Accessing students

2011 By George Williams THE DETAIL, ARTWORK AND INFORMATION IN THIS PRESENTATION REMAIN THE INTELLECTUAL PROPERTY OF CFL UNAUTHORISED COPYING OR REPRODUCTION, IN WHOLE OR IN PART, WILL RESULT IN PROSECUTION Accessing Students ! How the Leisure and Licensed Trade can target Students

Contents The Issue Overview Current Pub / Bar discount cards x2 Student Discount Retailers x4 Student Discounts Food/Drink Student Discounts Music/ Entertainment Student Discounts Online Student Competitions Supermarkets Student Competitions Retail So how can we target them? Sales promo PR Free Gifts Identify Opposition Social Media Establish a relationship Competition Sponsorship How we can implement them? Sales promo PR x2 Free Gifts Identify Opposition x2 Social Media Establish a relationship x4 Using existing data Competitions Sponsorship About us CFL Student Promotions Clients

Currently the student market is a thriving segmented area which is constantly changing and moving and is proven to be highly profitable. They might lead a fast paced lifestyle but don’t be fooled! They are very careful with the expenditure and can loose interest at a click of a finger. So it is crucial that business’s adapt to maintain interest, and demand through their marketing. Fortunately there are some key tools which will help gain and retain students. The Issue!

Overview - Students alcohol , smoking, socialising , loud, lazy, daytime television, lye-ins, last minute work, deadlines, music , sports teams , games consoles, cinema, student loan , overdraft, bursary, fashionable , dirty/ grubby, fast food, clubs, bars, music , freebees , boredom, graduate, undergraduate, masters, laptop, mobiles, contract, cheap , creative, friendly , microwave, late nights, couples, quirky , travel, trains, bus, bags, holidays, summer, part time jobs, student union , student president, student radio, student television ,frequent social media, internet, games , outgoing, student cards.

Pub/Bar discount cards -:
Yates and Bedford's -: Barry ‘the Ant’ Card
offers :
Becks - 275 ml bottle - £1.75
Vodka or Yaga Bull -£1.75
VK - 275 ml bottle -£1.75
Sailor Jerry’s - 25 ml + mixer - £1.75
Magners - 330 ml bottle -£1.75
Heineken - £1.99
Classic Burger and Chips £1.99

Pub/Bar discount cards -:
Scream, Spinningfields & Avondales -: Spirit Group‘Yellow Card’.
Varsity -: ‘V card’.
The Golf Tavern -: un-named.
buy one get one free on meals.
drinks deals available at the bar.
Walkabout -: ‘Boomerang Card’
info at http://www.walkabout.eu.com/boomerang/

Student Discounts Retailers -:
Retailers (with NUS card) -:
New Look - 10%
Warehouse - 20%
Miss Selfridge - 10%
Comet - 5% off laptops over £499, 10% off printers, mice, keyboards and
peripherals 20% off all single and multipack ink cartridges
Superdrug - 10%
JJB sports - 10%
Apple higher Education - up to 15%
Nicky Clark Salons - 40%
Boots Opticians - eye tests for £5 and 10% when you spend over 100
Britannica Online - 7 day trial plus 40%

Student Discounts Retailers x2
Goi-Goi - 10%
Accessories - 10%
Staples - 10%
Vision Express - 30%
Bench - 25%
Virgin Experience Days - 25%
Austin Reed - 15%
Ryman stationary - 12.5%
Firetrap - 15%
Fitness First - free 5 day trail

Office shoes - 10%
Mytuxedo - 15%
Ben Sherman - 10%
Savile Row - 10%
Joe Browns - 15%
Jessops - 10%
Without NUS -:
Topman / Topshop - 10%, 20%
Diesel - 10%

Burton - 10%
Gap - 10%
Optical Express - 25%
Republic - 10%
Superdry - 20%
Superrug - 10%
Zavvi - 10%
The Gym - variable
La Senza - 10%

