{"id":1108,"date":"2017-10-06T23:28:10","date_gmt":"2017-10-06T16:28:10","guid":{"rendered":"https:\/\/grey-dev.topgunz.in.th\/?page_id=1108"},"modified":"2023-07-31T12:11:31","modified_gmt":"2023-07-31T05:11:31","slug":"work-beam-club","status":"publish","type":"page","link":"https:\/\/greyalchemy.com\/work\/beam\/","title":{"rendered":"Beam"},"content":{"rendered":"

[vc_section full_width=”stretch_row” css=”.vc_custom_1508918761210{padding-top: 80px !important;padding-bottom: 80px !important;}”][vc_row css_animation=”none”][vc_column css_animation=”none” offset=”vc_col-lg-offset-1 vc_col-lg-12 vc_col-md-offset-0 vc_col-md-12 vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″][vc_row_inner][vc_column_inner width=”1\/2″ offset=”vc_col-lg-5″][vc_column_text]<\/p>\n

The Challenge<\/strong><\/span><\/h3>\n

Despite being Thailand\u2019s first ever club of its kind, BEAM\u2019s sights were set on not only becoming Bangkok\u2019s premier nightclub, but also to challenge some of the most successful and established clubs in the region. With these goals set high, we were faced with a number of challenges with regards to marketing the new venue. First, to rapidly develop its brand awareness and ensure a successful and impactful launch event. Secondly, to maintain high attendances week in week out and boost revenue through ticket and drink sales. All of this whilst striking a balance between positioning BEAM as cutting-edge yet accessible to the masses.<\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/2″ offset=”vc_col-lg-offset-1 vc_col-lg-6 vc_col-md-6 vc_col-xs-12″]\n

\n \n
\"Beam<\/div>\n \n <\/div>[\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section full_width=”stretch_row” css_animation=”none” css=”.vc_custom_1524305740814{padding-top: 80px !important;padding-bottom: 80px !important;background-image: url(https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Beam-Graphic-1-e1523810510584.jpg?id=1187) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_row][vc_column offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_empty_space height=”350px”][\/vc_column][\/vc_row][vc_row][vc_column css_animation=”none” width=”5\/6″ offset=”vc_col-lg-offset-1 vc_col-lg-10 vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_empty_space][vc_column_text]<\/p>\n

Our Approach<\/strong> <\/span><\/h3>\n

[\/vc_column_text][vc_column_text css=”.vc_custom_1510240663914{padding-left: 30px !important;}”]<\/p>\n

Phase 1: The Launch<\/span><\/h4>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column css_animation=”none” width=”5\/6″ offset=”vc_col-lg-offset-1 vc_col-lg-10 vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_row_inner][vc_column_inner width=”1\/2″][vc_column_text]The launch of BEAM needed to be done with a big bang. Expectations were high, and its first impression needed to leave a mark. In order to give the club the busy feel and atmosphere it deserves, we determined a target of at least 700 people, with the hope of queues outside\u2013something rarely seen in Bangkok nightlife. With a carefully planned event marketing<\/a><\/span> campaign leveraging on quality photography from pre-launch events and a strong brand identity, we were able to achieve a total attendance of over 1,600, exceeding the target by 900 people, and indeed long queues throughout the night.<\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_column_text]Beyond promoting the launch, developing BEAM\u2019s brand awareness was also critical to its early success. Through Facebook & Instagram awareness campaigns we communicated BEAM\u2019s world-class value propositions: from its stunning lighting, BodyKinetic dancefloor, Void sound system to its unique drinks. By serving visually striking visuals and a cool yet approachable tone of voice we were able to reach out to its target audiences of international affluent young Thais and nightlife lovers, growing its fan base to over 25,000 fans. But beyond this, BEAM\u2019s real success in the awareness phase was its quick rise to notoriety as Bangkok\u2019s newest and unrivaled clubbing experience. \u00a0<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section full_width=”stretch_row” parallax=”content-moving” parallax_image=”4301″ parallax_speed_bg=”2″ css=”.vc_custom_1520007776196{padding-top: 200px !important;padding-bottom: 200px !important;}”][\/vc_section][vc_section full_width=”stretch_row” css=”.vc_custom_1523806403435{padding-top: 80px !important;padding-bottom: 80px !important;background-image: url(https:\/\/greyalchemy.com\/wp-content\/uploads\/2018\/01\/beam-graphic-2.png?id=2808) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_row css=”.vc_custom_1523806378276{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column css_animation=”none” width=”5\/12″ offset=”vc_col-lg-offset-0 vc_col-lg-5 vc_col-md-offset-1 vc_col-md-5 vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text]<\/p>\n

