While outside observers might think that running a nightclub is as easy as filling glasses and turning on music, it requires much more than that. To attract and keep a loyal clientele, nightclubs need to implement strategic marketing tactics.
Hand out club card flyers to passers-by in your neighbourhood, tack posters and brochures to community bulletin boards, and print stickers that can be affixed to creative places.
If you are looking for a good club on Saturday night in Edinburgh, there may be a few factors to consider:
Atmosphere
Your business plan and your budget may be finely tuned, but the real magic lies in the atmosphere your nightclub creates. It can propel your business towards success or collapse it like an overcooked souffle.
A skilful designer transforms your nightclub’s branded image into an attractive and attention-commanding visual experience. This image will be present in your website, advertisements, and marketing materials.
It is also a great idea to encourage your existing customers to spread the word about your club through their social media. This will also be a great way to test out your advertising and promotions.
Music
Many nightclubs focus on providing a complete experience for their patrons. This might include offering bottle service, VIP seating and top-shelf drinks. Some clubs also offer entertaining events such as a ladies’ night, male revue, amateur comedy, battle of the bands or karaoke.
Regardless of the music you play in your club, your crowd and other factors, skilled graphic design can make it all come together to create a unique brand image that stands out from the competition. This is a key component in building a solid base of loyal customers.
Food
Most successful nightclubs offer dinner service before the venue turns into a club. This works like pixie dust in keeping the crowds alive and driving sales.
A well-stocked menu with a variety of drinks and food is a must. It helps you increase your profit margin and attract new customers. You can even consider adding a few mocktails to cater to the non-alcoholic guests.
Promotions, specials and branding should be visible on your menus, flyers and bar signs. Use a nightclub point of sale to track drink costs and curtail waste. You can also host bar theatrics to make your place stand out from the competition.
Drinks
A nightclub’s drinks are a big draw for customers. Many clubs offer an extensive beer and wine list and top-shelf alcohol to attract affluent patrons.
The drinks are typically served in high-end glasses to enhance the experience and boost profit margins. The best nightclubs also brand their cocktails and give them unique names that help them stand out in the crowd.