ADVENTURES IN BROADCASTING
The Promotion Director's School
STRATEGIES AND TACTICS FOR
SUCCESSFUL NIGHTCLUB PROMOTIONS
by Doug Harris
WHAT I NEED TO KNOW ABOUT YOUR NIGHTCLUB CLIENT...
1. What is the general atmosphere of the nightclub?
2. What kind of music is played? Live or taped? Is there a DJ
or in-house personality? Does the music change during the course
of the evening?
3 What type of customers does the club usually attract? Are there
different theme nights which attract different customer groups?
4. Is the club fully licensed? Is food served? Does the club sell
more hard liquor or beer?
5. What is the club's weekly traffic cycle? What is its best night?
6. Is there a happy hour program? What is the offering?
7. What type of promotions does the club customarily conduct?
8. Which other radio stations have held successful promotions
at this club? Unsuccessful promotions?
9. What other clubs compete for this club's patrons?
10. Other than New Year's Eve, St. Patrick's Day, or Halloween,
what has been the club's most successful promotion?
11. What night of the week does the club wish to promote? Which
club currently "owns" that night of the week?
12. Are there any promotions in the market that the club wishes
to emulate? Avoid?
13. What is the expectation for attendance at our event? What
sales figure to they hope to generate? How will the club measure
the success of our efforts?
INSIST ON AN "INSPECTION" TOUR
Check out location, parking availability and illumination
Inspect club's layout and facilities, ESPECIALLY THE BATHROOMS!
Test employees' attitude, "willingness to serve"
Obtain list of weekly specials, promotions, special events
Call the club's telephone recorder
Meet the manager who will be on duty, head waitress, and DJ
Witness another radio station's promotion
Look for in-house promotional opportunities
CREATING THE PROMOTION...AND THE B.B.D.!
1. Design an attractive, compelling, or entertaining spectacle
2. Include a giveaway item or grand prize
3. Create a special pricing opportunity
4. Manage the cost of attending your event
5. Use sex as a promotional tool sparingly, discreetly and only
if justified by your format
6. Be creative, topical, patriotic, chauvinistic, opportunistic
EXECUTING THE PROMOTION
1. Maximize the pre-event promotional opportunities
Create a fact sheet for your air personalities, your switchboard
operator, and the club's staff
Make sure that your on air copy includes the B.B.D.
Utilize the club's in-house promotional opportunities
2. Have your act together on the day of the event!
Call the club's recorder by 9:00 AM
Arrive early at the club with sufficient support staff
Check all special equipment
Check the bathrooms
"Claim" the club with signage, vehicles, etc.
Meet with manager and DJ
- Arrange for bar tab, reserved seating
- Create incentive for bartenders, waitresses
- Finalize the evening's schedule
- Arrange for payment of your air personalities
Make sure that the door personnel, valets and the entire staff
know what is going on!
AFTER THE PROMOTION...
1. Analyze the event's success or failure
2. Arrange for success letter
3. Push A.E. to set next club date
4. Send thank-you note to your air personalities and to club staff
@1997 by Doug Harris Phone: 1-203-288-2002 Fax: 1-203-281-3291