Because the core target audience of under 30’s would be those who are living within a 10-15 km radius of the nightclub, tactics such as radio advertising need to be combined with more focused direct marketing initiatives such as letterbox and data base mailings.
Through geodemographic information, John is able to identify those suburbs which have a high percentage of 18-30 year olds – and therefore can pinpoint the most appropriate postcodes for letterbox mailings. And because the nightclub has created a valuable database of previous patrons, personalised mailings can be forwarded, providing special offers and bonuses to regular night clubbers. (eg: Two free drinks, free entry for a friend, etc.)
Make no mistake, this “under-30 age group” is a fickle one – and therefore loyalty is always going to be difficult to achieve. John’s advice has always been to continue building a
Click to View PDFdatabase and use this as a valuable marketing resource on a regular basis.
Huuj Nightclub does this via regular emailing of special offers and events. The idea is to make Huuj patrons feel important and that they are members of a progressive nightclub.
Whilst radio advertising can obviously reach this 18-30 year old audience, it’s geographical coverage means there is a lot of wastage. (Given that Huuj’s audience predominantly comes from within 10-15 km.) Therefore, John’s ongoing advice to the nightclub is to combine “wow factor offers” with regular e-marketing and direct marketing.