The document summarizes a report on using market segmentation to help movie theaters attract more customers. It discusses conducting a survey that identified three key customer segments - Value Seekers, Laid Back Customers, and Movie Fanatics - who are interested in different messaging approaches. The survey also found that discounts and membership clubs appealed most to attracting customers overall but different elements resonated more with each segment. The report concludes that targeting separate messaging to the three segments identified could help movie theaters better advertise to and engage different types of potential customers.

1. Math 110
Brought to life with Addressable Minds
FINAL REPORT – DECEMBER 2011
MOVIE THEATERS
Project Team
Shanice Bailey
Sally Kim
Andrew Nadler

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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
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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.
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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’
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6. The Survey begins with an orientation screen
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7. Each respondent evaluates 48 unique combinations of elements
First on overall interest
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8. Then selects a single emotion
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9. What convinces?
What drives feelings?
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10. Total Panel – Interested in Discounts and
membership clubs but were not interested in
transportation or crowd control
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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 h
Value 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
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12. The Total Panel’s Interest is Different From That in Each of Three Identified
Segments of customers
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13. V a lu e S e e k e r s ( S e g m e n t
O ne )
Highly Not so
Interested interested
In… in…
•Location
•Discounts
and other
and
traveling
Specials
•Low Priced concerns
snacks and
•Crowd
other
control
concession
and other
perks
safety
services
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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 so
Interested interested
In… in…
•Friendly •Food
Workers selections
and
concessions
•Clean and stand
comfortable
environment •Transport
options to
and from
movie theater
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15. M o v ie F a n a t ic s ( S e g m e n t
Th re e )
Highly Not so
Interested interested
In… in…
•Discounts •Location
and and
membersh convenience
ips for avid of theater
•Large
movie •Extra
variety of
goers
movies features
the
theaters
offers
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16. The Movie Theaters Segmentation Wizard-
Online Example
The Segmentation Wizard is a short survey with the
questions derived from the full survey to identify
segment membership
http://mjiweb.com/mjitt/QC_Fall2011_Movie1/index.htm
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17. The Movie Theaters Segmentation Wizard– Online example
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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 !
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