Let’s see how many people we are reaching for how many

Meeting, Friday 22th of November

 Max exposure for minimum costs

Trafalgar square: Near to the location of Yotel + art and culture

 Media planning

Discussed about the style of the power point

–          More professional

–          With yotel style / purple or our agency style?

–          Keep the theme of superheros/ images of comics in the background  then a white space to write the text

–          Focus on the our main idea and the number of people we are going to reach

People reached through direct marketing:

–          Interior design magazine–          How design magazine

–          Marketing magazine

 

–          Time out 
millions  6 millions = users from time out

==> 9 millions readers

Publication timeline

How design magazine : every two months

Interior design magazine: monthly

Marketing magazine : monthly

Time out: weekly

 

Our main spots traffic

60 000 visitors through Shoreditch

80 000 trafalgar square

Tube traffic in the picadilly line: every week day  529 550 passengers

Saturday: 472 357

Sunday: 298 949

Annual : 176 177 million

 

Competition launched at the Trafalgar square event

Price distributed at the Yosushi: 120 000 guests per week, 6 millions per year

(source = mediacentre – heathrow airport : source of these number) 

Total =  11millions people reached

 

2 weeks campaign so we need to find out the number of people in the underground during two weeks

1229 millions of passagengersthrough  every line every zones , travelers per year so it’s too much

62 stations in zone 1

11 lines for the whole London underground (wiki source)

 Tube: one single huge billboard

This last october 88 thousands visitors (this is how look London source) ComiCon, an event that happen twice a year (may and October) 76 000 customers in may. Event where people dress up in superheros

Creative ideas for the tube (advertising):

put a geisha on the billboard with mirrors “ a touch of japan in London”

Buckingham palace built with sushis

London+ Japan touch

Put an old mobilephone and then a Iphone, an old computer and then a laptop, and a classical hotel and then Yotel, innovating , technology.  

Our key ideas for the concept of Yotel

“Smart design, executive experience” è for business purpose

“??“ For leisure purpose ==> to determine

public always ask where did we find the figure, we have to be sure that numbers are supported by sources

We need to anticipate all the questions

In the research part è include something about the leading market/ competitors

Theory

 Don’t spend too much time on it unless it is useful to justify our choice

should use theory è why do we use box park, Trafalgar square, a cabin experience?

Otherwise, keep this part for questions at the end of the pitch

 Timeline

Four ads over four issues, four magazines during four time

Four time per magazine

Time out : every two weeks over the summer because people are going to visit (we want them to be in holidays)

MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Comic on(co-sponsorship) How design Time out Interior magazine 

How design

 

Time out

 

Mid-august: YOSUSHI instagram

Interior magazine 

Party for blogueurs

 

A week after: business event

 

Trafalgar squareandthen one week later Box park in Shoretich

How design 

Launch

 

 

Trade shows 

Interior design

Interior design

 

Tasks assigned for next week:

 –          Need an intro (company,ourself and the campaign, it’s gonna be a two approaches because we find out the difference between holidays and business and why IMC (Caro)

–          Theoretical research and researches: Gigi (will not divide into primary and secondary) and the main conclusions (quality, price, and location)

 –          Then objectives (Temi + Adja)

–          Then creative, media, timeline (Fergus and Marisa)

–          Then budget + timeline (Iris)

–          Then measurement (qr code on advertisment when it’s possible – not in the underground, social media trafficetc) (Temi + Adja)

Then Conclusion: let’s do it next week

 Write in a slide documents power point  Everybody should take a look to measurement methods

 Missing information

–          Tube

–          Sponsorship

–          Box park rental

–          East cost train from Leeds, Manchester, Edimburgh (more people to add to the 10 millions already reached)

–          How many customers in the X number of restaurants at Yosushi?

–          Cost of 5 000 flyers?

–          How many people use zone 1 and 3 per week ?

–          How expensive is it to communicate on the trains that go to Edinburg and Manchester è check price on trainline from london to these cities

Next meeting: Wednesday, 27th of November, 2pm

Goal: the maximum exposure for the minimum budget

Meeting – Friday 21 of November

Main question: how are we going to have the maximum exposure for the minimum money?

Today’s goal is to evaluate how many people are we going to reach and at what price

Reviewing of different magazines then we selected the main magazines according to the number of fans/ followers on the different social media. Take the biggest magazines to reach the biggest community.

