CASE STUDY: Showcase Cinema - Redefining Channel Mix

Provided by AMS Media Group
AMS Media were tasked with helping Showcase Cinema redefine their channel mix to drive engagement.

What was the Challenge / Background of the Campaign?

Harnessing a new route to market: AMS helped Showcase Cinemas redefine their whole approach to marketing in the UK by harnessing the evolutionary change in the movie-going consumer purchasing process. We inherited a marketing mix dominated by local newspaper advertising covering all the cinema locations in the chain. After research had demonstrated that there was a far greater opportunity to drive visits via digital channels, we set about a project to re-develop the website to make the customer journey a much richer experience & drive profitable converting traffic to it.

What was the Solution?

We identified that there was a significant eCRM opportunity in terms of marketing to their database of cinema-goers & especially those subscribing to the loyalty scheme. A tailored programme of design, build, and customer acquisition in the form of web/mobile platform development, SEO, PPC and Display, creation of digital assets, social media management and database profiling - all tracked, measured and optimised. Offline media introduced to support openings and key promotional periods.

What were the Results?

Website Visits +40%, Online Sales +30%, Loyalty Scheme +590%, FB Community 2k to 400k+.

What were the Key Learnings of this Campaign?

"I cannot recommend AMS highly enough. They developed a plan that works and more importantly, delivers. Our customer acquisition costs have reduced dramatically. When we first engaged AMS, it was primarily for online marketing - now they also handle database management, data modelling,  SEO, social, mobile, ad production and all offline media. Simply the best agency I've ever worked with." Jon Dixon - Sales & Marketing Director

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsWebsite Visits +40%, Online Sales +30%, Loyalty Scheme +590%
16 - 24
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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