A few weeks ago I went to a club that I frequently USED to visit and I found out there were some changes. It seems they have a new policy. There’s a minimum 50 RON spending level if you wanna go in. And that is only if you are a guy. What the f*@k is that? At first I thought it’s a temporary thing beacuse it was very crouded, but next week the same thing. Judging by the prices inside it’s kinda difficult to spend 50 RON if you are willing to stay for an hour and esspecialy if you are not a drinker. Because I live far away I am always driving and that makes me a non-drinker more often than a drinker. What can I spend 50 RON on, in one hour?
5 Redbulls – that will certainly keep me pumped up all night
5-6 Non Alcoholic Cocktails – that would really make look gay (not that I have something against this group of people, but i really wouldn’t like people to think I am one of them, since I am not)
10 Cokes – still pumped up!
5 Non-Alcoholic beers – I would probably spend more time in the toillet than in the club
3 Bacardi Breezers (even if it has some traces of alcohol) – …. if only they had it :((
Now think about it for a second. Does this financial criteria stand when you are trying to make a good segmentation on your market. I think not! There are many ways to attract heavy users. There are even cool ways to drive away non-spenders. But that involves marketing knowledge. Anyway, my conclusion is that the loyal customer is not encouraged at all to come back. Why is that? Hmm, there’s a number of reasons:
1. Anybody with 50 Ron in his pocket can go in and step on your shoes
2. You always get to wait for 20 minutes at the bar to get something to drink because there is always someone next to you who yells louder than you.
3. You get to feel everyone’s elbows untill you get to the bathroom (where you have to wait some more)
You can always get a table, hmm, but there is no difference cause everybody would still go back and forth near you. And that only costs you a bottle of vodka or whiskey. My appologies, you can get a table in the VIP section upstairs, but wait there’s more fun involved. Oh, no, … I forgot, from there you can’t see a thing. And you still have to go to the bathroom and get some drinks spilled on your shirt or pants. Cool!
Why not make everybody buy a ticket like in the really big clubs in Bucharest? This seems a lot more reasonable. If you want to attract high spenders that put a compulsory fee of 30 Ron with no drinks included and see the difference. I would gladly pay that because I think there’s less chances that I will get some drinks spilled on my shirt or my toes stepped on.
There are lots of people who used to go there and now they don’t just because of that. Most of them high-spenders. People who don’t give a f*@k about 50 Ron.
Good marketing! Congratulations!