Atmosphere Shisha Lounge
Discreet | Luxury | Outdoor
Located in an unassuming spot in Manchester, Atmosphere Shisha Lounge offers an exclusive escape from the hustle and bustle of the city. It’s a secret hideaway where individuals can relax and enjoy a stunning shisha experience in an open environment with a roof and no walls, heated for comfort during cold nights. The added convenience of a drive-through facility, allowing patrons to smoke in their cars, sets Atmosphere apart from the competition.
Objective
To increase awareness of Atmosphere as a unique, secret Shisha lounge in Manchester and to draw in and engage a loyal customer base for regular custom and frequent social events.
USP's
- Hidden Gem Experience: Discover Manchester’s best-kept secret with Atmosphere Shisha Lounge, offering an exclusive refuge for aficionados in a discreet location.
- Unmatched Quality Shisha: Indulge in unparalleled shisha quality at Atmosphere, where carefully curated blends promise a remarkable smoking experience that keeps our clients returning.
- Summer Alfresco Lounge: Embrace the summer vibes in our unique open-air setup, featuring a roof to shield you from the sun while allowing the gentle breeze to enhance your shisha indulgence.
- Innovative Drive-Through Service: Experience the first of its kind with our drive-through shisha service, combining ultimate convenience with privacy for those on the go or looking to enjoy our premium selections from the comfort of their vehicle.
- Elite Privacy: Atmosphere Shisha Lounge offers an intimate escape, providing a secluded atmosphere that ensures your peace and confidentiality.
- A Socially Distanced Haven: In a time where safety and privacy are paramount, our spacious outdoor area and innovative drive-through provide a socially responsible setting for leisure and relaxation.
- Curated Shisha Selections: Dive into a world of exceptional flavors, as Atmosphere boasts a meticulously curated selection of shisha, ensuring a premium and diverse smoking journey.
- The Ultimate Urban Retreat: Nestled away from the hustle and bustle, Atmosphere serves as Manchester’s ultimate urban escape, where tranquility, quality, and exclusive services merge to create an unforgettable lounge experience.
Campaign Overview
Campaign will take place over 3 phases:
Phase 1:
Awareness
To build product exposure and remove friction from the customers experience
Phase 2:
Launch
To promote the product over 4 events and elevate the customer experience
Phase 3:
Retention
To build lead generation through word of mouth and marketing channels
Buyer Personas
Before we can identify areas of growth, we need to understand our key buyer personas so we can tailor our experience and marketing efforts towards them. I have listed 3 potential target markets
The High-Roller Host
Name: Richard Greene
Age: 42
Occupation: CEO of a Tech-Based Startup
Income Level: High
Lifestyle: As an influential figure in the startup scene, Richard is well-connected with a social circle that spans celebrities, influencers, and industry leaders. He is known for his impeccable taste in hosting memorable, exclusive events that are the toast of the town.
Behavior:
- Routinely hosts and searches for unparalleled, high-end experiences for his social events.
- Expects to offer his guests the pinnacle of luxury and uniqueness at every gathering.
- Prioritizes privacy and discretion for himself and his attendees.
Needs and Goals:
- An exclusive venue offering the utmost privacy and a luxurious backdrop for hosting events.
- A high-end, adaptable location equipped for last-minute arrangements or sophisticated events that leave a lasting impression on his elite guests.
How Atmosphere Meets Their Needs:
- Secrecy and Selectivity: Atmosphere Shisha Lounge secures the privacy and exclusivity desired by Richard, thanks to its discreet location and ambiance.
- Customizable Elegance: The lounge’s flexible event services and high-class atmosphere match Richard’s hosting standards, ensuring each event is talked about long after.
- High-End Networking Hub: With Atmosphere’s commitment to discretion and top-tier social settings, it naturally attracts the kind of clientele that Richard and his circle would enjoy networking with.
- Dedicated Service: A responsive and accommodating staff at Atmosphere Shisha Lounge can cater to the spontaneous and often complex requirements of Richard’s event plans.
- Signature Experiences: Atmosphere’s ability to create tailored experiences ensures that Vanessa, Jackson, and Richard’s events are not just successful but unique and impactful.
The Social Trendsetter
Name: Isabella “Emily” Miller
Age: 27
Occupation: Architect / Graphic Designer / Part-time Fashion Blogger
Income Level: Middle class
Lifestyle: Isabella, or “Emily” as she’s known by her friends and followers, leads a highly active social life. She balances her career as an architect and graphic designer with her passion for blogging about fashion trends. Known for hosting board game nights, movie marathons, and frequent social gatherings, she’s always on the lookout for new and trendy hangouts.
