Media Dog Marketin Promotions Page

By Ray Ford, Hospitality Industry Resource Center

Promotions need to be planned, budgeted, cast, rehearsed, directed and marketed. And, most important, someone on staff needs to be responsible for their implementation & success. That person might be the general manager, the promotions manager if you have one or your lead DJ.

There’s a universal concept that says: “People Support What They Help To Create.” The more your team members are involved, the more they will “buy into” the promo. That means various portions of the promotion can & should be delegated. As an example, if you’re planning a special drink to coincide with the promotion, that responsibility could be delegated to the bar manager or lead bartender.

Use this checklist outline for success:

1. Write a one or two paragraph description of the promotion. Plan all promotion at least 3 or 4 weeks in advance. That gives you ample time to prepare & promote the event.

2. Marketing Support – Plan for & cost out what materials you’ll need for the promo. Things like flyers, posters, invitations, entry forms, etc.

3. Distribution – If you have invitations, how many will be mailed & when? Will they be distributed in-house? How? When?

4. Advertising – What media will you use, radio, newspapers, etc.? What copy do you want specifically included? Identify your marketing & advertising costs.

5. Decorations/Props - Decide what costumes the crew will need to wear & what kind of decorations should be included to complete the “theme” of the promo. When will decorations be put up? Who’s responsible? Will you need a decorating committee? If so, who are they?

6. Drink Specials/Deli Food – If you plan a special drink for the promo or perhaps a special comp feed spread if it’s a happy hour promo, plan out in detail.

7. Rehearsals – It’s usually best to “block” an event like a swimsuit contest so that the event comes off looking as professional as possible. Know who stands where, what music will be played, who says what, what the room light values are, etc.

8. Contests – Plan the contest in detail. Have contestants signed up BEFORE the event. Will you need judges & if so, who are they? Who participates at the staff level? Pre-planned contest/Events are always more credible & entertaining.

9. Budget Totals – Now that you have a clear picture of the event & what it will take to properly execute same, finalize your entire promotion costs. This helps you to understand what you’ll need to do in sales to break even & then make money on the event. This info is to be used in setting a sales goal for the event.

10. Establish promotion sales goals. Treat each promo as a unique activity that must pay for itself. Let’s say you’re planning a fashion show on an upcoming Wednesday night. Take a look at you past 4 weeks Wednesday sales. Total those four weeks & divide by four for an average Wednesday sales trend. Next, after your have determined all the costs for the promo, set a sales goal for the night.

11. Follow Up – Soon after the promo, get together with your key staff & “debrief” on the promo. What worked, what needs to be fixed so it’ll work better next time? What didn’t work? Staffing problems? Re-live the promo A to Z & plug in all the things that will make it better next time. Did you make your sales goal? If no, why not? Do this now when everything is still fresh in everyone’s mind. Remember to send a “thank you” note to each co-sponsor or person who helped make it a success.

12. File the information in your “Promotions” file. That way, the next time, you stage this promo, or one like it, you’ll have this real live experience in writing. That will make the next promo easier, more efficient & MORE SUCCESSFUL!

And remember, whatever you do, be sure to "MAKE 'EM SWEAT!!

Source: "Bar/Nightclub Management & Marketing- 101 Way To Make The Cash Register Ring!" Details here.