Club Mermaid: Hitting the Jackpot with Rebel FM & The Breeze

Club Mermaid, a local community club, had previously struggled to gain traction with their advertising efforts, specifically after an unsuccessful stint with another local radio station. Despite the significant disruption caused by light rail construction in their area, the club needed an effective strategy to not only retain existing patrons but also attract new ones and boost their overall revenue.

The primary objectives for Club Mermaid’s partnership with Rebel FM and The Breeze were to:

• Increase club patronage and daily takings.
• Attract new customer demographics, specifically tradies and older community members.
• Boost bookings for their special promotional nights (50% off Saturday nights and Tuesday parmi/schnitzel nights).
• Create a synergistic advertising approach that leverages both radio and digital channels for maximum impact.

Two years ago, Club Mermaid pivoted to radio advertising with Rebel FM and The Breeze. This decision stemmed from their prior negative experience and a desire to explore a new approach.

• Targeted Radio Reach: Rebel FM was identified as an effective channel to reach a younger, potentially blue-collar demographic (evidenced by the influx of new tradie customers), while The Breeze successfully connected with an older audience, driving engagement for activities like bowls and bistro dining.
• Integrated Digital Strategy: Around 18 months into their radio success, recognising the opportunity for further growth, Club Mermaid expanded their partnership to include Rebel Agency for paid Google Ads management and SEO. This digital push specifically promoted their popular 50% off Saturday nights and Tuesday parmi/schnitzel nights.
• Complementary Channel Approach: A key insight was to ensure seamless integration between the radio and digital campaigns. The strategy was designed so that if a potential customer hadn’t heard their radio ads, they would likely encounter Club Mermaid via Google search, and vice versa. This multi-channel approach aimed to reinforce the message and capture a wider audience.

The partnership with Rebel FM, The Breeze, and Rebel Agency has delivered outstanding results for Club Mermaid:

• Significant Revenue Growth: Despite ongoing local light rail disruptions, Club Mermaid has experienced consistent growth in its takings, going “from strength to strength.”
• Expanded Customer Base: The club has successfully attracted new customer segments, including a noticeable increase in tradies (attributed to Rebel FM) and numerous senior patrons engaging in bowls and bistro dining (frequently citing The Breeze as their discovery channel).
• Fully Booked Promotional Nights: Their targeted digital advertising, complementing the radio spots, has led to their 50% off Saturday nights and Tuesday parmi/schnitzel nights consistently being “fully booked,” demonstrating a clear return on investment.
• Effective Brand Reinforcement: The integrated radio and digital strategy has effectively raised Club Mermaid’s profile, ensuring that whether through audio or search, their message reaches and resonates with potential customers.

Jeff Burchell, Chairman of Club Mermaid, wholeheartedly recommends Rebel FM and The Breeze for radio advertising, emphasizing its proven effectiveness. He also strongly advocates for Rebel Agency’s digital services, stating, “You will not be disappointed!”