It is necessary to attract customers to a karaoke bar in a city of a million people. There are almost no visitors on weekdays. There are visitors on weekends, but a full hall is very rare. The bar is not in the city center and not on the first line. One of the advantages is the free performance of songs. There is a big stage and dance floor. Entrance with a deposit of 500 rubles. There is a separate banquet hall. When ordering a turnkey banquet, the hall rental is free of charge. This article will describe the progress of setting up an advertising campaign in search engines and the results of which have been achieved.

Running a little ahead, I’ll say that contextual advertising turned out to be one of the most effective tools for this institution. If you have never heard of such a channel to attract customers, I advise you to read the articles "" and "".

Before that, I thought that contextual advertising would not be effective for such establishments. But the results exceeded all expectations. Surprisingly, despite the huge demand, there is practically no competition. And not only on the subject of karaoke bars. When searching for cafes, restaurants, bars, banquet halls, one or two advertising positions are occupied in the search results. And for some keywords, there are no ads at all.

"Unplowed field"

Campaign setup progress

We have collected phrases that are likely to lead to a visit to a bar or order a banquet. After collecting and cleaning, there were about 740 keywords. For convenience, advertising campaigns are divided into directions.

• Restaurants
• Karaoke
• Banquets
• corporate events

Create ads for karaoke destinations

We make sure that the title of the ad matches the keyword as much as possible. We prescribe the text of the ad so that part of the text is substituted in the title. In our case, the obvious benefit is the free performance of songs.

• Added business card
• Added information about promotions
• For those who are looking for karaoke, we give more detailed information about karaoke

We enter the query "karaoke bar" in the search bar and get the following output:

Creation of an advertising campaign for the direction of holding banquets

If you haven't read it yet, be sure to read the article. And now let's see what the ad looks like for those who are looking for a banquet hall. Here we also make the keyword hit in the title. But in the text we must indicate that this is a karaoke bar and write an attractive offer

Depending on the request, the corresponding ad will be shown. The hottest customers come from search ads. Next, consider advertising on thematic sites, it allows you to show the offer to those who are most likely interested in visiting a karaoke establishment.

Advertising karaoke bar on thematic sites

For thematic advertising, ads are set up in the Google Display Network and YAN. The same list of keywords was used to select sites. But in order to eliminate useless garbage crossings as much as possible, we must carry out preparatory actions.

• We exclude the list from non-recommended sites
• Disabling impressions in mobile applications
• We exclude YouTube. We will create a separate advertising campaign for it.

After the trial run, we look at the statistics and clean up the sites that do not suit us.

Advertising karaoke restaurant in YouTube

If you simply set the YouTube platform in placements, there will be many non-targeted transitions. Therefore, you need to clarify, narrow the audience. Created advertising campaigns for two segments of the target audience

• Advertising on the voice channel
• Advertising on YouTube for those. who leads a nocturnal lifestyle

Is it worth it to advertise under the name of competitors' establishments?

Here is a moot point. There are not very many requests for a karaoke bar. Therefore, we decided to use them, but in the announcement immediately say that this is an M&M karaoke bar. In statistics, the percentage of failures for such words is low, so it was decided to continue using them.

The results of the advertising campaign in numbers

• The average cost per day is 500 rubles. On weekends, there are fewer impressions, as a result, about 3,000 per week. Moreover, 30% of the costs are for corporate parties and banquets. This topic is the most competitive direction and clicks here are quite expensive, but the average check is an order of magnitude higher.
• About 60 transitions per day from thematic sites to the GCM, including YouTube. And about 30 transitions from the search. For common phrases with the word "restaurant" and "cafe", a rather high percentage of failures, for these groups, the cost per click is three times lower.
• There are visitors even on weekdays, the hall is not always full, but there are visitors. On Friday and Saturday, many have to refuse.
• On December 23, 24, the banquet hall is booked a month in advance and an advance payment has been made.

Another nice moment

During the month there were more than about 320,000 impressions and about 1600 targeted clicks. And that's what happened - the institution itself began to be searched twice as often.

In fact, the answer to this question is obvious and understandable for any club owner. It goes without saying that the club should have a sign with its name and opening hours so that any visitors can enter the institution, even those who were just passing by. It is also obvious that in order to promote your club, you need to spend a significant part of the funds on advertising, which will be placed in various print media, on TV channels, and on the Internet. But if you think that this is enough, then you are deeply mistaken.
Let's first try to find out who in the majority opens such establishments? These are, as a rule, people who are either generally far from this type of business, or restaurateurs, or "experienced karaoke players" who have replaced dozens of such establishments. As a rule, the experience of each such entrepreneur ends rather sadly. They can only be lucky if they find an experienced manager in the field of karaoke. But this happens very rarely.

