The Art of Promoting

There’s a definite mindset for successful promotions. It involves several aspects:

Defining your Goal

This is critical! What are your objectives? Do you want to increase sales on a night of the week that business is not what you would like it to be? Do you want in general, to increase traffic for daytime, happy hour or night times? This is the first step that is needed for a successful promotion to begin evolving.

The bar / restaurant business has always been challenging and competitive. In my 20 years as an owner/operator of bars, restaurants and nightclubs and my 20 years as promotional consultant for Vacation Adventures, and now my new endeavor Restaurant Revival I have always looked for ways to increase traffic at a minimal cost for both my clients and myself.

Promotional events create more revenue not only for the business itself, but make all of your employees feel they can earn more. They will be more productive knowing that there’s something in it for them.       

Getting Organized

Having a plan; I always tell my clients to sit down with management to get started planning an event, whether a theme night, introducing a new format, sporting event or a fun and crazy way to get your customers involved--after all they do go out to have a good time! Your mind set should be, “What is going to create a fun filled day or night for my customers, so that they’ll tell their friends to come out and party down?” You need to get customers involved. Create exciting, easy and profitable menus items that your customers know you care about them.

Put your plan down on paper, think it out and keep a record of what went on so that next time you have a blueprint of the event. The benefits of a promotion are many.  It will give your employees something to talk about to your customers and a successful promotion will keep your venue’s name on everyone’s lips, both customer and your competition alike. Word of mouth is the key to a successful promotion and top of mind awareness is the key to successful branding!

Execution

Let us just look at what day or days of the week we need to promote. I say you need a promotion for every day of the week including theme nights, ladies nights, industry nights and karaoke just to mention a few. Besides the beverage specials and/or food specials, give customers a reason to come in as often as they can. Target a day or days of the week that you to “need to kick it”. Let’s say that Wednesday, Friday & Saturday are busy, well I would start with Thursday, that way you create “critical momentum”-- four strong money days in a row. It diminishes your competition’s chance to move in on your action. Then you would go for Monday and then Tuesday, these are just examples. Your days may be different, but do you get my drift?

Make sure that all areas are covered. Nothing makes me more furious than going to a business because of a great promotional concept only to find out that they are totally unprepared--not enough help, run out of product, music not in sync with the event, the business is not clean inside and out, restrooms are a disaster and so on. All this preparation and no follow through?  Ugh!  Just like a sports team going to playoffs, the coach is responsible to have the team ready, like a well oiled machine.

Getting the Results

My company can get you there. I have turned around  business to gain respectability, increase sales and revamping their entire operations. I know this business, I have put all of my expertise to use in this business and know this business from a common sense approach. I will increase sales, make you visible in every aspect and bring you to a place that will lead you to success.

Knowing the Competition

When was the last time that you visited your competition? Most restaurant owner and bar owners never get out of their comfort zone, their 4 walls of their business. Now you can see what they're doing through many options. Social media offers you a glimpse into their venue, use FB, TW, and websites so you can visit your competition and see what they are doing to keep them visible in your area. Friend them, follow them, if the're doing a newsletter subscribe to it, Another good way  is simply go there and dine or drink and become familiar with their operation. Then you have a good idea what specials they are running, what promotions you might want to try down the road or even just introduce yourself and become friends. The more that you know about your competition the better you are equipped in making a good business decision based on facts rather than assumptions. You never know what you might learn and be able to apply to your business.

When I was in business I always introduced myself to my competition. I wanted to see their operation and vice-versa. I wanted to be the best that I could be, Step away from your business see who's doing things right and wrong. More importantly, be confident in your own skin and let them know you're watching them. Success is measured by the way you run your business and what you want to achieve and getting to know your competition!  

Customer Retention

Now that we have put the mechanics into place to get new customers. The difficult task come about on how you retain them. You have placed great emphasis into creating a menu that has attracted customers in both offering great specials for the price conscience, diverse menu items that will attract the customers looking for an authentic dining experience depending on what your cuisine is, how do I make them loyal customers for years to come?

First start with a reward program, that gives them a reason to return, this program has to hit all the key elements of rewarding them. When you start collecting their data, make certain that it's for all the right reason and not just a short fix. Use this data such as email address, cell numbers and most importantly their like & dislikes. Use a monthly newsletter to inform them about certain privileges that may come their way by giving such guarded information, such as holiday specials, privileged seating for their favorite tables or server, discounts for pre-booking early or simply notifying them of any special events taking place at your business.

Next, we need to look at customers as guest coming into your home for lunch or dinner, make certain that when they arrive they are acknowledge promptly and welcomed into your house. By simply saying, "welcome to _____," they are made to feel welcomed and special. I really love when I walk into my favorite restaurant and greeted by someone and they remember my name and know where I like to sit. Use you data in knowing birthdays, anniversaries, or special days such as Valentine's Day or Mother's Day. All of this information is so useful in making your information a true connection with you customers.

I really like this concept, making your loyal customers suggest that they invite their friends in joining them for a great eating experience at your business. Reward them for every new customer that they bring or tell about your restaurant. Create a " Recommend a Friend " campaign to grow your base and allow them in essence to work on your behalf.

Get your employees involved, make business cards for them, no matter what position they may have. Create a rewards program for them as well as for your customers. By getting them involved it makes them share the experience of being part of the growth of your business and theirs.