The French movie theater chain, Gaumont Pathé, clearly understood the importance of social media in its strategy to acquire new customers and ensure their loyalty, so the company became the leader on Facebook for the French market to meet its goals:
Benjamin Lemaire, social media consultant for Gaumont Pathé explains the strategy of the group: “Gaumont Pathé is the leader in movie theater business in France. Its role is to ensure the best innovations which can improve the customer experience. That’s why the company is strategically deployed on the Internet, the mobile and the social web. We are convinced that future clients will choose the most simple and efficient way to buy their tickets like via platforms where they can booked them online with their mobile phone. Internet is therefore at the core of this strategy.”
Content promotion, a major challenge
The trailer is the main factor in choosing a movie as Benjamin Lemaire explains us. For its promotion, Facebook is a key channel: “Studies conducted by Gaumont Pathé emphasize that more than 66% of the audience chooses a movie not for its actors, not for its director, but for the story told.
So it’s essential for the success of a movie to encourage views of the trailer. It’s the first contact to inform your audience and determine its desire to watch or not a movie. Traditionally, people decide to watch a movie already in theaters or coming soon from 2 ways: at movie theaters themselves (2/3 of the audience has watched a trailer in a cinema hall before going to see the movie) and on the Internet (37% of the audience).”
“Think Global, Act local”
In addition to its content strategy, Gaumont Pathé builds its success thanks to a large movie theaters network, real players of the customer relationship. So main theaters has their own Facebook Page like Pathé Docks 76. Now the challenge for these cinemas is to build customer loyalty with a local strategy on social media to extend the customer relationship:
- Post information: movies in theater, events, promotions…
- Meet the community requests
- Interact with customers
- Get feedback to improve its services
An essential development with the growth of the geolocalized recommendation with Facebook “Nearby Places” for instance and the search for places with the “Graph Search”. Theaters have a great opportunity to attract new customers. It’s also a great way to get valuable customers insights. We are pleased to help Gaumont Pathé on these reflections which affecting all companies with several POS.