21024091 21014023

Synergy Publishing

2

3. Introduction to team

4.Introduction

5.Market situation

6-7.Primary research

8-10.Search engine marketing

11-13.Online PR/ Social media

14-15.Viral mar-

keting

16.-17Mobile

18-19. Opt in E-

mails

20-21.Online ads

22.Conclusion &

Recommendations

Introduction

3

Synergy are an integrated marketing agency

made up of two Bucks New University stu-

dents, Alex Frost and Arran Williams. They are

currently in their second year studying a de-

gree in Public Relations and Marketing com-

munications, the skills they have learnt so far

have been applied into the research and de-

sign of the analysis of traffic building on cine-

ma websites; odeon.com, myvue.com and cin-

eworld.com . Synergy chose the idea of movie

websites because films are such a big part of

society, and there are so many ways to enjoy

watching films on different online media

platforms such as, Love Film, Netflix and live

streams through the internet. However, how

many people use cinema websites? And do

they encourage people to visit the sites again?

Do the websites encourage/discourage people

to go to their cinemas? Synergy aim to find

out; how traffic building to a website is so effec-

tive for a company, and how it can drive sales.

Introduction to team

Alex Frost

Arran Williams

4

This report will aim to dis-

cuss and critique the tech-

niques which companies use

within the movie sector to

generate traffic. The report

will also take an in depth look

into real life strategies used

by companies within the sec-

tor. These will be carefully

analysed and contrasted to-

gether, highlighting on any

successful and non-successful

methods which companies

have applied; this will also

give an overview in how traffic

building has affected the sec-

tor on a whole.

Introduction

Timing is very important when it comes to traffic building.

Launching a new website, product or campaign should be well

advertised online and offline, consumers are constantly looking

for new products and services which are useful to them – so it

is important to appeal to them at the right time.

Keeping a website up to date and often editing it, will keep it

high up on the search list when people search tag words for

which relate to that website. If you do not pay attention to

your website and leave it online without regularly checking it,

it will go down in the search results and this could jeopardise

traffic building.

Top 5 tips for traffic building

Here are some top tips to build traffic on a website, and this will

help drive consumers towards the site, and favour using it

over others.

SELF-PROMOTE: By giving viewers the option to favour-

ite, bookmark or share your website through social

media platforms and also viewers can subscribe to

weekly newsletters will help gain returning visitors

and new ones as well.

BE PROACTIVE: Send your site to Google and other well-

known search engines, if you just wait for them to

come across your website, you may be waiting a

long time and this will slow down traffic building

objectives.

ORIGINAL CONTENT: Continuously posting up to date

news and content on to your website, will get more

views and returning visitors to your website. Use

simple key words in your headlines so they are easi-

ly searched for.

BLOGGERS: Find a popular blogger who writes on the

same subjects of your website narrative and can ask

to write about your site.

TECHNOLOGY: Use Podcasts, slideshows, Videos and live

streaming to produce dynamic content on your

website. It is important to keep up to date with

technology

Generating traffic to websites is vital in achieving e-

marketing objectives whether the aim is the famous

five S’s; SELL, SPEAK, SERVE, SAVE OR SIZZLE. Traffic

building is important because it helps get a website a

higher ranking on search engines such as, Google. Tag

words should be chosen carefully and be simple be-

cause that’s what people will use to search for when

trying to find a relevant websites to their needs.

Some of the main aspects to website traffic building

are as followed;

Targets need to be set before starting a cam-

paign for traffic building. Who are you trying

to target? This can be achieved by online mar-

ket research, and examining other websites

and see their e-marketing purposes.

Traffic building involves combining new online

digital media channels but also offline commu-

nication techniques to promote the website

and encourage more online visits.

You can use web analytics programmes to

monitor who is visiting your site and how

many views you have received to date. This

very effective because you can see what e-

marketing tools are working for your site and

what isn’t. It will help analyse your website

and see what you can improve on.

