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NYE Singles Party

By Thom Steendam / Nicky Samijn / Stefan Deriks. NYE Singles Party. Live Music Bar Tilburg. Table of Contents (1). 1. INTRODUCTION & ANALYSIS. 5. STRATEGY. TARGET GROUP. 2. 6. KEY MESSAGE. GOALS. 3. 7. VALUE PROPOSITION. BUDGET. 4. 8. FEATURES / BENEFITS / VALUES.

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NYE Singles Party

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  1. By Thom Steendam / Nicky Samijn / Stefan Deriks NYE Singles Party Live Music Bar Tilburg

  2. Table of Contents (1) 1 INTRODUCTION & ANALYSIS 5 STRATEGY TARGET GROUP 2 6 KEY MESSAGE GOALS 3 7 VALUE PROPOSITION BUDGET 4 8 FEATURES / BENEFITS / VALUES

  3. Table of Contents (2) 9 MEDIA SELECTION 13 EVALUATION PR & PUBLICITY 10 SALES PROMOTION 11 EXECUTION PLANNING 12

  4. Introduction • For single people above 40 years • Location: Live Music Bar Tilburg (2 locations) • 60’s and 70’s music • Including dinner, fireworks and NYE party • Dinner (incl. party) - € 49,50 (100 max) • Party at 01:00 € 20 per visitor

  5. Analysis • Target group wants toconnectwithotherpeople • Want to have a relaxed evening • Clean atmospherewanted • Safe environment • Relativemuchtospend • Notmuchcompetition

  6. Targetgroup • Single people between the age of 40 and 65 • Have a relative good income

  7. Total Target group Singles between the age of 40 and 65 1 Target group: 60.000 2 Awareness: 6.000 3 Visitors: 600 Awareness 10% Visitors 10% Visitors: Goals Cognitive – we want 10 per cent of the total target group to know about the NYE partyAffective– 10% total target group knows that this party will be full service and for singlesConative –1% of the total target group will buy a ticket for the event.

  8. TilburgseKoerier€570 Posters €120 SEA€ 150 Leaflets €35 Affiliate€1000 Budget

  9. Budget • Income: 100 x € 49,50 = € 4.950500 x € 20 = € 10.000Averagetotal drinks p.p: € 15 (x600)Total income: € 23.490

  10. Budget • Expenses: Advertising: € 1890Location: € 10.000Diner: € 3.000Earlybird tickets: €100Manhoursadvertdistribution: € 500Total expenses: € 15.490

  11. Budget • Incomewhensold out: € 23.490 • Estimatedexpends: € 15.490Maximum profit: € 8.000 Breakeven at around 270 visitors at the party when diner is soldout

  12. Features/Benefits/Values Benefits Values Features NYE Party

  13. Strategy • Higher Price Segment • Luxury • Two-sided positioning

  14. Key Message Great Night “An unforgettable and careless New Year´s Eve party, and may be the beginning of a year of love” Love Happy Diner

  15. 1 2 Value Proposition Complete Carelessness Unforgettable 3 4 Full Service SuccesfullEvent

  16. Advertising PR & Publicity 2 1 4 3 MarketingCommunication Tools Direct Marketing Sales Promotion

  17. Media Selection 1 2 3 4 5 Newspaper Posters Affiliate Google Leaflets TilburgseKoerier Offline Dating Activities Lexa.nlRelatieplanet.nledarling.nl SearchEngineAdvertising At Bars Speeddate Activities

  18. PR & Publicity (1) Groups: • Governmental services • Neighbours • Dating websites • Family andfriends of the target group • Press • The cafés of Tilburg • Suppliers • Localauthorities

  19. PR Press Release Press Letters E-mails - Gouvernment Services - Neighbours - Logal Authorities PR & Publicity (2) - Dating Websites - Suppliers - Bars in Tilburg

  20. Profit Time Sales Promotion • EarlyBooking discount • Combitickets • Direct Marketing

  21. Execution Planning

  22. Evaluation • Large market • Unique party • Low Competition • Survey after event • Couldbe a succes!

  23. The End

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