REGAL CINEMA
Regal Cinema (also Regal Entertainment Group) is an American movie theater chain that operates the second largest theater circuit in the United States, with 5,720 screens in 420 theaters.
Faced with stiff competition in the market, Regal Cinemas worked with Next Gen Marketing to go through a community rebrand centered around connecting deeper with the community and offering new loyalty reward programs that would revolutionize the movie theater business.
Problems Faced
Market Competition
The client's brand positioning was becoming increasingly challenged.
Shrinking Market Cap
Their main competitor was having a lot of success in a time where there was little growth in the industry.
Repairing Brand Image
The brand image of Regal Cinema was that their movie theaters were outdated and inferior.
Solutions Implemented
Customer Loyalty Program
We brought Regal the idea of creating a program built to incentivize moviegoers to visit more often and deepen brand affinity.
Consumer Data
For 90 days, Regal Cinema viewers were polled for our new loyalty rewards program to find the most exciting offers for customers.
Website Rebrand
Modeled our efforts after successful competitor campaigns to design new high quality sales funnels geared towards pushing their new program.
Email & SMS Marketing
Using free offerings like complimentary drinks, popcorn, or candy, we massively increased Regal's SMS and email opt-in numbers. From there we deployed SMS text offers.
Facebook & Instagram Ads
Designed ads built around their new customer loyalty program and free offerings to bring people back to the movies. Deployed these ads through primarily SMS/Email and Meta ads.
Advertisement Optimization
General refinement of ads using campaign data to select highest performing offerings and deploy those ads at scale.
Our Approach
1. Strategic Planning
Through our early strategy meetings we brought Regal the idea of creating a customer loyalty program designed to incentivize moviegoers to visit more often and deepen brand affinity. One of our main goals was to give customers a reason to return to Regal Cinema instead of their surging competitor, AMC Theaters.
2. Customer Polling & Data
For 90 days, Regal Cinema viewers were polled for our new loyalty rewards program to find the most exciting offers for customers. Using this data we were able to see which offers would help us generate more customers.
For the first 30 days of the customer loyalty program launch, we provided a free complimentary snack or drink for everyone who went to the movies and opted in with either their email or phone number. This allowed us to grow a large database of local customers who could be incentivized to see more movies.
3. Website Rebrand & Launch
Using our expertise in sales optimization, we designed new website funnels that nurtured leads through a high conversion lead journey. This was primarily centered around the customer loyalty program to help serve as a rebrand for Regal Cinemas and a door into the future.
When your company has stiff competition in the market, a lot of times the worst thing you can do is stay the same. You have to find and implement new ways to provide value to your customers in competitive markets.
4. Email Marketing
Using opt-ins from our early polling and free offerings, we created large emailing campaigns designed around incentivizing people to go to the movies and to always consider Regal Cinemas first. With a loyalty program built around making it foolish to go to any other movie theater!
5. SMS Marketing
Integrated Regal Cinema with GoHighLevel for SMS automation through imessage specifically (higher engagement rates). Then using opt-ins from our early polling and free offerings, we created large SMS marketing campaigns with the same purpose as the email marketing campaigns above.
However the SMS conversions were significantly higher than our email marketing campaigns so this is where we focused most of our advertising efforts after testing.
6. Paid Advertisements
Designed ads built around their new customer loyalty program and free offerings to bring people back to the movies. Deployed these ads through Facebook and Instagram to put their new offerings in front of as many local people as they could.
7. Data Based Scaling
Anytime we run ad campaigns, we take them through a scaling process that involves not only selecting which ad sets perform the best, but also refining those high performing ads before A/B testing them again.
This is how we make sure when we have strong performing ads, we're not leaving any extra conversions on the table.