5

Going to the Cinema is generally an impulse-driven activity, with nearly twice as

many people buying tickets at the venue as apposed to booking in advance. There are operational and financial advantages to the operators in encouraging advance

bookings and they have begun to try to incentivise consumers to do so by offering discounts for tickets booked online in advance. Mintel (2012)

Despite internet access levels and growing ownership of smartphones this trend is

still happening. This is something which the leading chains are looking to try to

change, since advance booking gives them much better forward visibility in terms

of which films are going to be in demand – as well as providing other significant

operational benefits such as reducing the numbers of staff needed to sell tickets

and also cash flow, in that the money is received when the tickets are bought ra-

ther than when the film is viewed. Companies such as Cineworld, have keyed into

the benefits of online booking and offer discounts when customers book from visit-

ing their websites, driving traffic to their business.

Market Situation

Although it is the number

two player in terms of sites

and screens, Cineworld is the

UK market leader when

measured by box office reve-

nues. In 2011, it had a 26.1%

share, down marginally from

26.2% in 2010, according to

Rentrak. Source: Mintel , 2012

6

Primary research was taken out in the form of an online survey. It was to find out and evaluate how

effective traffic building is for cinema websites, and how often people use them to order tickets or to

browse current and new films. The survey received 50 responses – with 53% of them being students –

this will make the results slightly biased as the most common age group was 16-25, which was 75% of

respondents.

Primary Research

7

Primary Research

After analysing the results, it was estab-

lished that all respondents liked to

attend the cinema; this doesn’t neces-

sarily mean they need to use the web-

sites to carry out this activity, but for a

quick and easy option to see film times

and what films are showing at the cine-

ma – the easiest option would be to

look at the websites.

75% of the respondents were

aged 16-24; this made the re-

sults biased as there wasn’t a

wider age range of people who

took part in the online survey.

This leaded to most of the re-

spondents being students,

which could encourage more

visits to the cinema as students

get cheaper cinema tickets

when they present their student

card on their visit.

This question was asked on the survey to measure how well do

people know about cinema websites and which ones are most

popular. My Vue and Cineworld came out on top with 32%, closely

followed by Odeon with 31%. Empire Cinemas was the website

8

Search engine optimization is a company or brand achieving the

highest position or ranking practical in the natural or organic en-

tries on a search engine ( Google for example) after a specific

combination of words or key phrases have been entered.

Search engine mar-

keting is regarded as the

most important digital

marketing channel for

customer purchase. It is

the process of gaining

traffic from our visibility

on search engines.

SERPS (Search engine re-

sults page) determine the

list of web pages in re-

sponse to key words.

In the case of the cinema

sector, it is Cleary

demonstrated that Vue,

Odeon and Cineworld

rank within the top three

of the SEO.

Vue is ranked first on the

search, meaning that

traffic is most likely di-

rected to that website.

With Odeon second and

Cinewolrd following

after.

Search engine marketing

9

PPC

Paid per click is comparable to conven-

tional advertising. When a user of a

search engine types in a specific phrase,

a related text ad, with a link to a compa-

ny page is displayed for them. Each PPC

key phrase needs to be managed individ-

ually in order for the bid to remain com-

petitive and for it to be in the top results.

Advantages:

The advertiser does not have to

pay for the ad to be displayed

It is highly targeted

Good accountability

Listings are posted fast

Simpler than SEO

Disadvantages:

Competitive and expensive

Not appropriate for all companies

Requires knowledge

Time consuming

Not used by a lot of users

Search engine marketing

It takes a long time to give

ROI

Requires a lot of design and

development effort

The results are difficult to

measure

There are advantages and disadvantages of

using SEO:

Advantages:

Ensures that you and your company

are found globally or regionally by

those who require exactly what you

offer.

Increase the visibility of your web-

site in search engines

Bring a higher return on your in-

vestment than any other type of

marketing for your company.

Cheaper and long term solution

than any other search engine mar-

keting strategy

Disadvantags:

An example of PPC. When Odeon is

typed into the search engine the con-

textual ads are displayed around the

main link.

