Many of the most common mistakes that nightclubs make online are based on making what sounds like a good decision. They have the wrong people talking in their ears.  Marketing directors jump from one club to the other bringing their mistakes along with them.  Unfortunately, these “good decisions” can easily backfire into a huge problem.

Is your nightclub guilty of any of the following?

Bad SEO

Chances are you’ve received a phone call or a visit from someone who claims they can get you to the top of the search engines for $100/month.  RUN AWAY!!!!  Or you’ve browsed around the net and saw “Click here, and we’ll submit your website to 100 search engines!” DON’T DO IT!

Bad SEO is almost always a matter of not understanding how important SEO for your website is, or how to do it properly. Anyone that promises quick results isn’t looking out for the best interests of your website or business. SEO takes time, but it’s always worth the effort and wait.

One-sided marketing

Back in the days, you would put out a flyer and wait for the people to come to your venue.  You MIGHT send out an email blast and hope for the same return.  So you figure you can do the same thing online.  WRONG!  You can’t just throw up an event online and hope for people to come.  Online marketing doesn’t work that way. It’s not a one way street, and as a nightlife marketer, you need to not only present your marketing message, you also need to listen and respond to what your customers are saying. You need to open up the conversation if you really want your online marketing campaign to be a success.

Silencing Critics

Don’t you hate it when you visit a business’s website and all you see are GREAT testimonials.  You know they are so full of crap.  Not everyone is perfect, and that’s FINE!  People will appreciate your honesty.  That’s why I love that you can’t delete review on Yelp.com.

You would think it makes sense that if someone critics your business online, the best way to solve this problem is to just delete the comment or otherwise get rid of the critique, right? No. If you delete negative reactions to your business, all you’re doing is opening yourself up for more problems. What you need to do is address the concerns publicly; respond to the negative comments and do whatever you can to solve the issue. Give them a free drink, invite them for champagne, DO SOMETHING.  But don’t delete the comment.  Other customers (and potential customers) are watching; prove that providing excellent customer service is important to you.

Biting off more than you can chew

(social media/blogs that don’t get regular updates)

Blogs and fan pages are all the rage these days.  If you’re starting a business, someone has probably told you that you need to blog or be on Facebook.  Having a blog and active social media account is super important to having an online presence for your business. In fact, there is only one thing worse than not having a blog and social media profiles for your business, and that’s having them and not updating them regularly.  We’re all probably guilty of not updating our site regularly.  Letting your account sit inactive is bad for an online marketing campaign, especially if social media was a part of your plan. Online marketing requires conversing with your fans and customers. Ignoring the best ways to do that, especially after you’ve set them up, shows that you don’t value the people following your business.

Poorly thought-out campaigns

Who is your online marketing team?  Is it some punk promoters who don’t have skin in the game telling you what to do because they are young and energetic?  That’s the worst thing you could do.  You need a TEAM!  The best ideas take a lot of planning. Weeks of planning. And research. And more planning. Just because you had a great idea for marketing your business online at 2:30 in the morning while you were smoking pot doesn’t mean you should start implementing it at 9:30 in the morning, no matter how perfect the idea may seem. If you don’t take the time to plan and research your new online marketing campaign before you start it, you’re setting yourself up for some serious problems. Make sure everything is legal, and that it doesn’t cross any copyright lines. Anticipate any problems and have a plan to solve them. Finally, make sure that the ROI of your campaign is going to make it worth the initial cost.

Fortunately, even if you have made some of these mistakes, you can still fix the problems and move on, with a much stronger (and more successful) online marketing plan.

Contact Alex Miranda at alex@thecreativecomplex.com if you need some consulting for your nightclub’s online marketing.

What are some of the mistakes you’ve noticed other businesses making online?

My goal is that by the time you’re finished reading this article, you’ll understand your options for turning your nightlife website into a social hub.

Let’s get started.

#1: Like Button

The Like button lets clubbers share pages from your site back to their Facebook profile with one click. When the user clicks the Like button on your site, a story appears in the user’s friends’ news feed with a link back to your website.

The Facebook Like button is HIGHLY recommended for your:

• Home Page
• Photo Gallery
• Events Page

#2: Send Button

The Send button allows your clubbers to easily send your website content to their friends. It’s different from the Like button in that the content sent between friends is communicated via a Facebook message and not, by default, through a public news feed posting as a “Liked” item would be. This button is great for content that might be better served individually.

For example, on your nightlife site you’ll want to use the Send button for:

• Individual Photos
• Individual Events

#3: Comments

The Comments plugin lets clubbers comment on your site. A lot of WordPress websites come with the commenting feature built in.  We would recommend you disable that and install the Facebook commenting plugin feature.

You should definitely be allowing commenting on :

• Photo galleries
• Event Pages

WARNING:  Moderate your comments frequently by coming back to check them.  You can delete comments you don’t like if you are the admin of the site.

