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Couple's
The Spring/Summer is Prime Time for Double Marketing
Editor’s Note: Buzztime offers a suite of products to improve
the total customer experience. The Buzztime Network broadcasts live
interactive entertainment play-along sports and trivia games in sports
bars and restaurants. Buzztime Wireless provides guest/server paging
solutions, pager repair/replacement services and stored-value gift
card/loyalty programs. Call (760) 438-7400 or visit www.buzztime.com
for more details. This month’s Buzztime Report is all about
coupling. Sure, at first glance, you are thinking it is all about
spring and summer, but on closer inspection, it indicates there is
potential revenue waiting for those who combine a few solid concepts.
When reading these results, it is important to view the top voted
answers together.
Large Market Group
The first question asked was directed at what influences a patron
during the warmer months of the year. Getting outside is a given and
the switch from spirits to beer should be obvious to every bar owner
gearing up for hotter temperatures.
In reality, those numbers indicated –– the 32 percent that say they
prefer to be outside and the 41 percent that say they are looking for
beer discounts –– are the same type of customer. Operators should
market to the entire 73 percent as a group. Give them promotional
specials on beer that are presented outdoors.
Whether it is raffling off a rafting trip or daily beer specials
for everyone who is seated on your patio, these patrons can be targeted
together for less money with greater effect.
Beer Bash
The second question indicates that those die-hard brew gurus love a
discount. While 20 percent and 23 percent, respectively, want a draft
or craft brew offering, half of those polled are most likely thinking
domestic.
In domestic sales, price points are everything. Get with your
distributor long before summer to set your venue up as the cheap-seat,
fun-game space to party.
Another tip: Don’t forget to market to women. Offer at least one
low-carb offering and several light beers, both imported and domestic.
Music and Sports
As for what patrons want to hear or do while guzzling the golden
brews, live music has it with 41 percent, followed by a close contender
of televised sports coming in at 37 percent. Here’s another chance for
combined target marketing. There is absolutely no reason to host a game
day party without some after-game entertainment.
And if you’ve booked a great live band for the evening, be sure to
cater to a Happy Hour game crowd too. College venues do this all the
time, but some sports-themed operators tend to forget their crowd after
the final crack of the bat.
Radio Rationale
Finally, everyone is flocking to your venue via a vehicle. Unless
you have a large contingent of patrons on bicycles, radio is king in
the summer. There is nothing better than piling in with friends,
cranking the music and heading out to the bar. If you don’t have the
budget for radio, consider working with a local station for advertising
space and hosted nights in your venue. The next time the station is
looking to host a contest, during summer or otherwise, your
relationship with them just might make your venue their first choice in
a new contest.
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