A nightclub back on the map
The Vanilla Alternative, a ‘lifestyle’ club with its own hotel set in sprawling grounds, was at a crucial moment. It was time to shift up a gear.
Owners Chris and Jules are battlers who fought for their business to survive the Covid shutdown, had navigated challenging local regulations and were now in the middle of purchasing the business property. They needed to get the word out about their club but were busy with the logistics of day to day work. Having overcome great challenges, now 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.”
At the club a number of colleagues were involved in the marketing process so to streamline content approval I chose Social Pilot as the content scheduling and management tool. Since aspects of the lifestyle are sensitive, and privacy and customer care are paramount, I needed an approval step whereby team members at the client get to review, feedback and approve sometimes sensitive content.
“Mick got started immediately and, after some baby steps around content subtleties and limitations particular to our business, he’s consistently produced excellent work. 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 worked 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 audiences. I started a blog with regular new content; and overhauled the Google business profile.
“Mick’s presented and implemented new marketing ideas and built good relations with me, my colleagues and our other marketing partners. I fully endorse him, Mick’s an asset I would not want to lose. I welcome any contact is anyone wants a personal recommendation.”
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