The ability to attract first-time patrons is critical to a nightclub's success. As such, promotions, advertising, and special offers are the typical means to market a nightclub. Marketing strategies for strip clubs include attracting new customers, increasing the frequency of visits by existing customers, and establishing a higher level of name recognition. Target markets can include the business-convention traveler, local professionals, and business people. College students are also a secondary target market. Advertising is essential for strip clubs, but local regulations and public reaction can make it challenging. For this reason, clubs around the world advertise on the World Wide Web. Advertising can include discount passes, virtual club tours, and dancer schedules.