Behavior:
- Curates unique experiences for her followers on social media, influencing trends with her venue choices.
- Regularly organizes casual meetups with friends over shisha and games.
- Places importance on a venue’s ambience, service, and ‘Instagrammability’.
Needs and Goals:
- A shisha lounge that doubles as a trendy, photogenic hangout and a relaxed space for hosting get-togethers.
- Exclusive and novel experiences that appeal to her followers and match her middle-class lifestyle.
- Quality shisha experience with great ambiance to socialize with friends.
How Atmosphere Meets Their Needs:
- ‘Instagrammable’ Setting: Atmosphere’s unique outdoor arrangement provides Isabella with a perfect backdrop for her social media content.
- Cozy Ambience: The lounge’s relaxed environment is ideal for Isabella’s casual gatherings, board game nights, and movie marathons.
- Quality Shisha: Atmosphere’s top-tier shisha matches Isabella’s discerning taste, enhancing her social experiences.
- Value For Money: The lounge’s reasonable pricing aligns with Isabella’s budget, allowing frequent visits.
- Exclusive Appeal: The venue’s ‘hidden gem’ aspect caters to Isabella’s desire for novel, shareable experiences.
The Remote Worker Smoker
Name: Alex Rivera
Age: 34
Occupation: Hybrid Professional (Digital Marketer & Part-Time Fitness Instructor)
Income Level: Upper-middle class
Lifestyle: Alex leads a dynamic and balanced lifestyle, embodying aspects of productivity, social interaction, and leisure. As a fan of both digital innovation and physical well-being, Alex manages to integrate work, passion for sports, and relaxation seamlessly into daily life, using shisha smoking as a cherished ritual for relaxation and social bonding.
Behavior:
- Prefers venues that provide a comfortable setting for both work and leisure.
- Active on social media, sharing moments from daily life.
- Seeks versatility in a shisha lounge, expecting it to cater to individual needs – from remote work to socializing and watching sports with friends.
Needs and Goals:
- A lounge that serves as a multifunctional space, suitable for work, watching sports, and social gatherings.
- Accessibility to a tranquil yet engaging environment.
- Efficient service and convenience, including options like a drive-through for quick shisha session, reflecting a fast-paced lifestyle without compromising the quality of shisha and the overall experience.
How Atmosphere Shisha Lounge Fulfills the Persona:
- Adaptable Spaces: Atmosphere provides dedicated areas for focused work during the day and transforms into a lively sports-viewing and social spot by night, making it the perfect venue for Alex’s needs.
- Commitment to Quality: The establishment prioritizes high-quality shisha, ensuring that Alex, along with like-minded aficionados, enjoys the best offerings, whether lounging indoors, attending a game night, or opting for convenience through the drive-through service.
- Sophisticated yet Social Setting: Atmosphere strikes the perfect balance between elegant and casual, fostering an environment where Alex can network professionally while engaging in preferred leisure activities like watching live sports or enjoying a laid-back evening with friends.
Similar Brands
To better understand Atmosphere’s position in the market, here is a brief analysis of similar Lounges in Manchester
Arabian Nites
- Prices from £20
- Open Enclouser
- DJ Nights
- Dancers & Preformers
- 2nd floor for event space
- Food and Mocktails
- Street Parking
- Unfriendly Clientele
- Overpriced, below average shisha
Lux Lounge
- Prices from £20
- Open Eclosure
- Comfortable Seating
- Premium Flavours
- Food and Mocktails
- Street Parking
- Poor Ventelation
- Serves alcohol
- Closes at 11pm
Reflexion
- Prices from £20
- Open Enclosure
- Riverside Location
- Corporatee Clientele
- Food & Mocktails
- No Parking
- Segregated Seating
- Overpriced, below average shisha
Huqqa Lounge
- Prices from £12
- Outdoor Enclosure
- Veriety of comfortable seating
- Excellent Shisha
- Live Sports Clientele
- Food and Mocktails
- No Loud Music
- 3 Hour Street Parking
Atmosphere Current Analysis
- Open Enclosure
- Drive Thru
- Discreet Location
- On-site Parking
- Difficult to find
- No bathroom after 8pm
- No food & mocktails
- Overpriced compared to standard rate
- No footfall
- Not enough TV's for Live Sports
Based on the above analysis, we need to capitalise on the negatives of our competitors, amplify our positives and bridge the gap between our market leading competitors.
