CATEGORY: Food & Beverage
PARTNERSHIP: Managed Services, Agency of Record
SERVICES: Strategic, Creative, Technical, Operations
Nightclubs are a staple crossover of the food and beverage and entertainment industries and attract millions of visitors annually from Amsterdam to Vegas. These hyper-volume bars are built on big risks though. Filling up a large venue week after week takes great acts, reputation, media coverage, as well as local strong promotional relationships. Success takes a high functioning marketing machine – the capabilities of which far exceeds most venues in the food and beverage sector by themselves.
On the tails of a strategic shift in its theme and programming, Q Nightclub was reassessing its marketing efforts. It had brought in a respected new Creative Director and refreshed its promotional blood, but needed an additional resource to carry out the day-to-day implementation of its marketing strategy, drive growth, and liaise with the promotional teams. It didn’t make sense to bring in a new full-time employee as the scope of work was too wide. It needed the expertise of a partner who both understood the complexities of the nightclub industry and had a proven track record of marketing expertise.
Front of House’s embedded marketing solution was a perfect fit. Many of our team began their marketing careers in the nightlife business, but had a full range of agency-level experience in the professional marketing ecosystem. We embedded with the organization, working at the direction of its lead creative to provide strategic, creative, and technical support including wide ranging designs representing the venue on many different platforms, from event posters to ticketing sites. We provided technical support for various website updates and ran the company’s communications channels including social media and email marketing. FoH’s services helped the nightclub gain access to a much wider variety of marketing expertise for about the same cost.
“FoH’s team is the best in the business. We worked with them to create and implement our day-to-day marketing strategy iterating on it until we got the results we wanted. They’re very responsive with a creative team that quickly understood what we were going for and executed well on a regular basis.”– Sean Majors, Fmr Creative Director/GM
We amplified the venue’s internal and external communications teams, allowing it to implement omnichannel marketing strategies that far outstripped its capabilities. Our work helped the nightclub become one of the most successful in the United States, winning ‘Nightclub of the Year’ honors multiple times at the biggest industry event of its kind, and, most importantly, filling the venue to attendance for multiple years. Nightclub marketing isn’t easy; it takes an understanding of hospitality, popular dance music, and the most recent marketing strategies. If you’re a nightclub looking for marketing expertise, we’d love to support your ongoing marketing needs. Let us know how we can help.