ED Publications

ED July 2017

Issue link: http://www.epageflip.net/i/849412

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Page 72 of 97

ED Magazine July 2017 73 www.theEDexpo.com Our Facebook is linked to Twitter, so everything we post is automatically tweeted as well. Don't ignore Twitter, especially if you book adult film stars, because you can leverage their ginormous followings, which is the most compelling reason to book headliners at all. Instagram is also popular with the porn crowd, and just about everyone else, so we spend more time on this platform, but emphasize video. We film the non-nude parts of every special performance and use the videos to grow both Insta and our YouTube channel. Millennials are obsessed with Snapchat, and so are we. Creating a snap filter with your club's logo brands every selfie your guests and staff take, for only dollars a day. The days of banning cell phones from clubs are over; your guests can't survive five minutes without their phones. But they're taking pictures of themselves—not your entertainers- -so give them a place to do it! We use step and repeats, which give ours guests, staff and features a designated place to pose. So your logo finds its way onto your guests' social networks. Hire staff with the understanding that they will be promotors. Encourage them to make a separate profile for work if there are issues with granny glimpsing them in booty shorts. Never force your entertainers, especially the ones who plan to run for president, to participate; but you'll always have a handful willing to be superstars. In the interest of full disclosure, I own an internet marketing company … Yes, it gives us an advantage because it has allowed us to see what works best, over time, to maximize online promotions. But you don't need a technical background or a degree to make social media work for you, and that's one of the best things about it. The very best thing about social media? It's essentially free and can save you thousands a month, even a week, in marketing and advertising costs. (We never buy Facebook ads, and I discourage you from classifying your business as anything other than adult in order to buy them. There are social media companies who disagree, but that's actually great; it means there's a conversation.) The other great thing about social media is analytics. Facebook and YouTube provide detailed engagement statistics, so you can see what's connecting and with whom. To see how "likes" and "follows" translate to bodies, we use a compelling call to action, a code work or a "secret shot" to track who comes to the club. You can adjust your strategies instantly according to results; something you can't do with a billboard. Are there downsides to this brave new world of marketing? Yes. Facebook can shut your page down with one ill-placed nipple, and their all-encompassing community standards and nebulous appeals process can make reinstatement tough. This is reality—as operators, we're going to work twice as hard for half the money. We're going to have to be good at what we do again. Adult entertainment must evolve, and it's we who must drag it, kicking and screaming, into the new era. Who's up for the challenge? For more information on Platinum 84 in Denver, visit Platinum84.com.

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