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This article is the fourth article in a five-part series that details exactly what you need to market your nightclub and make it a success. Getting the word out about your nightclub takes more than simply printing postcards and launching a website. You have to get the right message in front of the right audience, at the right time. Here are some tips for nightclub marketing distribution:
Direct mail is one of the best ways to get patrons through your door and on your dance floor. A calculated direct-mail campaign represents an investment in profit and should be approached with dedication. Familiarize yourself with the 40/40/20 rule of direct marketing, which states that 40 percent of your success is contingent on the quality of your mailing list, 40 percent of your success is contingent on the quality of your offer, and the remaining 20 percent is contingent on your design, copy, printing and other factors. Consult a list broker - or use the mailing list building tools available at PsPrint - and develop a database of your own customers and define a list comprised of likely patrons. Repetition is key: Instead of one postcard campaign, develop a strategy that incorporates multiple direct mailers during a six-month period. This contributes to your branding efforts and allows you to begin to develop a relationship with your patrons. Since your stage shows, specials and events change week to week, you can send direct mailers every week or every month without seeming bothersome. The effort is justified and appreciated; and keeping patrons apprised of club happenings will increase your response rate.
You can deploy advertisements online as well as in the yellow pages, newspapers and magazines and on the radio, television, billboards and any number of published mediums. Of course, you shouldn't stop there! There are plenty of opportunities to market your nightclub "street side". Handing out club card flyers and posters to passers-by or in areas where your target audience congregates comes to mind. Print stickers to hand out or to affix in creative areas. Word of mouth is the most powerful advertiser, so get to work telling your family and friends all about your nightclub so they can spread the news. Offer your customers additional discounts for bringing a new guest.
Test, track, and tweak - these three T's will help you develop winning nightclub marketing campaigns with predictable response rates. Before you launch a massive direct-mail marketing campaign, you should always test variations of your headline, design, copy and offer on small subsets of your mailing list to see what yields the best response rate. Sometimes changing a single word can make a big difference in the outcome, so it's best to narrow your choices as much as possible before deploying your test runs. Track your response rates and record who responds so you can further identify your target demographics. Tweak your subsequent marketing materials to cater to this audience. Keep a database of customers and respondents, and evaluate recognizable trends so you can customize your offers. This is just another form of knowing your customers, but from an analytical perspective that allows you to make intelligent business decisions based on honest, proven statistics.