CINEMA MARKETING: 3 REASONS WHY EASTERN EUROPE LEADS THE WORLD
Updated: Sep 10, 2020
This post is the first in a series we will be publishing designed to show how some marketing practises adopted by various cinemas around the globe are leading the way internationally, highlighting valuable lessons that could be learned by their exhibition counterparts in Western Europe and the US.
The biggest cinema chains in Ukraine, Poland and Russia are streets ahead of their Western counterparts when it comes to ecommerce and their cinema marketing strategy. State-of-the-art Ad Operations setups allow them to successfully target and personalise all online interactions with their audiences, which truly moves the needle when it comes to generating additional revenue from incremental ticket sales. How exactly are they doing that?
Ukraine’s two largest cinema chains (Planeta Kino and Multiplex) use a Google Tag Manager setup to track all of a users’ marketing interactions with social media ads and their deep engagement with the website.
Monitoring their audience’s trailer views, film choices and ticket purchases enable them to run multiple ad executions across various social media channels that target & retarget existing audience segments, whilst also using that data to create lookalike groups to prospect for new audiences.
Cinemas in Central and Eastern Europe are spending a significant proportion of their annual marketing budget on this process, as it is generating a highly impressive Return On Investment.
Examples of successful tracking - results of TAG analysis
2. TAILORED MARKETING EMAILS
Each user receives a personalised marketing email, with the “Coming Soon” and “In Cinemas Now” listings selected & prioritised according to the data gathered from their previous interactions with the cinema website.
These emails also include targeted promotions & offers from the cinema and appropriate external partners, along with bespoke content pieces. These learned customer preferences encourage & increase engagement, nudging the user towards a ticket purchase.
Tailored marketing emails from Ukraine 'Multiplex' cinema chain
3. S.E.O. SET UP
Money has been spent by both the Planet Kino Multiplex chains in Ukraine to fully optimise and maintain the S.E.O. setup of their websites: type in the name of a film and city and their local cinema appear at the top of Google’s suggestions.
While a few select exhibitors are currently delivering similarly impressive S.E.O. results (including Odeon in the UK and Norway, Cinema City in the Czech Republic, Multikino and Helios in Poland, Pathé in the Netherlands, Filmstaden in Sweden and Finnkino in Finland), cinemas in many other territories (particularly other European territories) are failing to generate similar results.
Search Engine Results Pages: Ukraine 'Multiplex' & 'Planeta Kino' cinema websites in lead positions.