The Bar Scene is More Social than Ever
The United States bar and nightclub industry is a $26 billion industry, yet there are thousands going out of business every year.
The opportunity is amazing but the strategy being implemented by owners is falling below what is required in a lot of cases. With individuals becoming more health conscious, the business is evolving, but overall people love to grab some drinks with friends, a bite to eat and have a good time. So why are some establishments struggling? Simply put, they don’t know how to market their business and aren’t using the range of social media platforms available.
The increasing popularity in social platforms makes them a necessity in the service industry. If not, they will work against you. Without a website, an Instagram page, an active Twitter page, etc., it will be difficult to compete. More than ever, people are researching where they go. They want to see the place, they want a few good Yelp reviews and they want to be able to tag themselves when they are there. That’s the reality of the digital landscape. Yelp has become a force in shaping people’s opinions. Its estimated revenue in 2014 was nearly $400 million and its mobile app has been a massive hit. Not having a social media presence will cause people to immediately disregard the bar. They are effectively being judged by the lack of information available, not by the quality of the business.
The next step is actively maintaining it with daily posts, interaction with existing and potential customers and publicizing it as well. I was in New York last summer and the bar we chose still sends me weekly emails to let me know what is going on because I signed up in order to get a free drink. When I return to New York, that is the first bar I’m going to think about because they have been regularly in my Instagram feed since my last visit. It has become as important as the bar itself. Through these social and digital channels you can acquire customers and develop relationships more effectively than ever before.
Activ8Media is an industry-leading digital marketing agency specializing in brand activation, sports marketing, UFC advertising and social media for businesses, athletes and entertainers.