#4: Activity Feed

The Activity Feed plugin allows you to show users what their friends are doing on your site through Likes and Comments. Basically, it lists the most recent activity people have undertaken on your website.

A nightclub wouldn’t have much use for this.  But an event promotions group that drives a lot of traffic back to their website for photos and interaction might get some use.

If you’re going to use it, put it as a widget on the right side of your back pages, but don’t make it prominent.

#5: Recommendations

The Recommendations plugin lets you give users personalized suggestions for pages on your site they might like. These “personalized” recommendations are compiled automatically by the plugin, using information from the most common activity on your site.

Again, a nightclub wouldn’t have much use for this.  But an event promotions group that drives a lot of traffic back to their website for photos and interaction might get some use.

If you’re going to use it, put it as a widget on the right side of your back pages, but don’t make it prominent.

#6: Like Box

The Like box enables clubbers to Like your Facebook Fan page and view its stream directly from your website. This is VERY IMPORTANT for your website.  It is a MUST HAVE if you want to build more fans on your Facebook page.

If you’re going to use it, put it on the homepage or add it to the footer of your website so it’s always there as a reminder to get more ‘LIKES’.

#7: Login Button

The Login button lets you show profile pictures of the clubber’s friends who have already signed up for your site in addition to a login button. This is not so useful for venues, but very useful for event promotions companies who want to build a community on their site.  This is only useful if you’re also going to add in a Registration function (below), which allows you to create a community of website users who are logged into your site.

When Facebook users login to your site with this plugin, they are also giving permission for your domain to access all the network-available personal information they’ve shared on Facebook, which allows your event promotions company a greater understanding of the kind of users engaging with your website.

#8: Registration

The Registration plugin allows users to easily sign up for your website with their Facebook account. The registration process is simple for users, and generally includes input fields that are pre-filled with the users’ personal information if they are already logged into Facebook in another tab.

Event promotions companies with community style sites will find great use out of this.

#9: Facepile

The Facepile plugin lets you display the Facebook profile pictures of users who have Liked your page or have signed up for your site. However, it only displays the pictures of a user’s friends.

It’s a cute way to dress up your site.  I would put it on the header.

#10: Live Stream

The Live Stream plugin lets your users share activity and comments in real time as they interact during a live event. This plugin is similar to the Comments social plugin in that a visitor to your website can leave a comment on a page and also post that comment to his or her Facebook profile.

If you’re hosting a major concert or event, it could be a cool added tool to build your community, especially for people who really wanted to come to your event but couldn’t make it.

What do you think? What social plugins do you already have on your website? Are you planning on adding any more? Leave us your questions and comments in the box below. We’d love to hear from you!

http://www.thecreativecomplex.com/valentines/

About The Creative Complex:

Creative Complex saw a need for to provide pseudo in-house, timely and quality digital design & web development to bustling marketing departments.  We hire and manage graphic designers & web developers so that you don’t have to.  Our niche is in the nightlife & entertainment but we’ve been known to step into other industries.

Visit our website:  http://www.thecreativecomplex.com

Cupid is Coming!  Start Valentines Event Marketing NOW!

We require three things in a client.

1. They must be handsome
2. Ruthless
3. Smart enough to fire their freelance graphic designer

Rely on the #1 graphic design firm for the nightlife & entertainment. We’ve done THOUSANDS of flyers.

Enhance your event’s exclusivity with a multimedia mini-site to help drive up sales and the image of the event.

Pimp out your entire branding with Twitter, Facebook, and YouTube backgrounds to match Valentines.

Web banners, posters and tickets are a nice touch to a HUGE event!

We offer strokes for different folks. Our designs come from the BEST designers in the country with one goal in mind: GET MORE PEOPLE TO LOOK!

• Amazing designs
• 24-48 hour turnaround for retainer clients
• Your own account executive

Visit http://www.thecreativecomplex.com/valentines/ for specials.

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.

Shred Your Ex

Guests are encouraged to bring in photos of their exes, and guests and door man will shred the photo at the door. Each patron who brings in a photo will receive a complimentary drink.

Online Promotion Idea:  Facebook Contest

• Facebook:  Contest for person to tell the worst ex story they have experienced.
• Email:  Email the contest out
• Twitter:  Promote the contest to drive traffic to Facebook page
• Website:  Promote the event with RSVP

Speed Dating

Guests sit in VIP areas paired with a person of the opposite sex.  Light music is played, and when the music stops, everyone switches.  You can charge a cover and everyone receives complementary champagne.