–          Time one London

–          London on the inside : London in general, the hippest trends and coolest brands

–          Interior design magazine: 652 855 facebook fans, 135 667 followers on twitter

–          How design magazine: target young professionals, 53 712 facebook fans, 87 453 followers on twitter

–          Adweek: 158 975 twitter, 142 000 facebook

–          Marketing magazine, UK’s leader, 183 241 twitter, 594 000 facebook

Iris talked about the mini’s campaign that had created an app to find a real mini car in the city center, the people who found it won it. I should give a look to this campaign

 Trade shows:

–          World travel market: 3-6 November. Exhibitors: airline, hotem

–          Sleep hotel design excellence show contest. 20-21 november, at the business design center in London

–          100% design

Blogs:

–          Style Bubble, about fashion. 51 338 facebook, 212 452 twitter

Traffic on the different spots

–          Trafalgar square:

–          Box park in Shoreditch:  twitter 13 935, facebook 37 173, instagram 5138, 16 328 were here on facebook tag, tripadvisor attraction number 35/420

–          Shoreditch: 60 000 people/week

–          Yo sushi to conduct the instagram contest: 124 239 facebook fans, 1929 followers instagram, 37025 on twitter (yosushi pages)

Budget part

–          Magazines: 4 adds during 8 weeks prior the launch inside 4 magazines

–          Box park Shoreditch: 200£ per square meters, here for 12m² it’s 7200 GPB

–          Trafalgar square: 1000 £/ hour, 10 000 GPB / week-end. Cabin design è 20 000£ + logistics, shipping, setting up è 5000£ + staff 8 hours/ 80 pounds è 1000£

–          Trade shows: 3 exhibitions è 7000£

–          Instagram contest è 1000£ for leaflets

We thought about removing the event from Trafalgar square to a square in front of King cross saint Pancras because it was too expensive. But I argued the fact people won’t stop to try our cabin because Saint Pancras is a high traffic place where people won’t stop, having their luggages, they just want to get to their place as quick as possible.

We were thinking to place an ad in Eurostar magazine or through a huge billboard in the station. We also thought about the possibility of creating a partnership with Eurostar but for sure it won’t be this easy to establish it in such a short time

Billboard in a huge transit underground station to foreseen

See more tomorrow. Task until then : searching for bloggeurs. Tomorrow’s main goal: finish the budget part

Meeting for the pitch

Wednesday, 20th of November

Pitch planning

Global plan

Part 1: who are we

Part 2: the core message / key ideas

Part 3: research methods and target

Part 4: objectives

Part 5: Creative section (what we are going to do and how)

Part 6 : budget

Part 7: measurement

Part 1: what we are , what we are going to do / talk about

–          Why marcoms / IMC ?

–          Credentials: talking about the strengths of our team, focus on our experience

According to Gigi, we should not focus on this because it’s useless we only have 15min

Part 2: the core message / key ideas

–          Theoretical background/ planning process theory (very important, see first lecture recommended by Phil)

–          Our original idea was : you don’t have to flight first class. We try to find other key words to create the perfect slogan. We came out with these words: smart experience, stunning, perfectly design, optimized, unique, engineered. We found really great the slogan used by BMW : ‘design for luxury, engineered for excellence’.

Ideas of slogan:

Smart design for a stunning experience

Smart sleeping

Note that Yotel twitter account describes Yotel with this slogan: “everything you would expect from a luxury hotel in a small space”

Part 3: research methods and target

Research and then segmentation according to what we found in research. Define here the difference between business and leisure è 2 types of stay at the hotel

Need to focus here on what we found more that how we did it. We have to show to the client we have carried out a competitive analysis / in-depht interviews that enable us to perfectly understand the market. Don’t spend too much time on the details. Don’t talk of qualitative /quantitative at all, just say: we have carried out interviews among 24 people and here are the main results from it.

Part 4: objectives

Objectives according to what we draw from the research

–          Increase brand awareness by driving traffic on social media (need to specify which media) by X%

For instance, on instagram, there are 56 000 posts about the hashtag ‘trafalgar square’. It means that 56 000 people are looking on instagram for Trafalgar square. If we associate Yotel with this hashtag we will have a very interesting visibility among this huge community. Brand awareness cannot be measured but on the 56 000 people, maybe 1/3 from them will remember of Yotel name. That can already represent the occupancy of Yotel in one year

Need a theory to support this objective:  AIDA model è we want to raise awareness because it leads to interest then desire then action

MAIN IDEA: maximum impact for the less money. Hit as many people as possible in a shortly time

Need to create a timeline

–          Secure both corporate and leisure booking. Room occupancy: the number of room booked. 80% to 85% is the rate of occupancy the marketing director is expected, would be the minimum to reach success

–          B2B marketing: business corporate networking è relationship objective

The more precise the objective is the easier it is to measure it

Part 5: Creative section (what we are going to do and how

Marketing tools that we use:

–          Social media

–          Event

–          PR

–          Direct marketing (magazines)

Fashion

Design / architecture

Culture/art

Airport magazines

Technology such as Ipod users, App magazines

Advertising / marketing / communication / media magazines

Need justifications and theories

 

Leisure Business
–          Instagram Contest supported by Yo sushi-          Bloggeurs night  –          Corporate event. Event for the 100 top SME to work for-          Direct marketing (industry magazines)
–          Launch event at Trafalgar square:

Start with the cabin in Trafalgar square

Then in the box mall in Shoreditch

Then around 5 different cities : Edinburgh, Liverpool, Bristol, Leeds, Manchester (circulating van)

–          Instagram contest supported by Yosushi: good because not too expensive, people would already be in YOsushi.

