Additional cash income with no investment

We came across this interesting income generator for nightclubs, sports bars and clubs, bars and live music venues.

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Marketing in tough conditions

Nightclub marketing in the downturn!

By John Hicks of Headline Promotions, Press & PR

In these dire economic times with despondency over the credit crunch, lower spends per head and job losses it would be easy for nightclubs, bars, live music venues and restaurants to lose their way with marketing and promotions. It is too easy think to think that competitive edge can be gained by simply running a giveaway promotion, sticking some ads in the newspapers and shoving up some posters.

No, this is the time to be creative. Yes, it is so competitive out there right now and margins are tight so give your business the edge by sitting your team down and brainstorming ideas.

Firstly, think about gaining some press coverage. Why not organise a party for the local Childrens' ward at the hospital (a little late now but worth thinking about, I have had huge coverage in the past with this), run a joint promotion with the local cinema, offer the newspaper and radio station a voucher or competition prize, issue a press release about a new menu, run a contrived let evening such as Hairdresser of the Year, run a mid-week charity night with a local band (they bring followers!) etc etc.

Secondly, get some flyers printed (there are some great deals out there for printing at the moment) and get some attractive, smart and branded staff out in the town handing them out. Get them to hit your target audience with the flyers and chat to people about what you are offering.

Thirdly, build upon your existing networking contacts. Give them a call or pop in to see them - check if they have any last minute Christmas leaving parties they want hosting. See if they want to do any joint promotions or competitions together. For service industries and retailers working through December, invite them into a special Christmas Party in January. This is what you should have been doing all year so don't stop now!

Finally, look at your budgets. Can you squeeze out some money for a celebrity personal appearance. It's late but can be done (if you are stuck for contacts this late you are welcome to drop me an e-mail at john@headlinepromotions.co.uk as I may be able to help).

Please do not forget to think about the customer experience when you are successful in getting the customer in the door. At the very least you want to hang onto them for as long as possible and not encourage them to wander off to another venue. At best, you want them to be unpaid ambassadors going out telling people what a great place you have! Double check that your staff are looking their very best and in good spirit. Check your Christmas decorations are clean and look fresh even though they have been up a while. Double check your maintenance list is sorted. Check your stock to make sure you are not going to run out of product or toilet rolls. Check your DJ's are fired up, looking great and playing the right party music. Check your menus are spotlessly clean. Check your kitchen is spotlessly clean despite the pressure from busy trading sessions. Again, this is what you do normally - but can be put aside when we get stuck into the busy festive season.

I will not wish you good luck. We make our own luck! But, I do wish you a great Christmas and New Year.