Phase 2: Maintaining Event Attendance and Increasing Revenue<\/span><\/h4>\n

[\/vc_column_text][vc_row_inner][vc_column_inner width=”1\/2″ offset=”vc_col-lg-offset-1″][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column css_animation=”none” width=”1\/2″ offset=”vc_col-lg-offset-1 vc_col-lg-5 vc_col-md-offset-1 vc_col-md-5 vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_row_inner css=”.vc_custom_1510989497911{padding-top: 0px !important;padding-right: 0px !important;padding-bottom: 0px !important;padding-left: 0px !important;}”][vc_column_inner offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm vc_col-xs-10″ css=”.vc_custom_1516199598168{padding-top: 0px !important;padding-right: 0px !important;padding-bottom: 0px !important;padding-left: 0px !important;}”][vc_empty_space height=”500px”][\/vc_column_inner][\/vc_row_inner][vc_column_text]Following the launch, we were put to the task of ensuring the venue remained constantly busy\u2013particularly on the notoriously difficult-to-fill weekdays. Through aggressive event marketing<\/span> campaigns promoting not only international acts but also BEAM\u2019s in-house event concepts and drink offerings, we were able to maintain the venue at top-of-mind regardless of the day of the week. With a strong brand identity and the use of a variety of Facebook and Instagram tools such as event responses campaigns, post advertising, carousel, canvas, and video, we were able to foster an engaged online community of over 54,000 social interactions a month and growing. More importantly, we are seeing these figures translate into sales as BEAM\u2019s revenue from drinks and ticketing continues to increase month-on-month. In addition, BEAM continues to pack out its weekends with attendees of 1,000 pax per night on average and weekday parties seeing up to 900 attendees.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section][vc_section full_width=”stretch_row” css=”.vc_custom_1508922709141{background-color: #485371 !important;}”][vc_row][vc_column offset=”vc_hidden-xs”][vc_empty_space height=”200px”][\/vc_column][\/vc_row][vc_row gap=”20″][vc_column css_animation=”none” width=”1\/2″][vc_column_text css=”.vc_custom_1508922978392{padding-top: 45px !important;padding-bottom: 45px !important;padding-left: 50px !important;}”]<\/p>\n

Facebook Posts<\/span><\/h3>\n

[\/vc_column_text][vc_single_image image=”1265″ img_size=”full”][vc_single_image image=”1264″ img_size=”full”][\/vc_column][vc_column css_animation=”none” width=”1\/2″][vc_single_image image=”1267″ img_size=”full”][vc_single_image image=”1266″ img_size=”full”][\/vc_column][\/vc_row][\/vc_section][vc_section css_animation=”fadeIn” css=”.vc_custom_1516787432765{padding-top: 50px !important;padding-bottom: 50px !important;}”][vc_row][vc_column css_animation=”none”][vc_column_text]<\/p>\n

Key Results<\/span><\/h2>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/3″][vc_column_text el_class=”key-results-item”]\"Facebook-Fans-Icon\"<\/p>\n

41,000+<\/span><\/p>\n

New Facebook fans<\/p>\n

[\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_column_text el_class=”key-results-item”]\"Key-result-icon\"<\/p>\n

1,600+<\/span><\/p>\n

Launch event attendees<\/p>\n

[\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_column_text el_class=”key-results-item”]\"Stories-Icon\"<\/p>\n

69,000+<\/span><\/p>\n

Monthly social
\nmedia interactions<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/3″ offset=”vc_col-lg-offset-2 vc_col-md-offset-2 vc_col-sm-offset-2″][vc_column_text el_class=”key-results-item”]\"Occupany-Rate-Icon\"<\/p>\n

1,000+<\/span><\/p>\n

Attendees per
\nweekend night<\/p>\n

[\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_column_text el_class=”key-results-item”]\"Key-result-icon\"<\/p>\n

Revenue<\/span><\/p>\n

Increased
\nmonth per month<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

[vc_section full_width=”stretch_row” css=”.vc_custom_1508918761210{padding-top: 80px !important;padding-bottom: 80px !important;}”][vc_row css_animation=”none”][vc_column css_animation=”none” offset=”vc_col-lg-offset-1 vc_col-lg-12 vc_col-md-offset-0 vc_col-md-12 vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″][vc_row_inner][vc_column_inner width=”1\/2″ offset=”vc_col-lg-5″][vc_column_text] The Challenge Despite being Thailand\u2019s first ever club of its kind, BEAM\u2019s sights were set on not only becoming Bangkok\u2019s premier nightclub, but also to challenge some of the most successful and established clubs in the region. 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