We rely on an operational early 2011 startupThe operation should enable him to rise between 1And Facebook proved that his model was strongThere will be no social turn as JeanLouis Borloo wishedAnd 2 of GDP according to the 6 institutesThese figures will appear clearly in the budgetNor let speculation grow without any riskThat of peripheral States reached the summits last weekBut a purely Malthusian policy has never created value in the long termThe prospects look better at European levelBrands already had the good old TV spot, classical radio advertising, the mailing and since few commercial email. They can now rely on a new concept for their promotion: New York evenings. Three years after launching the "French Tuesdays", a band of young French workers for their sake installed in this city that never sleeps has discovered that she had the hands a new communication tool: a list of friends ready to make a Tuesday on two day.
Since March 2003, Pierre beaten, Gilles Amsallem and Fabrice Calmettes invite to their bi-monthly evening a group of individuals sorted on the pane. But what was to be initially a festive pretext became a business concept. "The first evening, it brought together about 50 friends." The July 14, we were 500 and from September-October 2003, it attracted 350 people. "We felt that there was something to do", remembers Pierre beaten, who has paid himself first buffets and arrives to convince companies to hand in the Pocket to co-finance evenings become a "business".
As Pierre, Gilles and Fabrice today have many friends. More than 6,000 people are registered on the lists of "french tuesdays". At the end of three years and a hundred appointments in more than 70 sites, promoters of these evenings of a new type of draw for any occasion, 1,000 to 1,500 revelers. "About a third of the people is assistant are members." "The other two thirds are guests," says one of the co-founders. The profile type for this "clubber", clearly established since more than a year with a specific questionnaire, has what charm: 32 years, with annual revenues greater than $ 100,000, slightly more female than male, "frenchy" is in fact only 30 French. The image of this cosmopolitan city, a third of the assistance is American and the remaining third comes from the rest of the world.
These young dynamic, affluent and ready to party eventually seduce marks. "The leaders in a segment can afford a hype." But for a smaller player, it is often difficult to convince on a mass market. We can help you to put on stage and create a personal report, explains Pierre beaten, commercial ex-cadre in the Arjo Wiggins stationer who regrets not to have tried the American adventure. This is a new form of public relations. We address people hard to identify, likely to be fashionable and opinion.
And trademarks follow. Laurent Perrier, the Artisan perfumer, ski resort of Courchevel, Air France, Badoit associated these evenings. Laurent Perrier, however, is by far the most involved in the adventure, since end of 2004. The American subsidiary of the French group dedicated to these evenings one-third of its brand development budgets. "For us, this goes beyond that simple sponsorship, because even if we do not share in the case, we are partners, explains François Peltereau-Villeneuve, Director of the subsidiary." "We believe in this concept, which allows us to reach our potential customers, and help it grow: yesterday in Miami, now in Los Angeles and elsewhere tomorrow."
Three years after the launch of the adventure, the proponents of the system are so sure of the validity of the concept that they decided to move up a gear. In 2004, the evenings were relocated to Miami where there are 2,000 members. In December 2004, the company even tried another variation, called "Havalight", from the evenings for young Jewish community of New York, seductive about 2.800 people. Today, "french tuesdays" opens in Los Angeles. "We tested the validity of our concept and saw that it was possible to the duplicate, explains Pierre beaten." Some organizers of parties based their business model on contributions. We do not money by paying participants.
The world of the night he also followed as these appointments fill boxes a week night. To cover costs, the company takes a share of the turnover on drink sales but bars remain winners. "Today, it calls when a box opens." "Not only can generate a turnover of 40,000 dollars, but, in this also discover places", welcomed the co-founder of the company with a turnover of $ 750,000, begins to generate profits. It is the feast every fifteen days. But took no holidays for three years.
