Family - Setra

34 | Setra Highlight Setra Family News | 35
The target group is best addressed with advertising
on the web, in social networks
such as Facebook, on television, in cinema
advertising, as well as with flyers and postcards
in clubs. Additionally, the use of viral
marketing, e.g. on YouTube, is recommended
since young people are very receptive
to recommendations from friends and
acquaintances. An advertising campaign
featuring young celebrities that our target
group can identify with could effectively
round out a campaign. One thing is clear:
the image of bus travel in general needs to
be improved, even more importantly than
the image of a specific tour operator.
The price is right!
For young people, price is key to the appeal
of coach travel. Whether with group rates
(more economical for five people or more),
special discounts (three friends pay, one
travels for free), student or couple discounts
or travel vouchers from the Internet,
the feeling of having been given a “deal”
increases the appeal of coach travel
immeasurably. Guarantees are also popular
these days: for instance, a money-back
guarantee if the trip wasn’t satisfactory.
Collecting loyalty points is interesting too:
after ten trips, the eleventh is free. For special
events, the young people recommend
that coach operators work with suitable
coop partners. For example, affordable
student trips with universities. Or, coop programmes
with open-air festival organisers,
with discounted entrance tickets. In the
case of football trips, a coop programme
with the football club, where a visit “behindthe-scenes”
is offered – as an exclusive
touch – would be very appealing to young
people.
A dream coach
At the end of the workshop, the young
people were asked to design and equip
their dream coach. During the exercise, it
became evident just how important a
coach’s exterior is for young people. The
results were extremely varied, ranging
from elegant designs with shiny surfaces
and large tinted windows, through sleek
race car designs, to a very bold design
study in black, pink and silver. The coach
represents so much more than just a
“I love the idea of travelling
in a really well designed coach.”
method of transportation, and inspiration
abounds! Comfort couldn’t be more
important. Imagine a mix between a spa
and a games arcade with a series of extra
amenities and equipment. A quiet space
with recliners and panorama roof, massage
seats with room to sleep, sofas, rotating
seats, shower cabins or self-cleaning lavatories.
A snackbar, galley or kiosk would be
a must for serving snacks and refreshments.
But ultimately, entertainment is
what plays an even more important role for
young people. Along with a television area,
they would like tables with flatscreens
or rotating monitors on the ceiling. Also
a playstation, pinball machine, pool table,
kicker table or even a party zone with a
mirrored disco ball. All of these would go
a long way towards making coach travel as
amusing and entertaining as possible.
The perfect combination between price
and luxury
Even if many of the ideas proposed may
appear extreme, one thing is clear:
comfort, service and a certain level of
luxury are also very important to young
Anna, 20 years old
people. Achieving the right balance between
an attractive price and an equipment
package that includes a wide entertainment
offering, will greatly contribute to coach
manufacturers and operators attracting
and keeping younger target groups.
An all-new Setra website:
The new Setra world online
Setra celebrated the culmination of an eventful anniversary year – special series, a special edition,
several anniversary celebrations and a larger-than-life Setra Grand Prix – with the Kortrijk show and
the SetraShow in Ulm. These events offered the ideal framework to introduce an all-new Setra website.
„N
ow is the ideal time to give
our great products an updated
Internet platform”,
said Dr Jens Heinemann in Belgium, Head
of Marketing Communication. “The show in
Kortrijk sets the stage for the launch of the
Final Edition, which is the entry topic for our
new website.” If you need information on
the various series and models, the www.
setra.de or www.setra-bus.com sites are
exactly where you should be looking. You
will also enjoy quick access to key dates,
news and press releases. For now, the new
website is available in German and English.
Further languages are currently in planning.
A clear structure
With fascinating images and videos, visitors
to the site can immerse themselves in a
new, evocative Setra experience. An easyto-follow
navigation was key to us along
with a single-minded focus on what is
important for visitors to our site – an
optimal overview of our vehicle range,
technical details, information and details
on equipment, variety, design and comfort –
where everything can be accessed quickly
and with just a few mouse clicks. Links to
key pages are offered throughout the site,
thus eliminating the need for endless
searches.
Digital highlights
Even if you don’t have a specific reason to
visit the site, it’s worth having a look at –
and we hope you’ll enjoy it! The convenient
vehicle search, structured according to applications,
delivers technical highlights and
all specifications for the coaches. You’ll
also find current information on products
and events. “A model comparison enables
a direct “compare & contrast” between up
to three vehicles”, explains Dr Jens Heinemann.
“And, in the site’s extensive download
and video area, visitors will find everything
that promises to get coach lovers’
hearts beating faster.”