Redevelopment Timeline
Phase 1:
Awareness
- Optimized Restroom Access
- Strategic Parking Solutions
- Enhanced Visibility Through Signage
- Accessible Pricing
- Extended Operation Hours
- Flexible Seating Arrangement
- Innovative Deals and Offers
- Event Hosting Opportunities
Phase 2:
Launch
- Printed Menus Featuring House Special Mixes
- Tailored Leaflets for Customer Personas
- Enhanced Table Numbering System
- Viewing Experience for Sports and Movie Nights
- Board Games and Card Collections
- Video Truck for Strategic Marketing
- Comprehensive Website with Advanced Features
- Unified Uniforms with Branding
Phase 3:
Retention
- Expanded Shisha Offerings
- Diverse Staff Expansion
- Luxury Ladies Bathroom with Social Media Appeal
- Lounge Windproofing and Enclosure
- Indoor Seating Area Development
- In-House Kitchen
- Hosting Live Entertainment Events
- Karaoke System
- VIP Section Development
Phase 1: Awareness
Rejuvenating the Atmosphere Shisha Lounge doesn’t necessarily mean a hefty budget is needed. With a focus on customer satisfaction and operational efficiency, the initial phase of redevelopment emphasizes cost-effective enhancements to elevate the lounge experience. Below, we outline strategic adjustments that blend minimal expenditure with maximal impact.
Optimized Restroom Access
Implementing a straightforward bathroom key system from the landlord or dedicating specific restrooms for our guests alleviates confusion and enhances privacy. This immediate, no-cost solution streamlines access and ensures a more comfortable and secure restroom experience for all patrons.
Strategic Parking Solutions
Revamping our parking strategy involves designating specific bays for drive-through customers and adequately marking parking areas for lounge guests. This can be efficiently executed with minor adjustments to current parking layouts and clear, visible signage directing traffic flow, boosting convenience for both drive-through pickups and dine-in visitors.
Enhanced Visibility Through Signage
A cost-effective way to increase customer traffic is by deploying eye-catching signs along key points leading to Atmosphere. These signs, designed with our unique branding, will not only guide potential guests to our location but also emphasize our presence in the local area, inviting curiosity and visits.
Accessible Pricing
Adjusting our pricing strategy to start from £12 is a direct move to enhance our appeal to both new and regular customers. This price adjustment aims to attract a wider audience, looking for quality shisha experiences without the premium cost, fostering a larger, more diverse community of shisha enthusiasts.
Suggested pricing structure is as follows:
Al Fakher:
Single: £12
Mix: £15
Special: £17
Premium:
Single: £15
Mix: £17
Special: £20
Savacco:
Single: £20
Mix: £25
Special: £30
Add-ons:
Ice Pipe: £5
Orange Head: £5
Pineapple Head: £7
Watermelon Head: £15
Extended Operation Hours
Adjusting our operating hours to extend from 10 am until 11 pm responds directly to customer feedback for longer access to our services. This change, requiring next to no financial outlay, maximizes our lounge’s potential during peak social hours, allowing us to service the car wash customers during the day and offering a cozy retreat for our guests in the evening.
Flexible Seating Arrangement
Rearranging seating areas to optimize space and cater to different group sizes and preferences ensures everyone finds their comfortable spot. This can be accomplished with our existing furniture, focusing on creating more intimate spaces for small groups and versatile areas that can accommodate larger gatherings.
Innovative Deals and Offers
Introducing deals and offers, such as happy hour pricing, loyalty rewards, or bundle deals for groups, can significantly enhance customer loyalty and attract first-time visitors. These promotions require minimal investment while promising a substantial return in terms of repeat business and word-of-mouth marketing.
Here are some examples:
– 2 for 1 Special (Monday to Thursday)
Enjoy our exclusive “2 for 1” shisha offer! Social media followers can bring a friend and get a second shisha for free from Monday to Thursday. This deal is a thank-you gesture for those who engage with us on social platforms—simply show that you follow our Instagram or Facebook page to qualify.
– WhatsApp Community Engagement
Join our Atmosphere WhatsApp groups tailored to your interests. We have channels dedicated to upcoming sports events, gaming sessions, ladies-only discussions, and car meet enthusiasts. This is your go-to spot for immediate updates, exclusive invites, and community camaraderie.
– Instagram Close Friends for Exclusive Promotions
Get added to our Close Friends list on Instagram for an insider’s look at special promotions, last-minute deals, and exclusive offers. We reserve some of our best content and discounts for our closest supporters, so make sure to interact with us on Instagram for a chance to be included.