Online Promotion Idea:  Eventbrite Integration

• Eventbrite:  Use http://www.eventbrite.com to create your event, manage RSVPs, charge for tickets, and integrate on your site
• Facebook:  Publish the event on Facebook Event
• Website:  Add ticket form to website
• Email:  Email attendees directly from Eventbrite

Ladies “passion party”

Find a vendor that does “passion parties” and have them host one of the biggest ones in your city at your venue.  Invite the ladies to come at 8pm, then open the doors to the gentlemen at 10pm.

Online Promotion Idea:  Eventbrite Integration

• Eventbrite:  Use http://www.eventbrite.com to create your event, manage RSVPs, charge for tickets, and integrate on your site
• Facebook:  Publish the event on Facebook Event
• Website:  Add ticket form to website
• Email:  Email attendees directly from Eventbrite

No-love-song karaoke night

Got a karaoke machine?  Do a no-love-song themed night!

Online Promotion Idea:  Twitter Song Request

• Twitter:  Ask followers to tweet “anti-valentine” songs for Karaoke
• Facebook:  Publish the event on Facebook Event
• Email:  Email the sample song list, people reply to pick the song they want to sing
• Website:  Promote the event with RSVP to pick a song

Zombie Valentines

Encourage your patrons to dress up as zombies in wedding dresses and tuxedos (or anything to do with ‘love’).  Then have everyone show up and give prizes to the best costumes.  All participants receive a free drink.

Online Promotion Idea:  Twitter Flash Mob

• Twitter:  Announce a Flash Mob of Valentines Zombies to attack your venue, along with other venues in the area.  Work together as a team and this could be a deathly scene around your venue’s neighborhood.

Lock & Key Event

This one is pretty common, but the girls get a lock and the guys get a key.  Everyone walks around sticking it to the member of the opposite sex.  You can charge a registration fee since there are hard costs associated.

Online Promotion Idea:  Eventbrite Integration

• Eventbrite:  Use http://www.eventbrite.com to create your event, manage RSVPs, charge for tickets, and integrate on your site
• Facebook:  Publish the event on Facebook Event
• Website:  Add ticket form to website
• Email:  Email attendees directly from Eventbrite

Need help promoting your event online?

Visit the Tumblr account for The Creative Complex to see their designs: http://thecreativecomplex.tumblr.com/post/16372326872/valentines-flyer-design-inspiration

Click here to see designs.

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To have your design company’s flyers featured on our website, send us an email:  info@nightlifemarketingresource.com

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The physical and virtual worlds collided in the Amazon jungle this week — where a nightclub opened sporting the Facebook name and logo.

“The Facebook concept is about sharing ideas, adventures, friendships, parties and photos with your friends,” the club’s 30-year-old founder Humbert Camacho told the UK Guardian. “So what we wanted to do was to build a nightclub with this concept, where people could come and share things with their friends, spend a cool night, sharing pictures, experiences and have fun.”

Facebook recently overtook Google‘s Orkut as the most popular social networking site in Brazil, so Camacho’s timing seems ripe.

Read Full Article on Mashable.com:  http://mashable.com/2012/01/20/facebook-nightclub-in-brazil/

DELETE ACCOUNT:  Unless a club’s Twitter is wildly successful (most aren’t), delete it, start a new one from scratch and tell all your followers they can potentially follow the new handle.

SET TO PRIVATE:  Go to setting, account, and click off the “Protect my tweets” button.

MANAGE CORRECTLY:  The face of the venue, likely the door person or owner should handle all updates to Twitter.  This same person will also be responsible for picking and choosing who gets access to follow the account.

WHO TO FOLLOW:  Start by following those who support the club, mainly the staff and regulars, and allow them follow you back.  From there, decide how tight you want to keep the following.  The reason a door person is likely best candidate to choose who gets to follow the account is because this is the person who oversees who is and isn’t coming in the club nightly.  Let the door person select people offline and online for consistency.

STRICT DOOR POLICY:  If you’re going to be a rope in front of your Twitter, you better make sure what is inside kicks ass.  There’s nothing worse than getting hassled at the door, getting in and finding out the party inside sucks. The same rules apply for Twitter.  Update frequently by live tweeting from the door and posting relevant happenings to the audience.  Because you’re not letting any yahoo follow the account, it is important to know who is inside so you can highlight and interact on a more personal level in order to create a community or family-like feeling.

If you’re still not sold on private accounts, think of all the undesirable people who won’t get to see and more importantly reply to your tweets.  If only there was a private setting for life.

It’s also a time where graphic designers show off their best work of the year.  All of the year’s worth of designs come down to one special night.

Here are a few good New Years Eve flyers that we’ve found by scouring the internet.

Do you have other flyers to show us?  Submit a flyer to flyers@nightlifemarketingresource.com and we’ll categorize them and feature them in a post.

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

Prediction 1:  Daily Deals Will Grow your VIP.

