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|Case Study: Sugar Cube Glasgow|
Although Sugar Cube is a relatively new hospitality venue in Scotland, it is already positioned as the best premium nightclub in the country.
Sugar Cube had their name and venue; the rest was open for discussion.
Despite having a good working knowledge of their industry, we still researched the spending patterns of the target market areas such as fashion, technology, sport and leisure.
After an initial presentation of 8 logo designs, the selection was narrowed down to three, then tweaked to the final design.
We set about building a website that incorporated video and interior imagery, with the plan of adding over 200 customer images each week and a ‘Clubber of the Week’ competition to increase return visits to the site.
A blog would also be posted each week, partly to promote new events and partly to aid search engine optimisation. For a seamless brand across all touch points, the Facebook and Twitter profiles followed the brand guidelines. A digital/social media process was set-up to encourage sustained engagement with the target market. The process took into account the clients existing resources, and included both staff tasks and automation.
Countdown to Launch
With 8 weeks to go, we went live with the social media profiles and a data-capture holding page on the Sugar Cube domain. This was supported by a 60 x 40 outdoor campaign at select high-traffic sites around the city.
Beyond Launch Night
We still update the Sugar Cube website on a weekly basis, and design all of the flyers, posters, internal signs, and advertising; ensuring their marketing stays targeted, relevant and engaging.
The numbers through the door, viewers on the website and mentions & engagement on social media continue on an upward trend. It attracts international and national celebrities from entertainment and sport as well as local personalities. It has won a Bronze DRAM Award for Best Late Night Venue, and also won the Gold DRAM Award for Best Use of Social Media.
Neo Marketing were also recognised for the campaign in the Scotland Digital Business Awards. We took both the ‘CONSUMER ENGAGEMENT AWARD’ and the ‘BEST CLIENT CAMPAIGN AWARD’.