MARKETING STRATEGY

The marketing strategy for Blix Tavern in Copenhagen will focus on building brand awareness, attracting affluent customers, and cultivating a loyal customer base through a combination of promotional activities, events, strategic partnerships, and a strong social media presence. Given Blix Tavern’s unique blend of luxury, culture, and African-inspired offerings, the strategy will emphasize exclusivity, customer experience, and a narrative that resonates with both local and international markets. The marketing approach will be both digital and experiential, leveraging Copenhagen's vibrant social and tourism scene.

Objectives

  • Increase Brand Awareness: Establish Blix Tavern as a premier luxury destination in Copenhagen for craft beer, premium whiskies, cocktails, and cigars, with a unique African-inspired twist.

  • Drive Foot Traffic: Attract high LSM locals and international tourists, particularly those seeking exclusive, memorable experiences.

  • Cultivate Customer Loyalty: Develop strategies for creating repeat customers who not only enjoy the experience but become advocates for the brand.

Target Market

Blix Tavern will primarily target the following demographics:

  • Affluent Locals (Copenhagen residents): High-income professionals, executives, entrepreneurs, and affluent social circles who enjoy fine dining, high-end drinks, and exclusive experiences.

  • International Tourists: Wealthy tourists visiting Copenhagen for leisure, especially those from Europe, the U.S., and Africa, seeking a premium, cultural experience.

  • Younger Professionals: Trend-conscious, high-earning individuals between the ages of 25-45 who appreciate the craft beverage scene, premium spirits, and unique experiences.

Marketing Strategies

1. Branding and Positioning

  • Unique Selling Proposition (USP): Blix Tavern will be marketed as the only venue in Copenhagen offering a premium selection of African-inspired craft beer, whiskies, cigars, and exclusive drinks in an intimate, luxurious setting. The experience will be tailored to those seeking authenticity, refinement, and a sophisticated atmosphere.

  • Brand Story: Emphasize the concept of "Out of Africa" with ties to Karen Blixen’s memoir-turned-film, conveying a narrative that celebrates African culture and luxury. Blix Tavern will highlight its heritage of friendship, quality, and exceptional experiences, creating an emotional connection with customers who value unique, culturally rich experiences.

2. Promotions and Special Offers

a. Opening Launch Promotion

  • Exclusive Invite-Only Launch Event: Invite key influencers, VIP customers, local celebrities, industry professionals, and media to a grand opening event. This event will offer a premium tasting of Blix’s signature beers, whiskies, and cocktails, along with live music, and a curated cigar experience.

  • Soft Opening Discounts: Offer a limited-time promotion during the soft opening phase (first 2-4 weeks) where customers can enjoy a discount (e.g., 20% off the total bill) or receive a complimentary drink or small plate when purchasing a premium item.

b. Happy Hour & Special Nights

  • “Blix Hour” Happy Hour (Weekdays 5:00 PM – 7:00 PM): Offer discounted prices on selected drinks—such as signature cocktails, African craft beers, and whiskies—to attract the after-work crowd. This will increase foot traffic during quieter periods and introduce customers to the premium offerings.

  • Whisky Wednesdays: A weekly event that offers tastings of premium whiskies with expert recommendations, food pairings, and cigar specials. Target whisky connoisseurs and enthusiasts looking for an educational and refined experience.

  • Cigar & Spirits Pairing Nights: Host monthly events where guests can experience expert-led tastings of cigars paired with premium whiskies and craft beers. This will attract both cigar enthusiasts and newcomers to the world of fine cigars.

c. Referral Program

  • “Blix Rewards” Loyalty Program: Introduce a loyalty program where regular customers can earn points for every purchase. Points can be redeemed for exclusive drinks, discounts, or access to private events. This will incentivize repeat visits and create a sense of exclusivity for loyal customers.

  • VIP Memberships: Offer exclusive memberships that provide perks such as priority reservations, special tasting events, and early access to new drink releases or limited-edition products.

3. Events and Experiential Marketing

a. Cultural Experience Nights

  • African Music & Art Nights: Curate live music performances by African artists or local musicians inspired by African culture. Pair these with signature drinks and tapas to create an immersive cultural experience.

