Exposé San Diego owner Dino Palmiotto is keen to share his expertise and insights, in his own words, as he endeavors to help other club operators adapt their businesses in a very competitive market.
(NOTE: This story was written by Dino Palmiotto and appears in the November 2024 issue of ED Magazine.)
Surviving in today’s competitive business environment hinges on multiple aspects that are encompassed by the term business agility. In other words, just how capably your business is positioned in order to overcome challenges and adapt to change. Begin with an unbiased, realistic evaluation of your operations to determine whether a shift in strategic planning and the implementation of new ideas and practices will help you achieve success.
Business agility
Agility ensures that businesses can rapidly respond to changing market needs and deliver innovative solutions that meet the evolving demands of customers.
Recognize and embrace the fact that change is constant. When confronted with change you should always respond, and never react. Accept change gracefully, and it will likely surprise you by working out for even better. Identify changes that will improve how you do business and serve your customers by incorporating new strategies into your processes. It’s crucial that we take advantage of all the advanced technological methods available and look ahead to how those technologies can serve us better.
Instead of asking how much change is needed, ask yourself how soon you can make changes, and get to it without further delay!
Teambuilding
It is critical that you lead your team from the front. This means being visible, approachable, and supportive of team members. It also means being decisive and taking responsibility for the tough decisions.
Empower your team by investing in employee training and development to enhance skills and capabilities. Encourage a culture of innovation and creativity to generate fresh ideas, and provide employees with the necessary resources and support to succeed. Ensure individuals and teams are always recognized and rewarded for achievements.
Through leading by example, you create a positive and personalized work environment where team members are assured of having your full support. This ensures the team is aligned with your values and works cohesively toward shared goals.
Customer experience
Meeting customer expectations and enhancing experiences will increase sales and build a positive business reputation for customer service. Make it a point to be on the floor as much as possible to defuse potential problems and demonstrate your leadership principles. Being on the front line helps you understand your customers’ needs, earning their loyalty when needs are met, and fosters positive word-of-mouth advertising. Train staff to be courteous, knowledgeable, and responsive, and to make the extra effort to resolve customer issues promptly and efficiently.
Omnichannel Customer Engagement technology enables businesses to provide seamless customer experiences across multiple channels, whether it’s through their website, social media, or mobile app. This approach ensures that customers have a consistent and positive experience.
Promoting exceptional customer service and providing avenues of communication builds loyalty and trust, and encourages customer feedback to identify areas for improvement.
Technology
Technology acts as a catalyst for growth and innovation in today’s dynamic business landscape. Implementing smart technologies gives you a competitive edge. They streamline operations, reduce costs, and improve management efficiency. Leveraging technology will enhance customer convenience and experiences, many of which offer the additional advantage of creating more management efficiencies.
A customer relationship management (CRM) system helps manage customer interactions, track sales opportunities, and enhances service. Marketing automation tools automates tasks such as email marketing, social media marketing, and lead generation. Project management software helps you plan, organize, and track projects more effectively.
Financial management software helps track your income, expenses, and profits, and creates budgets and forecasts. **E-commerce platforms help sell your products or services online and manage your inventory. Invest in tools and systems that facilitate seamless team member and customer communications to help resolve issues.
Real-time data analytics allows businesses to analyze market trends, customer preferences, demographics, and competitive intelligence in real-time, enabling quick and informed decision-making strategies
Rapid prototyping and testing of new products or services reduces the time and cost associated with traditional development processes, enabling businesses to validate ideas quickly and adjust their offerings based on market feedback.
Financial management software is essential for business stability and growth. This involves tracking income and expenses, managing cash flow, and making sound financial decisions. Financial discipline allows businesses to plan for the future, invest in growth opportunities, and mitigate risks.
Operational software manages inventory, fulfills orders, and provides customer service. Strong operational processes help businesses deliver products or services consistently, at reduced cost, and enhances customer satisfaction.