– Join Our Email List For Personalised Promotions
Celebrate your special day in style! Our email subscribers receive special deals to make their birthdays and anniversaries even more memorable. Expect a surprise that will elevate your celebration with us.
– Ladies Nights Special
Wednesday nights are for the ladies at Atmosphere Shisha Lounge! Enjoy a serene lounge experience with premium shisha and two complimentary mocktails for female guests. It’s the perfect midweek escape to relax and socialize with friends in a stylish yet comfortable setting.
– Competitions and Giveaways
Stay tuned for regular competitions and giveaways through our social channels. Win free shisha, special discounts, merchandise, event tickets, and more! Participate in our fun contests for a chance to grab some amazing prizes and experiences, exclusive to the Atmosphere community.
– Loyalty Card Program
Introducing the Atmosphere Loyalty Card—your passport to a premium experience with us. Earn points with every visit and redeem them for exclusive perks such as priority seating, complimentary refreshments, and special discounts. Loyal customers will also receive early access to events and new menu tastings.
Event Hosting Opportunities
Leveraging our unique space to host events or offering the lounge for private hire presents an exceptional opportunity to diversify our revenue streams. From live sports viewings to private celebrations, our venue can adapt to various functions, attracting a broader audience base and fostering a vibrant community hub.
Here are some example event nights Atmosphere can host
– Summer Kick-Off Shisha Party
Celebrate the start of summer with a bang! Host a kick-off party featuring special summer-flavored shishas, live DJs spinning upbeat tunes, and themed decorations to set the mood. Encourage guests to dress in summer attire and offer a discount for those who participate. This event sets the tone for the season and is a great way to introduce new menu items or flavors.
– Influencer Networking Nights
Atmosphere’s Influencer Networking Nights are curated to bring together social media influencers, creators, and content curators across various niches—fashion, lifestyle, food, and more. The evening will feature a mix of ice-breaking activities, relaxed shisha sessions, and collaboration pitches, providing a perfect backdrop for networking and creating future content opportunities. Exclusive custom shisha flavors will be unveiled, offering influencers a taste of Atmosphere’s innovation, meant to be shared across their social platforms. This event not only promotes community building among influencers but also spotlights Atmosphere as a prime location for creativity and collaboration.
– Car Meets and Greet
Aligning with the interests of automotive enthusiasts, Atmosphere is launching a series of Car Meets, inviting influencers with a passion for cars. This outdoor event will transform Atmosphere’s parking lot into a showcase of vintage, exotic, and modified cars, allowing guests to indulge in their automotive passion. The evenings will be highlighted with live music, specialty shisha offerings, and photo opportunities with the cars, providing content-rich material for social media sharing. Collaboration with automotive brands can offer exclusive previews or launches, setting Atmosphere apart as a venue that hosts unique events appealing to diverse interests.
– New Menu Launch Party
A celebration of culinary exploration, Atmosphere’s New Menu Launch Party invites foodies and lifestyle influencers to experience the lounge’s latest culinary creations. This exclusive tasting event will feature a guided experience through the new menu, including signature shisha blends, cocktails, and gourmet bites. Influencers will be encouraged to share their firsthand experiences, thoughts, and visuals with their followers, generating anticipation and excitement about the new offerings. Creative presentations, mixology shows, and interactive cooking sessions can enhance the event, making it not just about tasting but experiencing the innovation Atmosphere brings to the table.
– Outdoor Shisha and Live Music Nights
Capitalize on the pleasant summer evenings by offering outdoor shisha sessions accompanied by live music. Curate a lineup of local bands and solo artists to perform across different genres throughout the summer. These relaxing evenings can be further enhanced with a selection of summer cocktails and mocktails, creating the perfect backdrop for unwinding and socializing.
– Sports Viewing Parties
With various international and local sports events taking place during the summer, Atmosphere can become the ultimate destination for sports fans. Set up big screens indoors and outdoors to broadcast live sporting events such as football tournaments, tennis grand slams, or cricket matches. Themed decorations, team-colored shishas, and special promotions can add to the excitement.
– Cultural Themed Nights
Host a series of cultural-themed nights that celebrate the diverse flavors and traditions from around the world. Each event can focus on a different culture, featuring specialty shishas inspired by that region, traditional food tastings, and cultural performances or music. These nights offer guests an immersive experience, showcasing the inclusive spirit of Atmosphere.
