Understanding Audience Segmentation for Marketing Films
Film distributors know their audiences. Understanding the target audience for a film is a foundational step in building a release strategy for a new title, whether theatrical, VOD or both. This understanding is often a combination of art and science, both based on expertise and experience, but bolstered by data. But, in a practical sense, how can distributors and film marketers revolutionize this into a long-term audience growth strategy that both harnesses their existing audience data, and further grows their reach?
Audience segmentation involves dividing a broad audience into smaller, more defined groups based on characteristics such as demographics, interests, and viewing habits. This strategic approach allows film distributors to tailor their marketing efforts, ensuring that their films resonate with specific audience segments, thereby maximizing their revenue.
By understanding the unique preferences and behaviors of different groups, distributors can make informed decisions about where to allocate resources and how to craft messages that effectively engage viewers to create a successful film release campaign and results at box office.
How
to Achieve Efficient
Audience
Segmentation
in 3 Steps:
1. Collect Relevant Data: Utilize market research, analyze existing data, and engage with customers to gather essential insights about your target audience. Owning your own audience data is a valuable asset that enhances every aspect of the film distribution process, ultimately leading to increased revenue and sustained success in the industry.
2. Identify Segmentation Criteria: Base your segmentation on factors such as demographics (age, gender), behavior (previous interactions), geographic location, and psychographics (values, lifestyle) to classify your audience effectively. Behavioral data is invaluable in the film industry, as it provides deep insights into viewer preferences and actions, enabling distributors to accurately predict the likelihood of purchase and tailor their marketing efforts to maximize conversions.
3. Create Client Profiles: Develop detailed audience profiles that represent different audience segments. This approach aids in crafting targeted content and campaigns.
By Following These Simple Steps, You Will Be Able To:
- Develop Targeted Messaging: Once you have identified the groups, adapt your messages and offerings to be relevant and engaging for each specific segment – speaking the messages that they want to hear!
- Implement Retargeting Strategies: Use remarketing lists on digital platforms or utilise your own audience database and email list to re-engage users who have previously interacted with your content or shown interest in related films. This increases conversion chances by reminding interested audiences of what’s available.
- Increase Revenue with Less Effort: Efficient segmentation and targeted strategies streamline your marketing efforts, reducing wasted resources and time. This focused approach ensures that your campaigns are more effective, ultimately leading to higher revenue with less effort.
Leveraging
Data Analytics
for Targeted Marketing
The data-driven approach facilitates the creation of more precise marketing strategies, ensuring that promotional efforts are directed at the right audiences with resonant messages, thereby increasing the chances of a film’s success. By embracing audience segmentation strategies, film distributors can significantly enhance their marketing effectiveness, refine their approach, and cultivate stronger connections with their audiences, ultimately leading to greater box office success.
Consolidating all digital activities into a single destination can further amplify these benefits.
A centralized marketing platform captures audience engagement and first-party data, leading to lower marketing costs and fostering authentic connections with audiences. This approach aligns with usheru’s vision of putting the audience at the heart of the business, enabling distributors to drive sustainable growth while providing each film the attention and personality it deserves. Learn more.
By leveraging data analytics for targeted marketing and embracing a unified platform strategy, distributors can enhance their marketing effectiveness, refine their strategies, and build stronger connections with their audiences. This holistic approach not only maximizes collective exposure but also ensures long-term momentum and efficiency, ultimately leading to greater box office success.
Our client Claudius Andersen, Head of Product Management Theatrical, says:
“usheru’s audience engagement tools and competitions feature has been a fantastic addition to our film marketing strategy…The data we collected from audience engagement was invaluable in helping us target our marketing efforts and generate excitement around our upcoming film release.”
Focusing on audience segmentation and engagement, data-driven strategies and comprehensive marketing plans, the path to success in the film industry becomes clearer and more accessible.