  • African Film Screenings & Dinner Events: Host bi-monthly film nights where Blix Tavern screens African cinema or classic films like Out of Africa. Guests can enjoy themed cocktails or food pairings related to the film or African cuisine.

b. Exclusive Tastings and Pairing Events

  • Signature Beer & Whisky Tastings: Host exclusive tasting events showcasing Blix Tavern’s unique range of African-inspired small-batch beers, premium whiskies, and craft cocktails. These events will provide an opportunity to educate customers about the origins of the drinks and create a connection with the brand.

  • Private Tasting Experiences: Offer private group bookings for whisky or cigar tastings in a luxurious, intimate setting. This could be a great option for corporate clients, anniversaries, or special celebrations.

c. Partnerships with Luxury Brands

  • Collaborations with Luxury Hotels & Resorts: Partner with upscale hotels in Copenhagen to offer package deals or promotions for hotel guests. This could include VIP access to Blix Tavern, curated tasting events, or exclusive discounts.

  • Co-Branding with High-End Retailers: Collaborate with luxury lifestyle brands or high-end boutiques to offer joint promotions, such as special discounts or exclusive events that elevate the experience for both brands’ customers.

4. Social Media and Digital Marketing

a. Social Media Strategy

  • Instagram & Facebook: Use visually striking imagery of Blix Tavern’s drinks, events, and atmosphere to create an aspirational brand image. Highlight the exclusivity and luxury of the tavern through stories, reels, and high-quality posts.

    • Instagram Takeovers: Invite influencers, local celebrities, or premium drink experts to host Instagram takeovers, offering a glimpse into the tavern’s unique offerings and experiences.

    • User-Generated Content: Encourage customers to share their experiences using a branded hashtag, such as #BlixTavernExperience. This will help spread brand awareness and create a community around the tavern.

  • LinkedIn & Corporate Outreach: Use LinkedIn to connect with business professionals in Copenhagen and promote private events, corporate bookings, and loyalty programs targeted toward high-net-worth individuals and corporate clients.

b. Influencer and Blogger Partnerships

  • Influencer Collaborations: Work with local lifestyle and luxury influencers who align with Blix Tavern’s brand ethos. These influencers can share their experiences with their followers, increasing visibility among affluent locals and international tourists.

  • Event Bloggers & Reviews: Partner with local food and beverage bloggers to review the tavern’s offerings and write about the unique African-inspired experiences available at Blix Tavern.

c. Google Ads & SEO

  • Targeted Google Ads: Use Google Ads to target high-income individuals in Copenhagen, as well as international tourists searching for premium dining and drinking experiences in Copenhagen.

  • SEO Optimization: Optimize the website for SEO, using keywords such as “luxury bars Copenhagen,” “premium cocktails Copenhagen,” and “craft beer Copenhagen.” This will help Blix Tavern rank higher in search results when potential customers are looking for exclusive venues.

5. Building a Loyal Customer Base

a. Exceptional Customer Service

  • Personalized Service: Train staff to provide personalized service by remembering regular customers’ preferences, offering tailored drink recommendations, and ensuring a welcoming atmosphere. This will foster a sense of loyalty and connection to the brand.

  • Customer Engagement: Regularly check in with customers during their visit to ensure they are having a memorable experience. Encourage feedback and continuously adapt based on customer preferences and suggestions.

b. Regular Customer Appreciation

  • Exclusive Invitations: Offer loyal customers invitations to private events or early access to new product launches. This creates an exclusive sense of belonging.

  • Birthday & Anniversary Rewards: Send personalized birthday and anniversary cards with a special offer or free drink to encourage repeat visits.

c. Community Engagement

  • Local Collaborations: Partner with local cultural or charity events to build goodwill within the community. Sponsor or participate in events that align with Blix Tavern’s brand values and mission.

Conclusion

Blix Tavern’s marketing strategy is designed to establish the brand as a premium and exclusive destination in Copenhagen. By offering unique promotions, engaging in experiential marketing, creating a strong social media presence, and implementing a customer loyalty program, Blix Tavern will attract a discerning clientele, build brand awareness, and cultivate long-term customer loyalty. The combination of cultural events, luxury experiences, and personalized service will differentiate Blix Tavern from competitors and ensure it becomes a top choice for both locals and tourists seeking a refined and immersive drinking experience.