One of the most reliable and proven ways to promote a karaoke club is to attract professional singers who would relax in your establishment at their own expense and sing live along with ordinary visitors. In addition, it should be borne in mind that you need exactly those customers who are ready to pay already for the fact that they get the opportunity to perform their favorite song themselves.

The main difference between such an institution and a concert hall and a restaurant is that in the first case the best sound is addressed to the audience, and in the second - to the performers, or evenly distributed throughout the hall. The arrangement of sofas and tables relative to the stage also plays an important role. Arrange them so that visitors are facing the person who decides to become famous with the help of a karaoke system. This arrangement will definitely allow him to feel like a superstar for at least a few minutes. To heighten the effect, ask your subordinates to bring the next singer out unnoticed by everyone else, and before the start of his performance, announce the name and title of the song. You will see for yourself what the reaction will be. It is important that not only uninhibited visitors with an excellent ear for music and a beautiful voice want to try their hand at singing, but also more modest ones, who, by the way, will cope with this task just as well. Well, and most importantly - all the staff of your establishment should show maximum friendliness and cordiality towards customers.

Karaoke bar - entertainment for companies, corporate parties and family meetings. So far, there is little competition in the karaoke business niche. It's time to start a karaoke club!

Let's figure out how to open a karaoke bar.

Documents for opening karaoke

As a rule, places with karaoke are bars. They sell alcohol and light snacks, and sometimes have a kitchen. Alcoholic drinks create a relaxed atmosphere, relieve constraint and encourage singing. So to open a karaoke bar, register an LLC to get a license to sell alcohol. An individual entrepreneur cannot issue it.

To open an LLC, you will need the following documents:

• Application form No. Р11001. If you submit it in person, you do not need to notarize it. Most importantly, bring your passport.
• The decision to create, formalized by the decision of the sole founder or the minutes of the general meeting of founders
• Charter of the LLC (two originals if submitted in person, and one copy if submitted by e-mail)
• State duty payment receipt
• A copy of the certificate of ownership of the premises where the LLC is located. If the premises are rented, a letter of guarantee from the owner.

The premises chosen for the bar must be approved by the SES, Rospotrebnadzor, city authorities, fire and utilities. To sell alcohol, get a separate license.

Premises for a karaoke bar

The ideal option is a room in a passing place in the center or nearby areas of the city. Look for a room in a commercial foundation - it is easier to organize soundproofing there, and the bar will not interfere with residents.

There are three types of karaoke bars:

• American type - common room with stage
• Japanese type - several rooms with sofas and karaoke systems
• Mixed type - one large hall and a couple of separate booths

Depending on what type of institution you choose, calculate the area of ​​\u200b\u200bthe room.

You will need professional karaoke equipment:

• Acoustic system for stage and karaoke installation
• The same, but smaller - for booths (if you have them)
• Plasma panel/projector
• Light installation, spotlight, disco ball and other light music

Discs with "minuses" of popular songs usually come with a karaoke system. To avoid violating copyright law, only buy licensed discs and pay fees to use the songs. For example, distribution companies: it is cheaper than paying directly to the performers. In general, a karaoke bar will require a music library of 10,000 songs.

Making the karaoke bar popular

Use all possible means of promotion and advertising to tell people about your karaoke bar.

Distribute flyers in public places. On flyers, print special offers in honor of the opening of a bar or holidays: bonuses, discounts.

Develop a loyalty program for regular customers. Issue discount cards, even if the discount is 3%, visitors will still see the benefit.

Try to grab attention with a sign. Outdoor advertising near the bar will not hurt either.

Be sure to get a well-made website for the bar, as well as representation in social networks. Notify subscribers about promotions and updates in a timely manner, arrange polls and sweepstakes, post photos of the interior and events.

How to increase the profit from karaoke

As a rule, visitors come to bars (including karaoke bars) on weekends or on weekday evenings. During the day, the premises are empty, and this is unprofitable: you still pay the rent.

Write in the contract the possibility of sublease and rent out the premises during the daytime as a rehearsal point for musical groups. Karaoke bars are equipped with good soundproofing, so they are great for this purpose.

For visitors, unusual services can be introduced - for example, they can be allowed to perform songs with obscene language for a fee, use a table instead of a stage, or be bare to the waist.

