Social Media

Social media is important because it is an instant way to communicate with customers and get instant feedback. Feedback can be measured by membership, clicks on a website, or mailing lists. It is important that social media is incorporated into a marketing strategy not only to increase sales, but to keep customers engaged through company trends.




Alamo Drafthouse is a local company in Austin that effectively accomplishes the use of social media by directly mailing their customers, keeping an updated blog and twitter, and updating their website so that customers can know what is going on everyday.

Alamo Drafthouse employs Direct Mail

The objective of direct mail is to create some type of interactive action from the person that receives it. This also ensures that the information is going directly to the identified person of the household. More importantly, the objective is to build a responsive database of customers. Based on the Alamo Drafthouse database, they use demographics and customer information to send a monthly-personalized brochure that includes upcoming blockbuster movies, and monthly calendar events along with special incentives.

Interactive Electronic Media.

Alamo Drafthouse website provides an excellent way for customers to browse new movie trailers or buy their tickets online. The website simulates ‘real world’ experience through advanced graphics and sound. This makes it a more pleasant experience for customers because it is convenient and entertaining to be on the website. It provides updated food and drink menus and happy hour specials. The website also has upcoming blockbuster banners at the top of the screen for customers to look out for new films that are coming up.

Twitter

The Alamo website has a list of people you can follow on twitter including the owner Tim League, the Creative Director, Henri Mazza and a news and show information twitter account called AlamoVillage. This helps the brand because customers feel like they can connect with credible sources of the Alamo Drafthouse and be amongst the key information sources. Social networking sites such as facebook, myspace and twitter, enhance the relationships between people and companies, according to Groundswell. Social networking websites establish value and brans awareness for the company.

Blogs

The Alamo launches RSS feeds to make it easier to keep up to date with everything Alamo. These feeds include “Today at the Alamo”, “Alamo Village”, “The Fantastic Fest Blog” and many more. The feeds provide information on events and shows from all the Alamos and how to buy your tickets. All of the feeds can be subscribed to via a News Reader or used as a live bookmark in Firefox. This allows customers to stay interacted with the Alamo every time they are on the internet. Customers have an opportunity to participate and provide their opinions about issues. According to Groundwell, Blogs are an important tool for companies to receive feedback so that they can act on the feedback in a timely manner to boost sales and customer loyalty.

Direct marketing and Social Media allows for a two-way communication between the customer and the company. It is a new innovative way to communicate to customers by using social networking websites, forums, blogs, and mail to keep them informed. Not only do customers feel like they are being listened to, they are developing a stronger relationship with the company through this process. Companies are able to get feedback from customers and there is no middleman to interfere with the process because they are directly in contact with these customers. These efforts provide a two-way communication between the Alamo and it’s customers. This interaction is something that other forms of marketing such as advertisement cannot provide. Customers are allowed to give their feedback and opinions on events or what movies they would like to see played at the Alamo or things that could be improved. The relationship between company and customer can grow stronger with direct marketing because it allows the customer to reply back.