Student Discounts Food/ Drink -:
With NUS card -:
Pizza Express - 20%
Domino’s Pizza - 25%
Zizzi - 25%
Sponge Cakes - 30%
The Striped box Company - 5%
Meal2go - 10%
Without NUS card -:
McDonalds - Free medium fries with purchase of meal
Pizza Hut - 20%

Student Discounts Music/ Entertainment
ITunes student discount - 4% cash back
With NUS card -:
Odeon Cinemas - 25%
Cdwow - 50p of all games and £1.00 of games/CD's

Student Discounts Online -:
With NUS card -:
Play.com - 5%
Amazon Mp3 - 5%
Asos - 20%
Amazon - 5%
Virgin Media - 15%
Ticketmaster - variable
Oasis - 10%
Halfpriceperfumes.com - 10%
Lipsey.co.uk - 20%
Dell.com - 8%
UrbanExcess.com - 10%

Student Competitions Supermarkets -:
Beyond Baked Beans student cooking site previous competition - Win an ASDA Student Shopper Card loaded with £500! - simply a one word question to be completed correctly.
Burger King free tuition fees for a year. Have to write in your story of why you deserve it. Most interesting story will win.
Tesco’s win a years free shopping at simply complete their short survey plus get a free £5 reward voucher for your time.
Student 365 free microwave.

Student Competitions Retail -:
MyOffers offering you a chance to win a whopping £3000 spending spree at Primark.
Open University’s competition to win an IPAD 2 with answer 5/6 questions based on facts about the Open University.
Student 365 two night break away at any YHA destination within England and Wales.
Student 365 offering one student the chance to get their hands on an Xbox 360.

So how can we Target them?

This is designed to give the products added value and incentives for customers designed to stimulate immediate sales.
Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.
Sales Promotion -:

Public Relations
They are responsible for building and maintaining the image/ reputation of the company.
It is described as the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

Free Gifts
These can be used to build a positive relationship between the company and recipient.
Giving away free items is a lot cheaper than traditional advertising.
It is proven that shoppers who’ve received freebies are more likely to buy products from the co-operation, and even to become loyal customers down the line.

It is of utmost priority that the market leader is identified within the market sector and Geographically to the location of the business.
The direct market leader I.e Weatherspoons / Yates.
Also potential indirect opposition I.e Alcohol off-licences such as Freshers / Champaign Charlies.
Researching their current promotions etc will give a far better understanding of holes in the market which can be exploited.
Identify Opposition

Students one of the most regular users of social media across the globe.
It combines elements of new and traditional advertising.
Can be used to organise events and identify the target market.
Is also a way of effectively tracking what you are doing right (to maintain) and wrong (to change).
Social Media

Establish a relationship
With a positive relationship built between the brand and consumer this could influence the most powerful marketing tool - word of mouth !
It will help create a brand personality making it special and unique to the audience.

Competition
There are many objectives of running a competition for a business -:
Exposure
Money for entering the competition
Data
Media Hype
Customers

Sponsorship
Improving the company's image, prestige and credibility by supporting events that the target market finds attractive.
It will help relate directly to their target market.
Highlight visibility through positive publicity.

How are we going to implement these?

1 pound drinks (on specified Beers and mixers)
Free drinks for mass reservations (e.g. birthday parties or table reservations over 10)
Buy one get one free or two drinks for the price of one
Spend over £10.00 to get a free drink or shot?
Happy hours at times when students are most likely to finish University or to be at maximum or least capacity
Sales Promotion

Representatives with t-shirts with company logo (to help identify company for future reference) on them giving out sales promo material i.e vouchers, freebees and sticking up posters on popular student routes/ walkways.
Also working outside the establishment talking/ consulting potential customers walking past encouraging them to stop in.
Combined with clear advertising of discounts and special offers displayed in the window, or in billboards.
Public Relations

Public Relations x2
Public relations team can be paid by commission therefor increasing work rate to sell tickets for events! Tickets bough in advance could be rewarded with cheaper tickets.
Walking around densely populated areas you would stereotypically locate a student i.e student halls, outside university premises, city centres.

