经济学人下载:掘金超级富豪

Business
商业报道

Advertising to the super-rich
掘金超级富豪

Posters for plutocrats
为财阀们量身打造的海报

How to sell more stuff to those who want for nothing
如何向什么都不缺的人销售更多的东西

If you doubt that the rich are different from you and me, try visiting a private-jet terminal.
如果你怀疑有钱人不同于你我，你可以去一个私人飞机候机厅看看。

One group waiting to board at Farnborough airport near London recently was a family of three generations and five dogs,
最近一家祖孙三代人和五只宠物狗在伦敦附近的范堡罗机场等待登机，

who would enjoy more in-flight pampering than any economy-class passenger could hope for.
他们在飞机上享受到的服务超越了任何一个经济舱旅客的想象。

Passengers do not linger long:
他们等待登机的时间并不长：

15 minutes or so before boarding.
大概也就15分钟。

There are no duty-free shops.
机场里没有任何免税商店。

But it would be a pity not to tap into these travellers'deep pockets as they pause between limo and aircraft:
但是没能在这些富豪走出轿车和登上飞机的间隙时间中，好好利用这段商机，还是挺可惜的：

if you cannot sell, at least you can market.
如果你卖不出去东西，至少你可以进行营销嘛。

That is the ambition of Adlux, a Swiss firm that runs ads in private-jet terminals,
这也正是瑞士公司Adlux的志趣所在。Adlux在私人飞机起始站做广告，

perhaps the most rarefied form of out-of-home advertising, a category that includes billboards and bus-shelter posters.
可能这是户外广告中最少见的一种形式，相比较而言，户外广告牌和公车站的海报倒是比较常见。

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.
公司的宣传册上写道：世界上最富裕的人只占总人口的0.5%，但是却拥有世界一半的财富，而且每个月乘坐私人飞机的人达到100万。

Before boarding they are in a completely captive environment with few distractions, says Lisa Rokny, an Adlux executive.
公司经理Lisa Rokny说，这些人在登机之前都是绝佳的买主，并且这种时候他们往往都无事可做。

Mounted above the coffee station in Farnborough, a screen shows a silent video.
范堡罗机场一家咖啡店上方有一个大屏幕，一直播放着一段消声视频。

Pastimes that the rich are presumed to enjoy are interspersed with ads for things they might buy.
富豪们可能喜欢的消遣活动中不时穿插着一些广告，宣传的都是一些他们可能会买的东西，比如奢侈手表和私人银行服务等。

Adlux's video loops, illuminated posters and product placements appear in 83 terminals worldwide.
世界上83个私人飞机航站楼都有Adlux的循环视频、霓虹展板和植入式广告。

Clients pay 60,000-70,000 for a four-week campaign at ten fixed-base operators,facilities that handle non-scheduled flights.
一场在十个固定运营商举办的为期四周的广告，就收入了6-7万欧元。

Business-jet travel in the rich world took a knock in the recession and has yet to recover.
在富人世界里，商务飞行在经济危机中遭受打击，至今仍未恢复。

But emerging economies are minting new jet-setters.
不过新兴经济体正在打造新一代的富豪阶级。

India's business-jet fleet has grown from about 25 in 2005 to over 150 last year.
印度的商务客机数量已经从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.
莫斯科的伏努科沃机场是欧洲范围内大型私人飞机国际航班最繁忙的机场。

The pitchmanship adjusts to plutocrats'migration patterns.
销售模式随着富豪们的出行模式而进行调整。

The middle-aged men who flock to Davos in January are receptive to cars and banking services.
那些在一月份搭乘苏黎世基地航班而群聚达沃斯的中年男子们，对汽车和银行服务都乐于接受。

Ads for yachts ran in Nice during the Monaco motor-racing Grand Prix.
在摩纳哥摩托车锦标赛期间，有关游艇的广告在尼斯持续播出。

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，乘客们平均观看视频的时间在12分钟左右，虽然那些富豪看得并不认真。

This is a slightly old-fashioned approach to seducing the super-rich; experiences are a newer way.
这种吸引超级富豪的方式稍稍有点老套了，顾客体验则是一种更加新式的方法。

Samsung launched its Bluehouse Club for gadget-loving moneybags with a dinner for 60 at Annabel's, a London club.
三星推出的青瓦台俱乐部就是针对那些有钱的小电子迷，在伦敦Annabel俱乐部组织60个人的晚餐。

A dancer performed on a new high-definition television, then in person.
在一台高清电视上表演的舞者，一会就真人出现了。

But there is more gold to be mined as the revellers fly home.
但是当这些挥霍享乐的有钱人往回飞时，仍然是商机无限。

Adlux is thinking of installing vending machines at FBOs which dispense Swiss watches.
Adlux现在正在考虑在固定运营基地安置自动贩卖机，销售瑞士手表。