In 2011, there were tons of daily deal websites being formed.  And although you saw many deals for spas and restaurants, you didn’t see too many nightclubs taking advantage of the new form of marketing.  New Years Eve 2011 was really the first time we saw multiple nightclubs on www.giltcity.com posting their daily deals for VIP and general admission tickets.

Warning:  Properly managing your daily deals is a MUST!  I can write a whole different article on this, but the biggest thing is collecting the data so you can bring that person back.

Prediction 2: Google + Will Pick Up Some Momentum…But Just a Little.

Ultimately, I haven’t really been able to say what Google+ will do for the nightlife industry.  Right now it’s full of early adopters, probably not your “nightclub” type.  I think we’re all really just trying to figure this thing out.  But we can’t ignore it either, this is Google we’re talking about.  But they are going to have to do a better job at marketing itself if they want to get to Facebook’s 800 million users.

Prediction 3:  Mobile will ALMOST be where we want it to be.

Why is it that in Europe and Asia they are so much more phone savy than we are?  You can pay for ANYTHING on your phone over there.  I predict nightlife marketers will adopt mobile sites for their websites and make it a lot easier to make reservations or get on the guest list over mobile apps.

Mobile RSVP confirmations picked up the pace this year, and it was the first time for me that when I handed my phone to a door man and I didn’t get a blank stare. There’s hope yet. I think we’ll see wider adoption of mobile RSVPs and more effective apps in 2012.

Prediction 4: We’ll Really Latch on to Venue Driver.

With more high profile nightclubs using Venue Driver to power their guest lists, vip reservations, ticketing, staff performance and customers, we predict this will be a break-through year for the company out of Las Vegas.  How venues will integrate this with their current website and marketing will be something more and more marketers will take the plunge to find out.

Prediction 5: We’ll Nail This Twitter Thing.

2012 saw an EXPLOSION of venues and promoters jumping on to Twitter to promote their events.  But now the space is very crowded, and venues will have to invest some time in applications like Social Bro, HootSuite, TweetDeck and other Twitter management programs.  Ultimately, you’ll need to convert one of your promoters to work in-house for you to handle your social media.  This is a job for ONE PERSON (who is well managed)

What are your predictions for this year?

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.

1. Experience

During and post-recession, affluent consumers didn’t significantly curb their spending at nightclubs, bars and lounges.  While it’s true that luxury consumers are still buying bottles, they’re also becoming more selective about what venue they spend it at. Now, the luxury consumer’s purchase decision boils down to a single, simple question: Is it worth it? The best way luxury venues can tip the scales in their favor is to provide unique, compelling experiences.

What do we mean by experiences?  It means you need to start spending some money on your productions.  This includes party favors and interactive things of that nature at your event.  It also means you need to be spending money on your venue, making sure it’s not going to the dumps.  Get some more intelligent lighting, visit a tradeshow to see what’s the latest and coolest for venues.

2. Exclusivity

Traditionally, we think if we raise our prices, that makes us more exclusive.  But to luxury venues, that’s not enough.  They don’t just think price.  In the digital marketing world, this is called “prestige technology.”

Your venue might want to consider a “concierge app” for your high end clients, or an interactive channel on your website.  Microsites with cool games and this type of high-tech marketing makes you appear on the cutting edge – a position that leads to exclusivity.

3. Engagement

No matter what, engagement relies on one thing: story. Whether a branded video, a website experience or a simple Facebook post, engaging content implies a story — a narrative with a beginning, middle and end. A narrative that makes a participant feel something.

Does your venue tell a story?  Can you really get your audience behind your vision, mission and goals?  We all know why Tiffany’s is so powerful and why Tom Ford’s story is so great.  These are stories people can really get behind, and luxury consumers eat that up!

In today’s luxury marketplace, convincing consumers to buy isn’t enough. Convincing them to join a brand on a journey is the key, and that’s what stories do.

4. Emotion

The first three E’s combine to form the fourth and final imperative element of luxury marketing: emotion. Without the deliberate, appropriate application of one key emotion among its customers, long-term luxury brand success cannot exist.

The reason is simple. Luxury brands cater to a consumer that can buy almost any material thing he or she wants. A luxury venues physical location, therefore, is secondary. Like an experience, an exclusive insider’s view or an engaging story, a particular emotion is what luxury consumers are really after.

Consumers are loyal to Mansion Nightclub because they want to feel “authentic” and “timeless.” They go to the Delano to feel “celebrity.” They buy a bottle at XS Vegas to feel “triumphant.” They frequent Liv at the Fontainbleu to feel “nostalgic.”

Luxury venues must embrace the fact that their primary products are actually elusive and ephemeral feelings, and that their physical venue are mere mediums through which consumers achieve those feelings. Therefore, a luxury venue must determine its emotional value first, and construct its physical and digital manifestations to express and extract that specific emotion.