carlsberg: student trends
DESCRIPTION
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.TRANSCRIPT
Flirt & Carlsberg
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
How to encourage
students into outlet
What are the students budgets
What do students want
in a pub
Student Trends
Activities to get people into your outlet during the week
0%
10%
20%
30%
40%
50%
60%
70%
80%Tra
ditio
nal Pub Q
uiz
Cuis
ine
even
ings
- ea
ting
To h
ear
live
musi
c
Com
edy n
ight
Moder
n q
uiz
Busi
nes
s lu
nch
Aft
er w
ork
drinks
Watc
hin
g liv
e Footb
all
Bee
r Fes
tiva
l
Murd
er M
yst
ery N
ight
Tra
ditio
nal pub g
am
es
Watc
hin
g F
ilms
Goin
g o
n a
date
Watc
hin
g o
ther
liv
e sp
ort
s
Tra
ditio
nal board
gam
es
Hors
e R
aci
ng N
ight
Cooki
ng les
sons
Card
gam
es
Kara
oke
All AdultsYFS
Source: HPI Nov 2010
Dancing Lessons 27%Cocktail Lessons 45%
Casino Night 29%
How do consumers choose an outlet?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Val
ue for
mon
ey
Cle
anlin
ess
Qua
lity
of foo
d
Staff
frien
dlin
ess
Serv
es foo
d I l
ike
Drink
s Price
s
Loca
tion
Atm
osph
ere
Food
price
s
Toile
ts
Serv
ice
leve
ls
Qua
lity/
com
fort
of fu
rnitur
e
Secu
rity
Goo
d pa
rkin
g
Dec
or
Tabl
e se
rvic
e
Bee
r G
arde
n
Whe
re m
ates
go
Mus
ic -
qui
et
Serv
e ho
t dr
inks
All AdultsYFS
Source: HPI Nov 2010
Open Late 75%Lively music 58%
Serves cocktails 54%Has a dance floor 41%
Different Consumers have different occasions at different
times
14%
32%
22%
16%
6% 5% 4%1%
<£5
£5-
10
£10
-15
£15
-20
£20
-30
£30
-40
£40
-50
£50
-£80
£80
+
All Adults
YFS
Source: HPI Nov 2010
5%8%
15%
30%
21%
11%6%
3% 1%
<£5
£5-
10
£10
-15
£15
-20
£20
-30
£30
-40
£40
-50
£50
-£80
£80
+
All Adults
YFS
Mon-Thu evening Friday/Saturday evening
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
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.
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
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
ScotlandWe can support you in
many ways…
– Inflatable Beach Ball– Inflatable Guitars – Foam Hands – T-Shirts
Feedback
For any further comments please e-mail
Thank you