A Drink Special Is Not Enough!
By Rich Unger
So often in their zest to push product, your beer salesman or liquor rep will propose a
party with a strong emphasis on the drink special which is quite justified to push the
product.
But, that only goes so far. Taking a new product and pushing it out the door at $2 a
shot, will not pack your room.
Bringin in pretty "Brand Babes" to enhance the drink special and give away
POS items again only goes so far. It has been done, they have been seen, time and time
again. It is old hat and very old news, in this consumer savvy age. It is important to
build a major promotion around any beverage party you throw. The days of simply buying a
case of the product, having the liquor rep show up, give out some freebies and have some
girls in short skirts is over.
While I admit it is still the way of the world, it is wrong. Times call for more. Alot
more.
Promotions need wrap arounds. And when it comes to product introductions, the emphasis
must be on the entire evening and not just an hour or two with a featured drink special.
Exceptional, exciting, eccentric, enormous and extraordinary promotions should be a
mandatory part of the plan.
Beverage companies are only interested in one object, selling their brands. Whereas you
should be interested in creating an entire night of events, themes and music in
conjunction with the product.
Remember this. Every time a patron leaves your establishment after one of these events
and is not going home, they are going to another establishment. They key is to hold them,
to keep them and to dazzle them.
You have to plan, formulate and create a night that will be long remembered and talked
about. A night of fun and entertainment and non-stop excitement. You should present no
less than two major promotions every single month above and beyond your normal weekly
events. T-shirts, shot glasses, sunglasses, towels, bottle openers, keychains, hats are
all nice but they are old news. Sure everyone loves something for free, but people long
remember a great time and great even over a free item.
Rich Unger, Ph: 941-921-7027, Fx: 941-921-7278 E-mail: RichUnger@promotingnightclubs.com |
