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Cinema marketing an effective way to build brand awareness

    Building brand awareness, or branding, is one of the main objectives of marketing activities. Various techniques and means of communication are used to reach the widest possible audience. Although the internet has dominated this aspect in recent years, one effective tool to take care of a company’s image can be the use of cinema advertising.

    Branding

    Branding is all about creating and maintaining a positive brand image in the minds of consumers. The idea is that all associations that arise with a brand in customers’ minds should be positive. To be effective, branding activities must be consistent. This is why so much attention is paid to the elements, i.e. the brand name, visual identity, colour scheme and socially communicated content. Most importantly, the target group must be taken into account when planning a marketing campaign. It should be specific and as well described as possible, so that effective promotional activities can be planned. What is the aim? Profit, of course. A brand with a good reputation and a permanent place in the minds of customers can count on higher sales of its products. Recommendations are also important. Consumers who identify with a particular brand will be eager to recommend a particular brand’s products among their friends, and such ‘advertising’ is extremely effective.

    Branding activities in cinema?

    One way of building brand awareness can be through the use of cinema marketing. Is such a tool effective?

    Cinema advertising is considered to be one of the most effective. As psychologists agree, one of the conditions for reaching the customer’s subconscious with a message is to use their emotional sphere. The advantage of advertising in the cinema is therefore that it uses the positive attitude of all those present at the screening. After all, visits to the cinema are accompanied by a certain kind of excitement, often the joy of meeting friends and so on. Advertising spots watched in the pre-screening bandwidth are therefore likely to stay in the audience’s memory for longer. All the more so if they are presented in cinema quality and with the lights off, which focuses the cinema goers’ attention on the spot’s message.

    But that’s not all. In addition to broadcasting a spot before a screening, a cinema advertising broker can offer us a range of off-screen activities. This allows us to reinforce the message of our campaign. Properly thought-out steps can ensure that every viewer sees our brand logo repeatedly. All we need to do is use the possibility of setting up stands, roll-ups or sticking advertising stickers on the floor or walls. We can also choose to print our logo on tickets. All these marketing techniques can make our brand stick in the minds of customers for longer.

    But that is not all. In addition to broadcasting the spot before the screening, the cinema advertising broker can offer us a range of off-screen activities. This allows us to reinforce the message of our campaign. Properly thought-out steps can ensure that every viewer sees our brand logo repeatedly. All we need to do is use the possibility of setting up stands, roll-ups or sticking advertising stickers on the floor or walls. We can also choose to print our logo on tickets. All these marketing techniques can make our brand stick in the minds of customers for longer.

    For your activities to be effective, remember that they need to target a specific audience. Plan them so that your message has a chance of reaching those you care about most. Selling children’s products? Choose pre-screenings. Do you sell cars? Broadcast your advertising spot before a gripping thriller. Like any branding activity, advertising in cinemas requires proper analysis and selection of appropriate ways to reach customers with your corporate message.

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