Social Media Ticket Sales
+ 72.3%
Facebook Page Likes
+ 16.3%
Facebook Engagements
+ 63.7%
Instagram Followers
+ 202%
Instagram Likes
+ 395%
Background
Galaxy Theatres is a 15-location movie theatre chain located throughout the Western United States that is dedicated to providing a luxury movie-going experience fully equipped with leather reclining seats, IMAX and DFX screens, concession stands with beer and wine, and more. Over the past 20 years, Galaxy Theatres has been rapidly growing and expanding, but always aims to provide that local movie-going experience with the personal touch that everyone loves. As social media has been quickly growing alongside Galaxy Theatres, we have been capitalizing on social to grow their communities and ticket sales.
Solution
Before beginning any social media posting strategy, the first step was creating location specific Instagram accounts for all 15 locations. This was paramount to the solution as the strategy included creating location-specific content for each of the theatres. While it is time-consuming and requires more work, this strategy has allowed us to communicate and engage with fans on a local and personal level. Our social media strategy has allowed us to utilize fan photos from specific destinations, promote special offers and discounts that are exclusive to certain areas, as well as highlight the employees and staff at each location. The ability to cater content towards a geotargeted audience was crucial for the campaign’s success.
Now that the theatres can reach their local audience, it is essential to actively engage with the community by monitoring and responding to all questions, addressing all negative reviews, and thanking fans for their positive reviews. We manually monitor each of the theatre locations’ Facebook, Instagram, and Yelp pages for reviews and comments multiple times per day. This ensures that every fan is heard in a timely manner.
The final solution to the campaign’s success was our social media posting and advertising strategy. In the movie industry there are multiple new films coming out every week with unique events for each of them, so it is important that each page is posting on all social media platforms at least twice per day. These posts are then boosted towards hyper-targeted audiences based on their location and interests. On top of this, we are continuously running Facebook Page Likes ads to grow the community and running Clicks to Website ads to drive website traffic and ticket sales.
Results
The social media campaign for Galaxy Theatres was successful on all fronts. The in-depth digital marketing strategy led to a 72% increase in online ticket sales from social media. On Facebook, Galaxy Theatres received 64% more impressions and 19% more engagement than the previous year. The creation of location-specific Instagram accounts grew followers by over 200%, and resulted in an increase in engagements of over 395%. By capitalizing on the power of social media advertising and developing location-specific accounts, Galaxy Theatres increased their reach and engagement, and online ticket sales.
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