PR and Night Clubs: How There's More Than Just Loud Music and Fancy Drinks

I remember it as it was yesterday. I mean, who doesn’t remember their first days of college ?

Meeting new people from different cultures, attending various classes held proudly by some well-experienced lectors in a beautiful, mountain environment within the touristic city of Montreux, Switzerland.

For most, college is that period in life where old high-school kids become young adults and start their first steps into their professional lives. But there I was, this young and energetic college-kid studying in a top hospitality managing university, split between courses on tourism, revenue management and marketing; asking myself : “ Ok Andrew, you made it here, now what ? “.

I knew I should have kept this question for my graduation date due 3.5 years.

But then again, by mixing long-term goals with present-day reality, I decided to look more further and in-depth and thought well enough on getting a part-time job somewhere in the local area.

The magnificent thing about swiss university is that it gives you a 100% quality guarantee upon completing it, and we all know that deciding on the first job after university is a huge step – mainly because as a recruiter, you will be seeking highly-skilled candidates.

Everyone knows that high quality comes with high price, and studying (let alone living) in Switzerland - one of the world’s best paid, best living condition and costly countries – isn’t quite pocket-friendly.

Hence my motivation and willingness to find, like other college-kids around the world, a part-time job that can at least balance my monthly spendings to a fair level.

Now, as it’s a touristic city, the choices in Montreux limited down to either working as a receptionist or running tables as a waiter. At that time, my knowledge and experience in these fields were still at a beginner’s level, all though I felt more confident as a waiter. The thing was, my university studies had a major in Sales & Marketing, and everything related to this field – which I loved. Communicating with clients, upselling products/services, settling best rates when compared to competitors, gathering customer feedback as to better improve-upon; things like these attracted not only on a professional basis, but more as when you truly feel you’ve found a profession you are comfortable with.

I felt comfortable with marketing, where there weren’t as much availabilities. I was qualified for F&B, where there were too many availabilities. I took it upon myself to get a part-time job as a waiter – just to keep me busy until I found something better fit for my passion. Getting hired in a local night-club (and what was to follow) did not occur to me as a huge game-changer.

On a September’s brunch, a fellow classmate approached me and told me of some available positions in F&B at a club down-town, which I applied for. I was nervous as first, for as much experience as I had, it was in a restaurant during the day – not night. A couple of trials later, next week my contract was already signed and directors quite satisfied with my performance. It was not the best, it was not busy, but it was done with professionalism and passion. Already 2 months ahead, the winter season was closing in and a lot of events and artists were on the agenda; the only issue I noticed was the promotion.

There was no promotion.

And even if there was, it wasn’t well put into place, from a marketing perspective.

At that time, I did not have as much knowledge and experience in the marketing fields as I have now, but I knew clearly that the most important think in marketing isn’t your product/service.

It’s your clientele. It’s all those ladies and gentlemen of different ages and cultures to whom you are aiming your product towards, in hopes of not only generating sales but also having them return over and over again.

It’s logic that when you do your job good, when you tend to your customers wants/needs well enough, they will leave satisfied of the experience and return wanting for more.

So here came the question: “ What to do with our marketing department ? ”

We finished up a busy Saturday shift. Clients left happy and managers were taking care of the daily earnings. As I was closing my cash desk, I thought things well and went to my manager to request a short, 5min. meeting with him at his earliest convenience. As we sat down in his office, I couldn’t help but notice the stacks of paper-work with different artists photos, old posters and internet sites open with up-coming events from other nightclubs around the world. It was then that I proposed a “transfer” to the marketing department. It was then that, after that long-nights shift, tired as he was his eyes opened wide .

“Marketing ?! How well do you know marketing ?” (notice that he asked of my level in the field, not if I am in any manner experienced in it or not)

After explaining my intentions, academic background and willingness to help improve, he thought it through, consulted with his assistant and by Tuesday, I got a call. I got more responsibilities. I was now PR & Marketing Coordinator.

So what do these job descriptions mean in the context of a night-club ?

It allowed me to interact and establish professionalism among clients.

It improved upon my upselling skills and product knowledge.

It taught me how to relate current media trends to potential customers.

It improved my communication skills.

It got me better acquainted with social media tools.

After my experience with night clubs and entry-level PR, I went on becoming a Marketing Coordinator for a thermal resort in Switzerland.

My name is Andrew R. Nedelcu, and I sincerely thank you for your time .

Photo credit : https://www.yelp.com/biz_photos/light-nightclub-las-vegas-4?select=hcgJY5AK48K27nGeHQAWnQ