a pre-show video to connect the change in seating with the brand, similar to the “No Talking” videos. > Schema > CompatibilitySaturday, April 6, 2013
  23. 23. Thank you!Saturday, April 6, 2013

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