Nightclub Marketing Plan SocialTraffic.biz
<ul><li>Decide on a series of recurring event themes & the </li></ul><ul><li>purpose of each (raise funds, visibility, cel...
<ul><li>Visit potential venues & site rental  </li></ul><ul><li>cost estimates (short list 3) </li></ul><ul><li>Research &...
Costing (1 of 4 steps –Diligence) <ul><li>Visit List all known expenses into a spreadsheet. </li></ul><ul><li>Add manageme...
Costing (1 of 4 steps –Diligence) <ul><li>Drafts your initial budget </li></ul><ul><li>Allocate Free & promotional ticket ...
Feedback (2 of 4 steps – Diligence) <ul><li>List the nightclubs selling points as planned, include entertainers & ticket p...
Raise Capital (3 of 4 steps –Diligence) <ul><li>Input variables into a spreadsheet or calculator & determine working capit...
Confirmation (4 of 4 steps –Diligence) <ul><li>Secure Finance </li></ul><ul><li>Set up trust accounts </li></ul><ul><li>Co...
Planning your pre-launch (1 of 4 steps –  Nightclub marketing plan pre-launch ) <ul><li>Write down your Nightclub pre-laun...
Compile a mailing & email list  (individuals/businesses) (2 of 4 steps –  Nightclub marketing plan  pre-launch) <ul><li>Id...
3 to 6 Months out from launch (3 of 4 steps –  Nightclub marketing plan  pre-launch ) <ul><li>Begin monthly committee meet...
3 to 6 Months out from launch (4 of 4 steps – Nightclub marketing plan  pre-launch ) <ul><li>Obtain radio/TV sponsors, pub...
2 Months Ahead (1 of 6 steps –  Nightclub marketing launch plan ) <ul><li>Hold underwriting or preview party to coincide w...
2 Months Ahead (1 of 6 steps –  Nightclub marketing launch plan ) <ul><li>Hold walk-through of Nightclub with responsible ...
1 Month Ahead (2 of 6 steps –  Nightclub marketing launch plan ) <ul><li>Phone follow-up of mailing list (ticket sales) </...
1 Month Ahead (3 of 6 steps –  Nightclub marketing launch plan ) <ul><li>Confirm hotel accommodations </li></ul><ul><li>Pr...
1 Week Before (4 of 6 steps –  Nightclub marketing launch plan ) <ul><li>Meet with all committees for last-minute details ...
1 Week Before  (5 of 6 steps –  Nightclub marketing launch plan ) <ul><li>Finalize catering guarantee, refreshments </li><...
Nightclub launch Party (6 of 6 steps –  Nightclub marketing launch plan ) <ul><li>Arrive early (with your change of clothe...
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Nightclub Marketing Plan Launch Steps

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http://www.socialtraffic.biz/products/marketing-plans/nightclub-marketing-plan Step by step guide to launching a new nightclubs launch night.

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Nightclub Marketing Plan Launch Steps

  1. 1. Nightclub Marketing Plan SocialTraffic.biz
  2. 2. <ul><li>Decide on a series of recurring event themes & the </li></ul><ul><li>purpose of each (raise funds, visibility, celebration, etc.) </li></ul><ul><li>Choose a market (you may have one or may want to build one ) </li></ul><ul><li>Short list a set of dates and time for these specific Nightclub events </li></ul><ul><li>Give yourself between 2 & 6 months to organize </li></ul><ul><li>and promote it depending on the Nightclub size. </li></ul><ul><li>Choose a launch concept or theme </li></ul><ul><li>Short list Nightclub entertainment preferences </li></ul><ul><li>Conceptualize a launch strategy </li></ul><ul><li>Identify your Nightclub launch tactics </li></ul><ul><li>Research & List 3 real world examples of similar nightclubs </li></ul><ul><li>Establish a legal structure by which you will be using </li></ul><ul><li>to organize the nightclub. (company, trust etc) </li></ul>Nightclub Marketing plan - Club Launch Steps (1 of 2 steps - Marketing research) The Idea
