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Does pricing work?Patrick Welsh, Marketing ManagerPhoenix Leicester
Introducing Phoenix
• Leicester‐based charity
• 2 screen independent cinema
• Digital arts NPO• 15 full time staff• 30 part time
Phoenix audiences
Competing in the crowded film market
• Strong competition for young audience – Multiplex– DVDs, online – Other family fun and education
• Aggressive price promotions
Summer film offer
• Attract families unfamiliar with Phoenix– Lead with mainstream kids films
• Attractive bundled pricing– Adult + child ‐ £9.50 (2D)– 2 adult + 2 child ‐ £25 (3D)
• Family‐friendly promotion
Summer promotion
• Distributed flyer through 80 primary schools at no cost
• Promoted through monthly brochure, email, website, PR
• Good value kids menu in cafebar• Result
– 13% of total audience – Versus normal 2% under 18s audience
Half-term offer• More classic cultural film programme
• Same pricing• Regular promotional channels only – Brochure , mailing lists etc
• Result – 4% of audience attended films
– Digital art workshop sold out
What do customers bringing children think of us?
• Facilities for children – 79% good or excellent
• Film programme– 79% excellent or good
• Art– 66% excellent or good
• Pricing– 84% excellent or good
What can we conclude?
• Pricing is one part of bigger picture– Need to be competitive to be considered
• Design product and experience for audience motivations– Summer offer for affordable family fun– Weekend films as routine ‘club’ – Creative film and art ‘making’ opportunities
• Use other channels– School trips– Grandparents
• Promotion– Word of mouth– Designed and distributed to attract attention and inspire action