Date post: | 10-Jan-2017 |
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Business |
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SOC
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AFFICNightclub Marketing Plan
SocialTraffic.biz
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AFFIC
Decide on a series of recurring event themes & the purpose of each (raise funds, visibility, celebration, etc.)
Choose a market (you may have one or may want to build one )
Short list a set of dates and time for these specific Nightclub events
Give yourself between 2 & 6 months to organize and promote it depending on the Nightclub size.
Choose a launch concept or theme
Short list Nightclub entertainment preferences
Conceptualize a launch strategy
Identify your Nightclub launch tactics
Research & List 3 real world examples of similar nightclubs
Establish a legal structure by which you will be using to organize the nightclub. (company, trust etc)
Nightclub Marketing plan - Club Launch Steps(1 of 2 steps - Marketing research)
The Idea
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Visit potential venues & site rental cost estimates (short list 3)
Research & price potential Nightclub promoters, coordinators/ managers
Short list a Nightclub chair person
Short list the Nightclub directors or subcommittee members
Short list desired entertainers & availability
List market segment you are targeting
List all “parties” targeting the same demographic in the same region one month either side of each of your short listed launch theme nights.
List recurring night clubs in the region that attract segments of your target demographic to these club nights
Perform key word research to establish key word phrases being searched by your target demographic looking for similar style nightclub
Researching viability(2 of 2 steps - Marketing research)
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Costing(1 of 4 steps –Diligence)
Visit List all known expenses into a spreadsheet. Add management fees.
Add research and development costs.
Get cost estimates food, drinks, sound/lights, etc.
Establish entertainer’s availability reference to preferences (hold auditions if applicable)
Establish the cost estimate of entertainers (Invite bids if applicable)
Establish a cost estimate for party decorations Invite bids / tenders (quotes)
Establish a cost estimate for artwork design & printing (Invite bids)
Establish an advertising budget
Establish a multi media, website & social networking budget
Establish cost estimates for all other major items
Identify any items that require underwriting & forecast interest.
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Costing(1 of 4 steps –Diligence)
Drafts your initial budget
Allocate Free & promotional ticket quotas
Establish your break even cost per ticket sold.
Add a 10% per ticket margin to break even cost per ticket.
Establish ticket types and allocations.
Establish what kind of sponsorship money can be raised
Decide on admission cost per ticket for each ticket type.
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Feedback(2 of 4 steps – Diligence)
List the nightclubs selling points as planned, include entertainers & ticket prices.
Establish a survey questionnaire with no more than 10 multiple choice questions.
After your costing & ticket prices are confirmed use Pay Per click advertising & online survey forms to have 50 of your target demographic fill out a survey.
Contact your list of potential resellers and have them answer your survey
Contact leading organic websites and sponsors to conduct a survey of the night club’s viability with a view to gauging interests.
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Raise Capital(3 of 4 steps –Diligence)
Input variables into a spreadsheet or calculator & determine working capital required.
Appoint the night clubs chairperson subject to capital raising.
Remuneration Payment Plan Incentives
Appoint an Nightclub manager subject to capital raising;
Remuneration Payment Plan Incentives
Write up your research data into written proposal that includes;
Information memorandum; Management Agreement Shareholders Agreement (Stakeholders, chairperson & committee) Market Research Nightclub marketing plans/strategy Financial Modeling & Forecast
Approach investors/ Honoree’s & secure working capital.
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Confirmation(4 of 4 steps –Diligence)
Secure Finance
Set up trust accounts
Confirm Dates
Confirm venue in writing
Confirm entertainment in writing
Confirm a back up venue & date strategy
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Planning your pre-launch(1 of 4 steps – Nightclub marketing plan pre-launch)
Write down your Nightclub pre-launch story
Establish a VIP customer list.
Establish a pre launch story for your Nightclub& marketing launch plan
Get your Nightclub overall launch story and offer right
Identify any and all market objections
Identify overall launch timelines
Establish a pre launch plan & skull session
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Compile a mailing & email list (individuals/businesses)
(2 of 4 steps – Nightclub marketing plan pre-launch)
Identify your product launch tools
Publishing Nightclub web pages & opt-in forms to generate leads (Guest List)
Establish an email auto responder series to match launch story and time lines.
Online video is powerful
Build a buzz to warm your existing list
Run a survey with your existing customer list.
Finding and attracting ticket resellers or joint venture partners
Consider pre-party Nightclub for publicity or underwriting Invite/confirm VIPs Pick graphic artist; begin invitation design Create logo for Nightclub with graphic artist Order hold-the-date cards or other Nightclubannouncements Set marketing/public relations schedule Develop press release and calendar listings Select photographer; arrange for photos of VIPs, chairmen, honorees Get biographical information on VIPs, celebrities, honorees, chairmen Investigate need for special permits, licenses, insurance, etc.
