Monday, July 03, 2006

Some clubbers are more equal than others

How do you get people through the door of a club night?

Put up posters, hand out flyers, get your listings online?

All good methods of attracting clubbers but none of them answer the fundamental question everyone asks when weighing up a night:

"What’s in it for me?"

For many the answer comes from their mates – the clubbers with the inside knowledge and wide social circle. Sometimes these people are called opinion leaders, sneezers, connectors or maverns but it’s all the same end result:

Genuine word-of-mouth from one clubber to another. Marketing generated by a passion that can’t be faked.

How does a club promoter build a relationship these influential people?

It’s a complex question. After all, these people have reputations to protect.

But you could just start talking and start trying to build a community.

All the best club nights feel like that.

Plus, It’s got to be better than flyering at 3am in the cold.

(Some links via The Viral Garden)