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Nightclub Marketing - Never Deviate From the Target

I witness a lot of people make the mistake of planning their nightclub launches or events without looking at the end goal before starting. I say, reverse the sequence. It’s important to predetermine your nightclub promotion's goals and targets before diving into the ocean of planning and promoting it. Every such activity has to benefit your nightclub marketing campaign in some form or fashion, whether in terms of increase in bottom-line, increase in brand recognition, worth, increased visibility, additional buzz, more revenue or increased sales. All of these are useful business goals, but you should narrow them down to one or two purposes. These objectives lay the groundwork for everything else that comes into play. So always make sure that you get this correct.

Establish some metrics - were the goals met?

Computing nightly and weekly sales is easy to assess, so I'm not going to discuss that now.

However, some results are qualitative in nature and cannot be tangibly figured. For example, if the reasoning behind a club night is to build brand recognition, then calculating the success of the event goes through a typical analysis. To get feedback on how your nightclub attendees feel about the entertainment and theme, an on-site analysis will suffice. The questionnaire will assist you in determining whether you prepared the most impactful theme to meet your name recognition objectives and whether the event is affecting the audience’s attraction.

Words to the wise: when it comes to online surveys, solicit your audience in a welcoming manner but don't offer bribes or it will affect the results. Start with the basics, such as questions about whether or not the staff was friendly, before getting into the deep details. Ensure that you place the open ended questions at the end and request their names and contact info for future questionnaires.

This feedback will shed light on how your nightclub promotion went as well as give you ideas on how to labor future nightclub promotions.

Conclusion:

Everything that you do is business. If your activities are not bettering your nightclub business grow, then there is some absent piece in your marketing plan. Establishing your targets and goals from these activities helps put your staff on the same track. You should never stray from your set goals and should use it as a foundational touch-point for all evaluations. This is a needed strategy for being sure of the success of future nightclub promotions. Your nightclub events should be followed by ROI calculations to see if nightly and weekly goals are met. So from now on when you are strategizing a promotional event in your nightclub, wear your business cap and brainstorm with goals in mind.

Nightclub Launches - Marketing Strategies

To get your nightclub marketing promotion to take flight, you need a great tale to tell. Your tale is simply your account of the event to your prospects. What is your story? Why should they care? I’ve always wondered why some nightclub event stories went straight to the top and others just fizzled out like they never even happened.

We all want big successful nightclub promotions, and it turns out that most of it is in our own hands. I am saying this to you with the assumption that your nightclub endorsement affair is going to be well worth the marketing plans and efforts.

I’ve written about how to increase your stories in all directions. Now I want to develop it even more. If you are marketing your own nightclub, you need to really understand how to convey effective stories. The art of chronicling is beneficial to all businesses because it allows for difficult things to be put in easy to understand language. We come across numerous situations where we can gain advantage from this skill, such as when you’re having coffee with a potential business partner, when you get a chance to meet a shareholder, when you’re pitching to your clients, when you come across an old college alumni on a weekend getaway and even more crucial, when you are about to explain a new nightclub marketing plan to your stakeholders or anyone else in the market for that matter.

Telling a nightclub promotion is about summing everything up perfectly and detailing it in a way that can influence your potential clients or followers to take the action you want them to take. This is done by tapping the right emotional triggers to the ideal people at the right time.

The mental appeals that you opt to tap will vary based on your single offerings, but we can securely say that the old tested rules of “superman tales” still apply. And man do they work! It's human nature to find dramatic stories appealing, especially those with a great deal of commotion, powerful passion, edge of your seat thrills and good prevails. We want to be moved. We want that human to human association. We want good to prevail. We want to listen to people who understand where we come from. If you can incorporate these into your story, you’re bound to have a notable impact and reaction from your targeted audiences.

