Sinh viên luôn luôn là một thị trường khó nắm bắt, là thế hệ chiếm phần lớn dân số nhưng họ không thực sự có khả năng chi tiêu trừ khi họ làm việc. Tiền của họ đến từ cha mẹ của họ, vậy nghĩa là một phần rất lớn họ bỏ ra cho chi tiêu đều chịu sự ảnh hưởng của cha mẹ họ, và cha mẹ họ của luôn luôn nhắc nhở họ chỉ chi tiêu cho những thứ họ thật sự cần thiết.
Vì vậy, để đưa ra một quán Bar hoặc Pub đặc biệt hướng đến dành cho sinh viên dường như thật vô lý nếu không muốn nói là ngu ngốc. Điều đó có nghĩa tự động bạn cần phải hạ giá và rơi vào cuộc chiến giá cả với các đối thủ cạnh tranh với bạn, đó luôn luôn là điều tồi tệ nhất.
Rồi đến những vấn đề về quảng bá, bạn phải thật cẩn thận với những loại lợi ích để làm nổi bật quán Bar của mình. Rồi bạn kinh doanh an toàn và những khách hàng của bạn sẽ ngáp ngủ, còn bạn liều lĩnh và các bật cha mẹ – các nhà kiểm soát sẽ đập vào bạn.
PODZEMKA Club & Bar tìm ra một cách – User Generated (tạm dịch: Tạo người dùng)
Nếu có bất kỳ lợi ích cho marketing về các nền văn hóa của giới trẻ hiện nay, thì đó là ý thức tín nhiệm mạnh mẽ ý kiến từ những người bạn cùng độ tuổi. Đã qua rùi những ngày mà bạn cần trả tiền cho những người nổi tiếng nói về thương hiệu của bạn. Ngày nay, bạn chỉ cần vài “người thật”(real people) sẽ nói về những trải nghiệm tuyệt vời của họ với thương hiệu của bạn và bạn có thể yên tâm là bạn bè của họ cũng sẽ được nghe về trải nghiệm đó.
PODZEMKA Club&Bar – quảng bá thương hiệu của mình, đã cho phép sinh viên tự tạo các quảng cáo về quán PODZEMKA Club&Bar. Sử dụng những mẫu tiêu chuẩn của quán với các khẩu hiệu có sẵn hoặc tự tạo riêng. Nhứng sinh viên đã tạo và đăng lên quảng cáo sử dùng những hình ảnh bạn bè mình.
Kết quả
Việc đưa ra chương trình đó thật tuyệt và quán đã tăng 50% số người đến quán Bar.
Tuy nhiên, kết quả có giá trị hơn là sự gia tăng số hội viên (membership). Họ có được số điện thoại, emails và một số thông tin chi tiết của sinh viên. Bây giờ, quán nhận được sự chấp thuận trong cộng đồng sinh viên tính cả về khoản tiếp thị của họ.
PODZEMKA Club&Bar ngay cũng có thể sử dụng các thông tin được sinh viên cung cấp để tạo ra các chiến dịch marketing thích hợp tạo động lực hơn.
Credits
Advertised brand: PODZEMKA Club & Bar
Advert title: You are too young to stay away
Advertising Agency: Red Pepper, Ekaterinburg, Russia
Agency website: http://redpr.ru
Creative Director: Danil Golovanov, Nikita Harisov
Art Director: Julia Uzkih
Copywriter: Ivan Sosnin, Artem Zverev
Photographer: Users Generation, Tima Baldin
Account manager: Daria Lunegova
Production: Evgeny Kharchenko, Kate Bamby
Additional credits: Evgeniy Keksin
Music: DJ Oguretz – Let The Music Fuck You
Nguồn: Xath Cruz – Creative Guerrilla Marketing (Cửu Độ biên dịch)
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