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Case Analysis of Night Drinks Marketing

Case Analysis of Night Drinks Marketing

(Summary description)I don't know when the night has been related to wine. When night falls, wine gradually becomes the protagonist of the city, bringing the whole city into a feasting 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 alcohol consumption that is different from traditional channels. There is a paradise that advertises fashion and passion. There is a different culture of alcohol. There, traditional marketing methods cannot attract any attention. No matter how bold and exaggerated the innovation is, never go too far.

Case Analysis of Night Drinks Marketing

(Summary description)I don't know when the night has been related to wine. When night falls, wine gradually becomes the protagonist of the city, bringing the whole city into a feasting 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 alcohol consumption that is different from traditional channels. There is a paradise that advertises fashion and passion. There is a different culture of alcohol. There, traditional marketing methods cannot attract any attention. No matter how bold and exaggerated the innovation is, never go too far.

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I don't know when the night has been related to wine. When night falls, wine gradually becomes the protagonist of the city, bringing the whole city into a feasting 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 alcohol consumption that is different from traditional channels. There is a paradise that advertises fashion and passion. There is a different culture of alcohol. There, traditional marketing methods cannot attract any attention. No matter how bold and exaggerated the innovation is, never go too far.

   The unimaginable consumption power of nightclub drinks has made it a paradise for drinks. Almost all types of wine, such as foreign wine, red wine, beer, fruit wine, white wine, etc., can find its shadow here. However, due to the uniqueness of nightclubs, foreign wines with fashionable culture have become the protagonists here. Various wine merchants have gradually realized its importance, have invested more resources, and promoted one after another. The feasting and feasting of nightclubs not only tempts consumers who come to entertain, but also tempts all wine merchants who want to make a profit here. To

Promotional innovation, detonating passionate entertainment

   nightclub is a concentrated place of fashion, avant-garde, and personality advertised. Promotions in the nightclub should also be extremely innovative and fashionable, complementing the atmosphere of the entire nightclub.

   Once there was a beer manufacturer who wanted to break into a local bar. After some visits, I found that the wines sold at the bar were generally of higher prices and of average quality. So a small bottle of high-quality beer was launched, imitating the packaging style of San Miguel beer, and the price was only 10 yuan. In order to ensure the promotion effect, the manufacturer negotiated with the bar and arranged promotional roll-up banners, banners, and counter promotions outside the store. Promotional materials such as stand cards can be seen by everyone who enters the door and buys beer at the counter. In order to ensure the effect, the promotion of selling beer and sending lighters was launched that night. But the effect was very unexpected. After a trial sale all night, less than 20 bottles were sold, and the promotion ended in failure.

   Why did this promotion fail? I believe everyone must be very clear. A nightclub is a fashionable gathering place. Everyone is constantly showing themselves to others and attracting 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. Traditional price promotions, non-characteristic gift promotions, etc., do not make much sense to consumers at this time, and simply cannot attract attention. To

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

   In the nightclub atmosphere, what people want is by no means a little bargain. What they want is always a new and exciting thing that can bring fun to everyone and attract most people's attention. To

Entertainment promotion, enjoy it

   There are many kinds of entertainment promotions. The key lies in innovation in form. It can be useless but it must be interesting. It can be worthless, but it must be fashionable and attractive. In 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 casual nightclubs. Due to the obvious differences between the two nightclubs, there will also be greater differences in the form of promotion.

1. Pure entertainment nightclub

  Pure entertainment nightclubs mainly include discos, nightclubs, KTV rooms, performing arts bars and other forms of venues. Here consumers can participate in various entertainment activities and fully indulge themselves. The environment is noisy and the atmosphere is warm. Such nightclubs are mainly composed of young people between the ages of 20 and 35, and most of the consumption on this occasion is emotional consumption. Because the environment is relatively noisy and people are more emotional, simple and cool promotional activities are more attractive.

Game promotion in the performing arts bar

   Yanjing Beer's popularity was extremely low when it focused on the Guangdong market. In order to open the market as soon as possible, a series of promotional activities were held. Nightclubs are one of its main channels, and Yanjing Beer held a promotional activity in the bar of "Seven Fresh Weapons, Get It If You Can!" The form of the promotion is very simple. Set up a Yanjing fresh beer dart board in the bar. As long as you buy a bottle of beer, you can get a chance to shoot the bid, and the person with the highest bidding points on the night can get the day’s “fresh weapon”. ". The form of the event was simple, but very effective. It caused cheers on the spot and repeated purchases in order to be able to obtain bidding machines. Sales and popularity rose rapidly in the bar.

   This is a typical entertainment promotion. It attracts consumers by participating in the entertainment form of throwing darts. Why does the ordinary promotion method achieve such good results in the night club? The key is that promotions are indispensable for time, location, people and the three. Copywriter Weber Yangding 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. To

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

Creative promotions for noisy discos

   Tsingtao Brewery held a huge South China trip clown marketing in South China, using clowns to launch large-scale promotional activities in stores, communities, restaurants, etc. Due to the fresh format, the promotion has achieved good results. Subsequently, the company moved the clown to the disco and started a promotion. Due to the extremely messy environment of the disco, it was very difficult to communicate with the language. This time, the clown used body language to promote the promotion. The clown was dressed in strange and gorgeous clothes. The costumes danced among the crazy crowd in the disco, and the lighting effect was very eye-catching. At the beverage service counter, there is another clown introducing the activity to consumers who buy beverages. As long as you buy this beer, you can get a stunning fluorescent accessory.

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