Creating the Right Crowd

Creating the right mix is a challenge that requires continuous effort and having the right promotions, staff, and influencers in place.

People come to your venue for your party. People return to your venue based on that party’s experience. And that experience is heavily dependent on having the right crowd. But getting the right crowd is easier said than done since there’s no one true formula to ensure the right balance. Creating the right mix is a challenge that requires continuous effort and having the right promotions, staff, and influencers in place.

Fortunately, there are some tools available to help you bring in the right crowd to and achieve the right balance. Here’s how you can track your performance to bring in the best people.

1. Put the right tools in place

Technology may not seem like the first place to start, but there are platforms that integrate all areas of your bar into one centralized system so you can get an accurate understanding of how you’re performing. Having this system allows you to collect:

  • The number of guys and girls that walk through your door
  • Which promotions or events are bringing them in
  • What type of drinks they’re consuming

While the technology isn’t responsible for bringing the guest into your door, it gives you the insight you need to determine whether a night was successful and how to recreate it time and again.

2. Choose the right promotions

Promotions and events are a big part of bringing people into your venue. Certain type of events or themes draw a certain crowd. Make sure you know your audience – or at least the audience you want to have – and know what they’re looking for. Nightclub & Bar has a 2015 calendar full of promotional ideas to inspire you.

3. Improve marketing efforts

With the right tools and promotions in place, you’re ready to market to the right audience. Look for a technology platform that has a built in customer relationship management (CRM) system. The CRM system will track important customer activity, which means you’re able to send more targeted, personal and relevant messages to individual guests. Use filters to segment your customers into specific targeted audiences to send messages that are 100% relevant to their habits. That’s powerful marketing, and that’s what continues to drive the right guests into your venue.


Whitney Larson is the president and director of marketing at Vēmos. Contact her at whitney.larson@vemos.io or fill out the form below.

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