Prepare a 10- to 15-slide presentation with detailed speaker’s notes and visuals elements.
Complete the following in your presentation:
- Identify a company that could benefit from better use of social media.
- Analyze at least 10 digital and social media channels and describe the strengths and weaknesses of each of these as a marketing tool for this company.
- Design an online strategy that maximizes the use of some or all of the digital and social media channels, as appropriate, based on your team’s analysis.
- Determine key performance indicators to measure the success of the online strategy.
Format your citations according to APA guidelines.
PowerPoint Presentation Regal Cinemas: Digital & Social Media Strategies Group 2: Phillip Gosha; Roberto Tobar; & Scott Hayman University of Phoenix MKT/574 Charlie Bourgault October 18, 2021 Agenda Regal Cinemas Information Digital and Social Media Channels Online Strategy Key Performance Indicators Questions References Regal Cinemas Incorporated 11/28/1989 and Headquartered in Knoxville, TN Founder: Mike Campbell Consumer Discretionary Services Industry Leisure Facilities & Services Sub-Industry CEO: Nisan Cohen Chief Operations & Technical Officer: Robert J Del Moro Executive VP: Peter B Brandow Subsidiary of Cineworld Group 7,211 screens and 549 theaters located in 42 states (Prior to Covid) 25,000 Employees Current Media: Facebook, YouTube, & Twitter. ("Regal Cinemas Inc.," 2021) ("About Regal," 2021) 3 Facebook: Strength: Big public outreach One of the best platforms for online advertising Ad formats cab be engaging Facebook advertising works well with Google Ads Can target specific demographics Can tailor marketing needs Weakness: Not as popular with Gen Z (those born after 2000) Competition from other social media platforms has led to the decline in Ad exposure Facebook advertising allows you to reach people based on location, age, gender, interests, job title, upcoming life events and more, with regular updates on how well your ads are performing. Advertising on Facebook allows you to tailor your campaigns to specific goals. Facebook is starting to be perceived an compared to the myspace of the ‘90s, early 2000s,and thus is beginning to develop a reputation as “old school” for old people---certainty not the demographics were trying to reach at Regal cinema. 4 Instagram Strength: Enhanced targeting Boost brand awareness Track marketing campaign success Fit any budget Use it for other aspects of marketing- Instagram advertising provides you with lots of information that tells you how well your campaign is doing User audience is between the ages 18-29 ((Sorensen, 2021) Weakness: Their links are less effective than Facebook links Is not as click friendly platform as it does not allow users to place clickable links in their post Their ad features are less advance By not being clicker friendly, users cannot place a clickable link in their post, which means that the million people who use Instagram don’t ever expect to click, but to double tap to show thy like the post they see. While some might view Instagram has having limited audience because they only have one billion users, the fact of the matter is that since most of their users are between 18-29, for Regal cinema that would be the ideal target demographic. 5 Twitter: Strength: Highly-engaged audience always looking for new content Greta for promoting lead generation content Engagement revolves around real time conversation Narrow segmentation Weakness: Easy to be missed Lagging Analytics- Twitter analytics around a marketing campaign are not in depth and Facebook or Google for example Hard to prove ROI (Return on Investment) Twitter allows you to narrowly segment ho your ad is shown to by narrowing your audience by using common interest like movies for example in the case of Regal Cinemas. Since you don’t have the option to click on a link like Facebook, it is hard to track and prove someone purchase and went to your establishment because they saw and click on your ad. In the case of Regal Cinemas, not being able to prove ROI, should not be a concern because on twitter, all your looking for is people talking about Regal Cinemas and movies. 6 YouTube: Strengths: Second largest search engine Cost effective, low risk and you only pay when people watch Integrate Google Ads Weakness: Video production can be expensive to make You have to search for specific content Targeting is narrower and typically related to what you have view. This is perfect for regal cinemas, specially in this day and age when people like to see how an establishment is following safety protocols while maintaining the essence of their business. YouTube is owned by Google and thus they go hand in hand making a great marketing platform 7 Snap Chat: Strengths: Popular among under people under 25 yrs. old- Perfect for Regal Cinemas, as this would be their target audience Their ad formats are engaging Strong targeting options Weakness: Few paid options No native analytics Ad engagement has dropped because if competition with Instagram. Tok-tok: Strengths: Most downloaded app Popular with millennials, Generation Z and younger- Perfect for Regal Cinemas as they can reach beyond their intended target audience without doing nothing extra Growing at rapid rate Low risk of being purchase by any other social media platform as it is not a U.S base platform Weakness: No advertising products Security concerns because it is based in China, and thus more vulnerable to hacker intrusion and government regulation. Google Ads: Strengths: Largest search engine in the world Target specific traffic Inexpensive consider the type of exposure you’ll receive Easy and measurable results- Their analytics is very in depth, you can measure every single aspect of your marketing campaign, by measuring clicks, impressions, click through rate, conversion rate, cost per click, and cost per acquisition Extremely easy to measure ROI because of their analytics tool options. Weakness: Can become expensive- You pay per every click regardless of whether or not that click materializes on a purchase. Short life of an Ads- You set a budget and once that budget runs out your ad simple disappears. I personally believe that Google Ads is the most effective and the best because I think that in the case of Regal Cinemas it can benefit, even from the so called weakness. SEO (Search Engine Optimization) for example, should be a weakness in the case of Regal Cinemas, as I believe that this is crucial to any marketing campaigns. As for pay for click, that is exactly what you want happen because Regal Cinemas does not sell specific products but an experience; a movie experience…so yes you want as many click possible (even if they cost) to attract traffic to your site and see what you’re offering. 