  3. 3. <ul><li>Visit potential venues & site rental </li></ul><ul><li>cost estimates (short list 3) </li></ul><ul><li>Research & price potential Nightclub </li></ul><ul><li>promoters, coordinators/ managers </li></ul><ul><li>Short list a Nightclub chair person </li></ul><ul><li>Short list the Nightclub directors or subcommittee members </li></ul><ul><li>Short list desired entertainers & availability </li></ul><ul><li>List market segment you are targeting </li></ul><ul><li>List all “parties” targeting the same demographic in the same region </li></ul><ul><li>one month either side of each of your short listed launch theme nights. </li></ul><ul><li>List recurring night clubs in the region that attract segments of your target </li></ul><ul><li>demographic to these club nights </li></ul><ul><li>Perform key word research to establish key word phrases being searched by your </li></ul><ul><li>target demographic looking for similar style nightclub </li></ul>Researching viability (2 of 2 steps - Marketing research )
  4. 4. Costing (1 of 4 steps –Diligence) <ul><li>Visit List all known expenses into a spreadsheet. </li></ul><ul><li>Add management fees. </li></ul><ul><li>Add research and development costs. </li></ul><ul><li>Get cost estimates food, drinks, sound/lights, etc. </li></ul><ul><li>Establish entertainer’s availability reference to preferences (hold auditions if applicable) </li></ul><ul><li>Establish the cost estimate of entertainers (Invite bids if applicable) </li></ul><ul><li>Establish a cost estimate for party decorations Invite bids / tenders (quotes) </li></ul><ul><li>Establish a cost estimate for artwork design & printing (Invite bids) </li></ul><ul><li>Establish an advertising budget </li></ul><ul><li>Establish a multi media, website & social networking budget </li></ul><ul><li>Establish cost estimates for all other major items </li></ul><ul><li>Identify any items that require underwriting & forecast interest. </li></ul>
  5. 5. Costing (1 of 4 steps –Diligence) <ul><li>Drafts your initial budget </li></ul><ul><li>Allocate Free & promotional ticket quotas </li></ul><ul><li>Establish your break even cost per ticket sold. </li></ul><ul><li>Add a 10% per ticket margin to break even cost per ticket. </li></ul><ul><li>Establish ticket types and allocations. </li></ul><ul><li>Establish what kind of sponsorship money can be raised </li></ul><ul><li>Decide on admission cost per ticket for each ticket type. </li></ul>
  6. 6. Feedback (2 of 4 steps – Diligence) <ul><li>List the nightclubs selling points as planned, include entertainers & ticket prices. </li></ul><ul><li>Establish a survey questionnaire with no more than 10 multiple choice questions. </li></ul><ul><li>After your costing & ticket prices are confirmed use Pay Per click advertising & </li></ul><ul><li>online survey forms to have 50 of your target demographic fill out a survey. </li></ul><ul><li>Contact your list of potential resellers and have them answer your survey </li></ul><ul><li>Contact leading organic websites and sponsors to conduct a survey of </li></ul><ul><li>the night club’s viability with a view to gauging interests. </li></ul>
  7. 7. Raise Capital (3 of 4 steps –Diligence) <ul><li>Input variables into a spreadsheet or calculator & determine working capital required. </li></ul><ul><li>Appoint the night clubs chairperson subject to capital raising. </li></ul><ul><ul><li>Remuneration </li></ul></ul><ul><ul><li>Payment Plan </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><li>Appoint an Nightclub manager subject to capital raising; </li></ul><ul><ul><li>Remuneration </li></ul></ul><ul><ul><li>Payment Plan </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><li>Write up your research data into written proposal that includes; </li></ul><ul><ul><li>Information memorandum; </li></ul></ul><ul><ul><li>Management Agreement </li></ul></ul><ul><ul><li>Shareholders Agreement (Stakeholders, chairperson & committee) </li></ul></ul><ul><ul><li>Market Research </li></ul></ul><ul><ul><li>Nightclub marketing plans/strategy </li></ul></ul><ul><ul><li>Financial Modeling & Forecast </li></ul></ul><ul><li>Approach investors/ Honoree’s & secure working capital. </li></ul>
  8. 8. Confirmation (4 of 4 steps –Diligence) <ul><li>Secure Finance </li></ul><ul><li>Set up trust accounts </li></ul><ul><li>Confirm Dates </li></ul><ul><li>Confirm venue in writing </li></ul><ul><li>Confirm entertainment in writing </li></ul><ul><li>Confirm a back up venue & date strategy </li></ul>