A karaoke bar is not only a promising business, but also a space for creativity. Come up with thematic design, promotions, unusual services - the fantasy is limitless! The main thing is to respect and love your customers and carefully monitor their mood. Then you will succeed.

The implementation of the idea of ​​opening a karaoke bar can bring a considerable amount of money, if this idea is approached correctly and many sensitive points are thought through that can bury this idea at its very start, without bringing the expected income. That is why you need a serious business plan for a karaoke bar or club.

Not everyone can decide on a public performance, which, in turn, simply buries the very idea of ​​\u200b\u200bopening a karaoke bar. How to start a karaoke bar business plan? The population in the countries of the post-Soviet space is more complex than the population of the United States or Japan, and there must be a weighty reason for such speeches. In a karaoke bar, visitors must have a reason to perform. And this must be taken into account when you are putting together a karaoke business plan.

If you carefully observe people who have decided to make such spontaneous public appearances in front of an unfamiliar audience, it turns out that one of the motivating motives is the use of alcoholic beverages. And here lies the key to how to open a profitable karaoke bar and what to do to launch such a club. Even if one were to suggest that 9 out of 10 people singing karaoke in a public place were already in a state of intoxication, then this would simply underestimate this figure. When planning a club as a non-alcoholic establishment, you need to understand that more than 90% of potential customers will be lost. On the other hand, with very good marketing, you can attract targeted visitors to the club, but again, selling drinks and food brings a lot of income for the club, often more than the karaoke itself.

Armed with this knowledge, we plan the next stage. Actually, where and how to choose a place for the club? If suddenly there is a desire and money to open a karaoke bar from scratch, then its opening will not differ much from the opening of an ordinary bar, restaurant. It will take a lot of time, effort and, of course, money.

So, how to open a karaoke bar? The requirements for opening such a club are as follows. It should be located in a fairly crowded place or where it is easy to get to and where there is good parking for cars. The room itself must be designed to receive at least fifty people. There must be an appropriate interior inside. A vivid and extreme example: a catering canteen would not be the best place to implement an idea with a karaoke bar. The club will need to change the interior with the appropriate design.

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Do we use a lot of money or are we limited by a small budget?

How much does it cost to build a club from scratch? Considering the conditions put forward to such an institution, especially to its location, such a building costs from 300 to 500 thousand US dollars.

It is much easier, faster and less expensive if you refer to an already functioning restaurant, cafe or bar with your project. This approach is much more attractive from any point of view. Even if you have funds for a club or a restaurant, opening it will still take a lot of time, while you can already receive income from a karaoke bar in just a week. Part of the idea, namely the mechanisms for attracting customers, various promotions, texts for visitors and everything else related to marketing, you already test before opening your own institution. In the end, it's easy to come up with a promotion in which each karaoke participant will leave you their contacts. The accumulated customer base will be an excellent capital when opening your establishment. One SMS mailing can bring you a lot of potential and already hot customers to the opening of your club.

You should not be afraid that the institution where you rented a karaoke site will take over your idea.

Copying external attributes without understanding the principles of the whole multi-step process of attracting customers will not bring any useful result.

Therefore, treat the idea as if it were a real business with all the ensuing consequences.

That is why the presence of karaoke equipment in a foreign restaurant cannot be the reason for your despondency. The equipment is there, but how is it in demand? How well does it justify its investment? Maybe single "singers" induce the restaurant management to sell expensive equipment? So feel free to go ahead and talk. On the contrary, the fact of having such equipment can cheer you up. It can be an unheard of stroke of luck to really start from scratch. After all, you don’t have to spend money on equipment and you can hope for the presence of several thousand phonograms, which, again, will not require considerable costs and investments from you. Accordingly, more money will be left to attract customers.

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What to do to make the idea bring money?

After agreeing on the lease of the premises (and if you're lucky, then the equipment), proceed to the creation of attracting and selling mechanisms. That is, marketing. First of all, decide on the person who will take orders. It is better to immediately separate from all other establishments offering such services and hire a person who has experience in conducting entertainment events. A professional toastmaster is ideal, who can sing beautifully and “shake up” a dull hall. Such an employee will be able to drag visitors to participate in the performance and sing to the whole hall the song that the speaker just sang in front of him, he is also a professional toastmaster.

And already ordinary karaoke turns into a whole impromptu low-budget show that will give customers not only for karaoke, but also for the restaurant or bar itself. You can play well on this by offering your business idea to the management of the institution. Promise an increase in visitors, offer a trial period.

