Talk Track from the Keller Fay Group reveals that Hispanics are more likely to talk about movies every day. The key for movie marketers is to become part of this consumer conversation and to do so with “contagious” content. Targeting an audience that is likely to share is equivalent to enlisting an army of social influencers, encouraging your brand’s word of mouth to take off.
Talk Track’s research shows that the Univision audience is inclined to talk -- a lot. Univision viewers are 26% more likely than the total population to talk about theatrical releases. Nearly 70% are speaking positively about a movie and 60% are compelled to pass along what they hear. The majority is also compelled to act on what they’ve heard -- in this case, that means hitting the box office.
Done right, catering your marketing messages to an engaged audience that is eager and willing to share creates can lead to a WOM frenzy your next release can capitalize on all the way to the box office.
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