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.

Below are just three ways you can take advantage of online deals during this holiday season.

1. Social Media Coupons

60 percent of social media users in the U.S. visit social networks to receive coupons or promotions, with 23 percent doing so on a weekly basis. How come I don’t see too many nightclubs taking advantage of this?

While there has been quite a bit of backlash against businesses using deal sites like Groupon and LivingSocial to attract new customers, alternatives like Facebook and Twitter can help bars & lounges create loyalty through deals without undercutting themselves or relying on middlemen. Using these social networking sites is a great way to incentivize current patrons who already frequent your spot and may be looking for last-minute deals or a way to save some dollars. Simply tweeting an offer code or putting a link to a special promotion in your company’s status update gives your users a reason to interact with your social presence, while also giving them something for their trouble.

Have you thought of a “Corporate Holiday Party Package Deal”?  Let me know by leaving a comment.

2. Email Marketing Offers

Instead of undercutting your prices by using someone else’s email list (sorry Groupon and LivingSocial), why not build your own? Don’t you have tons of emails already?  Email marketing is a powerful way to deliver your coupons because it’s a personal medium, you can segment coupons by different customer types, and you’re probably already in the habit of collecting email addresses to begin with. By creating holiday-themed email newsletters that offer discounts, you give customers a reason to head back to your venue, keep your spot top of mind and work to build brand loyalty.

Holidays or not, if you aren’t currently working to build up your email list, I’d encourage you to start. It really is one of your strongest assets as nightlife professionals.

3. Mobile or On-the-Go Discounts

You know when a coupon is most handy for a consumer? When they’re on-the-go and just a rock’s throw from your venue. And that’s why FourSquare Deals are a great fit for small business owners looking to advertise to a tech-savvy audience. Earlier this year, FourSquare released FourSquare 3.0, which featured a new Explore tab that allowed users to find out about Deals & Specials near where they were currently checked in. That means if someone checks in while getting coffee down the street, they’ll be alerted to the 2-for-1 drink special discount code you’re offering to new patrons. Offering deals on-the-go can serve as a powerful call to action for targeted last-minute shoppers. It will also expose your brand to those nearby who may not have been familiar with you.

As the holiday season approaches, we’ll all be looking for ways to attract customers new and old to our venues. Combining the power of online coupons and social media is one extremely effective way to do just that.