Two classes ago we started discussing Variable Data and how direct mail is important for sales and for saving companies money by only targeting those more likely to purchase particular products.
For my variable data postcards I chose to focus on movie ticket sales, specifically couples and family sales. I receive deals for movie tickets or concessions at the movies in my email and I realize I sometimes will go to a movie just because I received a coupon for free popcorn. Realizing this and after researching demographics for movie ticket sales it seems that whether targeting families or couples the best chance for sales is to send deals to the females. Statistics show that Caucasian females 25-39 buy movie tickets more often.
To cater to families more I think they would be most likely to respond if given a percentage off kids tickets after purchasing an adults ticket. For couples during the Valentine's Day holiday I think the best chance for sale would be a cocession deal, such as buy one drink get another free.
For my project I plan on specifically focusing on sending deals to the females of both groups since females are the most likely to attend movies more frequently. When I signed up for my movie deals in my email I was asked to take a survey where I was asked when my birthday and anniversary (if I had one) were. Now I get deals around my birthday and my parents get them around their anniversary. I think it would be beneficial to have customers fill out surveys like the one I took so we could send out deals to the female half of the couples group around the time of their anniversary.
My variable data postcard, front and both backs, one for family night and one for date night.
Curtain image came from http://office.microsoft.com/en-us/images/results.aspx?qu=movie&ctt=1#ai:MP900442484|mt:0|
Popcorn image from http://office.microsoft.com/en-us/images/results.aspx?qu=movie&ctt=1#ai:MP900430953|mt:0|
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