Summary
The first redevelopment phase of Atmosphere Shisha Lounge centers on leveraging low-cost or no-cost strategies to significantly enhance our service offering, improve operational efficiency, and bolster our community presence. Through thoughtful adjustments and a keen focus on what our customers value most, Atmosphere is poised to elevate the shisha lounge experience, setting a solid foundation for future growth and development.
Phase 2: Launch
As Atmosphere Shisha Lounge moves into the exciting Launch Phase of its redevelopment, our focus pivots towards creating enhanced and memorable experiences for guests, while ensuring cost-effectiveness. This phase introduces a blend of tangible upgrades and strategic marketing efforts, designed to solidify Atmosphere’s status as a premier destination. Here’s an overview of the planned improvements and initiatives:
Printed Menus Featuring House Special Mixes
Introducing professionally designed printed menus that not only list offerings but also highlight house special shisha mixes. These menus will cater to both newcomers and regulars, suggesting flavor combinations and providing insight into what makes Atmosphere unique. This low-cost upgrade enhances guest interaction with the menu, making their experience more engaging and informative.
Tailored Leaflets for Customer Personas
Developing new leaflets aimed at distinct customer personas identified within the Atmosphere community ensures more effective communication. From the social butterfly and the sports enthusiast to the laid-back group looking for a cozy night, leaflets will resonate with their specific interests, inviting them to experience Atmosphere tailored to their preferences.
Enhanced Table Numbering System
Upgrading to laser-etched, plate-attached table numbers, along with free-standing numbers, not only streamlines service but also adds to the lounge’s aesthetic appeal. This medium-cost improvement facilitates a smoother guest experience, reinforcing attention to detail and organizational efficacy.
Viewing Experience for Sports and Movie Nights
To elevate the viewing experience, investing in a projector for sports and movie nights presents a low-to-medium-cost solution. Alternatively, installing four TVs would guarantee consistent quality and visibility for all guests. This upgrade aims to make Atmosphere the go-to venue for entertainment, leveraging popular culture and sporting events to draw in crowds.
Board Games and Card Collections
Stocking up on a diverse collection of board games and cards offers an inexpensive but highly effective way to entertain small groups or individuals looking for a relaxed, engaging night out. This initiative supports the creation of a community atmosphere, encouraging guests to spend more time and enjoy a varied experience beyond shisha.
Video Truck for Strategic Marketing
Employing a video truck to roam high footfall areas like the curry mile, showcasing Atmosphere’s offerings, ambiance, and upcoming events can capture the attention of potential customers effectively. While being a medium-cost marketing initiative, it promises high impact and immediate visibility among target demographics.
Comprehensive Website with Advanced Features
Developing a comprehensive website that covers everything from the latest menu to event updates, along with integrated booking and ordering systems, marks a crucial step in Atmosphere’s digital presence. This tool will not only serve as a marketing platform but also enhance operational efficiency, offering guests a seamless way to engage with Atmosphere.
Unified Uniforms with Branding
Introducing uniforms for floor staff that are both formal and bear the Atmosphere logo can significantly boost brand identity and professionalism. Waistcoats as part of the uniforms present an elegant touch, reinforcing a high-quality service experience.
Summary
The Launch Phase of Atmosphere’s redevelopment is poised to further establish the lounge as a go-to destination, integrating both aesthetic and functional enhancements with strategic marketing efforts. By focusing on low to medium-cost improvements, Atmosphere Shisha Lounge sets the stage for heightened guest experiences, operational efficiency, and brand loyalty, paving the way for sustained growth and community engagement.
Phase 3: Retention
The Retention Phase in the redevelopment of Atmosphere Shisha Lounge focuses on enhancing the overall customer experience while introducing premium features that encourage repeat visits. This phase will feature medium-to-high cost improvements aimed at offering exclusivity, comfort, and an enriched lounging environment. Here is a comprehensive plan for the improvements:
Expanded Shisha Offerings
To accommodate increasing customer demand and minimize wait times, we will invest in more high-quality shisha setups. This upgrade ensures all customers have access to a seamless shisha experience without any compromise in service quality.
Diverse Staff Expansion
Hiring female staff to serve various customer needs is paramount. One female employee will act as an in-house influencer and cashier, offering a face to our brand, while expertly attending to shisha services like coal management. Another hire will be an Arabic-speaking staff member specializing in serving our Arabian clientele, thus enhancing personalized customer service and cultural inclusivity.
