Picturehouse Cinemas is a network of cinemas across the UK. They cover 27 locations, including the Duke of York’s in Brighton, the oldest continually-running cinema in Britain.
Picturehouse wanted to use social media to promote their food and beverage (F&B) offering. Simon Woplin is their Head of Drinks.
“We wanted to be renowned for food and drink – as trusted by our customers for F&B as we are for our film content. We needed a consistent, well-planned strategy where food and drink was no longer a secondary part of the business.”
We provided Picturehouse with 3 services:
First, we spoke to the marketing teams in 5 cinemas, each with different food and drink offerings – from a simple kiosk to a large restaurant and bar.
Then we carried out a social media audit and shared our report. This provided a clear picture of how Picturehouse’s food and drink offering was being shared, both by themselves and by customers.
A series of specially designed training workshops followed. This is what we focused on:
Kirsty Jones from the Hackney Picturehouse attended the sessions.
“Kerry’s training sessions were incredibly well tailored for our needs. They gave us good insight into how to be more creative with our posts and they helped us become more inventive in how we organise the teamwork that goes into them.”
We then developed a social media strategy for Picturehouse – a tiered, tailored content plan that would be rolled out across the whole company.
Picturehouse now have an actionable, realistic and consistent social media strategy that can be implemented in all their cinemas.
It’s delivered great results for their food and drink offering. They now open the cinemas earlier in the day so that customers can come in and use the space.
“Externally, by the rest of the world, we’re now viewed as one of the best stadia visitor attractions for food and drink.”
What about the training?
“It gave us consistency across the estate, bringing people of different skill levels up to a par. It was a nice easy way of making life easier for everyone, and giving us a level platform.”
“I can thoroughly recommend Kerry as a social media trainer and consultant for any business. She’s just so skilled at what she does. She just gets it!”
We’ve worked with Picturehouse a few times, most recently with the lovely Felicity Beckett on social media video strategy and analytics.
You can check out her brilliant work here.
“We approached Kerry to work with Picturehouse as we were experiencing low levels of engagement with our F&B marketing and there was a lack of integration with our other marketing strategies. Our social content and activity did not reflect the customer experience and we wanted to address this. The key thing we had noticed was that F&B content was secondary to film content and we felt this was down to a lack of understanding from film marketers who needed knowledge and insight into F&B on social media. Kerry suggested and executed a 3 phase process which involved, first, auditing and meeting the teams, then delivering social media training workshops to focusing on F&B but also covering general principles and best practice. The team she trained executed trial F&B strategies over a period of 6 weeks before reporting back so that Kerry could complete the final phase and refine and develop a number of strategies we could implement in all of our cinemas. Kerry was quickly able to gain good insight into what was required and what she needed to do to achieve our aims. As a trainer, Kerry is warm, engaging, insightful and confident, and was able to get everyone inspired, working hard and contributing to the session. Kerry collated the teams’ successes and feedback and compacted them, incorporating additional opportunities, into an excellent strategy with a tiered, tailored content plan. Kerry demonstrated an excellent understanding of our business and produced a plan that was actionable and realistic. We now have a sound and reasonable platform for Picturehouse to implement across the rest of the estate. I can thoroughly recommend Kerry as a social media trainer and consultant for any business, she’s just so skilled at what she does. She just gets it!”
Simon Woplin, Head of Drinks, Picturehouse Cinemas
“Kerry’s training sessions were incredibly well tailored for our needs. Giving us a good insight into how to be more creative with our posts and also helping us become more inventive in how we organise the teamwork that goes into them.”
Kirsty Jones, Hackney Picturehouse Cinema.