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3 to 6 Months out from launch(3 of 4 steps – Nightclub marketing plan pre-launch)
Begin monthly committee meetings
Write/send requests for funding or underwriting to major donors, corporations, sponsors
Request logos from corporate sponsors for printing
Review with graphic artist invitations, programs, posters, etc
Prepare final copy for invitations, return card, posters
Prepare final copy for tickets
Complete mailing lists for invitations
Order invitations, fliers, posters, tickets, etc.
Sign contract with entertainment company
Make list of locations for posters
Finalize mailing lists; begin soliciting corporations and major donors
Obtain lists from honorees, VIPs
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3 to 6 Months out from launch(4 of 4 steps –Nightclub marketing plan pre-launch)
Obtain radio/TV sponsors, public service announcements, promos
Set menu with caterer for food and beverages
Secure permits and insurance
Get written confirmation of celebrity participation/special needs
Finalize audio/visual contract
Select/order trophies/awards
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2 Months Ahead
(1 of 6 steps – Nightclub marketing launch plan)
Hold underwriting or preview party to coincide with mailing of invitations; invite media
Assemble/address invitations (with personal notes when possible)
Mail invitations
Distribute posters
Finalize transportation/hotel accommodations for staff, VIPs, honorees
Obtain contracts for decorations and rental items
Confirm TV/radio participation
Release press announcements about celebrities, VIPs, honorees
Follow up to confirm sponsorships and underwriting
Obtain logos from corporate sponsors for program printing
Review needs for signs at registration, directional, etc.
All major chairpersons to finalize plans
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2 Months Ahead
(1 of 6 steps – Nightclub marketing launch plan)
Hold walk-through of Nightclub with responsible committees, chairpersons and responsible site staff members at Nightclub site
Review/finalize budget, task sheets and tentative time line
Start phone follow-up for table sponsors (corporate, VIP, committee)
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1 Month Ahead
(2 of 6 steps – Nightclub marketing launch plan)
Phone follow-up of mailing list (ticket sales)
Place newspaper ads, follow up with news media, on-air announcements
Confirm staff for registration, hosting, other
Write to VIPs, celebrities, program participants, confirm participation
Complete list of contents for VIP welcome packets
Get enlarged site plan/room diagram, assign seats/tables
Give estimate of guests expected to caterer/food service
Meet with all outside vendors, consultants to coordinate night club
Review script/ time line
Continue phone follow-ups for ticket/table sales
Continue assigning seats; set head table, speaker's platform
Confirm transportation schedules: airlines, trains, buses, cars, limos
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1 Month Ahead
(3 of 6 steps – Nightclub marketing launch plan)
Confirm hotel accommodations
Prepare transportation and accommodations (include arrival time, flight number, airline, person assigned to meet flight)
Confirm special security needed for VIPs to and from night club
Prepare welcome packet for VIPs, chairmen, and key staff
Schedule deliveries of special equipment, rentals
Confirm setup and tear down times with Nightclub venue
Finalize plans with party decorator
Give caterer revised numbers
Meet with chairpersons, key staff to finalize any of the above
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1 Week Before
(4 of 6 steps – Nightclub marketing launch plan)
Meet with all committees for last-minute details
Finish phone follow-ups Confirm number attending
Finish seating/table arrangements
Hold training session with volunteers; finalize assignments
Secure two or three volunteers to assist with emergencies
Finalize registration staff
Distribute seating chart, assignments to hosts/hostesses
Schedule pickup or delivery of any rented or loaned equipment
Double-check arrival time and delivery times with vendors.
Reconfirm Nightclub site, hotel, transportation
Deliver final scripts/ timelines to all program participants
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1 Week Before
(5 of 6 steps – Nightclub marketing launch plan)
Finalize catering guarantee, refreshments
Confirm number of volunteers Make follow-up calls to news media for advance and Nightclubcoverage
Distribute additional fliers
Final walk-through with all personnel
Schedule rehearsals
Schedule volunteer assignments for day of Nightclub launch
Establish amount of petty cash needed for tips and emergencies
Write checks for payments to be made for the day of the Nightclub launch
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Nightclub launch Party
(6 of 6 steps – Nightclub marketing launch plan)
Arrive early (with your change of clothes)
Unpack equipment, supplies and make sure nothing is missing Be sure all VIPs are in place and have scripts
Reconfirm refreshments/meal schedule for volunteers
Go over all the final details with caterer and setup staff
Check with volunteers to make sure all tasks are covered
Setup registration area
Check sound/light equipment and staging before rehearsal