Bar & Nightclub: Las Vegas 2008

Anyone with a point of few can now express it… beware they have nothing to lose. You, on the other hand, have everything to lose or gain .

introduction
Markets are conversations
3 types of conversation going on [badly]: 1. Inside your organization 2. With your organization 3. Outside your organization
Badly? Why? Command & Control
Honest Direct No Bull Transparent
Human Voice NOT Business Speak
Are you talking TO or WITH your customers?
Are you listening to THEM?

right here, right now
the consumer is now in control – work WITH them or they’ll work with someone else
worse thing about NOT listening to your customer is your COMPETITOR is!
no longer about Q uantity BUT Q uality
markets are conversations NOT self promotion
humanization is the new order

your customer
yours?

business is about…
THE experience
margins
bottom line
people

avoid me2 marketing
like the plague

communications
external
internal

Bar & Nightclub Industry
Our market is saturated with choices
And they keep launching more types of drinks!
Today you market drink x tomorrow y and you complain about lack of loyalty?
How do you sell a brand that is
unknown to the public?
Maybe you don’t…

Bar & Nightclub Industry
Traditional stale model – music Industry
Doesn’t recognize the changing playing field
Competition – not what you would expect
What makes someone leave the comfort of their home?
What’s the effort required to convince others?
Remember when you were 8 years old?
What happened?
TIME TO REDEFINE THE BUSINESS MODEL

Cirque du Soleil
Southwest
Virgin
And the most relevant?
DOVE

iPhone
MacBook Air

the state of advertising

advertising
$400 billion is spent on advertising
Return: single digit metrics in return
Only 7% consumers think ads tell the truth (Forrester)
Consumers see 3-5 THOUSAND messages per day (irrelevant & useless)
78% of advertisers claim traditional advertising has become less effective

new advertising
Educate the consumer
Help them DON’T interrupt them
Market context not content
Find consumers who want to listen
Give them value / help them

the experience

The Experience
Product, Service, Experience
Under promise – over deliver
Maximize Satisfaction
Minimize Sacrifice
Differentiate
Theatre

Anything and anyone visible to the customer is an act of theatre.
Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage

What will YOU do today to go beyond your call of duty?
It’s all about the moments

Social media
is not THE solution

social media
Instant Messaging / Chats
Blogs & Podcasts & VBlogs
RSS feeds
E-mail? Future? Control
Recommendations WOM / BUZZ
Rating – Highest views
Rating – Highest favourites
Rating – Highest Commented

why e-mail? everyone else is…

Email? Newsletter? SMS?
Email? Forget it – they have
Open Rates DIRE
Spam Continues – deleting e-mail
But consumers want RELEVANT information
Seed the discussion (forum/bulletin board)
Talk TO them NOT at them
Use RIGHT channel: RSS? Email? Podcast?
frequency – which one? Don’t ask me Ask…

Social Media
Consumers SHARE everything:
PHOTOS – family, private, business
VIDEO – same again
MUSIC – iPod & iTunes (legal)… the rest?
KNOWLEDGE – Wikipedia
Conversation is ongoing They are talking about you… You could be there… You SHOULD be there!

Marketing online
Success in marketing online generally is not about masses and masses of eyeballs. It's about the right eyeballs at the right time
(i.e. targeted niche media wins vs broad reach media.)

Marketing online
No longer about being BIG
Small & excellent
niche markets
(you can’t please everyone – so why try?)

Web 2.0 “tools”
Profiles
Video Audio
Co-creation
User generated content
Widgets
Share everything
Connect with those connecting the most
Flash Sites?

Social Networks
Basic human need to connect
We are social creatures
Basic human need to share
People love to share – number of blogs
Open Source Movement
User Generated Content
Enhanced Knowledge
Co-creation
Online Identity - profile
Viral Nature

different rules of engagement
60% of trendsetters and 33% of mainstream 14-34 year-olds have a social networking page source: TrendCentral, May 2006
never break their trust
Communicate honestly, accurately and openly
do not be part of the establishment, but draw upon the establishment’s strength
Stand for freedom vs. control
Amplify their energy and enable their causes

Integrating the Physical & Virtual Experiences marketing the physical experience marketing the virtual experience

Niche Exclusive
ASmallWorld

Professional
Linkedin
Your Brand & Me Brand

Social
MySpace

Prof/Social ?
Facebook for how long?
27% down in Feb 2008

Micro Blogging
Twitter

Photo Sharing
Flickr

the conversation
Technorati
then what?

mash ups

Suggestions
Ask dumb questions
It’s all about the questions:
What makes consumers come to my place?
How can I help THEM improve the experience?
What added value to the CONSUMER does each member of my team bring?
What added value to the CONSUMER does each event/promotion bring?
What makes a CONSUMER recommend us?
How can I be with them online?
What can we do that has never been done?

random thoughts – useless hints
Avoid software. The problem with software is that everyone has it.
Don’t clean your desk. Everyone does it.
Don’t build processes. Everyone does it.
Don’t hire expert barmen. Everyone does it. Hire real people & teach them to pour drinks.
Don’t lower your prices, happy hours, weird cocktails – everyone does it. Sell an experience.
CREATE THE EXPERIENCE
very few do that .

Begin anywhere.
Not knowing where to begin is a common form of paralysis.
John Cage – who?

www.ig-marketing.com Nuno Machado Lopes [email_address]

Bar & Nightclub: Las Vegas 2008

by Nuno Machado Lopes

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 2

Statistics

Bar & Nightclub: Las Vegas 2008 Presentation Transcript