Luxury Ladies Bathroom with Social Media Appeal
Transforming the ladies’ bathroom into a luxurious space that also serves as a selfie attraction encourages user-generated content. This space will include elegant fixtures, ambient lighting, and sophisticated decor that invites photo opportunities, thereby increasing organic social media promotion of the Lounge.
Lounge Windproofing and Enclosure
Developing a windproof enclosure ensures that guests can enjoy their shisha in a controlled environment unaffected by the elements. This renovation creates a more comfortable and consistent experience for guests who prefer the outdoors, extending our lounge’s usability across various weather conditions.
Indoor Seating Area Development
Creating a well-designed, comfortable indoor seating area caters to guests who prefer indoor amenities. This space will be climate-controlled with attention to comfort and ambiance, catering to guests year-round and providing an alternative to the outdoor lounge area.
In-House Kitchen or Bar
Introducing a kitchen or bar to serve gourmet food, bespoke mocktails, and desserts directly aligns with the desire for a full-service experience. Offering culinary treats elevates the lounge experience, turning simple visits into dining events.
Hosting Live Entertainment Events
Regular events featuring live music, belly dancers, fire dancers, and more will turn the lounge into a dynamic space that offers more than just shisha. These live performances create unique experiences, drawing in both new clientele and delighting regulars.
Karaoke System Investment
Integrating a karaoke system adds another layer of entertainment for our guests. As a popular group activity, karaoke nights can attract a lively crowd aiming to engage actively with the Atmosphere community.
VIP Section Development
Designing a VIP section with the use of curtains or other elegant dividers provides guests with the option for an exclusive experience. This section can offer premium shisha flavors, expedited service, and added privacy for those seeking a more secluded environment.
Summary
Through these strategic improvements during the Retention Phase, Atmosphere Shisha Lounge significantly boosts its potential for customer loyalty. By focusing on customer demand, diverse staffing, and luxurious amenities, we aim to create an environment that not only meets the expectations of our guests but exceeds them. As a result, Atmosphere solidifies its place as a luxurious and inclusive destination that constantly evolves to cater to its customers’ evolving tastes and preferences.
Budget Requirements
Conclusion
Over the past few weeks, our team has meticulously crafted a comprehensive redevelopment plan for Atmosphere Shisha Lounge, focusing on creating an enhanced and memorable luxuriant experience. From elevating the ambiance to incorporating more engaging elements and events, each phase of the plan carries immense potential to not only reposition Atmosphere as a standout Shisha lounge in Manchester but also to optimize its operations.
Having expertise in diverse essential aspects such as staff training, facilities management, brand promotion, and digital marketing makes us an all-encompassing partner in this redevelopment journey. As shown in our detailed and carefully thought-out plan, our aim is to take Atmosphere Shisha Lounge to an unparalleled level, making it the talk of the town and the preferred venue for both casual and elite shisha connoisseurs.
Our experience allows us to understand the unique nuances of creating an unforgettable lounge experience. We recognize the importance of each detail – from plush seating, delicious food, an exceptional shisha experience, to creating the perfect ambiance that will resonate with your clientele. These are not just changes but are strategic initiatives, designed to enhance customer satisfaction, drive repeat business, and foster Atmosphere’s growth in the Manchester landscape.
Our proposed plan is focused on two critical aspects: enhancing customer experience and driving operational efficiency. We believe that a lounge succeeds when it can offer a comfortable and engaging experience while running a streamlined and economically viable operation. By focusing equally on these aspects, our plan creates a foundation for Atmosphere’s long-term success.
In retrospect, the journey towards transforming Atmosphere Shisha Lounge and its surrounding space into a holistic, luxurious, and trendy retreat presents an exciting opportunity. With our team leading this redevelopment, you will have access to a blend of creativity, strategic understanding, operational excellence, and unfaltering dedication to ensuring Atmosphere Shisha Lounge becomes a loyal customer’s haven.
We look forward to working with you on this transformative journey and lending our skill and dedication to turn Atmosphere into a vibrant reality.
Social Media Strategy
Introduction
This proposal aims to outline the social media strategy tailored specifically for Atmosphere, a unique outdoor shisha lounge tucked away in the heart of Manchester. The strategy focuses on user-generated content, promoting our distinct character as a secret outdoor shisha lounge, and leveraging our facilities to host engaging social events for our patrons.
Overview: Atmosphere Shisha Lounge
Located in an unassuming spot in Manchester, Atmosphere Shisha Lounge offers an exclusive escape from the hustle and bustle of the city. It’s a secret hideaway where individuals can relax and enjoy a stunning shisha experience in an open environment with a roof and no walls, heated for comfort during cold nights. The added convenience of a drive-through facility, allowing patrons to smoke in their cars, sets Atmosphere apart from the competition.
