What is digital marketing?  It’s search engine optimization (SEO), social media marketing (SMM), mobile marketing, digital design, website development, email marketing, etc.  Basically everything I blog about on Nightlife Marketing Resource.

When it comes to digital marketing your nightclub, lounge or bar brand the frequent complaint from business owners is that digital marketing is overwhelming to keep up with or just isn’t worth the expense. For those business owners I offer the reasons below as to why that may seem to be true.

Do It Yourself Mentality

You’re in the business of marketing your own parties, what could be so hard about marketing your own brand?

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We recently came back from attending the 27th annual Nightclub & Bar Convention and Trade Show, America’s biggest and most important bar, nightclub and beverage event of the year, held at the Las Vegas Convention Center from March 12 – 14, 2012.  It was 3 days of education, exhibits and entertainment!

More than just the mega nightclubs are realizing that digital marketing solutions can put them on the fast track to significant increases in brand image, butts through the door, liquor sales and profitability.  Over five thousand nightlife professionals descended on Las Vegas during the week and, among other sessions, learned how to bring in online marketing to work for their venue(s).  Attendees choose from over 20 marketing sessions, each demonstrating exciting new approaches to improving digital marketing and promotions in almost any type of venue — from the local dive bar to the mega nightclub.

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It seems stupid right:  that I would write an article to promoters and nightlife marketers on how to promote their event only.  You would think that after years of the web being around that we would all have this down pat?  Well, some venues are still slacking on their pimpin’.

PROBLEM:  It’s a lack of a systematic approach to each and every event.

SOLUTION:  Read on.

Here are six steps to follow for EACH and EVERY event you’re going to produce.

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The growth of blogs is undeniable.  Tons of people are reading blogs, and trusting what those blogs say (you’re one of them, right now!).  So if you’re reading a blog to help your online marketing, then consumers are out reading blogs about where to party.

Consumers continue to trust bloggers more and more; increasing a marketer’s dependence on them. Getting the attention of a blogger attention can mean leveraging their influence to drive messaging around your venue or party.

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The Nightlife & Bar Convention and Trade Show will decend on Las Vegas from March 12 – 14, 2012 at the Las Vegas Convention Center.  In addition to parties, celebrity appearances back of house tours and a packed exhibit hall, the convention will also feature 3 days of educational workshops aimed at making nightlife professionals more profficient in their career.

Of special interest to us is how much online marketing education they are providing.  We were pleasantly surprised to see the schedule packed with stuff like:

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• Online Marketing: Connecting ALL the iDots into One Complete Strategy for Boosting Sales Every Month

The nightlife industry is notoriously BAD when it comes to online marketing.  Only a few players in the game know what they are doing online, the rest are trying their best to keep up with the Jones’s.  Starting an online marketing department, and subsequent campaigns, isn’t easy. Most nightclub owners do the marketing for their business on their own, and that can breed a lot of challenges. I’ve consulted many nightclubs BEFORE and AFTER they open.  Most nightclub owners don’t have a business degree, let alone a marketing degree, and marketing online can be a tricky task.

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What’s Valentine’s Day all about for the nightlife?  Love? No, I don’t think so! Valentine’s Day is a way for you to make a bunch of extra revenue during the week while singles come out and declare their status publicly.

But what does this celebration mean to nightlife marketing directors? It means it’s time to throw a singles event.  We found some really cool ideas out there, and we’re also going to tell you how to promote them.

Please comment to let us know OTHER ideas.

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When a new year begins, many of my nightlife clients wonder what’s in store for the upcoming 12 months. After all, with technology moving faster than ever, who could have foreseen the takeover (then falter) of daily deal sites a year ago?  Or the ability of Google+ to take some of the social network pie? Here’s hoping that 2012 brings nothing but good things to the world of Internet marketing for the nightlife industry.

Please note: These are my own non-psychic predictions and not the opinions of Nightlife Marketing Resource, The Creative Complex or anyone else!

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Most venues and promoters probably want affluent customers, but then you wake up and smell the coffee and figure out that those people are different…and so you move on to market towards the lakes and the rivers that you’re used to.

But if you want to know the SECRET as to why certain venues and promoters seem to always attract the money ballers, then you need to take some marketing lessons from the posting below.  Successful luxury venue marketing demands substantially different considerations, specifically the four E’s: experience, exclusivity, engagement and emotion.

Here’s a closer look at each of them and why they’re important.

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The Number 1 reason for following or liking a Nightclub, Bar or Lounge on social networking sites is to receive discounts and special offers to events. We opt into a more personal relationship with a venue or promoter in the hope they will make it worth it by offering us a break on the DJs we love or the bottle service we deserve. And at no time is this more relevant than right now, this holiday season. As a nightclub owner, there are a number of ways for you to cash in capitalize on this growing marketing trend, while also increasing your social media influence.

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Interview with Opium Group’s Online Marketing Director, Richard Barrenechea

Opening a night club is an exciting time for club owners and their investors.  Granted, it’s a pain in the butt to do the planning, financing, licenses and passing code inspections.  But as the project begins to come to life, so does the excitement of the “Grand Opening”.

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As a leading graphic and web design group, The Creative Complex specialize in helping nightlife companies with their web and graphic design and online marketing needs. A unique opportunity has now arisen for a New Business Executive to join our growing team.

This is an exciting role that would suit a talented nightclub promoter turned sales professional with experience gained within a design, digital and marketing agency.

Reporting directly to the CEO, as the first New Business Executive we have hired, you will be responsible for selling the company’s services, including website design and online marketing solutions, to a range of businesses within the nightlife and entertainment industry.

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Are you attending the Nightclub & Bar Convention and Trade Show in Vegas on March 8-10?

I would love to meet up with anyone attending, exchange ideas and contacts.

I will be blogging from the show anything that can be useful to nightlife professionals under the realm of online marketing or graphic design.

Reach me at alex@thecreativecomplex.com or at my Twitter: @nightlifemr