Week 6 EOC: Movie Promotion

The movie I'm choosing to promote is the movie "Bling Ring'.  It's a movie based on events about a group of teenagers who are celebrity obsessed and they use the  internet to track the whereabouts of celebrities so they can rob the celebrities' property.

First, I would define would the target market is.  The I feel the target market is women, between the ages of 14 and 30.  The target market would be anyone who feels a connection with this movie, the actors/actresses, and anyone who is a fan of the Director Sophia Coppola.

"Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes" (Page 175).

Since we live in the age of technology, I would set up a website to promote the movie and the trailer.  I would load the trailers up to YouTube, Facebook, Twitter and other social media websites.  I would join online forms that are related to the target market and post forums for the movie.  I would market the movie through magazines and websites that are relate to the audience.

Psychographic segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics. People in the same demographic group can have very different psychographic makeups (179).

Today, we live in an era where many teens and young adults are fascinated with celebrities and reality television.  I would purchase air time to have movie trailers broadcast on channels such as Mtv and the E channel that target individuals between the ages of 13-35.   I would ensure these trailers play during popular shows such as "Keeping up with the Kardashians."

Demographic factors are the most popular bases for segmenting customer groups. One reason is that consumer needs, wants, and usage rates often vary closely with demographic variables. Another is that demographic variables are easier to measure than most other types of variables. Even when marketers first define segments using other bases, such as benefits sought or behavior, they must know segment demographic characteristics in order to assess the size of the target market and to reach it efficiently (176).

Also, I think many of the people interested in this movie would be interested in the story behind the movie.  I would pay the individuals who allegedly committed the crimes to be interviewed and published in magazines such as US weekly and OK magazine (big celebrity gossip magazines).  I think for the demographic groups who read these magazines, it would draw more interest to the movie.