The nightclub sector was certainly one of those that suffered the most from the covid-19 pandemic. In 2020, with the total closure of these spaces, around 300,000 events were no longer held in the UK – with an impact of almost 580,000 layoffs and a loss of £290 million.
To survive, entrepreneurs had to be creative. Many have modified their businesses, starting to innovate with the delivery of meals, portions and drinks. However, not everyone was able to balance their accounts with these new services.
In any case, by overcoming this never-before-seen adversity, the entrepreneurs became stronger – and realized the importance of excellent management and technology support.
Do you want to make your business stand out in the nightclub sector and take advantage of the sector's recovery? Check out these awesome tips.
1.Understand who your customers are
The first step towards successful management and a good marketing strategy is to understand who your customers are. Evaluate the characteristics of these people, such as age, income, profession, where they live and also what they are looking for in an establishment like yours.
By understanding these characteristics, it will be much easier to create promotions, train your employees and even define the best opening hours, attractions, events and so on.
Why would your customer stay loyal to your nightclub and not the competition? Knowing what your differentials are is very important. But do your customers see these points as differentials too?
Experience is an important term in any nightclub; after all, people go to these places to have fun, create connections and take advantage of the news and trends, which are trademarks of the sector.
So, think of solutions and strategies that add value to what you sell and differentiate your business—for example, excellent service, no payment queues, best attractions, good dining experience, etc.
Make these differentials in tune with the characteristics of your audience – because they are the ones who need to see these points as positive.
3.Solve problems efficiently
Problems and unforeseen events can happen in all nightclubs, but how you deal with them can be seen as a differentiator by your client.
From fights to excessive charges, always try to listen to your consumer and deliver the best solution for him, being solicitous and polite. Avoid negative media exposure as well as word of mouth, as this can tarnish a nightclub's reputation and drive away customers quickly.
The problems with the command are recurring situations in many ballads. To resolve this issue, think about using cashless technology to make your control much more precise. For example, the customer will not need to "watch" his consumption or be afraid of losing his ticket.
4.Invest in digital marketing
Digital marketing has revolutionized interactions between customers and nightclubs, increasing event awareness and interaction between participants.
Take advantage of all possibilities, creating promotions capable of attracting even more participants, publicising your nightclub on social media and research sites and being in direct contact with your customer through email marketing.
Do not deprive yourself of also monitoring the interaction of the participants of your ballad. Are some people doing live streams? Follow the reactions and comments and find out how the service you are providing is being seen.
On Twitter, monitor the hashtags about your nightclubs and learn what the participants' opinions are.
On Instagram, use Stories to show behind the scenes of the house and attractions, make live broadcasts, create lives and set up promotions and sweepstakes for tickets and exclusive gifts, further increasing your brand awareness.
5.Listen to your audience
The best way to innovate is to always listen to your audience. Have a good communication channel and ask your customers for suggestions to improve your service.
You'll notice how many ideas that you never thought of will appear, from problems with the service (which you hadn't noticed) to suggestions for DJs, decoration and ambience.
In addition to the conversation, you can also use digital means to get this feedback, such as giving a discount to those who respond to a survey or being attentive to comments on social media.
6.Create attractive and strategic promotions
Promotions are great draws to attract more people to nightclubs. But they need to be very well thought out, studied and planned so that they bring profit and not loss.
The first step is good financial management, understanding the discount margin you can work with, the products in stock that can be put on sale, the days of the week with the lowest movement and so on.
That way, you'll be able to create a strategic promotion, which will help to dispose of products from stock or bring more movement on days of low demand.
Then study your audience. Analyze these people's preferences and think of ways to create attractive promotions.
7.Invest in technologies for nightclubs
Technology is undoubtedly the main ally of nightclubs, especially with management.
There are many solutions that you can use. Cashless technology is very interesting, reducing queuing times, increasing consumption and improving your customers' experience. A cash front integrated with electronic commands also helps reduce payment time. In addition, it avoids errors, such as too many or too few entries, impairing customer experience and financial control.
You can also invest in systems that make it easier to control loyalty programs. At the same time that it creates a differential for its customers, it manages to properly control the points program and the exchange for services or gifts.
All these solutions, of course, also facilitate their management. Because you will have access to updated and reliable data about your establishment, evaluating the stock level, financial health, days with the greater and lesser flow, most used payment methods and so on.
With this data in hand, it is easier to design scenarios and create strategies for different situations, anticipating problems and dealing better with crises.
The nightclub sector has faced unprecedented challenges due to the COVID-19 pandemic. However, by being creative and adapting their businesses, entrepreneurs have become stronger and realized the importance of excellent management and technology support. To make your nightclub stand out and take advantage of the sector's recovery, it is essential to understand your customers, add value, solve problems efficiently, invest in digital marketing, listen to your audience, create attractive and strategic promotions, and invest in technologies for nightclubs. By implementing these tips, you can improve your customers' experience, increase brand awareness, and stay ahead of the competition in the nightclub sector.