Social Media Strategies

This post is an event launch marketing campaign published in my new book as one case study. My book is called “Social Traffic” - Event Marketing In a New Media Scape and launches on October 21st. Enjoy!

For world class new media centric “nightclub marketing plans click here“.

This case study is based around the execution of a successful night club launch for a client. We used nothing but social media.

Step 1:

So, the first step is to create a virtual group on Facebook of a cool user group who has great parties every now and then. You don’t have to mention the venues or details of the parties these people attend; in fact you can build a culture within the group where doing so is considered a taboo. Focus on group member’s party experiences & stories after a weekend, build excitement, promote their pictures — and the fun they all have each weekend! You want new viewers of the group to think two things:

1- these people are cool.
2- The parties they go to rock.

Step 2:

You want to keep updating this group page with new activities, party ideas, themes,
photos and all of the things that would attract your targeted audience as much as possible.
Remember its taboo to mention a party venue, date or time. Promote the story pertaining to the event:

1- Get people to start following the group in anticipation.
2- Get them to share it with their friends.
3- Get them to add stories and photos of their own nights out, in the lead up to your
event.

Remember the emphasis is always on non-disclosure of your venue or the date of your
launch, though you would want to indicate a month. You may also want to promote personalities within the group as being the kind of people you want at your event. (Always create that feeling of scarcity wherever possible).

Step 3:

Suggest an “anything goes” policy (within the law), release parcels of information over
weeks not days. Remember you are getting the crowd excited, by telling them the story where they can become the stars (if lucky). The story must reflect the perfect night out for these people.

The key is to engage them into a conversation by having them participate in it. Get them to
answer survey questions online (use http://www.SurveyMonkey.com) about the entertainment or dress regulations, even crowd selection, make the groups feel like they are organizing the biggest night out since the Beatles. The thought leaders, people who can move other people will rise to the top of this group through natural selection…

This post has been included in our “Event Launch Guidelines” training program. Click for more information.

If you enjoyed this post, please consider leaving a comment or subscribe to the feed and get future articles delivered to your feed reader.