10 Mobile Marketing: Strengths: Always available Measurable and editable Immediacy Interactive Can track ROI Market penetration and outreach- Almost everyone now days owns a smart phone or some other type of mobile smart device. Weakness: Ignorance- Your ad can be easily ignored without even looking at it Technology dependent- Reach only those who some type of smart mobile device and thus cutting your audience short, yet this is very irrelevant in the casa of Regal Cinema. Legal- Might violate consumer privacy laws Mobile marketing is the promotion of products to consumers, exclusively by using phones and tables. Recent data indicates that mobile devices are part of our daily routine, not just for personal affairs but also for business to come up with new strategies and attract new customers and therefore, mobile marketing has become the new way to reach customers. 11 Email Marketing: Strengths: Cost effective Flexible Personalized messaging Can lead to higher conversion of sales Saves time Not as intrusive Weakness: Harder to attract attention as it can be deleted before opening it Can frustrate the consumer Analytics are not as in-depth Search Engine Optimization: Strengths: Trackable results Generates specific targeted traffic- For Regal cinemas this would be perfect because it can directly advertise to intended audience Sustainable clicks Weakness: Results takes time Difficulty of competitive keywords- Competitors are likely trying to rank on the same key words you’re trying to. Changing algorithms- Search engines like google frequently upgrade their algorithms to get more accurate results, and this results in slowing down your advertising work because you’re trying to adjust to new algorithms. Unlike google ads where your ads disappear once your budget runs out, with SEO traffic and progress does not disappear as soon as you stop paying, even if you decide to reduce the advertising budget, the efforts you have already gained to generate traffic continues to show results. This is ideal for Regal cinema, as the benefits outweighs the risk and your advertising investment continues even after a marketing campaign has ended. 13 Online Strategy Targeted Advertising Convincing customers to go to the movies before they know they want to Encourage online and in-app sales Customized promotions based on improved first-party data Early and Precise targeting while competing with streaming services -Production companies promote the release of new films with extensive marketing budgets. Regal has a much smaller marketing budget and should focus on the amenities it can provide the customer while watching the films already being marketed. Double efforts on marketing specific movies are a waste of marketing dollars. -Most theaters rely on search marketing through internet and social media searches. It cost more to make sure the company comes at the top of that list. Using data driven marketing through social media and by collecting data through sales, searches, and loyalty customers a targeted media campaign can be created. -Discounts and promotions using online and mobile application sales can increase first-party data. This can also create word of mouth advertising or current customers being able to share these promotions. It becomes a modern/social media age word of mouth marketing through multiple channels. -1:1 Conversations through social media, email, and text can personalized to ensure timely movie schedules and promotions reach the customers in enough time to encourage attendance at the right venue for that customer. Customers build patterns through purchases that can be recognized by data analysis systems so that a customer that likes high end facilities that offer dining options and action films will see these listings first. Sending a low budget facility promotion with children targeted film times to this customer would be a waste of marketing time and financial resources. -Throughout the pandemic theaters have been closed and online streaming release of films have increased, and in some ways, have become the norm. Theaters will need to compete by getting information out early that encourages attendance through comfort and amenities that encourages customers to leave home. ("Coming attractions: A better digital marketing approach for your movie theater," 2019) - 14 Key Performance Indicators Questions ? References About Regal. (2021). https://www.regmovies.com/static/en/us/about Benefits and disadvantages of google AdWords for business. (2016, January 14). VSSL Agency. https://vsslagency.com/the-log/business-use-google-adwords/#:~:text=Benefits%20and%20Disadvantages%20of%20Google%20Adwords%20for%20Business.,Measurability.%20Con%3A%20Potential%20to%20Lose%20Money.%20Pro%3A%20 Coming attractions: A better digital marketing approach for your movie theater. (2019). https://www.epsilon.com/us/insights/blog/coming-attractions-a-better-digital-marketing-approach-for-your-movie-theater George M., M. (2018, August 3). Facebook Advertising: The Advantages and Disadvantages. LinkedIn. https://www.linkedin.com/pulse/facebook-advertising-advantages-disadvantages-milton-george Gola, M. (2020, August 26). Pros and Cons of Google ads. Curvearro. https://www.curvearro.com/blog/pros-and-cons-of-google-ads/ Mendonca, D. (2019, August 8). 9 Exciting Benefits of Instagram Advertising. Climb Online. https://climb-online.co.uk/9-exciting-benefits-of-instagram-paid-advertising/ Pratap, A. (2021, July 7). Advantages and Disadvantages of email marketing. Notesmatic. https://notesmatic.com/advantages-and-disadvantages-of-email-marketing/ Regal Cinemas Inc.. (2021). https://www.bloomberg.com/profile/company/72376Z:US References (Continued) Sorensen, A. (2021, August 31). The Pros and Cons of Using Instagram Ads. Social Media Marketing - Minneapolis | SND Agency. https://socialnicole.com/the-pros-and-cons-of-using-instagram-ads/ Talley, C. (2020, June 17). Mobile Marketing: Remarkable Advantages And Risky Disadvantages. App Samurai | Mobile Advertising Platform. https://appsamurai.com/mobile-marketing-remarkable-advantages-and-risky-disadvantages/ The Disadvantages and Advantages of SEO