UNDERSTANDING THE NIGHT: A Marketers Guide to Product Marketing in the Nightclub and Bar Scene - Part 1

I have been in the marketing and nightclub/bar industry for 20 years and over those years; I have worked for US Concepts, owned Fat Cat Promotions, up until it recent sale, and which catered to clients such as Dewars, Jim Beam, Absolute, Sky Vodka, Cabo Wabo Tequila, Sauza Tequila, Jack Daniels, The Original Soupman, etc., and even promoted and managed nightclubs and bars. I have learned what works and what doesn’t work in marketing not only in bars and clubs, but also outside these venues. The past couple of months, articles have been written and studies have been released, all of which are relevant to understanding the night.

Before we get to talking about these recent articles and studies, let’s start by understanding this consumer who frequents nightclubs and bars. The nightclub and bar scene is traditionally 18-35 in age, both male and female, educated, and has a medium income of $40,000+. The beauty of this market is that it can be broken down into 2 core groups: The Leaders and The Followers. The Leaders are the trendsetters, the people who can make or break your brand and become your word of mouth marketers/brand ambassadors. Since trendsetters are typically extroverted, they tend to love the scene, the rush it provides, and the brands that interact with them in their environment. The Followers are the ones who will do more or less whatever the trendsetter does and thus help to further your exposure and help you reach a greater audience. They also typically tend to be brand loyalists.

Although this scene is made up of Leaders and Followers, these groups can be split up into many different target markets. These two groups can be split by ethnicity (Afro-American, Latin/Hispanic, Asian, Euro, Polish, Russian, Greek, and general market, etc.), age (yes, there are bars or nightclubs which have different nights for different age groups, and they are typically labeled as teen night (13-18), Family dance night (for moms and dads with toddlers and preschoolers who still have the urge to cut the rug – parents are traditionally in their 30s and 40s ), college night (age 18-23), Oldies Night (Age 40-65), etc.), lifestyle/musical preference (bikers, alternative lifestyle, country, oldies, rap/hip-hop, dance, electronica, freestyle, big band, swing, etc.), industry (tech, hair dressers, Wall Street, etc) or by income level. As you can see nightlife holds something for every marketer no matter what your product or brand may be. The nightlife scene allows you to cut through the bullsh*t and reach your core consumer by making even the dullest product be hip and fun.

Throughout the years, I have seen many products be put on the map due to their involvement in the scene. Products such as Grey Goose Vodka, Enyce Clothing, Sirius Satellite Radio, Sony, Sexy Hair Care products, Street Glow, Mariah Carey, McDonalds’ (afterhours), etc. Now you’re asking yourself, OK that’s all great, but how do I promote my product in this scene? Simple: there are many different ways to get involved in the scene and there is something to fit every budget. Some ways to get in are:

1) Sponsor a given night with money to help offset costs, pay for a club’s printing of flyers and advertising in which your logo is included
2) Sponsor a promoter, DJ, recording artist, band, or MC who is constantly in front of the consumer to promote your product
3) Organize club tours
4) Sponsor a cab service or safe ride program
5) Send in models to give out samples of your product, but beware, only the models that know your product and can educate the consumer about your product, as well as can adapt to that scene, will be effective. Some things to remember when going this route.
a. Promotional models are typically untrained and uneducated about a client’s product; most never even meet the agency doing the hiring.
b. Most models at events are unsupervised which allows them to:
i. Not dress in uniform
ii. Work for a portion of the time and party the rest
iii. Not do anything except party and drink.
iv. Show up; get their time sheets signed by the establishment owner/manager and leave.
v. Not show up and forge the signature of the establishment owner/manager.
vi. Drink and hook up while working

• Since establishment owners typically lie on time sheets so as not to hurt the feelings of the model, one should always call the establishment and speak with either the owner or manager for a first-hand accounting of the night the following day.

6) Pay the bathroom attendants to promote your product
7) Engage the bartenders
8) Give out samples by getting involved in swag bag/goodie bag programs such as the Nightlife Survival Kit which can be found at http://www.nightlifesurvivalkit.com
9) Organize fashion shows, hair shows, etc.
10) Sponsor contests such as Texas Hold’em tournaments, and insurance backed games of chance from companies such as SCA and Million Dollar Media around your brand.
11) Organize a nationwide nightclub concert tour, show, or circus
12) Sponsor VIP/bottle service areas
13) Advertise with companies such as various bathroom billboard companies or alternative media companies
14) Due to the creativity of the nightclub and bar scene, you can typically create anything your imagination can dream up.