It is clear that a professional toastmaster will require a large salary. But such a person is able to bring many customers than just a person who takes orders and does not know how to sing and “start” the hall. By doing “like everyone else”, you risk getting income from karaoke “like everyone else”. And even less. Because when only this idea was implemented in the provincial regional centers, and there was one restaurant “already with a whole karaoke” for the whole city, then the profit was higher. After similar equipment, although not always professional, began to be installed in many bars and restaurants, even in those with less than fifty seats, the profitability of this idea fell sharply.

Therefore, change the approach to the implementation of the business idea itself, move away from competitors, create a somewhat non-standard service.

One serious disadvantage with such an organization is that they will try to take a very good employee away. And the management of the restaurant. Therefore, one of the main tasks will be to counteract this phenomenon as much as possible.

So, to implement the idea with a karaoke bar, you will need to rebuild, rent the premises itself to create a karaoke bar, or agree with the management of an already functioning bar or restaurant to rent some space. The institution must accommodate at least fifty people and be located in a convenient area for visiting it.

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What other investments are required?

You need some serious equipment. Good sound equipment should include karaoke machines, televisions, microphones, speakers, and amplifiers. How much could it cost? This will require from 10 to 40 thousand dollars. In addition to equipment, you will also need a good music library, including at least several thousand songs and phonograms. This point needs to be seriously considered for copyright infringement. You need to think with a lawyer, having prepared in advance for possible difficulties. And although copyright is a rather vague thing in the post-Soviet space, do not neglect this issue.

90% of success depends on the person you hire. Ideally, if this toastmaster is you. Or if you perform with the toastmaster and accompany him. Or if the toastmaster is your close relative, for example, a temporarily unemployed father or sister. In this case, the chance that your employee will be taken away is close to zero. Take this matter seriously. Otherwise, you will soon bite your elbows.

If you can’t find a suitable toastmaster employee, or the restaurant’s management is not happy with the idea of ​​\u200b\u200bsuch a show you proposed, or you don’t like it, take up actively visual printed materials. You will need the services of a copywriter to help you create great headlines for banners and posters that encourage visitors to sing. Calls and headlines should be based on what such singing will bring to the client. After all, singing is a huge health benefit. Some small information can be placed in booklets lying on the table of the establishment. In general, create and do not stop.

Consider the possibility of video, audio recordings on discs for a fee. Many will want to get a CD with how they performed. In 10-20 years, such memories will be simply priceless. In addition, demonstration of your impressions and videos on social networks to comrades, friends, acquaintances will attract new customers to you. The cost of such a disk, depending on the region, will vary from 400 to 1500 rubles.

The marketing plan is a strategy for entering the catering market in full service restaurants in Chisinau.

Summary

The purpose of this marketing plan is to develop a strategy for the opening and successful operation of a new entertainment facility - a cafe-karaoke "muzCafe"

The creation of this institution will require financial investments in the amount of approximately 250,000 Euros. These funds will be used for repairs, equipment of premises, purchase of dishes (branding), decor and technical equipment of the institution where the institution will be located. According to tentative calculations, the payback period is 20 months. The main target audience of the cafe-karaoke will be the category of people from 25 to 50 years old who are interested in the appearance of an institution of this level in our city.

Cafe-karaoke with the latest generation of musical equipment, fashionable interior, spacious cozy terrace, various events (Karaoke championships, congresses of bartenders and hookah workers, parties of popular DJs and MCs), a wide cocktail menu, exclusive hookahs at an affordable price, a rich assortment of tea and coffee , delicious exclusive cuisine (national and European, with elements of oriental), an impeccable system of loyalty to guests, as well as high-quality music - this is what makes the cafe-karaoke "muzCafe" unique selling proposition in the market of Chisinau. In addition, the popularity of the institution will increase due to advertising promotion and original marketing solutions. It is also expected to achieve the highest level of service, much higher than that of competitors. It will be achieved through effective management of the institution.

*More accurate information regarding the payback period of the project and the return on investment can be provided on the basis of more complete initial data (area of ​​the institution, etc.)

Idea Analysis

The muzCafe project is designed for the market segment with medium and high incomes.

It will be located in a fairly lively area of ​​botany. The place where the cafe will be located is clearly visible from the roadway. This is a great advantage, thanks to the heavy traffic flow. Also, the establishment has a spacious and cozy summer terrace surrounded by trees and flowers, which will provide guests with a comfortable and relaxing stay in the warm season and day.