10

Search engine marketing

Google analytics

Google analytics can improve

SEO. This cab help to track traffic

to a companies website. This can

be used to see if traffic is increas-

ing or decreasing.

Advantages:

Allows ease of use for

tracking traffic

Check numbers number of

visits

Helps to understand the

journey of customer use

Disadvantages:

Hard to tell where you

rank for particular words

No indication of how much

EXTRA traffic you could get

with any given key word

Hard to cross reference key

words

Meta tags (HTML)

HTML meta tags are officially page data tags that lie between

the open and closing head tags in the HTML code of a docu-

ment.

The text in these tags is not displayed, but tells the browsers (or

other web services) specific information about the page. Simply,

it “explains” the page so a browser can understand it.

Advantages:

Search engines are able to know about your web

pages and serve your pages according to search quires of

users.

Users are able to know about your page's content

when they find your page through search engine.

Proper meta optimization also helps in improve-

ment of PR

11

Online PR is all about maximising; from

the use of third party websites of which

are likely to be visited by the target au-

dience, positive mentions of your com-

pany, products, brands or websites.

According to Dave Chaffey (2008) one

important part of this is online reputation

management, which is controlling the

reputation of an organisation through

monitoring and controlling messages

about that organisation.

When looking at online PR, there are

four different types of activities involved,

which can put into four different catego-

ries; displayed in the chart below.

Differences in tradition and online PR

There are significant differences between traditional

(offline) and online PR. These have been identified

by Ranchhod et al (2002).

The audience is connected to organisations

By using traditional PR this meant that

audiences only had a small pipeline

for communicating back to institu-

tions. Online has helped to change

this.

The members of the audience are connected

to each other.

Online PR allows rapid distribution of

information from person to person

or group to group.

The audience has access to other infor-

mation.

Online PR rather than offline, makes it

easier for average audience mem-

bers to analyse information and

challenge rapid comparisons and

statements.

Audiences pull information.

Many sources of channels in terms of television and

press, which were not available before make it more

difficult for the message to be seen clear. Traditional

PR made the message easier to stand out.

Search Marketing activities (SEO)

Inbound Link-building

Content creation

Blogs

Feeds (RSS)

Press releases

Influencing media owners

Brand engagement activities

Surveys and polls

Audience research

Social media includ-ing user- generated content

Own blogs and communities

Influencing media owners blogger rela-tions

Buzz- building activities

Propagating cam-paign ‘big idea’

Web editorial con-tacts

Viral marketing

Press and social media releases

Influencing media owners and blogger relations

Brand protection activities

Social media moni-toring and response

Influencing media owners an blogging relations

Negative SEO

PPC protection

Online PR

12

Online PR/ Social media

Social media has changed the way in which products and services are marketed to con-

sumers. Popular social platforms are a great way to find out trends within the market

with a wide range of people. Here are some of the advantages of using social media:

Trust – When users share your content with their contacts online, those recipients

see the content as coming from a trusted third-party source i.e. someone in their net-

work. They are therefore less likely to dismiss it as a simple marketing message.

Speed – If one of your messages resonates with users and starts to pick up some

steam, you’ll know almost instantly. All social media platforms have search facilities or

third party tools available that can get you data on who’s mentioning you and how

often.

Authority – The ultimate aim is to become a trusted source of information and con-

tent within your area of expertise. Building a community of contacts who trust and

respect you as a source will influence other users online who are connected to this

community – from there, the momentum can only grow.

Cost – If you can combine inventiveness, creativity and honesty, coming up with

content that users will want to share can cost you practically nothing. Once the mes-

sage is out there, it costs you nothing when others pass it on. Compared to some oth-

er forms of marketing, that’s pretty cheap.

Responsiveness – Social media isn’t a one way street. You can enter into a dialogue

with your network, responding to their enquiries, recommendations, suggestions etc.

This makes social media not only a marketing tool but a customer service and image

management tool as well. Why wait for a PR company to get into gear over a news

story or reputation damage when you communicate with your audience directly?

