Savoy Nottingham - Research

Primary Research

• Contact Savoy and ask for any historical events that could be significant in a re-brand
• Ask Savoy what they think their USP is?
• Find out what other cinemas are doing
• Ask Savoy what the most popular demographic is that use their cinema
• Ask Savoy if they had any ideas in terms of new events
• 
  

Secondary Research

Deliverables

I started looking further into deliverables that the cinema has and also the deliverables of other cinemas.

I identified the following:

• Website
• Social media (Facebook, Twitter)
• Tickets
• Popcorn box
• Posters
• Signage
• Flyers
• vouchers
• Mailing list
• ID badges
• T-shirt
• Cardboard cutouts

Location

I think the fact that the Savoy is located outside the city centre obviously has an effect on who can access the cinema. In theory everyone has the ability to go as you can catch one bus from the city centre; this being the fact obviously people may find it more convenient to access a cinema in the city centre. 

I know there is limited parking behind the Savoy and also spaces close by. It may be possible to highlight this fact in turn bringing more customers. 

Design

I can only comment on the website design as I have no printed material at hand. I have managed to find a picture on google of a ticket but not much else.

Initial opinion on the design:

• Wrong font choice. The font is Oswald, and it too heavy for the website and lacks hierarchy
• Input field is also in my opinion not appropriate
• Not very image orientated for a visual website
• There is also a lot of text
• All the text on the website is the same size

Current website design:

Although I have mentioned the design element that I think are wrong with the Savoy I also believe a few other alterations need making:

• Server loading time can vary - Long wait
• Latest news section needs designing - Not clear
• There are also multiple website domains which take you to old websites

Social Media

The Savoy operate a Facebook page and it is quite active, this being said they only have just over 1k followers which for the amount of time it has been ran x the frequent activity isn't very much.

The Facebook page is linked on the website but the Twitter page isn't. This obvious makes you think they don't have one. I think social media is really important currently and can help the success of a brand hugely. I will have to consider how we can thoroughly explore this. 

(Reference)

The Ultimate Small Business Marketing Book - Dee Blick

I'll give this book I purchased a quick read on the social media chapter. It might be beneficial. 

Films

Most common film genre - Mixed, but generally popular cinema, box office

Latest showing times - 20:45

USP

This is what I identified the unique selling point of the Savoy as:

• Price - Very cheap:

Adult (Aged 15 years or over)
£5.50

Child (Aged 14 years or under)
£4.00

OAP (Statutory retirement age)
£4.00

Student (with valid NUS card)
£4.00

Family*
£16.00

• Service

The service in my experience at the Savoy is brilliant. I find the staff friendly. The venue feels as if it is family run with the atmosphere feeling nostalgic. 

• Silver screen

Silver screen is a concept I have only witnessed at Savoy within Nottingham. 

'Every Thursday morning, Savoy offers its silver screen club a carefully selected film and a cup of tea or coffee - all for only £3.25. The silver screen club is as much about the film as it is the social gathering. Everybody over the age of 50 is welcome. Doors open at 11:00am with the film starting at 11.30am.'

• Cheap food + beverage

Again price is a big factor for me when I go to the cinema - being a student I find it expensive when tickets for one person exceed £8-9, along with food + beverage I find what used to be a moderately price event has become expensive. The food + drink at the Savoy is reasonably priced.

• Gift vouchers

Although I don't buy vouchers myself I think it is a nice idea for people to be able to purchase cinema vouchers. I know they exist at some cinemas but not all. Definately a positive and another route for profit.

• Private hire

Children's parties -  At Savoy you can have a private screening of a film from as little as £125!

They offer drink and popcorn packages discounted exclusively for parties and they can provide a seating area after your party for you to supply food if required.

Playstation and Xbox parties

Savoy Cinemas Playstation and XBOX Parties are £95 for up to two hours for as many friends as you like.

Conference Facilities

They are happy to consider any arrangement to suit your needs. Savoy Cinema offers a wide range of deals, group discounts and hiring opportunities for groups of all kinds.

School or group bookings

Savoy Cinema offers discounts to local schools and community groups wishing to book the cinema for group screenings.

• Screen

There are a variety of screen within the Savoy and they all vary in size and appearance. They makes for a unique experience. I once watch a film in a small room with no more then 10 other people. 

The Savoy also offer to seaters for couples.

• Bar

The waiting room includes a bar where adults can grab a drink which is also popular with students.