The original interior solution, as well as the use of lighting and projection equipment, will ensure a constant influx of visitors of different age groups and will allow organizing a qualitatively new type of entertainment facility that combines the functions of a cafe, karaoke, bar and club. The implementation of this conceptual idea can be profitable, given the large number of establishments in Chisinau with a low level of service, maintenance and care for guests. We will identify the main strengths and weaknesses of the project, as well as opportunities and threats. Main directions and goals of activity The main activity isentertainment industry. The main goal is to bring the entertainment sector in Chisinau to the European level, using the methods of competitive strategy in marketing. It is planned to regularly increase the number of customers served (by an average of 20% per year), starting from the opening day. This will allow by the end of 2015 to reach attendance in the amount of 300-400 people per day. In more detail, the goals of the enterprise are indicated in table 1.

Description of services

The organized cafe-karaoke "muzCafe" is supposed to hold thematic and private parties, banquets, sessions, game and entertainment programs, karaoke championships with valuable prizes, tastings and sampling of new gastronomic and hookah offers.

The bar will also sell various types of hot drinks, cocktails and hookahs.

Distinctive qualities and uniqueness

The main distinguishing feature of the muzCafe karaoke cafe will be its positioning in the market as establishments with the highest quality karaoke, original design solutions in the interior, delicious exclusive cuisine, affordable prices, a large selection of alcoholic and non-alcoholic drinks, a friendly atmosphere, unique comfort, a large selection of hookahs for every taste and preference.

In addition, regular visitors will be provided with a club card. This will give them the right to discounts when visiting partner cafes and establishments, participation in “members only” events and various loyalty programs.

Future Potential

As mentioned above, by the end of the estimated period, it is planned to reach the attendance level of 300-400 people per day.

Segmentation. P potential clients. The target audience.

Residents living in residential complexes located in the immediate vicinity of the institution.

Impact: distribution of invitations with a one-time discount of 10% + the possibility of obtaining a club card with a discount;

Mechanism: after visiting the institution, the client is invited to fill out a questionnaire with personal data and feedback about food and service; after that, his data is transferred to the marketing department, which regularly analyzes sales and the level of guest satisfaction;

Passers-by - the establishment is located near the road, and therefore outdoor advertising will help to attract passers-by and passing people

Impact: holding regular promotions to attract and stimulate sales;

Mechanism:

sepling days: tasting dishes, drinks, coffee / tea (in the morning) with muffins and croissants, coffee / tea sets;

Hookah on fruit at the usual price on Thursdays, etc.);

Segmentation. Potential clients. The target audience.

Employees of nearby government agencies, ministries, offices, commercial enterprises, etc.

Business people visiting the institution for business negotiations, business lunches

Tourists

Foreigners

Delegations (holding business seminars)

students

Marketing activities to promote the institution:

• Coupons with interest

The goals of this method are to get people to want to go to a cafe, while at the same time remembering the name and location of the cafe.

Several hundred ABC tickets are created, each ticket providing a 10% discount on the order. Having collected all three tickets and presenting them, the visitor receives a voucher for a karaoke evening, or a free hookah, etc. Tickets of different types are distributed at muzCafe 44, Jazz Cafe, near the new muzCafe, at universities, at various parties. Thus, in order to receive a voucher, a person will have to find friends who have such cards and exchange with them.

• Group leaders. Working with leaders

In relation to entertainment venues, we can say that the group goes to rest where its leader goes. The task is to create a database of group leaders.

Information about the leaders must be entered into a computer for further use. Group leaders need to be attracted in various ways: making friends with them, issuing free invitations, etc. Together with the leader, the whole group of people will come to the institution.

• Working with girls

It should be noted that show business is mainly aimed at the female part of the population, i. almost 80% of the profit is provided through women. The main consumers of show club services are women, but they do not have money to pay for these services, and they use their parents, friends, etc. for these purposes.

Men who pay at nightclubs go there withthe following goals:

• Meet a girl
• Please your girlfriend

Therefore, for the successful functioning of the club it is necessary:

• Attract as many girls as possible to the club
• Make girls regular club members

Advertising on T-shirts

It is necessary to advertise in the city center among the regular visitors of fashionable "parties". To do this, it is necessary to create 40-70 T-shirts with advertisements for karaoke cafes and distribute them among those who are constantly in the city center on its streets and among youth groups.

In order to get people to wear these T-shirts, and to attract those who wear them to the club, it is necessary to announce that every 10th person in such a T-shirt will receive a voucher for a premium hookah on fruit as a gift or a 50% discount on cocktails.