13

Online PR/ Social media

The application had to

uniquely align the film

with Cineworld in order

to encourage users to go

and see the movie in

their theatres, allowing

them to book tickets di-

rectly from the page.

The campaign needed to

be supported by distinc-

tive point-of-sale and

magazine content.

Cineworld online PR

In 2012 the launch of

the film Avengers

came to cinemas in

the UK. Cineworld

produced an engaging

Facebook application

to create excite-

ment around the re-

lease of Marvel’s

Avengers Assemble in

UK cinemas.

Phase 1: 4 weeks be-

fore release a face-

book application was

developed that ena-

bled users to ‘bring

Hollywood home’ by

voting for a local cine-

ma to host one of five

regional premieres of

the film, and sharing

their vote with their

friends. They then

tracked how success-

ful users were in shar-

ing, with the most

successful sharer win-

ning tickets to the

London red carpet

premiere!

The campaign, named ‘Cineworld Avengers as-

semble’ was made up of two phases:

Phase 2: 2 weeks be-

fore release a game

was developed which

encouraged users to

join their own regional

Avengers team. Each

team had its own Face-

book page, and users

could score points for

their team by engag-

ing in content and

playing games. Region-

al winners were re-

warded with a Cin-

eworld Unlimited card,

with the overall win-

ner receiving a home

entertainment system. The results were as followed:

Over 20,000 people actively engaged in the

games

Generated over 2 million page impressions

Viral reach of over 500,000 Facebook users

14

According to Dave Chaffey

(2008) viral marketing is ide-

ally an ideal that is clever,

shocking or highly informative for the viewer. This can consist of a video clip,

cartoon, song, funny picture or political or news related item. The main aim

being something that

people want to pass in to

friends and family to see.

The two main forms of vi-

ral marketing are best

known as ‘word-of-

mouth’ and ‘word-of-

mouse.’ Both of these

terms are heavily reliant

bon networks of people

to spread the word. This

can also occur in social

networks.

Justin Kirby (2003) sug-

gests that there are three

things that are needed for

a successful viral mar-

keting campaign.

Creative material- i.e. text, image and video

Seeding – i.e. blogs and chain e-mails.

Tracking- Monitoring the effect of campaign

Viral Marketing

15

ADVANTAGES DISADVANTAGES

Large audience- Caters to a larger audience Communication- Communication between friends and family to spread the message Cost effective- Compared to traditional advertisements it is a lot cheaper Fast- Faster at reaching customers than traditional ways Builds reputation- By the use of online promotions Customization- Can be customised to specific target audiences through social media channels

SPAM- Viral marketing can lead to significant SPAM issues Brand dilution- If the campaign is too complex, the focus of the campaign could be lost Negative buzz- May be interpreted wrongly as negative Hard to measure- Difficult to determine whether it is effec-tive

Viral Marketing

When viral goes wrong

An angry Odeon customer, post-

ed on Odeon cinemas Facebook

page to complain about extor-

tionate prices, poor service and

the lack of cinema experience

whist watching his film. The vid-

eo went viral, obtaining more

than 160,000 “likes” and over

14,000 comments.

The Guardian posted this news story

on its official Twitter account, asking

users to comment on the story. The

comments were mainly all negative,

agreeing with the angry customers

views; causing more backlash for the

cinema company.

16

Mobile has had a huge impact on how we pay,

view and use services provided to us. The way we

consume information has changed the way we

interact, read the newspaper and watch television.

Today we can access any kind of information 24/7,

wherever we are. This convenience allows us to

shop, pay for bills, do banking and connect with

friends and families by a touch of a button.

This has ultimately helped marketing productivity

and consumer engagement. Also driving traffic to

specific websites, by helping customers through

purchasing processes and services.

Mobile in the cinema/movie sector

The majority of internet-using consumers aged 16+ who

use a smartphone, tablet or portable media player are still

not entirely comfortable – or not in a financial position –

to spend money on mobile device applications.

A large minority – 35% – have only downloaded free appli-

cations onto their smartphone, tablet computer or porta-

ble media player.

