Thomas LailPatty DraytonVictoria Cason

LaShonda Smith

Assignment Objectives

O Our Task: O To identify barriers to using Fandango

O Who is the Fandango market?O Who are these people? O What is their thought-process? O What are their triggers? O What about other people like them in the population? O Can we get them to see the benefits of choosing Fandango?O What are their reasons behind buying movie tickets elsewhere

O Our Goal:O To convey the message that Fandango can make the moviegoing experience

more convenient and fun.

Initial Thoughts

O First go at a brand positioning statement for FandangoO To the everyday movie goer, Fandango is the go to destination

to buy movie tickets in advance, offering convenience that insures you will skip the line

How It All Started

O Initial ResearchO Common knowledge amongst the groupO Online research

O Reviews on FandangoO Explored the website

Analyzing The Product

O Movie reviewsO Showtimes O TrailersO Purchase tickets

Category Analysis

O One of many mediums for purchasing movie tickets

O Viewership of movies in the theaters is at has reached a twenty year low

O More people are opting to watch movie from the comfort of their home

Consumer Analysis

O Younger GenerationO Looked at Fandango as a time teller O Cost efficiency

O Middle AgeO Didn’t have time for movies

O Older Generations O Didn’t know what Fandango was

Competition

O Direct O Movietickets.comO Flickster.comO Tickets.com

O Indirect O Ticket booths at theatresO Netflix O Illegally downloading O DVD’s O TV movie channels

O FX, TNT, AMC

More Information Needed

O Lack of quality first hand information O Led to more in depth research

O SurveyO Focus group O On site interviews

Survey O Things we took away from the survey include:

O 84 percent of people have heard of FandangoO 40 percent of people don’t use FandangoO 35 percent go once every three months O Waiting in line at the theater is not considered a part of the

movie experience

Focus Group

O Things we learned In the focus group include:O “I feel like people don’t know how it’s used, but just for

checking the show times” O Students miss out on student discountsO More informative advertising

On-Site Interview

O What we gained from the on site interviews include: O People thought that Fandango was strictly for reviewsO Most of the older generation have never heard of

Fandango O People do not enjoy waiting in the long lines at the

movies

Creative Brief

Why are we advertising?

Our goal is to educate consumers about the

Fandango brand. We strive to get more

individuals to the movie theaters, but we want

them to purchase their tickets in advance

through Fandango.

Creative Brief

Why are we advertising?

Our goal is to educate consumers

about the Fandango brand. We

strive to get more individuals to the

movie theaters, but we want them

to purchase their tickets in advance

through Fandango.

Creative Brief

Whom are we talking to?

In general, we are talking to movie fanatics. These are people who

are invested in the movies they watch. These people get angry when

the villain takes advantage of the hero, emotional when a beloved

character dies, and are happy the whole story comes to a positive

conclusion. They love going to the movies, but they hate waiting in

line. Our target audience consists of individuals between the ages of

18-40 years old. They are employed, at least have a high school

diploma, and are middle class individuals. We plan to break down

our target audience into the following subgroups: Social Butterflies,

Power Couples, and Ballers on a Budget.

Creative Brief

Whom are we talking to?

In general, we are talking to movie fanatics. These are people who

are invested in the movies they watch. These people get angry when

the villain takes advantage of the hero, emotional when a beloved

character dies, and are happy the whole story comes to a positive

conclusion. They love going to the movies, but they hate waiting in

line. Our target audience consists of individuals between the ages of

18-40 years old. They are employed, at least have a high school

diploma, and are middle class individuals. We plan to break down

our target audience into the following subgroups: Social Butterflies,

Power Couples, and Ballers on a Budget.

Creative Brief

What else do we know about them?The Social Butterflies are young individuals between 18-25 years old. They go to movies for the

adventure, the excitement, the gathering of friends and the camaraderie that is involved. These

are the type of people who will dress up for a movie premiere as characters in the latest sci-fi

franchise. The Power Couple are individuals, between the ages of 23-35, who are in long-term

relationships. They are the “It Couple” amongst their peer groups. They have their lives figured

out, are ambitious, confident, and well spoken. They most likely have a 9-5 job and cannot live

without their calendar/planner. They are the type of couple who enjoy going out, but they like to

plan every detail of their event. The Ballers on a Budget are individuals who live their everyday

lives on a budget. They are most likely parents of young children or recent college grads. These

individuals are between the ages of 25 to 40 years old. Even though they hate waiting in lines,

they are willing to wait if there is a discount involves. They frequently go see a new movie on

discount days at movie theaters. All of these individuals use technology in their everyday life.

They are the type to have the most updated products. All of these individuals are, once again,

dedicated fans of movies. They want to be the first of their peer groups to see the latest movie.

They don’t go the movies for spontaneity; they go because it is an event.

Creative Brief

What else do we know about them?The Social Butterflies are young individuals between 18-25 years old. They go to movies for the

adventure, the excitement, the gathering of friends and the camaraderie that is involved. These

are the type of people who will dress up for a movie premiere as characters in the latest sci-fi

franchise. The Power Couple are individuals, between the ages of 23-35, who are in long-term

relationships. They are the “It Couple” amongst their

peer groups. They have their lives figured out, are ambitious, confident, and well spoken. They

most likely have a 9-5 job and cannot live without their calendar/planner. They are the type of

couple who enjoy going out, but they like to plan every detail of their event. The Ballers on a

Budget are individuals who live their everyday lives on a budget. They are most likely parents of

young children or recent college grads. These individuals are between the ages of 25 to 40 years

old. Even though they hate waiting in lines, they are willing to wait if there is a discount involves.

