In Movio EQ, a persona represents the dominant values and behavior of a distinct group of customers. After extensive research, our data-science team identified four personas that moviegoers reliably fall into:
- Casual Crew: This person values ease and convenience. They’re happy to watch on their own or in a group, as long as the movie is one they’re interested in.
- Movie Maven: This person values a unique movie and experience. They would rather watch on their own or with a like-minded individual. They plan a highly tailored experience well in advance.
- Luxury Loungers: This person values a fun, group experience. They’re highly susceptible to cross-selling and up-selling. They care mostly about having a good time and making the trip to the movies a social event.
- Popcorn Parent: This person values a good family experience. They look for family friendly pricing and showtimes, and are less concerned with their own experience. They’re more likely to plan ahead, with some impulsive spending at the cinema if the pricing is reasonable.
These provide a powerful launching point for highly targeted campaigns.
For example, you could send an email to Popcorn Parents with a high CLV and suggest that they go bowling before watching a movie. Or send an invite to Movie Mavens for a pre-release or special screening.
You can create a campaign from the Personas tab on the home page or by adding a filter in the audience builder. You can also create conditional content based on personas.
To create a campaign from the home page, mouse over a persona block and click Create campaign.
How a member's persona is decided
A member's persona is decided based on a range of data points, some of which include:
- Average number of tickets purchased per visit
- Average concession spend
- Genres of watched movies
- Number of distinct sites visited
- How often they book movies in advance
See also: