Menu

Hero

Have Secret Cinema just learnt a surprise lesson about visitor value for money?

Explori Releases

Have Secret Cinema just learnt a surprise lesson about visitor value for money?

25-Jul-2014

Even a passing glance at social media or the event press yesterday and you couldn’t have missed the frustration being vented in the direction of Secret Cinema after the cancellation of their first Back to the Future screening last night.

As one of the originators of the “Pimp my Cinema” craze now leaking out of the capital, Secret Cinema promised ticket holders an immersive way to experience a much loved film, with food, live action, and the all important element of secrecy.

So when a last-minute cancellation was announced via social media (cinema goers are asked to leave their phones at home) many ticket holders were treated to a surprising and interactive trip to Hackney Wick overground station, and then probably on to a local pub, all dressed in their 50’s finery.

But interestingly, when hacked-off ticket holders took to social media to make their feelings known, it wasn’t the head-in-ground approach to customer communication that really wrangled.

The sentiment expressed again and again was the eye-wateringly high ticket price (£56!!!) plus the investment in fancy dress, not to mention anyone foolish enough not to actually already live in London who needed to travel, all leaving punters feeling well and truly out of pocket and to an extent, scammed.

Here’s just a selection of the disgruntled posts:

“Totally disrespectful to the people who have paid so much money”

 
“I am about £400 down in all. Really utterly annoyed”  

 “You charge as much as a festival are you kidding me??!!”

 
“Charged a ridiculous price for tickets and can’t even get their sh1t together to deliver.”  

 

It seems that Secret Cinema have found that tipping point where their punters only barely perceive the event to offer value for money.  So any slip in delivery leaves them feeling pretty outraged. And not afraid to tell the world about it.

It’s a risky strategy to push your ticket price so high that your customer’s expectations can only be met in the best possible scenario – to erode any sense of partnership so far that there is no willingness to forgive when things don’t go to plan.

Events like CarFest and The Photography Show constantly monitor their customer’s perception of value for money to ensure that whilst their event is profitable, their visitors still feel fairly treated.  And whilst it seems unlikely that both these award-winning events would ever find themselves in a pickle approaching that of Secret Cinema, should the worse happen they might just find their customers offer understanding rather than condemnation.

Both these events have earned some of the highest net promoter scores in their sectors – I wonder how likely last night’s cinema goers are to recommend Secret Cinema to a friend?

Loading

Find out more about Explori and how we can help you now

Our Stats

2,900,978

Event survey responses

2,006

Events globally already 
benchmarking with Explori

17

Average completion rate 
to clients' post-show surveys 

What they say

  • With Explori’s reports and analytics, we’re much better equipped to evaluate the customers' satisfaction and needs from our events
    Paul Byrom
    MD, Upper Street Events
  • The level of performance data and customer insight that Explori gives us is invaluable to our business and makes my life easier.
    Matthew Benyon
    MD, easyFairs UK
  • We wanted deeper insight into how our strategies impacted the delegate experience, but found conventional survey tools just couldn't deliver. Moving to Explori has completely changed this.
    Jan Barthelemy
    Head of AU & NZ Digital Marketing dmg events
  • We work with Explori to gain deeper insights into our events. The ability to compare results directly with similar events in our portfolio and against industry standards will be incredibly helpful
    Baris Onay
    Group Marketing & Digital Director, ITE
  • Analysis that could have taken the team days was available within hours of the survey going live. We could immediately see how the new German events had performed, against the context of our existing shows. Information like this is essential for informing future business strategy.
    Austen Hawkins
    MD, F2F Events
  • Robust performance metrics and customer feedback is essential for achieving maximum customer satisfaction. Explori will allow us to reach all our exposition delegates regardless of language or location.
    Art Paredes
    Sr. Director, Global Expos, SEMI
  • Explori helps us gain deep insights into the customer experience across our business. Without it, understanding our key performance metrics would be considerably more challenging.
    Andrew Evans
    (former) MD, Centaur Exhibitions
  • Our expansion plans are about both organic and acquired growth and Explori is key to our ability to understand the health and performance of existing assets, as well as those that we’re looking to acquire.
    Renaud Hamaide
    CEO, Comexposium

Our Clients