With many of North America’s newspapers presently threatening to cease publication as they try and stave off bankruptcy, retailers of all types and sizes have had to look for alternative advertising methods to market themselves. This can be incredibly difficult when due to the numerous mediums that fight for consumers attention and time, including television, magazines, radio, billboards, direct mail, video games and the Internet. Exhibition circuits are not immune from this problem and in fact are particularly vulnerable since most of their advertising is placed in newspapers on a week-by-week basis. Malco Theatres, a medium-size exhibition chain based in Memphis, TN, hopes that turning to online social networking sites such as Facebook will help them overcome this marketing challenge.
Malco, which runs 320 screens in 30 locations across five states (Arkansas, Kentucky, Mississippi, Missouri and Tennessee), set up a Facebook group to help them stay in touch with customers about upcoming events, new releases and promotions. The group, which is moderated by Malco’s marketing director, Karen Scott, allows the chain to update it’s members on a moment’s notice with news, photos and links. What’s really nice about Facebook groups, and what makes them perfect marketing tools, is their ability to broadcast information out to a wide audience. While it is not possible to send message through Facebook to more than twenty users at a time, a group administrator can send out messages to everyone that’s a member of their group. Presently, the Malco Theatres’ Facebook group has 460 members. Read More
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