Every Month Has A Special Night!
By Rich Unger
It never ceases to amaze me why clubs, restaurants and bars simply ignore,
"GIVEN" holidays and special nights of the month? Why chase business away?
Why send the business down the street?
I call it the "lazy lounge" syndrome. Simply put, no one wants to make
the effort. Then owners and managers wonder why and how they lost their marketshare
and why their numbers are so low and down.
Not a single month goes by, especially going into the Millennium that does not offer at
least one special night, one holiday one theme night. The opportunity to reach a new
market and more potential patrons opens up, every time you offer something new and unique
on a holiday or theme night.
Your giving the Community another reason to try you out, to revisit you, to celebrate,
to dance, to dine, to have fun and to mingle. Place yourself in your patron's seat
for a moment, and ask yourself why would you come back to your establishment? What
is the hook? What is the Lure? What is the reason to even stop by your club, your bar,
your restaurant more than once a week.
You are so damn predictable that your own patrons are as bored with your food and
beverage offerings as you are. You are say the same greeting, you stand in the same
place, your band plays the same music, the food tastes the same, the decor is the same,
hell even the parking valets are wearing the same shirts, it's always the "SOS"
same old stagnant stuff.
Change is inevitable and change is mandatory, you cannot simply lay over and play dead,
yet so many clubs, bars, and restaurants go under, simply because they become complacent.
I throw menus out, I throw drink specials out, I do away with music formats, with
uniforms, with old signs, when I am hired to do a complete makeover of a club or
restaurant I do whatever it takes to make the changes that will create the volume and
traffic that brings the bottom line to new level highs.
I walk the walk and I sure do talk the talk, because in the food and beverage industry,
unless you are prepared to give 110@ 24/7 you will find yourself out of biz and working
the window at Wendys within a year.
I recently sent a letter to the President of Checkers Double Drive Thru Hamburgers,
they called me and offered to fly me out to discuss taking over the VP of Marketing
Position, the only problem is, their stock is in the toilet, and I can save a sinking
ship, but not one that is in the Titanic Position with no chance of floating.
Thus I turned them down. It takes me three weeks to turn around a downsized food
and beverage operation, providing they follow my every direction. And I start with
taking at least one if not up to five nights of every month and making them "Spot
Light Nights" where anything goes and it is so appealing, so exciting, so enticing,
that you, your friends and anyone who hears of the Promotion, responds by coming to it.
This isn't rocket science, it's food and beverage and promotions, and music, and
entertainment and excitement. Is it a difficult juggling act, sure it is, nobody
said this biz was easy, they only say there is a great deal of money to be made in,
provided you have what it takes to make it.
Every Single Month has Nights, events, and themes that are just waiting for them to be
made into money making marketing cash cows. From movies to music, don't just roll
over and play dead, make it happen by creating, formulating and translating days and
nights of every month into crowd packing events for your club.
Rich Unger, Ph: 941-921-7027, Fx: 941-921-7278 E-mail: RichUnger@promotingnightclubs.com |
