The nightclub business rests on promotion. People in the door mean drink sales, cover charge payments and other sundry purchases, including food and merchandise. Without customers, a nightclub stays will fail.
Jenny Fulbright of Power Home Biz writes, "If you expect 5,000 customers at your door in one night, you need to find ways to promote your business, increase the level of awareness about your nightspot, and reach new customers while keeping the regulars." Club owners spread the word through several different methods, including promoters, special offers and bar incentives.
Things You'll Need
- Marketing fliers and promotional materials
- Liquor sponsorship contacts
- Recording label marketing contacts
- Computer with Internet access
Create a brand and stick to it. Nightclub consultant Dave H writes, "Attract a unique following, possibly a following that would not otherwise so much as consider the nightclub scene. You're offering something they can't get anywhere else." Narrowing down the brand and demographic helps advertising dollars go further while targeting exactly the people you want.
Open your club with a grand opening bonanza. From the beginning, market the club as something new and interesting. This is also an early opportunity to set the tone of the club. By inviting VIPs and important folk who spend well and look good, the club establishes a tone that is welcoming to high-demand folks while still be accessible to typical patrons.
Build a base of regulars that will bring in others. Do this by offering a VIP card program for frequent visitors, comping drinks and showing supporters attention. Word will spread that your club treats repeat visitors well, which will in turn bring in others who desire the same perks.
Host open bar events sponsored by a liquor company. The sponsor sells you the liquors for a reduced price or gives it for free. In return, the club opens its doors and has free drinks for a period of time featuring the alcohol. If sponsorship doesn't happen, hold open bars or drink sales as a loss leader for part of the night. Variations on this include "ladies drink for free before 11 p.m." and "pay X price, get free drinks" deals.
Campaign with a hot touring band to hold their next concert afterparty at your bar. Get in touch with the band through their label, or contact the concert promoter for more information. Offer free drinks for the band and their entourage, along with a break in admission costs for fans. This works best for niche or local bands that do a lot of self-management, or bands signed with indie labels.
Hire promoters and pay them for each person they bring. Promotion crews are great for bringing in hardcore, reliable clubgoers who are attractive and fun. However, they'll expect VIP treatment in return for their attendance. Good promoters may also insist on a percentage of the bar take for the evening.
To monitor promoter performance, require each of them to have a guest list and clearly marked marketing items. Fliers should have their initials, and they should surrender their marked guest lists every night. Promoters that deliver can be offered more nights or higher compensation.
Use a website, Twitter, texting and other social networking to spread the word and create a mailing list for future events. This is great low-cost or free advertising with little work. Send out weekly messages with door discounts and offer a lower cover charge with a flier printout. These methods also allow you to get a quantifiable look at advertising efficiency, since you can count fliers.
- Photo Credit Image Source/Photodisc/Getty Images
About Nightclub Management
Thousands of nightclubs open across America each year to create a more vibrant nightlife in cities of all sizes. A majority of...
How to Attract Honey Bees to an Empty Top Bar Hive
Honey purchased from a store can be costly and may not fit into your grocery budget. One back-to-basics option is to try...
How to Attract People
Do you want to be able to attract people? Think you need to be in the movies or making music? Well, you...
How to Promote a Nightclub
Nightclubs are hot places for young crowds to hang out and throw down some serious cash in exchange for a fun night...
How to Attract New Customers
Whether you have an on-site or online business, you need customers to survive. The competition online may scare you away, but there...
How to Get Customers to Come to a New Bar
Opening a new bar is a heady time in an entrepreneur's life. The excitement of picking a location, customizing business cards, hiring...
How to Get Sponsored by Monster Energy Drinks
It's a common perception that earning corporate sponsorship for any project is an uphill battle. Rather than going through mountains of red...
How to Draw More Business Into Your Bar
Running a business is more than just making products or providing services. A business requires heavy, targeted marketing if you want it...
How to Start a Non-Alcoholic Nightclub
A non-alcoholic nightclub can provide you with a niche market in your area, as you will attract young adults who are under...
Ideas to Bring a Crowd in to a Bar
You want more customers for your bar, but you are not sure what do. Several methods to increase customer flow are not...
Ideas to Attract Customers Into Your Pub
If you own a pub or bar, you are probably always looking for ideas to attract customers to your establishment. There are...