Mobile

The movie sector have many free apps available

for movie fans who have smartphones, tablets and

laptops. Websites such as IMBD, Rotten Tomato

and Total Film are three of the most popular in

this market. These apps act as hubs of information

of the latest films reviews and news within the

movie sector. They also help to build traffic to

main movie websites such as Odeon, Vue and Cin-

eworld. These websites also have apps optimised

for mobile and tablets.

These are pictures of

IMBD and Rotten toma-

toes optimises for a

smart phone. These are

third party websites that

help to drive traffic to the

main cinema websites, by

giving movie times to

book tickets and reviews

to help choose the film

you want to watch.

17

Mobile

Opportunities of mobile

With a high amount of apps being downloaded, the cinema industry

also have taken the opportunity to expand their business by making

apps to help modern day customers. Odeon, Vue and Cineworld all

have apps that are free to download on smartphones and tablets.

Customer reviews have a high influence in which apps are better than

others to download, which are displayed when downloading these

apps. Below shows screen shots of some of these reviews, which help

consumers in their decision.

When looking at user reviews, Vue is the clear winner of mobile apps. The re-

views are mostly positive, which is a complete contrast to that of Odeon and

Cineworld. Some users describe them as ‘Rubbish’ rating it 1 star. However Vue

has been given 5 star reviews, with one user saying ‘ really useful.’

18

Opt in E-mails Opt-in email is a powerful online communications tool and an excellent

way to use direct marketing with consumers/viewers permission. This

allows a targeted message or important news to be sent

to the target audience and it is almost certain that they

will read the headline of the message or visit the web-

site. One thing to avoid with opt-in emails are is being

recognised as SPAM or junk mail. No one likes SPAM mail

in their inbox, it is annoying, and never gets read. Before

starting e-mail newsletters and messages with consum-

ers, companies ask them to give them their email ad-

dress, with the consumer willing to do this; it shows they

To attract and gain for viewers

for your website, there are

three key ways to do so;

COLD E-MAIL CAMPAIGN: It is

possible to use a list of emails

that have opted-in for another

companies online newsletter,

this can be a useful tool be-

cause if people read the email –

if it is relevant to them, they

can choose to subscribe to

more newsletters. However,

there is always a chance this

could be recognised as SPAM

mail.

CO-BRANDED

EMAILS: The recipi-

ent receives an

email with an offer

from a company they have strong loyalty

to, for example; if two companies part-

ner together and have special offers for

existing customers – they could advertise

this on their e-mail newsletters, and both

companies will be able to use this to

reach new subscribers.

THIRD PARTY E-NEWS LETTER: This is

when a company advertises itself in a

third party online newsletter. Recipients

would have had to sign up for emails

from third parties. It could be sent in the

form of an online ad, promotion, or

sponsorship from another company.

19

Opt in E-mails

MYVUE.COM

Myvue.com, do not

use the opt-in email

tool but you get a

chance to register with

them online to receive

recent movie news,

special offers, being

able to rate and review

films and be entered

into exclusive competi-

tions.

This cinema website offers

recipients, a lot more in-

centives and services than

just a weekly e-newsletter;

this could be a big attrac-

tion to register with the

company. However, they

ask for a lot more personal

details than just an e-mail.

This could put consumers

off, as people are some-

times reluctant to give out

personal details on the in-

ternet.

ODEON.COM

With Odeon’s website, it is much

simpler to opt-in for their email

newsletter and services. Although

the company ask for the same in-

formation it is displayed in a more

minimalistic layout, with fewer

boxes to fill in on the online form.

This could be more attractive for

consumers, as it is seems less time

consuming, and the company still

advertise that subscribers will re-

ceive the name benefits as MyVue

offers such as; competitions and

prizes and special offers.

CINEWORLD.COM

Cineworld.com’s register page

has a simple layout and a clear

banner telling customers they

are able to connect their Face-

book account to their Cineworld

online account. This is an excel-

lent way to gain subscribers and

increase website traffic. If the

customer links their Cineworld

account to Facebook, everyone

on their friends list will see their

activity with the site; what films

they like, what films they have

seen and other website activi-

ties. This will encourage other

Facebook users to click on the

site and possibly register and

connect with their Facebook

account as well.

