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35 6.2.3. Flyers

Another channel of communication will be some flyers available in our Karaoke bars as well as distributed in the streets: faculties, school entrance, hotels, start-up events, open-working areas… Flyers will also be available in our local suppliers shops or factories. Likewise, as “En-chanté” wants to promote CSR in the city of Nantes, flyers will be displayed in public administration to explain our social project.

The flyers will contain our Facebook Page, URL website and Instagram account as well as the logo of “En-chanté”, to have the broadest coverage possible.

The estimated dimensions of flyers is: A6 (841mm x 1189mm).

6.2.4. Radio and newspapers

In Nantes, daily local newspaper such as Direct Matin Nantes and 20 Minutes Nantes are available at every tramway stops all over town, and almost every student or executive read them at least once a week, when they take public transportation. Therefore, they represent an consequent channel of communication for small businesses and using them in an efficient way could be beneficial to “En-chanté”, presenting it as a innovative experience of leisure.

Therefore, an announcement of the opening of the bar could be placed in those newspapers and some punctual ads could help to be renamed in Nantes.

In the same way, local radios such as France Bleu Loire Océan, AlterNantes, or Sun FM could casually broadcast small ads, in exchange of small discount in our Karaoke bar for instance.

They might even interview some customers who would have already experienced singing in private rooms inside “En-chanté”.

6.3. Partnerships

The second significant side of our marketing plan will be to develop partnerships to be as close as possible to our targeted customers. Indeed, it would help to get recognition among the population and also to secure customer loyalty.

DOI:10.6814/THE.NCCU.IMBA.007.2018.F08

The first type of partnerships will be with student associations. Indeed, faculties, business schools and engineering schools in France are composed by many students associations. For instance, Audencia Business Schools accumulates 24 student associations which cover social, sportive, humanitarian and cultural fields (Source: www.audencia.com). Another important school in Nantes, Ecole Centrale de Nantes, totalises more than 80 student associations. There is no doubt that they can be a useful asset for “En-chanté” if partnerships could be developed between them.

Evidently, partnerships with associations must be thoroughly chosen to bring benefits to both students and the bar.

After saying this, “En-chanté” wants to focus to some top associations of those two relevant schools: Audencia Business School and Ecole Centrale de Nantes, as they are the top-quality and international schools in Nantes.

For instance, “En-chanté” could target Shamrock Association which is a cultural association in Audencia. Shamrock is in charge of musical life in Audencia, they have an orchestra and they organise a festival each year in Nantes to promote local artists. For them, having the opportunity to have a place where they can produce themselves, in the ground floor of “En-chanté” bar, could be a great advantage instead of renting stages in other bars. As it is a popular association in Audencia, it will be necessarily beneficial for the Karaoke bar as students will come to support them playing music and would probably like to experience the Asian style Karaoke in Nantes after. We can easily imagine that students and people who would like to support musicians would have to pay a small fee that would be distributed between the association and the bar.

Another relevant association would be the International Student Association as they are in charge of the welcoming of International Students. They organise numerous events during the year to promote exchange between local and international students. There is no doubt that they could use our Karaoke bar to organise such private events.

DOI:10.6814/THE.NCCU.IMBA.007.2018.F08

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Other student associations, for instance with social or humanitarian purposes could display some ads or posters in our bar in exchange of some Karaoke room bookings. They will benefit from the displaying and “En-chanté” will benefit from students who could come back with friends, and friends’ friends and so on.

The link between Audencia and the bar is symbolised by Alexis de Cagny (co-founder), former student of Audencia, who knows the Administration and the way of running associations. It will be easier for the “En-chanté” team to reach students from Audencia Business Schools, especially during the students elections in the month of November.

6.3.2. Professional partnerships

Another type of partnerships will be professional partnerships. Indeed, the second main target of “En-chanté” is the young executives who work in Nantes and aged from 25 to 35 years old.

To attract them in addition to the all the previous communication channels, “En-chanté” has decided to develop partnerships with companies: indeed, there are many advantages for the two sides.

First, from the company point of view, the Karaoke bar can be used for many corporate events such as afterwork drinks which are very widespread in France, especially among young executives. It is a mean to meet colleagues in a more informal environment, and socialise with other colleagues outside from the work. In the same way, the Asian style Karaoke can be a place for teambuilding activities that managers or Human Resources want to develop nowadays among their employees.

Then, from the Karaoke bar’s point of view, developing such partnerships with companies would help to be renamed and then, to secure their fidelity. Indeed, they will develop their basis of customers as they might come back with friends, or speak about this innovative concept to their family.

DOI:10.6814/THE.NCCU.IMBA.007.2018.F08

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38 6.3.3. Public partnerships

The last type of partnerships could be developed with Public associations. Indeed, as Corporate Social Responsibility (CSR) is deep-rooted in the “En-chanté” DNA, and as Nantes is a pioneer in the development of public policies to promote CSR, agreements could be found between the two. For the Mayor Administration, it would be a reliable place to display social or environmental project on our walls or windows.

For “En-chanté” Karaoke, it will be a mean to improve recognition and visibility among the city-dwellers of Nantes.

Some public cultural associations that promote Asian culture in France can also use our Karaoke and support us financially or by the sharing of our publication on social media.