Have yourself a clubbing little christmas
One of the problems is that we are trying to cater to different sizes of promoters. Our big customers are interested in national brand awareness as much as they are selling CDs or getting punters through the door of their events. They like us because we can hit thousands of clubbers all across the UK and worldwide. On the other hand, smaller nights are not interested if someone 400 miles away sees a night. Nobody is going to travel that far for an event so it's advertising money wasted. We need to be highly targeted, adding a web element to a nights promotion at a price people are prepared to pay.
In many cases, that price is going to be £0 as smaller events don't have much cash to chuck about. That said, if we can keep a price low enough and put a lot of little extras in then we are hoping people are going to be interested.
For any of this to work we still need to keep the good content coming and getting Gurners coming back for more so they can see the adverts they would be interested in anyway. Gurn is a community of like minded people first and an advertising company second in my book. If we forget the community element we lose the advertising.
I'll keep you posted on our festive campaigning.