–          Trafalgar square: can be interesting to join paper to fill in order to subscribe to a newsletter if interested by Yotel concept in order to receive it next time in e-mails.

Theory of marisa: the more you are exposed to a brand, the more you will remind it. So people have to see yotel several time (hence the continuity principle over 6 months)

We think that launching the cabin exhibit in Trafalgar square 4 months before the real opening of Yotel in central London is too early – people will forget about it before. So we decided that 6 weeks can be fine

–          Blogueurs night: aroung 20 blogueurs to contact. Make the blogueur nights and corporate event inside the Yotel because it would be ready before opening, if it’s not possible then try to choose a place that is as close as possible from Yotel. Global idea: first one to try the concept, exclusivity , exclusive stay, make people connect with the brand

–          Corporate event: SME from agencies, creative industry, advertising. They will be physical target here in front of us. We have to get them on board. Need to talk to peers too, not only to 30 person. To do so, use the biggest journal/ magazines with direct marketing

Our planning need a continuity over 6 months. The month we decide to start it doesn’t matter

Success recipe from Phil: having one very clear idea, stick to it, sell it.

Monday, 18th of November

Meeting with Phil

Topic covered:

First of all, in order to sell a strategy, it’s important to focus on only one big idea

Our big idea can be that Yotel is the new arm of Yogroup

The main goal of the operation is to raise awareness

Our creative ideas:

–          Put a Yotel room in Shoreditch (the box) and Trafalgar square, exhibit in this room. “Here we are, come in and experience it”. Goal: convince cool people that Yotel is the new thing to try because is a new cool thing. The target audience is quiet interesting in experiencing something new, feeling that they are in a new technological trend and that they can therefore lead it.

–          Instagram pictures contest, this kind of contest is successful

–          Blogger event. Use a large blogger community to attract them, to seduce them with the Yotel concept in order to make them talk about the brand by using their blog and social media to post things

Remind of the difficulty to understand the concept

Phil’s advices:

–          During the pitch, narrowing this down : don’t spend much time talking about what the brief is because they already know it

–          Don’t spent too much time on the research part unless we have found important/ relevant figures/ information that might interest them, something new and unexpected they might not be aware of

–          Everything must be focused down on the central core message (remember his schema), on the big idea of the campaign. Remember that on his schema, he said that under the core message we will have to think about the support, teasing etc., everything that contributes to the campaign

–          Objectives must be very clear. For instance, “want to achieve X hundred booking within the next X months”, and the same concerning social media audience: we must give an idea of the expected traffic , giving media audience figures, number or fans, percentage of specific audience (workers, travelers).

–          The most important point to demonstrate is that X million people would be aware of Yotel/ our event

–          The campaign needs to have a form of words, a demonstration of the core message

–          We need to select very specific medias such as design magazines, software magazines , magazine for iphone users, pick off/up? archetypes, pick up those professions etc.

–          Don’t talk about awareness much but sensibility from these target to the concept

–          Make sure everything fix with your central concept and then after test it

Conclusion

Globally, he really found that our ideas were good. He advised us to have one very clear idea and then stick to it and sell it

 

 

 

Research results discussion

Friday, 15th of November

Each of us presented his/her findings after having conducted one or two interviews among person we know. We try to reconstitute the real conditions of a focus groups. We retranscrire everything that was said during the interview, even the time taken for reflexion, hesitation,s laughs etc.

we organized the presentation on the following format

-accomodation habit

-business

– Particular issues to Yotel

the mains findings are:

Then we go on for the presentation with Kate

things that have been said :/ to improve:

Moderator Guide

Wednesday, 13th of November

Today we meet to review together the design of the moderator guide

We check if there is any redundant or missing question, we check the global coherence of it in respect with the triangle Kate advised us to do (from the general to Yotel)

We reminded to all of us that we have to interview two person trying to realize the real condition of a focus group, by reading the questionnaire. We will have to retranscript the data word by word, and put gestures or reactions (body language) into brackets.

Let’s Instagram !

Monday, 11th of November

During our meeting we designed the questionnaire for the focus group

We talked about our idea of creating a contest on Instagram. The principle of this contest is to invite people sharing their photos of the place they prefere in London. The most appreciate one will win the contest. The prize is a  free night in Yotel to discover the concept

We prepare our questions for the coming of the Yotel’s marketing director

We want to know more about the competitors and the target group (demographic segmentation?)

Marketing director of Yotel, presentation: