In the Southern Highlands, marketing a venue is more than just posting an event on social media and hoping people show up. It’s about connecting deeply with the local community and making your venue the kind of place people can’t wait to talk about, visit, and bring their friends to. Let’s dive into five proven hacks that can transform your venue into a go-to spot across Bowral, Moss Vale, Mittagong, and beyond.
1. Collaborate with Local Businesses for Mutual Promotion Venue Marketing
There’s an old saying: “If you want to go fast, go alone; if you want to go far, go together.” In Bowral, Moss Vale, and the surrounding towns, building relationships with other local businesses can make a world of difference. Think about local restaurants, boutique shops, wineries, and cafes that cater to similar customers. Here’s how collaboration can look and why it’s such a powerful approach:
Cross-Promotions: Suppose you’re running a cozy music venue in Mittagong. Collaborate with a nearby cafe or winery, offering bundled promotions. For instance, “Get 20% off drinks at XYZ Cafe when you show your ticket from last night’s event.”
Event Partnerships: Work with local businesses to co-host events that would attract both your audiences. For example, a night of “Wine & Jazz” in partnership with a local vineyard could attract wine lovers who are also interested in live music.
Social Media Shoutouts: Use each other’s social media platforms to reach a wider audience. By tagging each other and creating joint posts, you tap into each other’s followers and build your reputation in the community.
Example: The Southern Highlands-based wine bar Vine & Verse successfully partnered with a local bookshop, “Bowral Books & More,” to offer “Books & Bottles” nights. Patrons could bring a recently bought book and receive a complimentary tasting. This partnership not only brought more foot traffic but built a loyal audience who saw the venue as part of their community experience.
2. Host Unique Themed Nights to Keep Locals Coming Back
Who doesn’t love a good themed night? One of the best ways to attract and keep a loyal audience in a small town is by creating memorable, themed events that feel like a community tradition. This strategy is especially effective in towns like Berrima and Bundanoon, where people are eager for entertainment and a change of pace.
Weekly Trivia Nights: Everyone loves a good trivia night, especially when the questions are locally inspired. Create trivia categories that nod to local history, famous landmarks, and even some cheeky Southern Highlands jokes.
Seasonal Events: Don’t miss out on the opportunity to throw seasonal events. Spring in the Southern Highlands? Host a “Bloom & Brew” night with floral cocktails. Winter? A cozy “Fireside Folklore” storytelling evening with local legends would be perfect.
Character-Themed Nights: Host nights that give locals an excuse to dress up and have a laugh. You could have “Southern Highlands Celebrities Night” where everyone comes dressed as a notable local, or “Moss Vale Mysteries” where guests dress up like detectives and solve clues around the venue.
Example: In Bundanoon, a local pub tried a “Highlands History” night, where patrons dressed in vintage styles and learned a little about the area’s heritage. It was a hit and quickly became a recurring event that drew regulars and new visitors alike.
3. Engage Local Influencers and Community Figures
Southern Highlands residents love supporting people they know and trust. Leveraging the voice of a well-known local influencer or respected community figure can add credibility and attract their followers to your venue.
Invite Influencers to Events: Reach out to local bloggers, social media influencers, or popular figures and invite them to your events. Offer them free tickets or special perks in exchange for posting about their experience.
Collaborate with Community Leaders: Not every influencer has to be young and trendy. In some cases, it’s your town’s long-standing business owner or local council member who holds influence. Invite them to be a special guest or even host an event.
Host “Influencer Nights”: If you can, dedicate a night specifically for local influencers and community figures to gather and network. By giving them an exclusive space to connect, they’re more likely to share their experiences online.
Example: In Bowral, a local cafe partnered with an influencer known for her “Southern Highlands Lifestyle” blog to promote their brunch events. Her posts consistently brought in new customers, especially from her audience who follow her Southern Highlands recommendations.
4. Stay Engaged on Local Forums and Social Media
In smaller towns, online groups and community forums are often where people get their information and discuss what’s happening locally. Being present in these digital spaces is essential for marketing your venue effectively.
Facebook Groups: Join groups specific to Southern Highlands events, community news, or town-specific groups like “What’s Happening in Bowral.” Actively engage by sharing your events and joining conversations without being too sales-focused.
Instagram Stories and Tags: Use Instagram to tag local hotspots, collaborate with nearby businesses, and create stories that locals want to share. Be consistent in posting and interact with your followers.
Email Marketing for Locals: Create a mailing list that focuses on your regular customers and people interested in your area. Send out monthly updates on events and news, with an occasional “locals-only” discount to keep them engaged.
Example: A venue in Mittagong successfully built its following through a “Mittagong Locals” email newsletter. They gathered contacts from visitors and regularly shared special offers, ensuring their venue stayed top of mind.
5. Highlight Local Stories to Build Community Connection
Finally, Southern Highlands residents value community and authenticity. When you make people feel like they’re part of your story, they’re more likely to support your venue and share their experience with others.
Tell Your Story: Share your venue’s journey on social media or your website. Are you a new addition to Bowral or a longstanding spot in Berrima? Let people know your story and what makes your venue unique.
Feature Local Talent: Whether it’s a musician from Moss Vale or a local chef doing a special pop-up, showcase homegrown talent to attract a supportive audience.
Spotlight Local Patrons: Take photos of guests (with their permission) and share their stories. Whether it’s someone’s birthday celebration or a regular who’s been visiting for years, these moments help personalize your brand.
Example: In Moss Vale, a brewery shared stories of local patrons who’d been coming for years, as well as newer patrons who’d just moved to town. They posted these as short stories on social media, creating a sense of community and loyalty among followers.
Key Recommendations for Southern Highlands Venues Marketing
Invest in Relationships: Networking with other local businesses is more than just a marketing tool; it’s a way to become a vital part of the local economy.
Be Consistent with Events: Creating reliable, themed nights makes people look forward to their weekly “thing” at your venue.
Prioritize Authentic Engagement: Community-centered marketing resonates deeply in towns like Bowral, Moss Vale, Mittagong, and Bundanoon.
Make Your Venue a Part of the Local Identity: The more people associate your venue with local charm, the more they’ll support you.
Final Thoughts: Make Your Venue a Southern Highlands Staple
At the end of the day, the most effective venue marketing is about creating memorable experiences that connect with the local community. Whether it’s through cross-promotions, hosting unique events, leveraging local influencers, engaging online, or sharing local stories, each of these tips is designed to help you thrive in the Southern Highlands.
Ready to take your venue marketing to the next level? Let Soiree Cabaret work with you to create engaging, unforgettable experiences. Contact us today for a free quote or schedule a 20-minute consultation call to discuss how we can bring more visibility and charm to your venue, event, or entertainment lineup. Together, let’s make your venue the Southern Highlands’ newest sensation!
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