Surveys, Polls, Mass Mentality
By Rich Unger
It seems the latest rage in the bar biz for insight and hands on information seems to
come from published articles quoting industry sources as citing the publics whims and
desires and wants.
I say nonsense.
I have read these supposed "hands on" surveys, and I think they miss the boat
all the way around.
What is good for one establishment in one area is not good for another lounge, bar or
nightclub in another area.
The best hands on information you can get is being behind your bar, serving your
patrons, listening to your employees, reading the local newspapers, listening to your
local radio stations, going to local sporting events, joining your local chamber of
commerce, visiting your competition, and capitalizing on trends, events and happenings.
How can a nationwide survey apply to your local bar in waterloo, Iowa, or you lounge in
Superior, Wisconsin, or your disco in Sebastian, Florida? The simple fact is, it can't.
You must be attuned to what is trendy and ride that trend. You must be dialed in to
what is happening and make it happen in your establishment, only in all cases, you must
refine it, reshape it and personalize it for your operation.
I, am, as to one survey that says "patrons are not interested in discounted drink
prices, as much as they are other factors in your operation". My response is WRONG!
You must give discounted drink prices when
- it is the slow season for you
- to take a slow night and jump start it
- to develop and expand a "happy hour"
- to add and enhance a special promotion
- to take slow hours of operation and use drink specials as an incentive to frequent your
location at those hours
While discounted drink prices are not the end all answer, when combined with a
promotions and a great music format and high energy advertising and all these facets come
together, then you have successful and profitable nights.
But to base your club, bar, lounge decisions on national surveys, national polls and
mass mentality is the wrong way to operate.
What makes your operation unique is your atmosphere, your music format, your service,
your image, your marketing, your promotions, your drink prices, your entertainment, your
reputation. That is why what works for others may not work for you, and what works for you
may not work for others. They key to success in this industry is your standing out and
above the others, not being anything like them!
Rich Unger, Ph: 941-921-7027, Fx: 941-921-7278 E-mail: RichUnger@promotingnightclubs.com |
