Digital Marketing

Here is a presentation concerning the development and launch of a service via digital marketing. The new service to be developed is the opening of a new nightclub which concentrates on reaching the customers digitally. It also looks at on how a new nightclub can differentiate itself digitally from its competitors. Please notice that the ideas presented are based on digital marketing approaches, and therefore may disregard other marketing practises.

Target Market
Age Limit: 24 years
Individual customers and group gatherings
None price sensitive

Product
Nightclub
Dancing

Price
Premium pricing
No online sales

Pricing strategy
As the nightclub is targeted at a more mature segment the general pricing strategy involving entrance fees, alcohol consumption, snacks, "VIP" additions etc, is premium pricing. The price reflects the high quality and image and will generate high revenues. Through high revenues there is no need to sell a large amount of units.

Digital price strategy
No sales will take place online, such as ticket sales. Hereby, there will be no emphasis on a digital pricing strategy. The reason for this is concerned with possible difficulties arising from legal issues, for example age control, connected to alcohol sales as mentioned in the strict laws of Finnish alcohol law.
Moreover, the controlling of online bought tickets will be complicated and time consuming and hereby will not benefit the company.

Placement
Wide net of suppliers and unique brands
No general digital strategy

Place
Close relationships with suppliers will guarantee minimum stock in order to prevent outdated products and high inventory. A wide net of suppliers and exclusive contracts with providers of unique brands will differentiate the new nightclub from competition.
The distribution strategy is not built on a digital model such as the fulfilment house and drop ship, since general entrance tickets are not sold online.

Interactive Marketing Opportunities
Virtual Tour
Customer Involvment

The nightclub will be introduced on the web page. The introduction of the nightclub's history, themes, upcoming events, entrance fees, policy, job offers, corporate responsibility, etc will be displayed via a walk through, through a virtual tour.

Customer Communication

Permission Marketing

Advertising
Search Engine Marketing
Banner Advertising
Viral Marketing