Andrew Teman has an awesome post wondering out loud how online marketing could be applied to nightclub promotion. Andrew and I have talked about this topic quite a bit and obviously, we've been working on some stuff. Andy's been involved in nightlife for a long time and has advised on how to design WhizSpark for that market. We've had the groundwork laid to take this on for a long while. But, the game is played by a bunch of insider's constantly watching their backs and every promoter has an ego the size of Ron Jeremy's [expletive]. New ideas and new people don't break into the scene very quickly. So, we haven't busted in yet. We're making a push, though, and I am talking to quite a few people about this. I am confident that we could revolutionize the way this is done, as we have most of the pieces in place.
Andrew hit this on the head, though. There's a few things that are needed for online marketing to take on nightclub promotion.
(All blockquotes below are from Andrew's post.)
1. Some kind of standardized way of charging for leads or guest list signups or attendees or ? ...
Nightclubs want to do all of their street-team marketing on a straight CPA (cost per action) basis, where the action is a patron showing up and paying a cover. They (the nightclubs) will gladly pay for a sure thing, and dole out $5 to a promoter for each person the promoter brings to the door to fork over the $10 cover. This way, they know that if a person comes in, has no drinks, and leaves after 15 minutes, they have covered their acquisition cost and break even. No risk.
Ad networks think in terms of CPMs. Even when they sell space on a CPA basis, they are always backing things out to average CPM’s to best optimize their network traffic. Since ad networks love CPM and advertisers love CPA, the natural evolution has been the birth of CPL, or cost per lead advertising. CPL is a compromise of sorts and let’s both parties hedge their bets and meet in the middle while splitting the risk. Networks take a lower payout for a more accurate estimate of earnings and guaranteed take, and advertisers pay a lower bounty for more data, and hope they can convert enough of them into paying customers to make it work.
Would nightclubs pay for guest list signups on a CPL basis? Say, $1 per signup online? Probably not. At $1 per raw signup, the risk level is awfully high. It would be too easy for them to get burned. Too easy for promoters to game the system and submit bogus records, and too much risk for the club. And we know, clubs hate risk.
As the platform that enables this, we don't plan to charge for leads (yet). We plan to charge per website per month. Then, we need to ensure that we atleast help drive $150 worth of revenue to the club as a result. Which shouldn't be that hard. In the future, I see some type of cost per action play on this, though. But, I'd rather let the promoters fight that out right now, which our platform enables quite easily. Or, If clubs want to pay for online advertising, we enable them to track the success of that. So, they can then determine whether each online ad buy, whether it is email, cpc or cpa advertising - is cost effective.
2. Mega-Traffic
On the other side, you have the large on-line networks who have access to enormous amounts of targeted traffic, and the ability to generate leads at an amazing clip for nightclubs in the larger metropolitan areas.
If we could drive mega traffic to these guest lists from sites like these, we could easily sell this service. It is another one of those small missing components that keeps me from being a millionaire tomorrow.
3. A way to track and reward sub-promoters, while using a centralized guest list.
With the WhizSpark tools, the promoter gets a customized mini-site for each guest list that he or she runs, complete with guest list collection forms, photo galleries, viral marketing tools and more. The guest list data is all collected on the customized site and sent to a pre-determined person at set intervals, all in an easy to parse format, making life as a club promoter much much easier.
What Andy doesn't explain is that WhizSpark enables multiple promoters to promote the same guest list (ie event website). Yet, the individual promoter's customer data (ie their only asset) is not shared unless the consumer shares it with the club or head promoter (eg the person managing the guest list). Even though the contact information is not shared without consumer consent, individual promoter's performance is tracked and can be rewarded by the club or head promoter.
4. Ways to enable direct marketing once contact data is collected from consumers:
What if instead of paying $5 for the sure thing, clubs paid $2 per confirmed lead? What if in addition to getting them to double opt-in to the guest list, nightclubs also were able to keep all of the data that they purchased on a CPL basis and market to those subscribers each week as they pleased? What if the clubs now owned those records?
With WhizSpark, if a club (or head promoter) paid sub-promoters or an online-network for leads, they could automatically leverage our email marketing tools to market directly to them for the following week or following event. These tools are as robust and price competitive as any email marketing tool out there. Additionally, there are advantages to using our system for events. For example, a club can simply send a message to people that have RSVPd. They can also quickly create an html email that matches the event website's look and feel and uses the event data from the event website builder.
Now, that all of this is built, we just need #3: mega traffic. Any large online lead generation, social network or advertising networks want to take on nightclub promotions and own it?
Anyone out there? Come on. This kind of stuff isn't so hard to market:
It's a year since you published this article. Have you applied the principles discussed and, if so, what lessons have been learned?
I am developing a new website www.nightclubmarketing.co.uk here in the UK for managers and owners of late night venues - what update can you give on this article please?
John
Posted by: John Hicks | June 12, 2006 at 05:01 PM
John,
We have a bunch of antecdotal evidence from specific events. However, I quickly realized that I didn't want to deal with nightclub promoters. I also haven't make a concentrated sales effort to club OWNERS. These concepts need to be sold at high levels. And I found more receptive audiences for our services at seminars, business networking events and other larger events.
That may be changing shortly, however. We may be taking on a partner who will be programming 300 events/year in clubs.
-Pete
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