Objective
To increase awareness of Atmosphere as a unique, secret Shisha lounge in Manchester and to draw in and engage a loyal customer base for regular custom and frequent social events.
Strategies
1. User-Generated Content (UGC)
User-Generated Content remains at the forefront of our social media strategy. Spreading the word about Atmosphere through our customers not only increases brand trust and authenticity but also helps us reach a larger, diversified audience.
Hashtag Strategy: Encourage customers to share their experiences on their social media platforms using a unique branded hashtag, e.g., #SecretSmokeSpot, #AtmosphereMcr.
Photo/Video Contest: Run monthly contests where patrons can share pictures or videos of their Atmosphere experience. Rewarding the best entries with discounts or free passes to shisha events will incentivise more participation.
2. Highlighting Facilities and Services
Drive-Through Shisha Experience: Regularly update social media posts showcasing our unique drive-through shisha service. Create short, interesting videos capturing people enjoying their shisha in the comfort of their cars.
Outdoor Heating: Emphasize comfort during cold weather with heaters through posts and stories to reassure customers they can have a comfortable experience year-round.
3. Promoting Social Events
Allocate budget for two social events per month, leveraging these gatherings to increase brand awareness and social interaction. Promote these events heavily on all social media platforms.
Social Media Platforms
Instagram: With its heavy focus on visual content, Instagram will be the primary platform for sharing customer experiences, news about upcoming events, and unique features of the lounge.
Tiktok: Tiktok is an excellent platform for community creation and interaction.
Meetup: Meetup will be utilized for events creation, gathering RSVPs and inticing customers to come for social networking, with Atmosphere being the environment.
Implementation timeline
Weeks 1-4: Research and Engagement phase, social media account set-up.
Weeks 5-8: Content generation, launching hashtag campaigns, initiating interaction with customers.
Weeks 9-12: First monthly contest, start promoting upcoming events.
Weeks 13-16: Host the first Music event, share highlights on social media. Review performance, gather insights and feedback.
Continue as per the schedule ensuring smooth implementation, it will take at least 6 months to gain traction
With a consistent and engaging online presence, Atmosphere Shisha Lounge can emerge from the shadows of the city as not just a secret, but a coveted secret worth discovering and sharing. This strategy is aimed at not just building awareness but fostering a loyal community around Atmosphere.
SWOT Analysis: Atmosphere Shisha Lounge, Manchester
Strengths
- Discreet: Atmosphere’s hidden location adds to its allure, making it an exclusive destination for those in the know.
- Great Smoke: The lounge is known for its high-quality shisha, ensuring repeat customers and positive word-of-mouth.
- Open Air in the Summer: Its outdoor setup with a roof but no walls provides a perfect environment for enjoying shisha in good weather.
- Drive Through: A unique service allowing customers to enjoy shisha from the comfort of their cars, appealing to those seeking convenience or privacy.
Weaknesses
- Hard to Find: Its discreet location can also deter new customers or frustrate those not familiar with its exact whereabouts.
- Price Perception: The lounge’s pricing (£5 more expensive) could deter price-sensitive customers or those who don’t perceive the added value in the experience.
- Open Air in the Cold: The outdoor setting becomes a drawback during colder months, potentially reducing patronage.
- Limited Offerings: The absence of food, drinks, or mocktails limits the lounge’s appeal and the length of stay for customers.
- Pest Control: Operating in an open-air environment necessitates diligent pest control measures.
- Uncomfortable Furnishings: Furniture that prioritizes aesthetics over comfort can negatively impact the overall customer experience.
Opportunities
- Seasonal Appeal: Capitalizing on warmer months can boost footfall and offer opportunities for summer-themed events or promotions.
- Regulatory Advantage: Remaining compliant with local regulations can ensure continuous operation, especially if others face closures.
- Community Building: Hosting live music and performances could foster a strong community and differentiate the lounge.
- Expanded Offerings: Collaborating with local eateries like Rocco’s or utilizing food delivery services can enhance the customer experience and encourage longer visits.
- Loyalty Program: Introducing a loyalty card can boost customer retention and encourage repeat business through rewards.
Threats
- Weather Dependence: The outdoor nature of the lounge makes it vulnerable to unpredictable Manchester weather, impacting business stability.
- Excessive Discretion: If customers find the location too challenging to find, it could limit growth in patronage.