A disadvantage to the Cineworld website is that they do not state

what the customer will receive in the emails. MyVue and Odeon have

both displayed that the customer will receive promotional offers,

newsletters and news about competitions and prizes. Cineworld have

given no incentive on the register page for people to join the sites opt

-in email list.

20

Online Ads Banner adverts play a very important role in internet

advertising. This isn’t just an effective way for traffic

building on a website, but also to drive sales as well.

The online advertising is continuously growing each

year with more and more companies now allocation a

significant portion of their marketing budget to online

ads, and banners. Advantages of this e-marketing tool

are; companies are able to easily design different ads

to target different consumers, it is easy to track online

advertising campaign performance and it is easy to

This bar graph shows how online advertising is becom-

ing more and more popular as a marketing tools over

the recent years, and predictions for the future.

This graph shows the online advertising market share, and

where it is most effective to place an online ad or banner.

MyVue, Odeon and Cineworld tend to not

use online adverts and banners much in

their online marketing campaigns. A rea-

son for this could be due to the fact that

the cinemas encourage online visitors but

ultimately want people to visit their cine-

ma and experience watching new films at

their venues. Instead of promotional offers

on website banners on other websites,

search engines or on Facebook,

they use such marketing in tech-

niques offline like, in newspapers,

magazines or on promotional

product packaging at the super-

market.

21

Online Ads

This is an example where Odeon.com has

used a banner to advertise a current film:

This is linked to the narrative of the website, and aims to encourage people to see this film at

an Odeon cinema. When consumers associate this website banner with the Odeon website,

this could persuade them to book tickets online to see this film or something else they wish to

watch. This is an effective way to gain views for the website and in store sales.

22

Conclusions & Recommendations

Market Situation

Although more films are be-

coming downloadable, and can

be viewed on the internet

through services such as,

Netflix and LoveFilm, going to

the cinema is still seem as

something very social and an

entertaining activity to indulge

in on a weekday evening or

weekends. To order cinema

tickets online is becoming

more and more inviting as Cin-

eworld and other major retail-

ers are offering a 10% off pro-

motional offer when tickets

are booked online. This will

cause amazing increase of

traffic building on cinema web-

sites and drive consumers

online rather to book tickets in

stores .

SEO (SEARCH ENGINE

OPTIMIZATION)

For the UK cinema indus-

try, this remains a strong

factor to their traffic

building. Positively the

cinemas coming up in

Google as top three to be

searched are, My Vue,

Odeon and Cineworld.

This ultimately drives

traffic towards the cine-

ma websites and will

drive sales to the cine-

mas, online and offline.

Online PR

This is a strong factor for the

cinema industry. With online PR

the consumer comes face to

face with what they are looking

for and it is much easier to asso-

ciate a product/service with

relevant content from a website

to drive traffic towards the de-

sired website. An effective way

this was carried out was when

Cineworld promoted The

Avengers film online and con-

sumers were able to directly

order cinema tickets to see the

film from the online promotion-

al advert. This encourage a

boost in sales for the cinema

but also for the films box office.

Viral Marketing

This has proven to

sometimes be a disad-

vantage to cinema

websites as unhappy

customers have post-

ed negative com-

ments and opinions

on the cinemas Face-

book pages and have

received a lot of views

and Feedback on this.

This gives cinemas a

bad reputation on the

online world and

could encourage con-

sumers to look else-

where to see their

favourite films.

Recommendations

Although the MyVue, Odeon

and Cineworld are the top

three UK cinemas, there are

ways in which they can maxim-

ise sales and increase traffic

building on their websites. A

way in which they could in-

crease traffic building is

through online advertising and

website banners. By creating

more on these ads on other

websites such as, Facebook and

possibly movie websites – this

will encourage consumers to

visit their website if it is pro-

moted on another, and per-

23

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