A shifting Retail Scene – Can Blockbuster Survive? Essay Example

are essential to motivate customers into making prearranged decisions.

To effectively promote new releases or titles that viewers may be interested in, it is important to increase their awareness. Traditional mass marketing strategies may not be effective in this case (Evans, 2008). Instead, a targeted marketing approach should be developed. This requires a thorough understanding of customers' entertainment lifestyle patterns, including their current spending habits and past purchases. Segmentation should be conducted based on factors such as age groups or average weekly movie rentals, and campaigns can be created accordingly.

Advertising more cartoon movies and games for the teenage segment, as well as providing a list of "blockbuster favorites" every week to frequent customers, can be successful strategies for online rental stores. Publishing trailers on popular video sharing websites like YouTube can also be beneficial due to their increasing popularity. This is because good videos have the potential to go viral and spread through social marketing and emails (Evans, 2008).

Another approach to consider is providing discounts for early returns. Additionally, sending customers a list of popular titles via email shortly after they rent movies can assist them in selecting suitable replacements. It is also essential to devise competitive pricing strategies, such as offering special rates for immediate rentals of new releases.

The goal is to develop a marketing plan for Blockbuster that concentrates on appealing to emotions and aims to enhance consumers' sense of regret or "buyer's remorse" after buying a DVD (or several DVDs) at a higher price than renting, knowing they might not watch it again.

The theme of the text is "Fanatic Buyers-Regretful Purchases".

Description: The campaign

consists of an advertisement for television and social websites. The ad features a movie lover who visits a local movie store and buys around 10 DVDs. However, they only end up watching 2 of them completely. They find 5 DVDs boring and throw them away, while the remaining DVDs are left unfinished. The buyer later regrets wasting money on these useless purchases when they try to sell the DVDs but receive less than half of the money they spent. This sense of guilt and financial loss encourages the viewer to rent movies instead of buying them. The emotional impact of the "regret" feeling aims to make viewers reconsider their entertainment choices.