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XL Profit Points
Score All-Pro Profits from Super Bowl XL
By Jason Stone
 The whole enchilada. The whole ball of wax. All the marbles.
The grand-daddy of them all. The whole kit and caboodle. The whole
shebang. There’s no tomorrow.
OK, the clichés are getting ridiculous, but that’s just an indicator of
how ridiculous the sales for your establishment can be on Super Bowl
Sunday. So, follow the clichés, and get your head in the game, give 110
percent and make sure you execute, because this is the big one!
Many don’t think its necessary to plan promotions for the Super Bowl
and refer to it as “watering your lawn when its raining.” This line of
thinking makes sense if we’re actually talking about H2O, but we’re
talking about added sales and cold hard cash, so pour it on!
First on the Field, Last to Leave
This sort of dedication is what makes a true champion, and that is
exactly how on-premise operators should approach Super Bowl Sunday.
Don’t be content with a sellout just during the game. Treat the day
like the national holiday it virtually is , and capitalize on the
entire day. If you execute your game plan, you can have capacity crowds
all day. Stretch the day out, and start early with a Super Bowl
breakfast or Champagne brunch.
Serve Mimosas, and add a do-it-yourself Bloody Mary bar. Be prepared to
serve and entertain the faithful who want a good seat and will wait all
day to keep it. You also don’t have to end your night of championship
sales when the clock hits 00:00.
After the game, you’ll have a cheerful group having a great time. Make
sure you don’t squander this momentum by keeping the post-game on too
long or by switching to the news. Maintain your raised atmosphere turn,
and transition your bar into the official Super Bowl post-game
celebration spot.
A great way to make this transition is to mimic the champs. When the
game ends, you no doubt will see the obligatory Champagne celebration
scene in the victor’s locker room.
Take advantage of this celebratory act , and immediately offer specials
on bottles of Champagne (and by the glass). Anyone reveling in their
team’s big win will no doubt want to join the festivities. During the
game, promote a Champagne reservation system so guests can pre-order a
bottle that will be brought out to their table at the end of the game.
Hand out “Your Bar” Super Bowl champion T-shirts and hats emblazoned
with your bar’s logo.
BAR SPOTLIGHT #1
Promos & Game Ideas
During the game, there are many opportunities to maximize your sales.
Announce drink specials linked to different game-related events such as
half price appetizers for an interception or $1 you-call-it drinks for
a sack, or shot specials for a kickoff returned for a touchdown. Think
of the extra excitement this adds to an already exciting play (and all
the extra sales caused by people ordering hot wings “on special” only
because they feel like they won something). Keep your offense loose,
and allow your DJ to call “audibles” by announcing specials for any
unforeseen spectacular plays. (Purple Hooter shots might be applicable
during the Halftime Show.)
Promote team color-associated drinks; for instance, do a Red Rum Runner
for the Cardinals and an Electric Blue Lemonade for the Lions (who
knows?). Or, simply add food coloring, and sell Team Spirit
beers. Remember that on the Super Bowl, beer is king, and could
very well be the biggest beer drinking day of the year.
BAR SPOTLIGHT #2
In the Viewing Zone
For the hardcore football enthusiast, it doesn’t get any better
than watching the big game at ESPN Zone, an alternative to
promotions-driven viewing environments.
While some people enjoy the holiday-like atmosphere at other bars, ESPN
Zone caters to the purist. “They come to ESPN Zone because we have the
best viewing experience. They aren’t looking for a carnival,” says John
Pierce, director of marketing, creative content and communications for
ESPN Zone. “We may offer a few giveaways or prizes at halftime, but
we’ve found that our guests want to stay engaged (even during the
commercials) and don’t want their viewing experience interrupted,”
Pierce says.
ESPN Zone offers a great way to reward its best customers through the
“MVP Club” guest loyalty program by offering patrons special reserved
seating. MVP Club members are notified by e-mail blast of special
reserved seating available just to them, and all of these allocated MVP
Club seats are snatched up promptly.
To generate additional publicity, ESPN Zone arranges for its chefs to
offer advice on how to prepare the perfect Super Bowl party on local
news morning shows. This brings added exposure and reinforces ESPN Zone
as the authority on the day.
Another great aspect of watching the game at ESPN Zone is the chance to
be on TV. The local network affiliates are also invited to
broadcast live from their location and never fail to generate a rousing
fan response for the viewers at home. NCB
Jason Stone is the senior manager of client services for MarkeTeam
Inc., a Mission Viejo, Calif.-based sales, promotion and marketing
agency specializing in the hospitality, beverage and leisure
industries.
For information, visit marketeaminc.com.
Extra Points
In keeping with the Roman numeral-denoted Super Bowl series, here are a few tips for scoring extra points.
I. Put up a “days until kickoff” countdown calendar board with a daily update to build anticipation.
II. In the weeks prior to the game, have a customer
contest to win a Super Bowl party, complete with reserved seating.
III. Serve a pre-made batch of specialty cocktails
out of giant, orange Gatorade coolers. This can quickly be served, and
it adds to the overall atmosphere during the big game.
IV. Have servers sell “team spirit” batched
cocktails and draft beers in the crowds like the concessioneers do at
the game.
V. Give prizes to the guests dressed with the most team spirit.
VI. Let your staff wear football jerseys and/or
cheerleader outfits. Give discounted drafts and well drinks to
customers dressed in full football or cheerleader uniforms.
VII. Become the official “award show” for the
commercials. (Pair fans up with commercials and have the crowd vote on
their favorites and award prizes). Invite your local news station to
report the results.
VIII. Have a post-game poker tournament to
capitalize on the competitive juices that will be flowing in fired-up
patrons.
IX. Have a big-screen television raffle at halftime. Partner the giveaway with a local electronics store.
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