Any nightlife business wants a line to form for their food, drink, music, and entertainment events. If the competition is beating you out, you may need to amp up your efforts to attract local buzz.
Lancaster County is growing, with more people hitting the streets for bars, clubs, and restaurants. The buzz your nightlife business is looking for could be found right here. According to The U.S. Census Bureau, Lancaster County’s population was close to 550,000 in 2016, with a growing pace that is among the fastest in Pennsylvania. When you factor in the dozens of local colleges, it’s easy to see why there’s a thriving nightlife scene in Lancaster County.
However, Lancaster also has hundreds of nightlife options, which means your business has a lot of competition to face.
Here are four ways to beat out the competition, get attention, and engage your potential patrons and customers:
Create Awareness with Print
Print ads are a great way to build brand awareness. You reach lots of people quickly and cost-efficiently. To help increase memorability, your ads should have a consistent approach. For Lancaster County business owners, LNP Media Group, Inc. can help you advertise in Fly After 5, a twice-monthly publication devoted to entertainment and nightlife. Fly After 5 is a super-targeted way to reach nightlife customers. Fly After 5 is full of news about bars, bands and brews. Fly After 5 regularly features interviews with the people behind the experiences. This unique content attracts socially active consumers who want to make the most of their evenings in Lancaster County.
To get the most out of print, try following these guidelines:
- Don’t try to talk to everyone. – The best messages are specific. Try to narrow your message to appeal to a single consumer on a specific occasion. For example, instead of saying “Lancaster’s Best Restaurant” try “Celebrate Your Special Moment Here” or “Ready to Make the Most of Summer Break?”
- Size and Frequency Matter. – Bigger ads get more attention. Consistent and visible media placements build recognition. You can try to cheat the system, but the advertisers who run larger ads are often more successful in building awareness and traffic.
- Create a CTA (Call to action). – Give your customers a reason to react to your ad. When you include a CTA to direct or guide your audience to the next step, you increase the likelihood they’ll visit your business or event.
Increase Effectiveness with Digital Ads
Don’t forget about the power of integrated marketing! Use digital ads, along with print ads, to maximize your nightlife marketing power. The ideal marketing strategy leverages the best of both print and digital, according to Forbes. For example, combining a print ad with a website banner allows your business to reach the desired audience multiple times across multiple channels. More impressions translate into exponentially better brand awareness and recall.
Digital ads provide greater frequency ( the number of times a person sees your ad.) The rule of thumb in marketing is a three-time frequency, meaning the average person will see your ad three times. Try combining your print ad with digital ads to increase frequency.
Attract Social People with Social Media Marketing
Want to get people excited about your upcoming events? Using social media to share photos and videos of your events capture the attention of customers looking to join the scene. And if you are struggling to figure out what to share on social media, remember quality beats quantity. You want to publish content consistently, but it also has to be valuable.
Quality content is:
- Relevant to your audience
Social media marketing also includes User Generated Content. User Generated Content is a term used to describe any form of content such as video, blogs, digital images, and other media created by consumers. The buzz your business is looking for starts with customers sharing their experiences in-person or online. In the video below, watch Betty Huang, from Google’s Search Quality team, explain why social media is key to engaging your audience and future users.
Stay Top of Mind with Email Marketing
Email marketing is a powerful channel for broadcasting regular messages filled with text, images, and videos of information related to events and other features of your venue. The most effective email lists are the ones you build with your customers. Think about ways your business can collect emails, and try to add names to your emailing list continuously. When you built an email list of you best customers, you get a much better response rate – more people will click on your emails, read them and respond to your offers or information.
If your nightlife business does not have an email list, LNP Media Group, Inc. can help. With our email-targeting tool, LNP Media Group, Inc. can help your nightlife business reach people throughout the area who are most likely to be receptive to your messages and offers.
Put Your Event in the Spotlight!
Your local nightlife business could attract the thousands going out in Lancaster through integrated marketing. LNP Media Group, Inc. can show you how to mix digital and print together to create powerful advertising campaigns. We also offer sophisticated video production, ad design and multi-media planning, so your marketing is not only professional, it’s also effective.
LNP Media Group, Inc. can create buzz for your bar, club or restaurant. LNP Media Group, Inc. offers a wide variety of media options to put your nightlife business in the spotlight. Contact us today to schedule a free consultation.
To read more marketing tips for nightlife business, see our guide for a bar and club owners here.