  9. 9. Planning your pre-launch (1 of 4 steps – Nightclub marketing plan pre-launch ) <ul><li>Write down your Nightclub pre-launch story </li></ul><ul><li>Establish a VIP customer list. </li></ul><ul><li>Establish a pre launch story for your Nightclub& marketing launch plan </li></ul><ul><li>Get your Nightclub overall launch story and offer right </li></ul><ul><li>Identify any and all market objections </li></ul><ul><li>Identify overall launch timelines </li></ul><ul><li>Establish a pre launch plan & skull session </li></ul>
  10. 10. Compile a mailing & email list (individuals/businesses) (2 of 4 steps – Nightclub marketing plan pre-launch) <ul><li>Identify your product launch tools </li></ul><ul><li>Publishing Nightclub web pages & opt-in forms to generate leads (Guest List) </li></ul><ul><li>Establish an email auto responder series to match launch story and time lines. </li></ul><ul><li>Online video is powerful </li></ul><ul><li>Build a buzz to warm your existing list </li></ul><ul><li>Run a survey with your existing customer list. </li></ul><ul><li>Finding and attracting ticket resellers or joint </li></ul><ul><li>venture partners </li></ul><ul><li>Consider pre-party Nightclub for publicity or underwriting </li></ul><ul><ul><li>Invite/confirm VIPs </li></ul></ul><ul><ul><li>Pick graphic artist; begin invitation design </li></ul></ul><ul><ul><li>Create logo for Nightclub with graphic artist </li></ul></ul><ul><ul><li>Order hold-the-date cards or other Nightclub </li></ul></ul><ul><ul><li>announcements </li></ul></ul><ul><ul><li>Set marketing/public relations schedule </li></ul></ul><ul><ul><li>Develop press release and calendar listings </li></ul></ul><ul><ul><li>Select photographer; arrange for photos of </li></ul></ul><ul><ul><li>VIPs, chairmen, honorees </li></ul></ul><ul><ul><li>Get biographical information on VIPs, </li></ul></ul><ul><ul><li>celebrities, honorees, chairmen </li></ul></ul><ul><ul><li>Investigate need for special permits, licenses, insurance, etc. </li></ul></ul>
  11. 11. 3 to 6 Months out from launch (3 of 4 steps – Nightclub marketing plan pre-launch ) <ul><li>Begin monthly committee meetings </li></ul><ul><li>Write/send requests for funding or underwriting to major donors, corporations, sponsors </li></ul><ul><li>Request logos from corporate sponsors for printing </li></ul><ul><li>Review with graphic artist invitations, programs, posters, etc </li></ul><ul><li>Prepare final copy for invitations, return card, posters </li></ul><ul><li>Prepare final copy for tickets </li></ul><ul><li>Complete mailing lists for invitations </li></ul><ul><li>Order invitations, fliers, posters, tickets, etc. </li></ul><ul><li>Sign contract with entertainment company </li></ul><ul><li>Make list of locations for posters </li></ul><ul><li>Finalize mailing lists; begin soliciting corporations and </li></ul><ul><li>major donors </li></ul><ul><li>Obtain lists from honorees, VIPs </li></ul>
  12. 12. 3 to 6 Months out from launch (4 of 4 steps – Nightclub marketing plan pre-launch ) <ul><li>Obtain radio/TV sponsors, public service announcements, promos </li></ul><ul><li>Set menu with caterer for food and beverages </li></ul><ul><li>Secure permits and insurance </li></ul><ul><li>Get written confirmation of celebrity participation/special needs </li></ul><ul><li>Finalize audio/visual contract </li></ul><ul><li>Select/order trophies/awards </li></ul>
  13. 13. 2 Months Ahead (1 of 6 steps – Nightclub marketing launch plan ) <ul><li>Hold underwriting or preview party to coincide with mailing of invitations; invite media </li></ul><ul><li>Assemble/address invitations (with personal notes when possible) </li></ul><ul><li>Mail invitations </li></ul><ul><li>Distribute posters </li></ul><ul><li>Finalize transportation/hotel accommodations for staff, VIPs, honorees </li></ul><ul><li>Obtain contracts for decorations and rental items </li></ul><ul><li>Confirm TV/radio participation </li></ul><ul><li>Release press announcements about celebrities, VIPs, honorees </li></ul><ul><li>Follow up to confirm sponsorships and underwriting </li></ul><ul><li>Obtain logos from corporate sponsors for program printing </li></ul><ul><li>Review needs for signs at registration, directional, etc. </li></ul><ul><li>All major chairpersons to finalize plans </li></ul>