- Car-Related Concerns: The drive-through aspect may inadvertently encourage unwanted behavior or violence related to car gatherings.
- Substance Misuse: Offering a drive-through service might complicate monitoring and preventing illegal substance use within the premises.
- Privacy Concerns: The intimate setting of cars could lead to situations that are hard to manage or control by the staff.
- Regulatory Changes: Stricter laws regulating smoking, zoning, or outdoor hospitality spaces could impact the lounge’s operations.
- Public Health Concerns: Potential health advisories or incidents related to smoking could decrease public interest in shisha lounges.
- Competition: New shisha lounges may emerge with more accessible locations or innovative offerings, diverting potential customers.
- Economic Downturns: A recession or local economic difficulties may lead to a decrease in discretionary spending, affecting leisure venues including shisha lounges.
- Shifts in Social Trends: Changes in consumer preferences, with shifts towards health-conscious lifestyles, might reduce the appeal of shisha smoking.
- Neighborhood Development: Urban development projects or changes in local infrastructure may lead to increased rent, traffic issues, or reduce the ‘hidden’ appeal of the lounge.
- Reputation Risks: Negative reviews or unaddressed customer complaints can spread quickly on social media, potentially harming the lounge’s reputation.
- Limited Expansion Capability: The unique concept of a ‘secret’ lounge with limited space may inhibit scalability and growth opportunities.
- Noise Complaints: Live music and performances, if not managed properly, could lead to noise complaints from neighbors or the community, potentially restricting event offerings.
Each of these threats require careful consideration and strategic planning to mitigate potential impacts on Atmosphere Shisha Lounge’s business. Implementing proactive measures and staying adaptable to changing circumstances will be crucial for the longevity and success of the lounge.
Summary and Conclusion
Social Media Strategy Summary
The proposed social media strategy for Atmosphere Shisha Lounge revolves around three main pillars: leveraging user-generated content, highlighting unique facilities and services, and promoting social events. Efforts will focus on Instagram, Facebook, and Twitter to display the distinct outdoor experience, drive-through convenience, and engaging community events. Strategies include a branded hashtag campaign, a monthly photo/video contest, and robust promotion of unique selling propositions and social gatherings. The implementation timeline is structured for gradual engagement, content development, and community building, aiming to elevate Atmosphere’s online presence and reinforce its image as Manchester’s premier, hidden shisha destination.
SWOT Analysis Recap
Strengths: Atmosphere’s discrete location and quality shisha service paired with the novelty of an open-air environment and drive-through option in the summer months position it as a unique leisure spot.
Weaknesses: Its obscurity can be a liability, the perceived high cost, limitations during colder months, the absence of food/drinks services, pest control concerns, and comfort issues with furnishings.
Opportunities: There’s room for growth in event offerings, potential partnerships with food services, a loyalty program, and the advantage of consistent operation adhering to compliance standards.
Threats: Challenges include the unpredictable Manchester weather, potential issues arising from the lounge’s hidden nature, concerns regarding car-related violence, the risk of substance abuse, and privacy issues in car settings, along with broader threats from regulatory shifts and public health concerns.
Conclusion: Why Hire Me
With a comprehensive understanding of social media dynamics and a tailored strategy ready for implementation, my expertise offers a multi-faceted approach to grow and maintain the presence of Atmosphere Shisha Lounge in the digital realm. The strategy is crafted to engage and expand the customer base while addressing the nuances outlined in the SWOT analysis. As a social media manager, I bring:
- Proactive Solutions: My approach anticipates and mitigates potential threats highlighted, ensuring the lounge’s resilience in face of challenges.
- Creative Engagement: Leveraging user-generated content, I would creatively engage the community, fostering a loyal customer base and amplifying word-of-mouth marketing.
- Data-Driven Insights: By analyzing engagement data and customer feedback, I can refine the strategy to target market shifts and consumer trends accurately.
- Reputation Management: With my finger on the pulse of social conversations, I can manage and enhance Atmosphere’s reputation, addressing any concerns swiftly and tactfully.
- ROI Focus: I aim to convert social media efforts into measurable results, from increased foot traffic to higher event participation rates, building customer loyalty and driving revenue.
The union of my social media expertise and the distinct personality of Atmosphere Shisha Lounge presents an exceptional opportunity to craft a space that shines both online and offline. Hiring me would not just mean a social media manager; it would signal the beginning of a transformative journey for Atmosphere into a thriving digital-savvy brand with a revered community-centric presence.