Provoke your key message (video, verbal or email) as informal and relatable to your audiences as possible. Truly speak to engage them as if it were a one-on-one conversation. Here is a structure (also endorsed by industry leader Jeff Walker) that you can use for your story:

1- Start with reiterating the fact that you walk in their shoes. That you have a lot of similarites. The reasoning behind this intro is to get the notice of your key targeted club patrons and get them to believe “hey, this person is just like  me...”

2- Then name a few frustrations that you have (related to your nightclub). E.g. “I’ve been looking around for cool places to hangout, where I can just take my mind off work and interact with like-minded people and not have to deal with any static... but there is just nothing like that around…” Make them listen and think "yeah, I get that!

3- When you are sure you have them hooked, speak to them in regard to how you are going to change things up. You can toss out ideas and thoughts and let their minds wander off. Don’t limit their thoughts to detailed examples.  Let them envision endlessly and as far as possible.

4- Finally, when you are certain that they are pumped up about how all of this can turn around, give a suggestion for an answer and throw in how it can help individuals exactly like them (i.e. him directly). Supply them a reason to communicate about it and all you have to do is maintain the conversation's life with enough stamina from the get go and a great tale will catch on fire.

Your viral marketing is done in the shape of one good story. This was done at no cost and they will be in line at the door to realize the tale you conceptualized in their heads with only a little thought.

It takes very little time to come up with the good meaningful stories that you can create to turn your business around. So get started and let those creative juices flow! Contact me if you need further inspiration or assistance.

Launching at the Apex - Nightclub Marketing

Typical nightclub promotions adhere to a traditional pre-buzz campaign with the excitement increasing up to the actual nightclub marketing event (where it peaks) and then decreasing all the way down until it reaches an average constant level. Check out the diagram on the left to take in what a typical hype curve looks like:

When we speak about the revolving door techniques for launching your nightclub promotions, we are essentially looking at a curve that looks something like the graph below:

So, we have the sudden rise in propaganda with the help of emotional triggers and social media marketing campaigns, such as nightclub fan pages, Twitter channels and Facebook groups. These triggers are placed in such a timed cycle so as to raise the hype to a maximum level at the peak of any series of night club promotions. This is when most of your sales targets from ticket sales and sponsored support will be met. But definitely keep going – with this strategy you can have post-launch hype building future night club events and then well-timed mini re-launches to ensure that the hype curve always stays above the normal level.

The smaller scale night clubs can range from after business hours networking to video shoots to smaller local events.  Basically you are going for anything besides the night club itself that gets your target market's fancy to mutually join them. The tactic then is to ensure you interject a hot topic that gets them talking about the big night. The more we get people together to discuss it with time between us and the launch of a big night the more hype we create. There is no limit to the potential amount of revenue you can make out of your special nightclub promotions if you plan them correctly so as they gain traction through a revolving sequence of mini launches leading into and out of the big night.

During your campaign, you can establish a worth and even a value estimate that will embed numbers in their heads without actually speaking directly of the price. Simply make reference to other nightclub marketing events of parallel value. These figures need to be embedded somewhere in the back of their minds, which establishes, in a generally accepted manner, that those figures will be the price although you have never stated that. When you have built that sense of intensity, exclusivity, scarcity, traction and pressure of a world of like-minded individuals eager to belong (all trigger points that should be planned into your campaign) -- open your tickets for purchase at a price which is just a bit below than the price you had embedded into their heads (but higher than what you would have initially charged previously to inflating the night club's predetermined value up from its real worth).  If the audiences are exposed to a release of tickets going on sale at the opportune time they will be motivated to purchase them right then and there, without any hesitation. Why wouldn’t they?  The nightclub promotion is hot, everyone wants to be part, tickets are scarce and they are actually cheaper than what they had already understood they were going to be.

The impulse buying mindset that you have worked them into, will lead to increased ticket sales and bigger crowds - that can sell out in hours, days, even weeks before your night club event. This is a much stronger strategy than purchasing an ad and hoping for a few ticket sales, usually not many and just an individual purchase here and there.

The end!