Social Media Marketing for Event Cinemas

This report discusses the social media marketing strategies used by Event Cinemas to enhance its products and promote its offerings. It analyzes the competitive position of Event Cinemas and evaluates the effectiveness of various social media platforms used by the organization. Recommendations are provided to improve social media marketing efforts and take advantage of mobile marketing opportunities.

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System04116
6/5/2019

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Contents
Introduction......................................................................................................................................2
About organization..........................................................................................................................2
Four step model for developing social media marketing strategy...................................................3
List and explanation of social media platforms used by an organization........................................5
Assess overall use of and effectiveness of each of these platforms................................................5
Recommendations............................................................................................................................6
How to improve and enhance its social media marketing efforts................................................6
How to take advantage of any potential mobile marketing opportunities...................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
This report discusses about the social media marketing of Event cinemas. Social media
marketing is simply gaining attention of people through social media sites. Event cinemas use
social media marketing approaches to enhance its products among the people and promote their
offerings at wider range. In this report, the product offerings of Event cinemas and its
competitive position in the same industry will be analyzed or discussed. Further the Four step
model of marketing is used to develop a strategy of social media marketing as the basis for
research and analyze Event cinema’s use of social media. The several social media platforms are
used by the Event cinemas will be discussed in this report in detail and evaluate the overall use
of and an effectiveness of all of these platforms in Event cinemas. Moreover, the effective
recommendations will be provided or given in the report to enhance its social media efforts and
take advantage of any potential mobile marketing opportunities (Zarrella, 2009).
About organization
Event cinemas are the biggest movie exhibitor in New Zealand and Australia with other
140 complexes of cinema presently opening worldwide. Event cinemas have over 60 cinema
venues around Australia and many of them are situated in big shopping Centres. These
comprises of multiple screen.
The Event cinemas offers premium experiences like Gold Class that provides more
luxury food and sitting and Vmax that provides a bigger screen and alternate content consisting
football, film festivals, films, gaming, opera and stand-up comedy events.
Gold class cinemas is a luxury cinema format which is provided to a number of
BCC/Event/Greater union cinemas locations in New Zealand, Australia & Fiji. It includes
butlered refreshments, a` la carte menu offerings and resting seats in a close environment.
V-max cinemas feature advanced display of film, quality of picture and digital sound.
The screens at V-max are placed in large auditorium that feature large seats, stadium seating and
wider armrests.
Competitive position:

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a) The Event cinemas have slightly difference infrared technology in comparison of others
in the relevant industry.
b) They have strong relationship with stakeholders.
c) They offer premium experience through comfortable seating, large screens top grade
movies and favorable movie show times.
d) They strongly tied with Bollywood Hollywood and other content providers.
e) These cinemas have strong presence in urban localities where these are needed more.
f) The scope of expansion is more as the movie exhibition space is largely fragmented in
Australia and New Zealand. The Event cinemas have always positioned themselves as
super multiplexes and thus reach out to the large number of audience that may be more
challenging than one recognize (Akar, & Topçu, 2011).
Four step model for developing social media marketing strategy
The strategy of social media marketing is the summary of the whole things which a company
plans to organize and wish to accomplish or achieve on social media. It directs their activities
and let them know whether they are failing and succeeding. For developing the effective
strategy social media marketing, the four step model of marketing is used:
1. Identify potential customers: the identification of audience and ideal customers is and
what these customers want to see on social is the key to creating the content which these

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customers will like, comment on and share about the Event cinemas. The Event cinemas
focus on every group of age and make varieties of offering according to their age group
such as butlered refreshments, a` la carte menu offerings and resting seats (Tuten, Et al,
2017).
2. Understand customer’s needs and wants: by try to creating audience or the buyer
personas, these allows them to think of their potential fans, customers and followers as
real people with real wants and needs which will permit them to think more clearly about
what to offer to those potential customers and provide stadium seating and wider armrests
according to the needs and wants (Kim, 2012).
3. Applying the 4Ps: the 4Ps of marketing is applying for developing the social media
marketing strategy of Event cinemas:
 Price: it refers to the value of the services or products which offered by the Event
cinemas to the customers. These prices are depends on the external and internal
factors. Prices should be set according to the prices led on the other sites of the
same industry. Usually customers compare the prices on social media and make
their decision decisions so if Event cinemas on social media present their
reasonable price with quality of services attract large number of customers.
 Product: in digital marketing or traditional marketing, the product’s elements and
features remains the same. On social media the Event cinemas can advertise their
product by making discounts on online tickets or food provided in it. So that
customers can reach to the products easily and make purchases online
(Michaelidou, Et al, 2011).
 Place: the event cinemas are located mostly in urban areas of New Zealand and
Australia for reaching to many customers for its products and services they should
focus on the areas where these kinds of multiplexes are not located so they should
digitally market its products and services in areas which are not urban.
 Promotion: the Event cinemas promote their product online in an easy to know
way by creating the interactive contents that has to power to reach a wider
audience. They should start providing blogs or articles in the form of promotion to
educate or inform people in the digital era about their product and service. The
sharing of information on social media leads to greater sales.

