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Business
商業(yè)報(bào)道
Advertising to the super-rich
掘金超級富豪
Posters for plutocrats
為財(cái)閥們量身打造的海報(bào)
How to sell more stuff to those who want for nothing
如何向什么都不缺的人銷售更多的東西
If you doubt that the rich are different from you and me, try visiting a private-jet terminal.
如果你懷疑有錢人不同于你我，你可以去一個(gè)私人飛機(jī)候機(jī)廳看看。
One group waiting to board at Farnborough airport near London recently was a family of three generations and five dogs,
最近一家祖孫三代人和五只寵物狗在倫敦附近的范堡羅機(jī)場等待登機(jī)，
who would enjoy more in-flight pampering than any economy-class passenger could hope for.
他們在飛機(jī)上享受到的服務(wù)超越了任何一個(gè)經(jīng)濟(jì)艙旅客的想象。
Passengers do not linger long:
他們等待登機(jī)的時(shí)間并不長：
15 minutes or so before boarding.
大概也就15分鐘。
There are no duty-free shops.
機(jī)場里沒有任何免稅商店。
But it would be a pity not to tap into these travellers'deep pockets as they pause between limo and aircraft:
但是沒能在這些富豪走出轎車和登上飛機(jī)的間隙時(shí)間中，好好利用這段商機(jī)，還是挺可惜的：
if you cannot sell, at least you can market.
如果你賣不出去東西，至少你可以進(jìn)行營銷嘛。
That is the ambition of Adlux, a Swiss firm that runs ads in private-jet terminals,
這也正是瑞士公司Adlux的志趣所在。Adlux在私人飛機(jī)起始站做廣告，
perhaps the most rarefied form of out-of-home advertising, a category that includes billboards and bus-shelter posters.
可能這是戶外廣告中最少見的一種形式，相比較而言，戶外廣告牌和公車站的海報(bào)倒是比較常見。
The richest 0.5% of the world population owns half the wealth, its brochure cheerfully notes, and 1m people fly by private jet each month.
公司的宣傳冊上寫道：世界上最富裕的人只占總?cè)丝诘?.5%，但是卻擁有世界一半的財(cái)富，而且每個(gè)月乘坐私人飛機(jī)的人達(dá)到100萬。
Before boarding they are in a completely captive environment with few distractions, says Lisa Rokny, an Adlux executive.
公司經(jīng)理Lisa Rokny說，這些人在登機(jī)之前都是絕佳的買主，并且這種時(shí)候他們往往都無事可做。
Mounted above the coffee station in Farnborough, a screen shows a silent video.
范堡羅機(jī)場一家咖啡店上方有一個(gè)大屏幕，一直播放著一段消聲視頻。
Pastimes that the rich are presumed to enjoy are interspersed with ads for things they might buy.
富豪們可能喜歡的消遣活動(dòng)中不時(shí)穿插著一些廣告，宣傳的都是一些他們可能會(huì)買的東西，比如奢侈手表和私人銀行服務(wù)等。
Adlux's video loops, illuminated posters and product placements appear in 83 terminals worldwide.
世界上83個(gè)私人飛機(jī)航站樓都有Adlux的循環(huán)視頻、霓虹展板和植入式廣告。
Clients pay 60,000-70,000 for a four-week campaign at ten fixed-base operators,facilities that handle non-scheduled flights.
一場在十個(gè)固定運(yùn)營商舉辦的為期四周的廣告，就收入了6-7萬歐元。
Business-jet travel in the rich world took a knock in the recession and has yet to recover.
在富人世界里，商務(wù)飛行在經(jīng)濟(jì)危機(jī)中遭受打擊，至今仍未恢復(fù)。
But emerging economies are minting new jet-setters.
不過新興經(jīng)濟(jì)體正在打造新一代的富豪階級。
India's business-jet fleet has grown from about 25 in 2005 to over 150 last year.
印度的商務(wù)客機(jī)數(shù)量已經(jīng)從2005年的25架上升到去年的150多架。
Moscow's Vnukovo airport is Europe's busiest for international flights by larger private planes.
莫斯科的伏努科沃機(jī)場是歐洲范圍內(nèi)大型私人飛機(jī)國際航班最繁忙的機(jī)場。
The pitchmanship adjusts to plutocrats'migration patterns.
銷售模式隨著富豪們的出行模式而進(jìn)行調(diào)整。
The middle-aged men who flock to Davos in January are receptive to cars and banking services.
那些在一月份搭乘蘇黎世基地航班而群聚達(dá)沃斯的中年男子們，對汽車和銀行服務(wù)都樂于接受。
Ads for yachts ran in Nice during the Monaco motor-racing Grand Prix.
在摩納哥摩托車錦標(biāo)賽期間，有關(guān)游艇的廣告在尼斯持續(xù)播出。
Passengers watch the videos for 12 minutes on average, claims Ms Rokny, though the dog-owners did not seem quite so riveted.
Rokny表示，乘客們平均觀看視頻的時(shí)間在12分鐘左右，雖然那些富豪看得并不認(rèn)真。
This is a slightly old-fashioned approach to seducing the super-rich; experiences are a newer way.
這種吸引超級富豪的方式稍稍有點(diǎn)老套了，顧客體驗(yàn)則是一種更加新式的方法。
Samsung launched its Bluehouse Club for gadget-loving moneybags with a dinner for 60 at Annabel's, a London club.
三星推出的青瓦臺(tái)俱樂部就是針對那些有錢的小電子迷，在倫敦Annabel俱樂部組織60個(gè)人的晚餐。
A dancer performed on a new high-definition television, then in person.
在一臺(tái)高清電視上表演的舞者，一會(huì)就真人出現(xiàn)了。
But there is more gold to be mined as the revellers fly home.
但是當(dāng)這些揮霍享樂的有錢人往回飛時(shí)，仍然是商機(jī)無限。
Adlux is thinking of installing vending machines at FBOs which dispense Swiss watches.
Adlux現(xiàn)在正在考慮在固定運(yùn)營基地安置自動(dòng)販賣機(jī)，銷售瑞士手表。
