7 things The End (or anyone else) could do to improve
Luckily for us there is an exception.
The End in London’s clubbing site is a welcome respite from death by Flash.
What makes The End so good?
Firstly the layout looks great and is easy to understand. You can go where you want and get back without fuss or hunting.
But the real winning touch is the extras. You can go to The End’s site for the listings and hang around exploring stuff like the in depth DJ profiles while listening to their mixes, looking at the gallery or reading the interviews.
It’s nothing groundbreakingly amazing but it shows time and thought have been put in to what people want.
That said, The End still has some work to do to take it to the next level.
After all, modern marketing is about a 2-way conversation.
Here is how they (and any other club with a website) can improve even more:
- Setup a subscription feed – There is a handy dandy email link, but how about a subscription link so fans don’t even to give their email address. No need to worry about spam for them and loads of extra subscribers who are much more likely to read the site.
- Flickr photos – Put the clubbing photos on a service like Flickr and allow fans to comment on them and setup groups of End Club fans taking snaps. Give the best ones a prize every month.
- Features on the shop – Get resident DJs to review the latest Endrecordings tunes and feature it. Let the DJs be honest. If they give a good review sales will be higher than just sticking up a link saying "shop".
- Allow trackbacks and comments – These will let clubbers talk to you and about you. You will be able to see every bit of feedback in real time. You will know exactly what people think.
- Give something away – Free mixes are great, so are listings. But how about podcasts? Discount vouchers? DJ tips and tricks? The possibilities are endless and the more you give away, the more people will spend time on your site.
- Join everything up – Go where the people are online. Make a MySpace profile, a Squidoo Lens and a DSI group. Use them to build a clubbing community. Link everything together through the main website. Allow clubbers to move between the pages and get back to where they started without feeling like they have gone anywhere too far away.
- Use press releases to show off – Given the right angle, a press release offering something for nothing would certainly get press on Gurn.net (and I’m sure other places too). Don’t be afraid to show off the stuff you are giving away.
Can you think of anything else? Have you tried these things and succeeded at other clubs? Let me know what you think.