A nightclub back on the map
The owners of The Vanilla Alternative (VA), a successful ‘lifestyle’ club and hotel, contacted me when they wanted to expand their reach and income.
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. They fought for their business during a very difficult Covid shutdown—and survived. Now, after some years of successful trading, they have purchased their business property and are looking forward to new opportunities.
Very busy every day with the day to day logistics of running a big club they needed someone to get the word out about their club. 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 plan and deliver some great messaging to a number of audiences.”
The nature of the business is sensitive and required a solid content approval process so that staff could check the content I was producing very frequently. The best solution for this is Social Pilot, a content scheduling and management tool with a neat, usable content approval workflow. VA team members client-side can review, comment on and approve or push back content. Privacy and customer care are paramount in this 'lifestyle' business 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, numerous promoters, third party agents, 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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