At our very first meeting with the client we knew exactly what their advantages were compared to their competitors. Unlike other bartending schools, which in order to reach their target audience need to first locate it within the Internet, next to IDF bases, etc., Galina has a significant advantage – its relevant target audience already comes every week to party at one of the clubs or bars of the Galina chain in Tel Aviv, and so the question we asked ourselves was, how do we maintain this clientele in order to insert a new brand – a bartending school – and brand it in the best way.
Women aged 20-26
Men aged 21-27
Phase 1 – concentrating on the clientele in the Tel Aviv area. Phase 2- expanding to other cities.
Method and implementation:
Using the target audience concentrated in real time at a particular location in order to distribute and convey marketing messages.
Developing a cellular application that interfaces with Facebook and integrates a management system.
Setting up rollups with special lighting around various clubs in Tel Aviv and integrating a large QR code with motivational marketing texts, such as: “Scan this code to receive a chaser on the house.”
Scanning the code would open a branded cellular application, “Club School,” which would allow the scanner to go to the bar, show the bartender the screen after having scanned the code, and get the chaser.
Scanning the code would create a share on the user’s Facebook wall that the user’s friends can see, and it includes the “Club School” logo with marketing text about the brand and the new bartending school, plus a link to the Facebook/landing page.
Blocking double scans – users who have already scanned the code and received a chaser would not be able to rescan, and if they attempt to do so they would get a branded marketing message about having already received a chaser.
Saving data – saving all information about the scanners directly to Facebook in real time with statistical analysis.