This analysis states more information concerning the Amphion Film in Doetinchem. This analysis is intended to give an impression of what Amphion needs to improve in order to get more young people aged 12 to 21 to come to their film theatre. In recent years, Amphion has noticed that the number of young people is decreasing considerably. Therefore, Amphion would like to increase the number of young visitors to 150 guests per month. In this analysis, the characteristics of the target audience, the persona and the advice are further discussed.First of all, it is important to understand how the target group of young people behaves. Based on desk and field research, a number of characteristics can be concluded about the youngsters. Firstly, there are around 10.000 young people living in Doetinchem (KVNOG, 2020). In addition, two-thirds of these young people have a paid job (Gielen, 2019). The interests of young people lie mainly in sports and social activities (Kraio, 2014). For this reason, they go to festivals and parties. They spend a lot of time on their phones and make the most use of WhatsApp, Instagram and YouTube (Wijker, 2020).Moreover, as Amphion itself concluded, the engagement among the target audience had decreased.The range dropped from 82% to 51% (de Groot, 2021). Nevertheless, a number of young people still go to the film and research shows that touching and humour are two aspects that are important to visit a movie (Stichting Filmonderzoek, 2016). Finally, Amphion’s brand awareness among young people is not that high. The field research showed that only 41.1% had ever heard of Amphion. Thus, the youth in Doetinchem are not sufficiently involved in Amphion Film.In addition, it is necessary to have a good description of the persona. The persona is a potential customer of Amphion film in the target audience. With the help of the results from the desk and field research, a suitable persona has been developed. Amphion’s persona is a 17-year-old student who lives in the surroundings of Doetinchem. He makes extensive use of social media, such as YouTube, Instagram and TikTok (Wijker, 2020). His interests lie in sports, social activities and music (Kraio, 2014). He goes to the movies for the experience or for entertainment (Abdelkader, 2022). The field research shows that he will not go if it is too expensive and it is not interesting. He does go when there are extras or when there is a unique film to see. In conclusion, now there is a good picture of Amphion’s persona.Lastly, now that there is a good picture of the target audience and the persona, advice can be given to increase the number of visitors. As the research showed, the brand awareness among young people is low. This must be increased in order to be able to increase the number of guests per month. Young people spend a lot of time on social media, so for this reason it is important that Amphion invests in their social media. Besides, it is important that Amphion sets up an action where the young visitors can go to the movies together with someone else. Youngsters enjoy doing social activities, so this is a unique opportunity that Amphion must take advantage of. In brief, the advice to Amphion is to improve the social media channels and set up an action where visitors can go to the movies together with their friend.To sum it all up, the number of visitors among the young people had to increase. For this purpose, a persona has been drawn up that gives a good picture of the potential customer. Ultimately, the advice to Amphion is to improve their social media channels and set up a special promotion where the youngsters can go to the movies with their best friend or family.References
KVNOG, 2020: , (KVNOG, 2020),
Gielen, 2019: , (Gielen, 2019),
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