Marketing
Understanding the market landscape, including customer needs, competitive dynamics, and industry trends, is crucial for business success. Businesses need to adapt their strategies and offerings based on market changes to remain competitive and relevant.
Keep the Yelp and Google reviews coming in. Push for the five star reviews on a daily basis. Top reviews lead to customers finding your club first. Effective advertising is a critical aspect of business success. It creates awareness, enables companies to connect with potential customers, builds brand awareness, and generates leads. Employ multiple marketing channels to reach your target audience, including social media and a comprehensive website. Cultivating a positive and productive online presence enhances business branding, creates meaningful connections, and provides an enjoyable experience.
We have always found Dino to be a good operator and friend. His hard work and follow-through make him well suited for success.
– Jason Mohney of GoBEST! and the Déjà Vu & Larry Flynt’s Hustler Clubs
Develop strategic partnerships
Strategic partnerships can be key to growth in the adult entertainment industry. Collaborating with other businesses that share a similar audience, adult entertainment businesses can reach a wider audience and grow their customer base.
Consider partnering with hotels, restaurants and other entertainment venues in the area to provide customers with a more wide-ranging entertainment experience. These relationships increase brand awareness within a much wider audience that also builds a stronger reputation.
Increased revenue can result from the expanded reach from new leads and sales. Partnering provides a more comprehensive customer experience that opens access to new markets that would otherwise be inaccessible.
Competing in a stressed marketplace
Access to capital is crucial for many businesses, especially in the early stages. Investment can come from various sources, such as personal savings, loans, grants, and venture
capital. Adequate funding allows businesses to invest in infrastructure, hire talented staff, and market their products or services effectively.
Adequate finances should include a well-defined, comprehensive business strategy for guiding decision-making and aligning actions with long-term goals and your mission statement. A marketing plan consistent with a competitive analysis will help forecast realistic financial projections.
Recognize that customers and entertainers are significant assets whose quality will distinguish your business from the competition. They contribute to a brand’s resiliency and ability to stand out during the economic stresses of a downsized market with fewer clientele.
Cutting back on advertising only in areas where it makes sense may be necessary in the short term, but consider the potential impact before making long-term decisions. Don’t cut so severely that unforeseeable consequences prove difficult to reverse later.
Dino has the vision with the fortitude and perseverance to get him there.
– Déjà Vu’s Peter Luster
Rebranding “adult entertainment”
While adult entertainment has been around in some form or another since the creation of man, in the United States it continues to fall outside the mainstream perception of a legitimate business interest. While preconceived notions about sexuality in the United States are slowly evolving to catch up with its European counterparts, club owners play a pivotal role in changing public perception here. Public opinion can be altered to a substantial degree physically, in how we represent or exhibit clubs within our communities without creating offense.
Appearance matters to the extent that changing perceptions will substantially expand and broaden our ability to attract clientele in the future. The club exterior plays a pivotal role in shaping our industry’s image and creating a welcoming atmosphere for our guests. It is essential to maintain a clean and well-maintained exterior, including regular upkeep of the parking lots and fresh paint. These elements not only enhance the visual appeal of the club but also reflect our commitment to quality and professionalism.
Beyond the practical appearances, the outside of the club also serves as a canvas for expressing our identity and leaving a lasting impression on the community. By carefully considering the design, colors, and overall aesthetic, we can create a business that positively resonates and legitimizes our brand and values. This includes using base colors that blend seamlessly with the surrounding environment to create a sense of harmony and belonging.
Thoughtful landscaping, ambient lighting, and architectural elements that exude sophistication and elegance of the club exterior should create an inviting, welcoming impression that encourages guests to step inside and experience the ambiance so meticulously crafted.
Elevating the exterior facade will allow adult entertainment clubs to shed the perverse, outdated stigma of ‘ill repute’ that has uniquely permeated throughout American culture into that of a respectable institution that serves a broad spectrum of our community. This transformation enhances our reputation and attracts a broader clientele, ultimately contributing to the overall growth and success of the adult entertainment industry.
For more information or to contact Dino Palmiotto, email dino@abancosd.com.
