How the Leisure and Licensed Trade can target Students

Currently the student market is a thriving segmented area which is constantly changing and moving and is proven to be highly profitable.

They might lead a fast paced lifestyle but don’t be fooled! They are very careful with the expenditure and can loose interest at a click of a finger.

So it is crucial that business’s adapt to maintain interest, and demand through their marketing. Fortunately there are some key tools which will help gain and retain students.

Please find below our top tips to accessing the student market

Accessing students

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Tomorrow’s marketers believe in door drops

A new study has found that the next generation of marketers recognises the valuable role of traditional door drops in marketing campaigns.
The research, carried out among marketing students at University of Hertfordshire, underlines the role of unaddressed mail in future communications strategies.

Nearly half (45 per cent) of those surveyed said they believe that door drops have a valid role to play in the media mix.


The study by Royal Mail Door to Door also found that over one third (35 per cent) believe that current marketing directors underestimate the value that unaddressed mail can add.


One fifth of the students said they plan to use the door drops in their future campaigns. This is an encouraging statistic for the future growth of door drops, which currently account for four per cent of total media spend.


The Royal Mail study also highlighted the key benefits of door drops as a channel. Respondents identified its ability to deliver product samples directly to the hands of the consumer, reach, and tangibility as its key strengths.

CFL Marketing have recently organised a number of door drops for a national bowling company as well as one of the UK's largest pub chains

Phil Martin, Marketing manager CFL Marketing said "We are seeing an increased demand of door drop distribution, and providing done in the correct way can return a compelling ROI, especially when used as part of an integrated marketing campaign. That said we would still see personalised direct mail much more responsive"


To find out how a door drop can help your business call CFL today on 01225 782 669 or log on to www.cflmarketing.co.uk

CFL Sponsor and Present the Award for Digital Promotions at The IPM awards

Over 650 people attended this years IPM Awards at the London Hilton, Park Lane, to cheer on the winners of the coveted trophies – all 98 of them.

CFL Marketing MD - Mike Bronson and Creative Director - Paul McCoombe attended the IPM Awards last Thursday to present the Award for Digital Promotion.

The award went to "The Big March" campaign.

Campaign: The Big March
Promoter: Beatbullying
Agency: Beatbullying/Arnold KLP
Account director: Karen Delaine-Smith
Creative director: Andrew Watkinson

Bullying, particularly cyber-bullying, is a huge issue in the UK, and charity Beatbullying wanted to use the UK’s existing National Anti-bullying Week platform to mobilise children, teachers, parents, businesses and brands to get a debate on bullying in Parliament. They needed 100,000 petition signatures to do so: this campaign delivered 915,000. The key element was the idea of a virtual march, with avatars of petition supporters ‘marching’ across the websites of participating companies, brands, personalities and organisations before arriving at the No 10 Downing Street website. The more than 75 brands included MTV, Orange Rockcorps, Robinsons Fruit Shoot and The Sun, while celebrities included JLS, Pixie Lott and Archbishop Desmond Tutu. All on a budget of less than £50,000.

Mike Bronson said "we would like to extend our congratulations to the Beatbullying team for their Big March promotion - a worthy winner!, we would also like to thank the IPM for a fantastic night and for allowing us to be involved"

For a full list of winners click here>>

A level results……A time to celebrate???

I’m sure you’re aware it’s A levels results day coming soon (Thursday the 18th August). This means there is going to be plenty of thirsty students looking to let their hair down, with 4 long, well deserved days off.

With students keen to celebrate getting their University place or to drown their sorrows, this provides the perfect opportunity to drive custom to your venue.

So why not contact CFL to build a targeted promotion?

CFL Possess that rare combination of operational experience, marketing flair and industry knowledge, our dedicated client services team will custom build a solution to fit any given brief or requirement.


Remember - you don't have long so drop us a line 01225 782669 - or email philm@cflmarketing.co.uk

www.cflmarketing.co.uk

CFL Marketing for Pub's

CFL Marketing are helping more and more Public Houses to Market their business and improve their trade.

Please see our latest brochure for the pub trade.

let us know what you think!

www.cflmarketing.co.uk

CFL Marketing for Pub Trade

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What digital marketers can learn from DM

In an age of information overload, digital marketers could learn a lot from the personalisation and value pursued by direct mailers.

Hardly a month goes by without some development in digital being hailed as the next big thing in marketing innovation. It is easy to see why - digital can engage consumers more quickly and effectively than other marketing techniques, as well as provide instant and detailed data on financial returns.

In an era of information overload, however, digital channels - and in particular mass email marketing - are in danger of alienating, rather than attracting, consumers. For example, email open and click-through rates are declining year on year, according to a survey last year by MailerMailer.

With a renewed emphasis on better targeting and deeper personalisation, direct mail is once again in the spotlight. In the past, brands have all too often been accused of looking at direct mail in terms of volume, rather than value, in their pursuit of response rates.

Mail volumes, however, have been falling year on year, and developments in the medium, from behavioural targeting to improved personalisation, suggest that direct mail is now at the forefront of customer relationship management (CRM).

Standing out on the doormat is becoming ever-more difficult, and achieving it requires creativity.

Like conventional direct mail, email should only be used wisely, discriminately and with respect to the consumer and the brand.

Cut-through is becoming more and more difficult due to spam filters and consumers' patience wearing thin.'

Email campaigns all too often suffer from poor targeting and low optimisation, due to the low cost of email, which reduces the financial impact of getting things wrong; in contrast, the higher cost of direct mail makes testing an economic necessity.

Email marketers can learn the value of testing from the direct discipline. 'Messages, data segmentation and profiling, subject lines, offers, creative, timing; all should be continually tested and measured to help improve response and understanding of consumer wants and needs

Mail can also be an effective driver of engagement and dialogue between brands and consumers. The innovations detailed in this piece, from data cleaning to behavioural targeting, demonstrate how the medium is a force to be reckoned with, despite the exponential growth of digital communications. Direct mail is not so much fighting back as finding its niche in an industry that recognises consumers differ in the way they want to receive information and promotional offers.

For more information on implementing an integrated Direct Marketing approach please contact CFL Marketing on 01225 782669 or log onto www.cflmarketing.co.uk