Have you ever wondered why some nightclubs are successful while others close shortly after opening?
Offering quality products and satisfactory service is good, but in a crowded market like bars and restaurants, this is no longer enough.
Therefore, in addition to promoting your business in the right way and measuring your results frequently, one way to differentiate yourself is through promotions.
It may seem complicated to do, but it's not! Some promotion examples even work for all types of bars and restaurants and do not require a high investment.
In this article, we'll look at nightclub promotion ideas that you can take advantage of:
Strategy #1: Get Social Media Right
As with everything in 2021, social media will play a big part in your nightclub marketing strategy. However, you'll need to do more than throw out the awkward post with information about the latest nightclub events. Here are some of the elements that a great social media nightclub promotion strategy will contain.
Which Social Media Platform Should You Use To Promote Your Nightclub?
The answer here is obvious: these are the ones your ideal audience uses. Facebook and Instagram are the most popular due to them being by far the most popular social media platforms. Twitter can provide an excellent way to connect with users, especially if your club caters to wealthy 18-25-year-olds.
In addition, younger clubbers may be more likely to use social media sites like Snapchat or Tik Tok. There are social media networks out there with varying degrees of popularity for just about all types of users. Just Google your customer type along with the phrase "social network" to see what you can find.
What kind of content should you share?
The most obvious type of content is promotional material for your nightclub. Providing potential customers with information about your latest events via social media is an excellent way to spread the word.
However, if the content you post is just promotional, customers won't have a reason to interact. Mix promotional posts with images or videos from your most popular nights before the pandemic.
This marketing idea can be used to remind your customer base how enjoyable your events were before COVID-19 and get them excited about your reopening or an upcoming event.
Additionally, you should include user-generated content, your customers are more likely to engage with posts by real people as well as trust their reviews. User-generated content has proven to increase sales and drive foot traffic to venues over traditional social media marketing techniques.
The Instagram account for The Warehouse Project does a great job of combining promotional content with professional quality images and videos from the nights they put on.
Use Social Media to Encourage Subscriptions
Social media can also be used to encourage people to sign up for future events. You can send Facebook event invites with links to your ticket provider so customers can buy tickets in advance.
In addition to buying tickets, another way to get people to sign up early is to provide an offer to those who do.
Hire a Photographer to Take Client Photos
The ultimate nightclub marketing idea for social media is to hire a photographer to take professional photos of clients and share them on social media. This has several benefits:
- Customers will be more likely to look at the social media page after the night out, which can lead them to follow the page.
- Customers can share photos with friends or on their social media accounts. This can result in micro-influencer or word-of-mouth marketing that gets your club in front of a larger number of people.
- People who haven't been to your club yet will be able to see what a night out is like. While many people have access to great cameras on their phones, few people have access to professional photographers.
- People may be encouraged to visit your club to get their photos taken by a professional, especially if the night out is for an important event.
Strategy #2: Create a mailing list
Next to social media, one of the best nightclub promotion ideas is building an email list. By creating an Email list, you will be able to contact customers with event information. You can also include direct links to places where they can buy tickets.
The biggest challenge of getting an Email list is collecting Email addresses. Here are some methods you could try.
- Collect emails when selling tickets to theme nights, for example.
- Ask for emails when signing up for guest lists.
- If you take customer photos according to the above example, please provide Email customers with high-definition versions of the image.
- Offer discounts to club members and require an email as part of the application process.
When collecting emails from customers, please make sure you are also given permission to contact them so that you comply with Privacy regulations.
Strategy #3: Create a varied event calendar that different types of Customers will love
Events are a great way to increase the number of customers visiting your nightclub.
There are two ways to use events as part of your nightclub marketing plan. The first is to put on events that your existing customer base will love to encourage them to hang out with more often.
This type of event works if your existing target audience is large and you are situated in a city with enough of that audience to keep you busy several nights a week.
For example, a club that plays top 40 dance music in a student area of London might be able to get away without a ton of variation on the nights it puts on.
The second nightclub marketing idea is to organize events that broaden your club's appeal to new groups. A nightclub that offers heavy metal nights to an older crowd on weekends can expand its reach by putting on weekday nights that target, for example, students or people interested in other types of music.
Strategy #4: Create a Public Relations Plan
Creating a PR plan should be at the forefront of your nightclub promotion ideas. While social media is a form of Public Relations, another aspect is building relationships with those in the media. Here are some ways to use PR to promote your nightclub.
Put events and invite media
The media is unlikely to be interested in your average nightclub event. However, special events can be more interesting.
If your club hosts concerts, consider giving local media representatives access to the event. It doesn't have to be big acts; giving young local artists a chance is also an interesting story for the right publication.
Alternatively, you can approach your local media post about a story of how your nightclub will ensure it meets the necessary COVID-19 safety protocols.
Concerts aren't the only thing you can do to generate marketing and PR opportunities. A quick search on Google news shows that media outlets around the world have published nightclub-based stories about:
- A new two-story nightclub opened in Sacramento.
- A playground-themed nightclub complete with a Tetris wall and a beer grab machine in Manchester.
- A rooftop ice bar that opens in Liverpool.
The key is to do something interesting that you find fascinating, pitch the story to a suitable publication, and get it spread by word of mouth.
Choose suitable publications
Unfortunately, a national newspaper is unlikely to be interested in your event unless you've somehow bagged a world-famous name to perform at your nightclub.
On the other hand, local nightlife or music bloggers who specialize in your area may be more interested. Some of these blogs will have large audiences.
Find these publications by searching your area plus "nightlife magazine" or "music blog." There is a surprising number out there. For example, some sites cover Liverpool, Manchester, East London, Leeds, and Birmingham. Ultimately, it's just a case of reaching people who have a similar audience to the people you want to attract and present your marketing ideas to.
What to include in a press release
When looking for press coverage, there are several things you can do to increase your chances of success and attract more clients. This revolves around making it as easy as possible for publications to publish your story.
When submitting a press release, be sure to include high-quality images that publications can use. Also, add quotes that publications can easily use. Consider making yourself available for interviews and mentioning your availability in the press pack.
Be sure to include as much information as possible in the release and do so using the inverted pyramid structure. This is a way of writing stories used by most journalists where you include the most critical information at the top of the story.
Hope you enjoyed reading about the various promotion ideas that can help make your nightclub business a success! In today's crowded market, offering quality products and satisfactory service is no longer enough to stand out. That's why promotions and marketing play such a crucial role in attracting and retaining customers. By getting social media right, creating a mailing list, organizing a varied event calendar, and having a PR plan in place, you can differentiate yourself from competitors and build a loyal customer base. So why not try out some of these ideas and see how they work for your nightclub business? Good luck!