They frequently go see a new movie on discount days at movie theaters. All of these individuals

use technology in their everyday life. They are the type to have the most updated products. All of

these individuals are, once again, dedicated fans of movies. They want to be the first of their peer

groups to see the latest movie. They don’t go the movies for spontaneity; they go because it is an

event.

Creative Brief

What is the one message we want to get across

to them?

Fandango gives you premiere, exclusive access

to the newest movies. You can get movie tickets

in advance without waiting in line. Fandango

allows you to plan ahead for the most enjoyable

movie experience of your life.

Creative Brief

What is the one message we want to get across

to them?

Fandango gives you premiere, exclusive access

to the newest movies. You can get movie tickets

in advance without waiting in line. Fandango

allows you to plan ahead for the most enjoyable

movie experience of your life.

Creative Brief

Why should they believe it?

Exclusive access is guaranteed through

Fandango.

Creative Brief

Why should they believe it?

Exclusive access is guaranteed through

Fandango.

• No unexpected surprises

• Caters to your lifestyle.

• Serves dedicated fans of movies

Campaign Details

O Tagline:O #seat4u

O OtherO Commercial before movies, during the previews

O PrintO Movie posters in and around theatres

O Malls O Magazines/ newspaper in movie review sections

O Social Media O SnapchatO YouTube

Campaign Idea

#seat4u

Print Ads

#seat4u

Print Ads

#seat4u

Print Ads

#seat4u

Other

#seat4u

Social Media

#seat4u

Social Media

#seat4u

Why Print?

O Recent research has shown that 92% of moviegoers notice posters and displays in the lobby.

O 44% of viewers are more likely to remember seeing an ad in the cinema vs. on TV.

O Moviegoers are 24X more likely to purchase a product or service that is advertised at the cinema vs a TV Commercial.

O Magazine ads have the potential for ongoing, repeated exposure

#seat4u

Why Print?

O Recent research has shown that 92% of moviegoers notice posters and displays in the lobby.

O 44% of viewers are more likely to remember seeing an ad in the cinema vs. on TV.

O Moviegoers are 24X more likely to purchase a product or service that is advertised at the cinema vs a TV Commercial.

O Magazine ads have the potential for ongoing, repeated exposure

#seat4u

Why Other?

O 30% of people get to a show approximately 15 to 20 minutes before the show begins.

O 55% of people usually get to the theater 5 to 10 minutes before the movie starts.

O Captive audience in the theatre

#seat4u

Why Other?

O 30% of people get to a show approximately 15 to 20 minutes before the show begins.

O 55% of people usually get to the theater 5 to 10 minutes before the movie starts.

O Captive audience in the theatre

#seat4u

Why Social Media?

O "Industry sources say that on average, publishers are getting around 10 cents a view for their ads, which are seen anywhere from 500,000 times a day to a million times a day"

O Just this weekend I overheard a teenager ask his mother if she had heard of Discover. After she said no, and the teen explained the concept, the mother asked why use the app when he can just digest his news through searching the web or visiting a certain news site (i.e. CNN itself). Amazingly, the teen responded with a simple answer: “Well I’m already in the app, why leave it?”

O YouTube has the potential to reach the largest percentage of the population of any marketing medium. The latest YouTube statistics reveal that more than 1 billion unique users visit YouTube and over 6 billion hours of video are watched each month.

#seat4u

Why Social Media?

O "Industry sources say that on average, publishers are getting around 10 cents a view for their ads, which are seen anywhere from 500,000 times a day to a million times a day"

O Just this weekend I overheard a teenager ask his mother if she had heard of Discover. After she said no, and the teen explained the concept, the mother asked why use the app when he can just digest his news through searching the web or visiting a certain news site (i.e. CNN itself). Amazingly, the teen responded with a simple answer: “Well I’m already in the app, why leave it?”

O YouTube has the potential to reach the largest percentage of the population of any marketing medium. The latest YouTube statistics reveal that more than 1 billion unique users visit YouTube and over 6 billion hours of video are watched each month.

#seat4u

Repositioning

O Final brand positioning statement:O To the movie fanatics, Fandango provides advanced

purchase of movie tickets that guarantees the most enjoyable movie experience of your life.

#seat4u

Future Campaign Thoughts

#seat4u

Where is your seat at???

Questions, Comments, Concerns?

References

Kokemuller, N. (n.d.). Effectiveness of Magazine Advertising. Retrieved May 4, 2015, from http://smallbusiness.chron.com/effectiveness-magazine-advertising-59459.html

Lobby Promotions. (n.d.). Retrieved May 2, 2015, from http://www.screenvision.com/advertise-with-us/lobby-promotions/

Why Cinema - Before The Movie. (n.d.). Retrieved May 2, 2015, from http://beforethemovie.com/why-cinema/

Shontell, A. (2015, March 12). Advertisers are supposedly paying insanely high rates to get their ads on Snapchat. Retrieved May 2, 2015, from http://www.businessinsider.com/snapchat-discover-ad-rates-2015-3

(n.d.). Retrieved May 2, 2015, from http://www.channelfactory.com/blog/top-10-benefits-of-youtube-video-marketing/

Latest Survey Results: Let's Go to the Movies! Summary. (n.d.). Retrieved May 2, 2015, from http://www.smartgirl.org/reports/4775755.html

THE REAL REASON MOVIE GOERS ARE IN DECLINE. (n.d.). Retrieved May 2, 2015, from http://www.topbravado.com/movies/2015/1/14/the-real-reason-movie-goers-are-in-decline