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4. Satisfy customers better than competitors: the Event cinemas should provide luxury
services while they are experiencing in the movie exhibitions. They should feel
comfortable while watching their shows in the multiplex of the Event cinemas in
Australia and New Zealand and get reasonable prices and quality services which satisfies
the customer effectively as compared to their competitors (Lipsman, Et al, 2012).
List and explanation of social media platforms used by an organization
The Event cinemas use several social media platforms for doing marketing such as:
1. Facebook: they have their Facebook business page where they develop their brand
identity and show their human side. They post on those pages what their key audience
would want to see. They share social media pictures, links, videos and other things which
are connected to their business and it seems like somethings their target audience would
enjoy (Evans, 2010c).
2. Instagram: they use Instagram profiles to influence a wider audience and make
engagement with contests like photo contests, number of hashtags or mentioned locations
etc. they also reward followers with promo codes and features their customers.
3. Twitter: they choose a correct username and make a brand-centric profile which consists
of their bio, cover pictures. They used twitter advanced tools or search such as Hootsuite
and sprout social to look for customers tweets which includes their name of the company,
services and the products they provide and also they follow their competitors and others
in the relevant industry to see what these competitors are tweeting.
4. Google: they use google by business, google webmaster tools, google AdWords google+
business pages and google trends to promote their business and target their audience at
wide range.
5. You tube: they create their videos of their business and post on you tube where customers
can easily know about their company and their products and services. They show
products reviews on their channels and products specification (Hoffman, 2010).

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Assess overall use of and effectiveness of each of these platforms
1. It increases website traffic: the use of posts of social media and advertisements are key
manners to drive traffic to its websites.
2. It increases the brand awareness: as many people in the world using social media
platforms, these are the general place to influence the new and highly target clients. The
people connect with the brand on social media and came to know more about the brand
(Brookins, 2019).
3. It generates the leads: the social media suggests them an simple and low commitment
ways for the potential customers to express its concern in its products and its business.
4. It boosts the sales: social media helps in selling its products and services. Their social
accounts on social media are the significant part of its sales cone where the new contacts
became their customer (Erdoğmuş, Et al, 2012).
5. It promotes the content: the usage of platforms of social media helps in promoting the
content of Event cinemas where they can get smart and well researched content in front
of the new customer which proves their expertise and grow their audience (Ashley,
2015).
Recommendations
How to improve and enhance its social media marketing efforts
1. They must choose the correct network for marketing.
2. They must set the goals and objectives before doing the social media marketing.
3. They must come up with the great marketing strategies
4. They must make a creation of content and curation plan with their target audience in
mind (Evans, 2010b).
5. They must maintain a constant existence or presence.
6. They must minimize the time they spend on their promotion.
7. They must select the tools to schedule and to automate the posts.
8. They must engage their target audience in the relevant manners (De Vries, Et al, 2012).
How to take advantage of any potential mobile marketing opportunities
1. They must influence the powers which are in hands of everyday people.

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2. They must use latest mobile payment facilities by which the customers need not to cough
up the physical currency every time for making purchase or pay the bill.
3. They must push notification of their products and service which reach a far broader and
more different audience.
4. They must send the location-specific messages to those customers who are using GPS or
Bluetooth technology so that they can reach the customers appropriately through
information of age and gender (Evans, 2010a).
Conclusion
From the above study it is concluded that social media marketing is the great effective
and efficient digital marketing tools used to syndicate the contents and increase the visibility of
business. The implementation of these social media marketing greatly enhances the recognition
of the brand and helps in an engaging with the wider audience of the customers. In the report, it
is discussed that how the social media impacted the marketing of Event cinemas and usage of
these social media platforms are effective for encourage their brand and its awareness among the
target people. Social media marketing plays a vibrant role in the growth and development of the
Event cinemas in Australia and New Zealand.

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References
Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers' attitudes
toward social media marketing. Journal of Internet Commerce, 10(1), 35-67.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Brookins, M. (2019). The advantages of using social media marketing. Retrieved from:
https://smallbusiness.chron.com/advantages-using-social-media-marketing-18593.html
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages:
An investigation of the effects of social media marketing. Journal of interactive
marketing, 26(2), 83-91.
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand
loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.
Evans, D. (2010a). Social media marketing: An hour a day. John Wiley & Sons.
Evans, D. (2010b). Social media marketing: the next generation of business engagement. John
Wiley & Sons.
Evans, L. L. (2010c). Social media marketing: strategies for engaging in Facebook, Twitter &
other social media. Pearson Education India.
Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media
marketing?. MIT Sloan management review, 52(1), 41.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-
1486.

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Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach
(and influence) fans through social-media marketing. Journal of Advertising
research, 52(1), 40-52.
Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and
medium B2B brands. Industrial marketing management, 40(7), 1153-1159.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Zarrella, D. (2009). The social media marketing book. " O'Reilly Media, Inc.".