NEEDS:

1
(No Transcript)
2
(No Transcript)
3
A Reel Solution

• NEEDS
• Moms have a sense of isolation with newborn
  babies
• Moms have a rational need to go to the movies
• BENEFITS
• Moms get out of the house and socialize with
  other moms
• Learn about new products and new ways to care
  for Baby
• A VALUABLE AUDIENCE
• Women influence over 80 if all household
  decisions
• Moms spend approximately 1.6 trillion a year
• Moms seek resources to make their lives better
  easier
• Moms represent one of the highest
  consumer-to-consumer dialogues

4
Pre-show Hour

• PRE-SHOW EVENTS ACTIVITIES
• - Guest speakers
• Product sampling and demonstrations
• Interactive games for moms and babies
• Live music
• Raffles sweepstakes
• PREVIOUS PRE-SHOW PARTNERS AND ACTIVITIES
• Gymboree Live music for babies
• Hasbro Playskool mats with toys for infants and
  toddlers
• Nestle Good Start Supreme Musical Mornings
• Kodak take pictures with their new digital
  camera of you and your baby
• Sitter City Baby sitters
• Mary Kay Movie mom makeovers

5
Program Basics/Locations

• REEL MOM THEATRES
• Now 29 participating theatres host the weekly
  event in at least one of each of Loews major
  markets
• - average total attendance 10,000 - 12,500 moms
  per month
• REEL SUPPORTING THEATRES
• 46 supporting theatres display collateral and
  additional integrated in-theatre media
• reaches 3.2 million additional visitors
• WRAP-UP
• 23 markets
• 29 Reel Mom theatres
• 46 supporting theatres

Atlanta - Baltimore - Boston - Chicago -
Cleveland - Dallas - DC - Detroit - Hartford -
Houston - Illinois - Indianapolis - Los Angeles -
Long Island - New Jersey - New York -
Philadelphia - Pittsburgh - Rockland County, NY -
San Francisco - Seattle - Tucson - Virginia
6
Getting it off the ground
Selling it internally Why it is good for
business Sustaining the buzz and extending the
program
7
Where do you start? Knowledge!
Talk to them!! Board of Advisors Segmentation S
trategy
8
Board of Advisors
What we learned Target audience Gen X Gen
Y Gen X 24 - 26 years old Gen Y 27 - 34
years old Varied ethnicity, but share love of
going to the movies Getting out of the house for
the first time with new baby is an adventure.and
a show in and of itself Getting out of the house
connecting is so important They love to see
likenesses of themselves in advertisingand they
cant resist a baby They turn to each other, to
the Web and to editorial (magazines books) for
info Hungry for marketers who understand where
they are in life Love freebies, giveaways and
swag in general
9
Digging Deeper Segmentation

• AND WHAT MARKETERS ABSOLUTELY LOVE
• Segmentation definitions
• The Activity Seekers (the Ring Leaders)
• The Go-along Moms
• The Lone-Wolfs
• Butat some point you have to translate data into
  tactics.

10
Tactics

• Brand creative A Playdate for Moms
• Ambassador Moms
• Chat Rooms Message Boards
• Influencers
• Promotions

11
Ambassador Moms a channel program

• Defining Candidates
• outspoken in social circlethe Activity Seeker
• Active, high-energy, well networked--online and
  offline
• mom for 3 - 6 months
• able to attend RM at the same theatre most weeks
• outwardly enthusiastic about the program
• Defining Roles Responsibilities
• Disseminate weekly e-mail invites to peer group
  and encourage pass-along
• invite new moms to RM through on- and off-line
  groups
• Recruitingcalling all moms
• In Person
• Online
• Screening
• In-person and phone interviews
• Signing and welcoming

12
All this, for a Reel Moms pass
13
A word about chat rooms and message boards
Powerful.
14
The top six for Reel Moms
ClubMom.com Baby Center.com Parenthood.com iVillag
e.com Child.com Parents.com
Postings on 33 regional national message boards
has resulted in well over 250 message streams
15
And.finally, promotions Mapping what Mom wants
to what you can do
AND THE SURVEY SAYS
Moms are the only workers who do not get regular
time off. If a wish could be granted to them,
there are consistently three top picks
3 a maid for laundry, dishes and house
cleaning for one year
2 a family trip to the destination of her
choice
1 a total makeover of hair, make-up and
wardrobe
Maid for the Movies Beaches Beauty and the
Babysitter
Club Mom survey
16
Brands Benefit

• REEL MOMS RESEARCH SURVEY DATA
• Patron Behavior Results for Brands that Sponsor
  Reel Moms
• Brand awareness increased by 40.6
• Reel Moms brand interest increased 44.6
• 51.5 of Reel Moms are more inclined to purchase
  Reel Moms sponsor brands

17
Brand Integration Possibilities

• Ownership of program
• Sponsorship
• Guest speakers
• Product demonstrations
• Sampling
• Live music
• Interactive games
• Raffles/sweepstakes

18
Summary

• a great social connector
• for moms, by moms
• templatized but customized

19
Q A
20
Contact Diane Boulanger Boulanger
Associates 781-251-2200, ext. 202 diane_at_boulangera
ssociates.com