Client: Retro Town
Industry: Nightclub
Challenge: Rebuilding brand reputation and achieving rapid revenue growth
The Problem:
Retro Town, once a trending hotspot in Guwahati’s nightlife scene, faced significant challenges after multiple changes in management over its four-year existence. This led to inconsistent operations, with the club frequently shutting down and reopening, resulting in a loss of customer trust and brand relevance. Despite its past reputation for hosting celebrity DJ and musician nights, Retro Town struggled to draw in regular partygoers when our client, Mr. Rahul Khadka, took over the lease.
With expenses already exceeding Rs 7 lakh a month, the club needed to generate sales worth more than Rs 7 lakh from the very first month to break even. The challenge was to not only rebuild Retro Town’s brand but also establish it as a go-to nightlife destination for Guwahati’s party scene.
The Objective:
Our primary goal was to:
- Drive footfall to the club through both regular and event nights.
- Generate enough sales to exceed the Rs 7 lakh break-even point.
- Establish Retro Town as a top contender in Guwahati’s competitive nightlife.
The Solution:
We crafted a holistic, organic-focused marketing strategy that targeted both digital and offline engagement.
- Boosting Social Media Engagement: We initiated our strategy by focusing on three key weekly events to reignite excitement around Retro Town:
- Ladies Night
- Saturday Club Night
- MRP Mondays (Maximum Retail Price drinks night)
Our approach was to create buzz on event days by increasing social media engagement. We developed quirky, humorous, and interactive posts to build a sense of anticipation and involvement. This included:
- Custom Interaction Strategy: We identified the most engaged audiences from rival nightclubs, DMing them with catchy, playful messages similar to Zomato’s engagement style. These direct, personalized interactions built curiosity and helped convert these potential guests into loyal patrons.
- Audience Profiling and Conversational Comments: Our team actively commented on posts from other clubs’ audiences, engaging them with pun-filled statements that sparked conversations, eventually converting these users into Retro Town visitors.
- High-Engagement Reels and Instagram Stories: We focused on creating a strong visual identity for Retro Town’s social media pages. By producing reels centered around Retro Town’s nightlife atmosphere, behind-the-scenes staff moments, and event highlights, we organically increased engagement on the page. The reels became a viral element, drawing attention to the club’s lively events and unique offerings.
To elevate the engagement further, we launched interactive Instagram story campaigns. These featured highly relatable content, including polls, questions, and games, that drove conversation. Our team consistently engaged with respondents, leading to direct conversions from story interactions into club visitors.
- Organic SEO Boost: We also optimized Retro Town’s online presence through extensive SEO research, focusing on local searches for nightlife venues and party bookings. As a result, the club started receiving numerous inbound queries for private parties, increasing bookings without requiring heavy ad spend.
- Minimal Paid Advertising, Maximum Organic Growth: Our focus on organic marketing allowed us to spend only Rs 10k to 30k in two months on paid ads. The success of the organic strategy was so significant that paid advertising was eventually paused. The organic growth alone was sufficient to consistently drive in guests, with sales driven by high engagement on social platforms.
Results:
- Revenue Growth: Retro Town not only surpassed its break-even point but also achieved monthly revenue of Rs 18 lakh to Rs 20 lakh within two months.
- Increased Footfall and Event Participation: The targeted strategies for Ladies Night, Saturday Club Night, and MRP Mondays revitalized the club’s event nights, making them must-attend events for Guwahati’s partygoers.
- Organic Social Media Success: Through highly engaging content and direct audience interaction, Retro Town’s social media pages flourished without significant investment in paid advertising. The organic buzz around the club helped build a loyal, engaged audience.
- Private Party Bookings: The SEO strategy attracted a steady stream of inquiries for private party bookings, significantly contributing to the club’s revenue growth.
Conclusion:
By leveraging organic marketing techniques, interactive social media engagement, and targeted event promotions, we successfully revived Retro Town as one of Guwahati’s hottest nightclubs. The club saw rapid revenue growth, reaching Rs 20 lakh a month, while spending minimal amounts on paid ads. Retro Town is now firmly back on the map of Guwahati’s vibrant nightlife scene, attracting both regular partygoers and private event hosts.