Cinema Connects Community and Powers Local Businesses

Local Advertising Is GrowingAccording to BIAKelsey local advertising will approach 150 billion in 2017 and the researcher forecasts continued growth from this sector With local ad spend in cinema representing a small fraction of the total spend in 2016 the potential upside in revenue is substantial amp160The results of a survey conducted by Screenvision Media earlier this month confirmed its belief that cinema audiences care about supporting local businessHere are a few highlights50 of moviegoers like to learn about local businesses65 of moviegoers agree itamp8217s very important to support the local community 87 agree itamp8217s somewhat important43 of moviegoers support their local community by shopping locallySimilarly in a study targeting media buyers 49 agreed that the most important aspect of cinema advertising is that it is amp8220geographically targeted to the area I want to reachamp8221 Theaters generally draw from less than a 20mile radius which means that advertising for local businesses means minimal wasted exposurePartnership Builds Local BrandsScreenvision Media is paving the way for community businesses to tap into its marketing engine This strengthens and builds local brands while concurrently maximizing lead generationamp160 To make this happen Screenvision Media adheres to the following tenets to guide its small business initiative and ultimately help drive resultsAccessamp160Creating more access and options for small businesses to get to the big screenEducation Explaining how cinema fits into the media mix and the breadth of advertising options that are offered to local businesses to inform decisionmakingInnovate and Create Context Dedicating valuable screentime for amp8220localamp8221 and amp8220regionalamp8221 messaging to support and elevate the community connection with small businessamp160Consult Working with small businesses to help address their needs and challenges with custom creative and media solutionsamp8220We enable small businesses to connect with the community at the local theateramp8221 Katy Loria Chief Revenue Officer of Screenvision Media explained amp160amp8220We want these valued advertising partners to leverage our marketing infrastructure including creative services and technology to develop smart messaging We believe that the more innovation we provide such as technology to enable loyalty programs activations and couponing the greater the win This provides audiences with unique insight into their business strengthens community bonds and fuels new opportunities through highly visible local calls to action right there on the 40foot screenamp8221 amp160Local Businesses Benefit from Movie Studio SpendIn addition to its FrontCenter preshow supporting and showcasing the community and local businesses Screenvision Media is providing merchants greater opportunity to be present throughout the moviegoing journey amp160When you think about it where else besides the cinema can local and small businesses benefit from the 135 million per week that Hollywood studios and film distributors spend to drive local people to the theateramp160 From cereal boxes to soda cans to tabloid magazine covers national brands have had bigger opportunities to access this promotional pushamp160 Cinema however is the only medium that allows local advertisers to sit sidebyside with the biggest blockbusters and connect with the community on the big screen This benefit then extends through online and mobile services enabling advertisers to be a part of the entire moviegoing journeyamp8220While we all know that local matters and that there are plenty of media options that deliver amp8216localamp8217 including Spot TV we feel that cinema provides unrivaled awareness to support an overall media planamp8221 said Cheryl Magiros Executive Vice President Local Sales amp8220While a good portion of our advertisers seek programs that extend from six months to a year we are increasingly seeing more opportunistic shorter term spot buysamp160 We have strong renewals and firmly believe that repetition on screen promotes reputationamp8221 amp160 amp160 amp160amp8220The biggest challenge for small businesses is getting facetoface meetings amp8211 testimonials generate the most leadsamp8221 said Carol Terakawa Senior Vice President Inside Salesamp160amp8220We also generate intheater leads through Strata and support our advertisers with LinkedIn Sales Navigator to generate brand awareness We create opportunities for every budget and every approachamp8221 amp160Among her efforts to expand the intheater experience Terakawa has worked to develop high quality corner stories short documentary style profiles of local businesses as pictured at top video testimonials and lead generation technologyLooking back moviegoers are often small business owners who may also support family businessesamp160 Cinema advertising reaches them both as a consumer and a potential advertiseramp160While sitting in the theater waiting for the movie to begin they listen to watch and respond to ads from other small businessesamp160 As we approach National Small Business Week perhaps there is no more compelling proof point than thatClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Cinema Connects Community and Powers Local Businesses

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Mary Ellen Holden

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