A nightclub back on the map
The Vanilla Alternative (VA), a successful ‘lifestyle’ club with its own hotel set in sprawling grounds, contacted me when it wanted to shift up a gear.
VA Owners Chris and Jules are battlers who had already faced and overcome very challenging local officials and regulations when they originally started to trade. Later, they fought for their business over the Covid shutdown and survived. Now, after some years of successful trading, they were in the middle of purchasing the business property.
They were busy with the logistics of day to day work but needed to get the word out about their club. Tantalising opportunities lay ahead. Owner, Chris Stanley:
“Mick was recommended to us by a trusted friend who had benefitted enormously from his marketing input. Our business is extremely niche and takes some understanding, but Mick listened, and now works in unison with my staff to plot the correct marketing roadmap.”
I needed to liaise with several people at the club who were involved in content approval process. The best solution for this is Social Pilot, a brilliant content scheduling and management tool. I really needed an approval process that everyone bought into, so that team members at the client could easily review, comment on and approve sensitive content. Privacy and customer care are paramount in this market so everything has to be checked before it is shared in public.
“Mick got started immediately and quickly grasped the subtleties and limitations that are to particular to our business. He’s consistently produced excellent work and liaises with us daily. It’s actually exceeded my expectations. I measure the success indicators for our business very closely and can see the impact of the new marketing. My turnover has increased and memberships are up.”
I work closely with the in-house team and their excellent web partner DevGuy. Facebook, Instagram, TikTok and X were all up and running, but were used randomly and without focus, so I refreshed the approach and put together a systematic content plan that was mapped over the club’s several audiences. I started a blog with regular new content; and overhauled the Google business profile. Next I made sure a regular email newsletter was distributed to the large customer database.
“Mick’s presented and implemented new marketing ideas and built good relations with me, my colleagues and our other marketing partners. He's an asset I would not want to lose! I welcome any contact is anyone wants a personal recommendation.”
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