Bottle openers
Lighters
Key rings
Stickers
Pens
Condoms
Lights
Anti - Spiking bottle tops etc
All branded with company logo and address for locating
Free Gifts

Local competition/ market leader needs to be considered on a Geographic consideration. From down the street to the other side of the County.
Important to exactly what they offer which is popular i.e specific nights, prices of drinks, atmosphere.
What they offer that people dislike i.e the toilets, the layout or even, hygienic standards, the customer service offered by the staff.
Also indirect alternative competition like Orange Wednesday’s 2 for 1 offer perhaps? Or snooker halls.
Identifying Opposition

Identifying Opposition x2
Researching other student nights within the area and nationally to find out what student nights give good ROI (matching the price of drinks offered).
Also identifying unpopular student nights or poorly organised events to capitalise on.
Undercutting the closest competitor/ market leader with drink prices, entry fees etc.

Social Media
An official Facebook business group to be set up with staff members of management being listed as admin to change information and upload pictures, videos etc.
Also a Twitter account following other recognised Market competition to gain their followers too. This will be used to inform people what events, deals etc are available daily.
Public relations team can also add friends to extend the breadth of the groups targeted sending them regular invites with info on guest-lists, ticket prices, timings, dates etc.

Establish a relationship Window of opportunity
Have representatives appear at student fairs giving freebees in return for details to be used for SMS and mailing lists (menu’s, events etc).
Advertise within local student unions through posters or representatives giving promo material.
Also run specialist events dropping or even raising the prices of drinks where students receive student loan (Sep, Jan & May).

Establish a relationship x2
Use University resources i.e Student Radio or the Student Television service to run possible competitions. Targeting a concentrated amount of students I.e lunch time give away competition.
Working with the student Union running nights with specialist music artist’s, for example, playing a gig at the SU, followed by another gig at establishment.

Reward card system can be put in place i.e Nandos card where loyal customers can be rewarded with free meals, drinks, entry etc.
Combining with the National Union of Students (NUS). Card number specific to that student on the back could be entered to receive discount.
Specialise in a certain genre of music attracting a specialist target market. This would ensure a consistent income.

Could also advertise in free, local magazines which students will more than likely read and pick up i.e Metro on a National scale.
Branding a specific name and theme for a night designated weekly or even monthly i.e dress theme, or bringing in specific DJ residents.

Using existing data !
In store data -:
Using data from previous competitions, events to target through SMS and E marketing
NUS (National Union of Students) -:
Buying collected data on Undergraduate’s (and Post too possibly) whilst coinciding with a Marketing/Mailing agency to effectively target the students of up to 300,000 within the country.

Competitions
The establishment could run a competition with big prizes (no cash) to be won such as -:
Rent Paid for the year
Iphone
Ipad
Apple Mac
Scooter
Clothing or Food Vouchers
3d Television
Holiday/ Festival Tickets
Games Consoles I.e Xbox Connect
Sporting tickets

Sponsorship -:
Could sponsor within the University i.e football team shirts in exchange for advertising on Campus
Working with other Alcohol companies allowing them to come in and give free samples.
Include as a venue for popular student bar crawls I.e Carnage.

About Us Having been around since 1984, there isn't much we don't know about direct marketing and to the leisure industry in particular. We've seen the industry go through some major changes in our time. CFL have provided unique, effective and relevant direct marketing solutions to our customers, using a product portfolio covering all aspects of direct marketing - from Direct Mail to Digital Marketing. We have developed an extensive client portfolio by adapting our marketing solutions for industries as varied as Recruitment Consultants, Charities and Retail Chains - consistently providing outstanding response. Possessing that rare combination of operational experience, marketing flair and industry knowledge, our dedicated client services team will custom build a solution to fit any given brief or requirement.

Student Promotions

Clients - Pub/bar Chains

Clients - Nightclubs

Clients - Independent Venues

Clients - Leisure

Clients - Enterprise Brands

Clients - SME’s/Charities

Web: www.cflmarketing.co.uk Email: sales@cflmarketing.co.uk Phone: +0044 (0)1225 782699 Contact Us

Accessing students

by CFL Marketing on Jun 21, 2011

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