  14. 14. 2 Months Ahead (1 of 6 steps – Nightclub marketing launch plan ) <ul><li>Hold walk-through of Nightclub with responsible committees, chairpersons and </li></ul><ul><li>responsible site staff members at Nightclub site </li></ul><ul><li>Review/finalize budget, task sheets and tentative time line </li></ul><ul><li>Start phone follow-up for table sponsors (corporate, VIP, committee) </li></ul>
  15. 15. 1 Month Ahead (2 of 6 steps – Nightclub marketing launch plan ) <ul><li>Phone follow-up of mailing list (ticket sales) </li></ul><ul><li>Place newspaper ads, follow up with news media, on-air announcements </li></ul><ul><li>Confirm staff for registration, hosting, other </li></ul><ul><li>Write to VIPs, celebrities, program participants, confirm participation </li></ul><ul><li>Complete list of contents for VIP welcome packets </li></ul><ul><li>Get enlarged site plan/room diagram, assign seats/tables </li></ul><ul><li>Give estimate of guests expected to caterer/food service </li></ul><ul><li>Meet with all outside vendors, consultants to coordinate night club </li></ul><ul><li>Review script/ time line </li></ul><ul><li>Continue phone follow-ups for ticket/table sales </li></ul><ul><li>Continue assigning seats; set head table, speaker's platform </li></ul><ul><li>Confirm transportation schedules: airlines, trains, buses, cars, limos </li></ul>
  16. 16. 1 Month Ahead (3 of 6 steps – Nightclub marketing launch plan ) <ul><li>Confirm hotel accommodations </li></ul><ul><li>Prepare transportation and accommodations </li></ul><ul><li>(include arrival time, flight number, airline, person assigned to meet flight) </li></ul><ul><li>Confirm special security needed for VIPs to and from night club </li></ul><ul><li>Prepare welcome packet for VIPs, chairmen, and key staff </li></ul><ul><li>Schedule deliveries of special equipment, rentals </li></ul><ul><li>Confirm setup and tear down times with Nightclub venue </li></ul><ul><li>Finalize plans with party decorator </li></ul><ul><li>Give caterer revised numbers </li></ul><ul><li>Meet with chairpersons, key staff to finalize any of the above </li></ul>
  17. 17. 1 Week Before (4 of 6 steps – Nightclub marketing launch plan ) <ul><li>Meet with all committees for last-minute details </li></ul><ul><li>Finish phone follow-ups </li></ul><ul><li>Confirm number attending </li></ul><ul><li>Finish seating/table arrangements </li></ul><ul><li>Hold training session with volunteers; finalize assignments </li></ul><ul><li>Secure two or three volunteers to assist with emergencies </li></ul><ul><li>Finalize registration staff </li></ul><ul><li>Distribute seating chart, assignments to hosts/hostesses </li></ul><ul><li>Schedule pickup or delivery of any rented or loaned equipment </li></ul><ul><li>Double-check arrival time and delivery times with vendors. </li></ul><ul><li>Reconfirm Nightclub site, hotel, transportation </li></ul><ul><li>Deliver final scripts/ timelines to all program participants </li></ul>
  18. 18. 1 Week Before (5 of 6 steps – Nightclub marketing launch plan ) <ul><li>Finalize catering guarantee, refreshments </li></ul><ul><li>Confirm number of volunteers </li></ul><ul><li>Make follow-up calls to news media for advance and Nightclubcoverage </li></ul><ul><li>Distribute additional fliers </li></ul><ul><li>Final walk-through with all personnel </li></ul><ul><li>Schedule rehearsals </li></ul><ul><li>Schedule volunteer assignments for day of Nightclub launch </li></ul><ul><li>Establish amount of petty cash needed for tips and emergencies </li></ul><ul><li>Write checks for payments to be made for the day of the Nightclub launch </li></ul>
  19. 19. Nightclub launch Party (6 of 6 steps – Nightclub marketing launch plan ) <ul><li>Arrive early (with your change of clothes) </li></ul><ul><li>Unpack equipment, supplies and make sure nothing is missing </li></ul><ul><li>Be sure all VIPs are in place and have scripts </li></ul><ul><li>Reconfirm refreshments/meal schedule for volunteers </li></ul><ul><li>Go over all the final details with caterer and setup staff </li></ul><ul><li>Check with volunteers to make sure all tasks are covered </li></ul><ul><li>Setup registration area </li></ul><ul><li>Check sound/light equipment and staging before rehearsal </li></ul>
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