Hospitality Industry Resource Center Reference Library

   Sept. 1 Thru Dec. 31 = Major Sales Opportunities

By Ray Ford, Hospitality Industry Resource Center--Over the years, I’ve talked to many food & beverage operators who’ve said that the last 4 months, September 1 thru December 31, often account for 60% of that year’s profits.

Summer is over & we all switch gears as the kids go back to school. If you do business in a college or university, you should be focusing your energy on activities that will attract this group early.

Most studies reveal that college students are very routine oriented. Chances are that, if they try you early & feel comfortable with that experience, they most likely will patronize your business for the entire semester.

Keywords – fraternities, sororities, rush week, sports, student activities. Many savvy food & beverage operators market directly to the campus using the school newspaper & on-campus student "Reps" to create interest & get the word out.

Another idea: Community Service promotions that target local participation create traffic, generate sales & best of all, create goodwill for you & your business. More here.

The party season officially opens with the advent of Halloween. 

Also, Halloween has become one of the three or four biggest promo opportunities for the entire year. Don’t be afraid to get bolder with your planning & plan events that cover more than just one day.

A couple of examples might be a Halloween "Warm-Up" or a costume contest that spans 3 or 4 days.

NOTE: Not too soon to begin prepping for Halloween. For some really creative approaches, click here.

Also in October – Take advantage of the change in seasons by organizing a Fall/Winter Fashion theme event.

Thanksgiving can be a major event for the food business….. if you have the right package & if the price is perceived as a value.

We all now that the week end following Thanksgiving is the biggest retail sales week end of the year. How can you take advantage of this? Brainstorm with your key staff.

Also, perhaps you can focus energy on producing a community service event during the period. Would it be possible to get the staff involved is donating time & food to a local mission or maybe visiting shut ins at a nearby hospital?

Public service most often pays more dividends that just a personal feeling of accomplishment. Often, these activities are rewarded with coverage from the press & media, which results in new customers & renewed good will in the community.

Would you like to raise some extra cash... $1,000.... maybe up to $10,000? It's all possible when you create a "Holiday Gift Certificate Program." We tell you how here.

This may be the biggest year ever for Christmas/New Years. No matter what you traditionally plan for New Years Eve, this year you need to probably double your efforts because the potential is so much greater.

Begin now to plan for booking space for Christmas parties for local businesses & social groups.

Plan an annual Christmas Block Party. Co-sponsor a Christmas Party with a local popular radio station.

For New Years Eve, make it the biggest party in town. One fit for a very special occasion. Take reservations, set a goal to sell the party out by December 15^th. Make it exclusive, order extra champagne.

Research how you can offer a souvenir of the occasion. Perhaps a special champagne glass with your logo & something pertaining to the new year. Could be a t-shirt, whatever.

No idea is too far out. Consider all your options for New Years Eve. Remember, this is your biggest & best promo of the year, not just another New years Eve.

There are dozens of opportunities which will result in making the cash register ring. Planning & lead-time are major success keys.

Unless you're planning something extra special to usher in the new year, you might miss a major sales opportunity. Planning takes time. Begin here.

Source: We cover these subject & more in detail in our new Manager's Survival Guide, "Bar/Nightclub Management & Marketing - 101  Ways To Make The Cash Register Ring", a   powerful tool for creating traffic & increasing sales using proven marketing, promotions & operations techniques. 

About the author: Ray Ford is a food & beverage consultant. FORD Management Services specializes in business plans, new concepts & business turnarounds. The company also develops Web sites & online services. If you have any questions on a project that you're currently working on, or  would like some input, drop us an email: using this convenient form.

We’ve just scratched the surface here. If you want to learn more, I’d like to invite you to read our new book on "Success Management Systems" by jumping to our book page here.