Case Analysis of Night Wine Marketing

I do not know when, the night and wine related, whenever the night falls, the wine will gradually become the protagonist of the city, the whole city into a trance. The rise of urban nightlife has brought another consumer culture-nightclub culture, which has become the base of urban fashion elites. The rise of bars and other nightclubs has led to a trend of wine consumption that is different from traditional channels. There is a paradise that advertises fashion and passion. There is a different wine culture. There, traditional marketing methods cannot attract any attention. No amount of bold, exaggerated innovation can never be excessive.

The unimaginable consumption power of drinks in nightclubs makes it a paradise for drinks. Almost all kinds of wine, such as foreign wine, red wine, beer, fruit wine, liquor and so on, can find its shadow here. However, due to the uniqueness of the nightclub, foreign wine with fashion culture has become the protagonist here. All kinds of wine merchants have gradually realized its importance, have invested more resources, promotion one after another. The lights of nightclubs not only tempt consumers who come to entertain, but also tempt all the wine merchants who want to make a profit here.

Promotional innovation, detonated passion entertainment

Nightclub, is fashion, avant-garde, personality flaunted concentration. The promotion in the nightclub should also be very innovative and fashionable, complementing the atmosphere of the whole nightclub.

There was once a beer manufacturer who wanted to enter a local bar. After a visit, it was found that the price of wine sold in the bar was generally high and the quality was average. Therefore, a small bottle of high quality beer was introduced, imitating the packaging style of Shengli Beer. The price is only sold in 10 yuan. In order to ensure the promotion effect, the manufacturer negotiated with the bar and arranged promotional items such as promotion Yi Labao, banners, counter promotion cards and so on outside the store, so that all people who enter the door and buy beer at the counter can see it. In order to ensure the effect, a promotional activity selling beer lighter was launched that night. But the effect was very unexpected. The trial sale came down all night and sold less than 20 bottles. The final promotion ended in failure.

Why did this promotion fail? I believe everyone must understand. The nightclub is a fashionable gathering place. Everyone constantly shows themselves to others and attracts the attention of the opposite sex. In such an environment and atmosphere, the price of wine is not a problem at all. The key lies in the culture advertised by the wine. The impression in the eyes of others. The traditional price promotion, no characteristic gift promotion and so on, at this time for consumers is not of great significance, simply can not attract attention.

Whether it is a high-end nightclub, or a civilian KTV, whether it is a noisy Diba, or a quiet bar, entertainment is an eternal theme, and promotion should also conform to this theme in order to arouse the interest and attention of consumers. Entertainment promotion is the main form of nightclub promotion innovation; novelty and alternative innovation is the core of nightclub promotion.

In the brightly lit atmosphere of nightclubs, what people want is by no means a little bit of a bargain. What they want is always something new and exciting that can bring fun to everyone and attract the attention of most people.

Entertainment promotion, enjoy it

There are many kinds of entertainment promotion. The key lies in the innovation of form. It can be useless but must be interesting. It can be worthless, but it must be fashionable and attractive. In the actual implementation, different forms of promotion should be used according to different places and environments.

Nightclubs can be roughly divided into two categories according to the target consumers: pure entertainment nightclubs and leisure nightclubs. Due to the obvious difference between the two nightclubs, there will be a big difference in the form of promotion.

1. Pure entertainment nightclub

Pure entertainment nightclubs, mainly disco, nightclubs, KTV rooms, performing arts bars and other forms of places. Here consumers can be integrated into a variety of recreational activities, fully indulge themselves. The environment is noisy and the atmosphere is warm. Such nightclubs are mainly young people between the ages of 20 and 35, and most of the consumption on this occasion is emotional consumption. Because the environment is noisy, people are more emotional, simple, cool promotional activities are more attractive.

Game Promotion in Performing Arts Bar

When Yanjing Beer focused on the Guangdong market, its popularity was very low. In order to open the market as soon as possible, a series of promotional activities were held. Nightclubs are one of its main channels. Yanjing Beer holds "seven kinds of fresh weapons, come and get them if you can!" of promotional activities. The form of promotional activities is very simple. Yanjing Fresh Beer Dart Board is set up in the bar. As long as you buy a bottle of beer, you can get a "beating opportunity" to shoot the flying mark. The person with the highest bid points that night can get the "fresh weapon" of the day ". The form of the activity was simple, but very effective, which caused cheers on the spot and repeated purchases for the continuous acquisition of bidding machines. Sales and popularity rose rapidly in the bar.

This is a typical entertainment promotion, through participation in the dart throwing form of entertainment to attract consumer spending, in the usual seems very common way of promotion why in the night will achieve such good results? The key is that the promotion to the time, location, people and all three are indispensable. Copy master Weber Yang Ding said that creativity is a new combination of old elements, and so is promotion. This simple entertainment promotion is in line with the entertainment of the bar and the needs of consumers. Simplicity, competition and attention have become the key to the success of the promotion.

In noisy occasions, promotion is relatively difficult, and any complicated form is difficult to implement here, but if you encounter such extremely noisy and fanatical occasions as disco, then how to achieve entertainment promotion? Let's look at an example.

Creative Promotions for a Noisy Disco

Tsingtao Brewery held a massive clown marketing in South China, using clowns to launch large-scale promotional activities in stores, communities, restaurants, etc. due to the fresh form, the promotion has achieved good results. Later, the company moved the clown to the disco to start a promotion. Due to the extremely bad environment of the disco and the difficulty of language communication, the clown promotion adopted the form of body language to promote the promotion. The clown wore strange and gorgeous clothes and danced through the crazy crowd in the disco, which was very eye-catching with the lighting effect. At the drinks desk, there is another clown to introduce activities to consumers who buy drinks. As long as you buy this beer, you can get a super-cool fluorescent jewelry.