Purpose: to demonstrate Levity's marketing approach for potential clients
Challenge: Previous success reduces motivation for change, and changing times make existing methods less effective.
Before collaborating with The Levity Department, Static Lounge primarily used word of mouth for advertisement. With excellent reviews from legendary food critic Frank Bruni and high marginal revenue, there was little need for specific marketing tactics in 2007. “It worked until it stopped working” says Gideon, Levity Department.
The 2008 economic crisis, presence of new competition, and growth of technology and social media created some friction for business during recent years. Since Static Lounge did not create new features for visitor entertainment and had a minimal presence on social media, the venue atmosphere became empty. This discouraged potential patrons from visiting and talented bartenders from applying, creating a vicious antisocial cycle. Static Lounge received lower ratings on Yelp by 2011.
But the sun was not down forever. Once on board in November 2013, the Levity Department developed a novel marketing approach to replicate previous success and prevent competition from getting too confident.
Campaign: Generate awareness, increase interest in brands, and obtain a greater following through different initiatives and social media platforms.
Being both ambitious and short on time, Levity used a top down, bottom up approach. Levity worked with the owners of the club to create exciting features for patrons, and also began up-selling to website visitors with weekly food and drink specials, recurring themed events and discounts.
Promotional development has included branding Static Lounge as an upscale, exotic venue offering a positive experience. All social media channels target young to middle aged adults who regularly enjoy nightlife. Copy is concise, informative, upbeat, and includes humor.
*Venue name has been changed
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