FOR VENUES
you want returning customers.
Think of The Twelve as a marketing platform that bridges the worlds of music and business. Both perspectives are critical to running a venue offering jazz. Corey Weeds, who runs the Cellar in Vancouver, British Columbia (a Downbeat Top 100 jazz club five times running), tells the truth: “I understand things from both sides. I really do. I don't think there are too many people that can actually say that. I'm not just a musician on the side. It's a big part of my life and a big part of my career. I've seen it all from club owners and presenters. There are two sides and when you don't understand one side, it's really tough.”
“That’s the biggest thing that has made it successful for me.”
Our vision for venues
Our goal is to offer you tools that achieve two key outcomes:
More cash flow in the short term
More profit in the long term
Our tools generate results you can measure.
The Twelve offers you three levels of involvement. Pick the one you want. We’ll support it.
LEVEL ONE
Musicians from The Twelve organize promotion codes with you. These go to the followers of our master list, comprised of jazz lovers from the area devoted to musicians in The Twelve. (We build this list constantly through traditional and innovative marketing techniques.)
These promotion codes offer followers an incentive from your restaurant that you choose. Musicians will receive a portion of revenues from any followers who actually show up and use the promotion code.
When the customer comes in to take advantage of the promotion, we will send the customer another promotion code for their next visit to your venue. Again, you pick the nature of the promotion. This time, The Twelve does not share in the revenues.
The result is: improved cash on performance night, and a habitual customer you can count on for future revenues.
LEVEL TWO
At this level, you promote The Twelve’s content in signage and in coupons included with the customer’s bill. The coupons give customers a discount on video content and CDs produced and sold by The Twelve.
You benefit from how customers perceive your positioning and value. By offering discounts on The Twelve content, you position yourself as a promoter of the jazz community. The amount of the discounts is perceived by customers as more value for the money they spend with you. For example, a check size of $80, combined with a $10 coupon for content from The Twelve, encourages the customer to think they’ve gotten $90 of value for $80 — which, in fact, they have.
Our content is focused on building jazz audiences in Portland. Our video library will include feature bios of musicians who share what got them into jazz, what continues to excite them about it, and insights into what to listen for. The more the customer understands the music, the more they’ll love it.
With Level Two, we can discuss together if there is a video we can produce under your sponsorship, for little or no cost. This further entrenches your brand as a key supporter of the jazz community in Portland. We can also discuss whether you may wish to share in video revenues when a sale comes from the coupons you provide your customers.
The result of Level Two is stronger brand positioning for you, videos produced with your brand name — and potentially a revenue share back to you when your coupons generate content sold on our website.
Level Three
Level Three may represent a change in your business model, since it is based on instituting cover charges. The cover charge is split with the musicians of The Twelve. You benefit from new revenues that are essentially pure profit. After all, a $10 cover charge generates the same net cash as a $40 food bill.
At the same time, we’re sensitive to the fact that cover charges might be perceived as a barrier growing your customer base.
We’ve got you covered on that concern.
In Level Three, we work with you to accompany each cover charge with an equivalent amount of discounts. These discounts would be jointly determined by you and our team, using a combination of discounts on future meals with you and content from The Twelve (or with product partnerships, discounts on other products). One venue, for example, charged a $10 cover but also gave customers two $5 coupons valid for a discount on a future food bill with purchase of entree. This encourages the recipient to either come twice in the future, or to bring a guest.
In both scenarios, the restaurant wins: A customer becomes a habitual diner; or the customer brings along a friend, expanding the restaurant’s market. And … if neither coupon is used, the benefit is pure, current cash.
With these coupons, the customer’s perception is that they have paid a cover charge but at the same time have been rewarded with equivalent future savings.
In this level, The Twelve’s marketing team will also help you organize special events among Portland’s top music and lifestyle networks. We will jointly determine a plan you can support.
The result is stronger cash, a stronger brand, a more profit — plus a team working to bring Portland’s best customers to you.
Contact Us
For more information, please contact:
Paul K. Ward
Managing Partner
The Twelve, c/o Clarety Flow, LLC
Paul.ward (at) claretyflow.com