Carlsberg: Student Trends
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Aisling O’Brien, Marketing Executive for Carlsberg, explored their plans of activation for this year and got feedback on what managers feel works well in their venues. Aisling also discussed what student spending patterns Carlsberg have monitored.
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Carlsberg: Student Trends
- 2. Introduction • Insight on Fresher’s trends • Run through 2012-2013 fresher's activity - Live rent free for a year – Scratch cards - Tuborg Quiz nights - Brand ambassadors - Battle of the bands • Feedback what support you’d like to see
- 3. Student Trends How to What do What are the encourage students want students students into in a pub budgets outlet
- 4. 0 20 % 40 % 50 % 60 % 80 % 30 % 70 % 0% 1 % Traditional Pub Quiz Source: HPI Nov 2010 Cuisine evenings - eating To hear live music Comedy night Modern quiz Business lunch After work drinks Watching live Football Beer Festival Murder Mystery Night Traditional pub games Watching Films Going on a date during the week Watching other live sports Traditional board games Horse Racing Night Cooking lessons YFS Card games All Adults Casino Night 29% Activities to get people into your outlet Karaoke Cocktail Lessons 45% Dancing Lessons 27%
- 5. 0 0 20 % 30 % 40 % 50 % 60 % 70 % 90 % 1 0% 80% 1 % 0% Value for money Source: HPI Nov 2010 Cleanliness Quality of food Staff friendliness Serves food I like Drinks Prices Location Atmosphere Food prices Toilets Service levels Quality/ comfort of furniture Security Good parking Open Late 75% Lively music 58% Decor Serves cocktails 54% Has a dance floor 41% Table service Beer Garden YFS Where mates go M usic - quiet All Adults How do consumers choose an outlet? Serve hot drinks
- 6. Different Consumers have different occasions at different times Mon-Thu evening Friday/Saturday evening 32% 30% All Adults All Adults 22% YFS 21% YFS 16% 15% 14% 1% 1 8% 6% 5% 6% 5% 4% 3% 1% 1% £80+ £1 5 <£5 0 5-20 £20-30 £30-40 £40-50 £50-£80 £80+ £1 5 0-1 <£5 0 5-20 £20-30 £30-40 £40-50 £50-£80 £5-1 0-1 £5-1 £1 £1 Source: HPI Nov 2010
- 7. Our Top 5 Tips 1. Give people a reason to visit 2. Encourage them to spend more when they’re in 3. Think about adjusting your offering by day of week and time of day 4. Ensure you’re offering great VFM (but that doesn’t just mean cheap) 5. Listen to your customers
- 8. Live Rent Free for a year • A scratch card given out for every Tuborg sold. • Other prizes includes - Half priced pint of tuborg - Inflatable beach ball - Inflatable guitar - Tuborg foam hand - Sunglasses • Posters given to all NUSSL unions to drive footfall.
- 9. Tuborg Liquid Soundclash Quiz - The Ultimate interactive DVD Music Quiz - 6 Music Rounds - Poster kits to help drive footfall - Manually controlled to create bar breaks
- 10. Battle of the Bands • Exclusive to NUSSL – Support to run BOTB competition in bar – Each kit contained internal & external PoS – How to Guides inc. hints & tips • Winning band to play at Wireless 2013
- 11. Scotland We can support you in many ways… – Inflatable Beach Ball – Inflatable Guitars – Foam Hands – T-Shirts
- 12. Feedback For any further comments please e-mail Nus.promotions@carlsberg.co.uk Thank you