Case Studies
Zouk: Still A High Flyer
Published: June, 2010
Objective
To target people who fit Zouk's psychographical and demographical profile, and entice them to attend Zouk's parties.
Approach
Zouk sends out direct mails that are highly graphically appealing and which Zouk fans would want to put up and add to their collection.
Results
Direct Mail contributed to about 25% increase in attendance at Zouk’s parties.
It may be the age of emails, Facebook and Twitter, but nightclub Zouk still prefers a more traditional and direct approach when it comes to advertising its product. Zouk's director of marketing and entertainment Vinnie Quek explains.
Direct mailers or club flyers have always been part of the clubbing culture. In the days before emails and Facebook, clubs made flyers and printed invitations to promote their nights. It was a form of creative communication to target the right like-minded masses to come to the parties.
Today, we are still keeping that tradition. Our idea behind the creative is to bridge the two crafts – the creativity of the music we represent and the visual graphic art that is achievable today.
We make our direct mail as graphically appealing as we can, increasing the collectable factor for our mailer. If the person who receives it doesn’t attend, they may still put it up elsewhere and catch someone else’s attention or, at least remind themselves of a party worth checking out.
We know a lot of die-hard Zouk fans who have been collecting our club flyers from our early beginnings.
Our objective is targeted marketing. Direct mail allows us to pinpoint the people who fit our psychographical and demographical profile. It is one-on-one attention.
Unlike billboards, radio and television commercials, which can vie for your attention at the same time, direct mail is opened and read one piece at a time. It gives you the best chance of catching your prospect’s attention and keeping it for a period of time.
It is also tangible marketing. Direct mail is something you can hold in your hand. It is interactive and not made of electrons that can be deleted with the twitch of a finger. It’s not a radio frequency signal that is here one second and gone the next. It is physical.
It is something that can hang around for a period of time. It has a "lingering interactive" marketing effect. It showcases the products and services in ways emails can’t.
We target a varied demographic: chic clubbers, trendsetters, creative minds, diehard music fans and those into the clubbing culture.
The direct mail contributed to an estimated 25% increase in attendance for our parties.
- Vinnie Quek
- Director of marketing and entertainment
- Zouk Management