These notes are from Day One of the Nightclub and Bar Show and cover three classes I was lucky to attend. For our readers in the winery, bar or restaurant industry from Eve Bushman Consulting we share:
Produce Big Results with a Small Marketing Budget
Whitney Larson, President, Vēmos
- Tell a compelling story.
- Can’t do the same thing for every client.
- While “Data is the Engine…To Success” the story/ad has to be compelling.
- Track the data to see if your marketing was successful (I see this not done too often.)
- Advertising price is often over-looked in the marketing mix.
- Make sure you have a Business Objective.
- If your ad is all about your brand (photos, logo) then that doesn’t garner sales.
- You need both artists (visionaries) and scientists (thinkers) working on your advertising.
- Look at your P and L statements, and set a goal.
- Look at the data your POS gives you: when is your busy time, who is new and who is returning, age, sex, etc.
- Don’t be shy at looking over the prices your competitors are offering. If they are upselling you need to be competitive and make changes where needed.
- Use Facebook Events – and know that your customer needs to be touched 7 – 8 times for them to make a decision.
- Use affiliate links and track.
- Don’t give away freebies = devalues your product.
- Don’t charge covers.
Bar Entrepreneurship, Mentorship and Leadership
- Get involved at your job and with community.
- Be nice but don’t be a pushover.
- Listen to your staff, don’t speak down to them.
- Have rewards – a lot – in place. Tangible rewards like plaques and gifts, employee of the month type stuff.
Keeping Up With Your Ever Changing Audience
Harold Johnson, Director of Food & Beverage, Hooters Casino Hotel Las Vegas
- Women make up 80% of the entertainment, dining and travel decisions.
- Starbucks baristas are really mixologists – and that’s how making craft cocktails got their start and interest from the public.
- Don’t ever correct a guest, don’t embarrass them.
- From chefs to wait staff: throw your ego out the window.
- Give the guest what they want.
- Watch guests’ faces.
- Offer specials that deliver volume only.
- Netflix is your competition – diner can stay at home and enjoy. So why not offer a mimic: couches, TV if you can, anything that spells out comfort.
- Charge or give away phone chargers with your logo if affordable.
- Add Uber and Lyft to your events.
- Your bartenders and staff = that’s what makes the difference.
- 60% of your marketing $ should be for social media – including Twitter.
- Find out what your customers want.
- You will see an increase in sales if you use handheld POS devices. (Speaker illustrated an increase from 14k to 19k in the nights they took orders with handhelds.)
I had a lot of handwritten notes, and even more photos of slides that were used during all presentations, if anyone needs more please contact Eve@EveBushmanConsulting.com
Eve Bushman has a Level Two Intermediate Certification from the Wine and Spirits Education Trust (WSET), a “certification in first globally-recognized course” as an American Wine Specialist ® from the North American Sommelier Association (NASA), Level 1 Sake Award from WSET, was the subject of a 60-minute Wine Immersion video, authored “Wine Etiquette for Everyone” and has served as a judge for the Long Beach Grand Cru. You can email Eve@EveWine101.com to ask a question about wine or spirits. You can also seek her marketing advice via Eve@EveBushmanConsulting.com