The idea behind using keyword research is to identify the best way to word a marketing campaign so that it reaches the largest volume of people. This means understanding searcher behaviour and the language they use.
Using google trends I created a list of keywords and the popularity of that keyword for searchers. This data can then be used to create a graph to show the popularity of that keyword against the total popularity of all the keywords.
keywords list:
Cinema – 34
Film – 31
New film – 24
Movie – 20
Action Film – 14
Finding Influencers
The best way to go about identifying influencers is to build a strong set of objectives. This allows you to assess which channels engagement takes place i.e. social media
you will need to define what keywords can be used to identify influencers and how your audience speaks to each other. Cineworld, for example, will benefit from word of mouth. Customers tend to speak about the films that they watch when they meet with friends etc.
Another way of identifying influencers is simply to use the top ten influencers on a particular social media platform. however, some of these influencers may not have a similar target audience which means that you will target the wrong market.
Examples of Influencers
The main influencers in this market are the actors who appear in the films. the big blockbuster films will tend to have a big name from Hollywood as the main character. This in itself is a unique selling point for Cineworld.
An influencer in the world of cinema. He is a journalist that writes about films and posts his links to his many followers.
Another influencer with a large number of people who follow him on social media. He is a journalist and specialises in writing reviews about films.
More on this subject can be found in the following links:
Dunnett, Jason, and Janet Hoek. “An evaluation of cinema advertising effectiveness.” Marketing Bulletin-Department of Marketing Massey University 7 (1996): 58-66.
Dunkley, Lydia. “Reaching Generation Z: Harnessing the Power of Digital Influencers in Film Publicity.” Journal of Promotional Communications 5.1 (2017).
