UNDERSTANDING THE NIGHT: A Marketers Guide to Product Marketing in the Nightclub and Bar Scene - Part 2

OK, now that you have decided on your plan of attack, the question is what will allow the promotion you have created to get you the best ROI.

1) Always send in promotional models who can relate to the audience of the venue within which you will be promoting your product (i.e. sending a non-Spanish-speaking model into a Spanish nightclub, sending a white model into an all-Afro-American nightclub, sending a straight person into a gay bar, etc.).
a. When I owned Fat Cat Promotions, I always made sure the models were sent into establishments where they could relate to the consumer they would be approaching and be in an environment I n which they would feel comfortable.
2) Product knowledge/education: This is key, just like in any other industry, a consumer who cannot touch or feel your product must be sold on your product via product knowledge and education.
a. I have always sent in spotters during events to be my eyes and ears and see if the models know their product info or followed up with establishment management to get a first hand accounting of the promo and have always quizzed employees on product knowledge.
3) Have models sample your product before promoting it.
a. Over the years I have always done product tasting/knowledge classes.
4) Premiums- shirts, hats, printed promotional items/ad specialties, etc. More on this later!
5) Signage- own the establishment/location domination.
a. In every establishment I have always placed signage throughout the establishment. I have even done best decorator contests for each promo. Get creative for Dewar’s we used to take Dewar’s cups and stick them on the wall to make a D or spell Dewar’s behind the bars and to make them pop, we used to place blinking light buttons in each cup.
6) Make coupons available to allow patrons to remember and hopefully purchase your product outside of the establishment
7) Compile a mailing list of everyone. Get name, address, cell #, and email. Offer the consumer something in return for this info
8) Send the consumer to your website to receive a gift and to get them to further interact with your brand.
a. This could be done by simply giving the consumer a business card sending them to a website for a free download or gift.