AKSARBEN CINEMABy: Erin Koehler

MARKETING CHALLENGE

My marketing challenge was to make Aksarben Cinema the #1 movie theatre in Omaha.

To make others aware of the live and streamed events that we show almost every week

To make sure that our future consumers know we are around the same price as other, older theatres but have more to offer.

SELLING PROPOSTIONS

We have different types of food for our customers – fried green beans, flat bread pizza and hotdog sliders.

Fully stocked bar Higher backs on the seats for a more

private movie experience. A new facility for the consumers to use. All Dolby Digital projectors and

surround-sound.

SWOT

Strength – being a well rounded movie theatre with a fully stocked bar and live and streamed shows as well as movies.

Weakness – being brand new…making others choose us over their original movie theatre.

Opportunities – to create new loyalties with customers and other businesses.

Threat – not being able to get customers to switch over to our theatre.

TARGET AUDIENCE

Males 18-35 from the Omaha area Mostly from the University of Nebraska

– Omaha and the area around campus Love to go out and watch sports. Those who mostly watch ESPN, the

Daily Show, and Conan.

SMART OBJECTIVE #1

Specific— Aksarben Cinema want to be more than just a movie theatre: hosting live and televised shows, unlike The Rave.

Measureable— This can be measure by the different types of show we showcase and the ticket sales for those shows.

Achievable— Our goal is to sell out every live or televised show that we promote.

Reach— We want to double our ticket sales from previous shows that we’ve already showcased.

Tied to a Deadline— We want to reach these goal by December 2011

SMART OBJECTIVE #2

Specific— Aksarben Cinema wants to bring more people into the theatre with our large variety of concessions.

Measurable— This can be measured by sales. Achievable— Our goal is to have a 50%

increase in sales for our “non-traditional” concessions items

Reach— We want to have a 20% increase in sales for our “non-traditional” concessions items.

Tied to a Deadline— Before December 2011

TIGGER EVENTS

Showing the away games of UNO’s hockey and basketball teams.

This builds a relationship with our target and helps us bring in new people.

This should also make a better relationship with UNO.

STRATIGIC PARTNERSHIP

Jones’ Bros. Cupcakes Close in location Good relationship between owners. Both love getting involved in the

community Both have items to trade to help

promote each other

FORMAL SPOKESPERSON

Warren Buffet – his very inspirational success and being from Omaha gives him a lot of credibility in the Omaha community.

INFORMAL SPOKESPERSON

A great spokesperson with charisma could be Larry, The Cable Guy. A native from Lincoln, NE Larry is a person with a lot of charisma and loves Nebraska. Aksarben is becoming known for showing more than just movies: showing the Super Bowl and the Big Ten Games, along with live performances, Larry performing would be a step up in the realm of entertainment. Larry is a very energetic and funny Nebraskan who I think would be great at representing Aksarben Cinema.

BUMPERSTICKER MESSAGES

Aksarben Cinema has a fully stocked bar, party room and non-traditional snacks, making it a cinema that everyone can enjoy. –Love

Aksarben Cinema is the newest cinema in Omaha, and provides movies, live broadcasts, and live performances every month. –Reason

A NEW LOOK

Current logo

New logo

SPECIFIC REPORTER

Bob Fischbach- movie/theatre reporter for the Omaha World Herald

He has been working for the Herald since 1980

ENGAGE FACEBOOK FANS

Content is Success – we can update our show time and promotions for our fans.

Fans Only – we will give away free coupons or have contests for our fans.

Comments Spur Conversations – asking our fans to talk about the movies that they have seen recently or what they want to see will draw them into a conversation.

FOUR MEDIA BUYS

25 30-sceond ads on KQCH-FM. It’s a modern/hip-hop/rap station and Omaha’s #1 radio station.

Facebook- we have a lot of fans so far and it allows us to update show times and promotions whenever we need to.

Twitter – we want to increase our followers

Moving Billboard – had good success while we were opening in December.

GANTT CHART

May‘11 June July Aug Sept Oct Nov Dec Jan ‘12Book Events

Promote Even

Research Outcome/likable

Decide new/different events

Book more events

BUDGETING STRATAGY

Competition – because we want to make sure that we are at the same level as our competitors.