Venue and event(s) promotion: Ah, Pandora’s Box. As a consultant, I often find that owners and operators view promotion equivalent to taxes -- they know they have to do it. They all seem to dread it and try to make it as quick and simple as possible, though, and it seems operators always are expecting a BIG return. If only it was as black and white as IRS forms.

Points to Ponder
    I could write volumes on the subject and plan to in upcoming issues of Nightclub & Bar, but first I feel that we must all understand what promotion actually is. So, you have been in the business for 20-plus years and you know what you’re doing. Or, maybe you just got into the industry/business, and you have no clue what’s going on? Either way, good. Let’s explore the topic of promotions.
    The greatest point I try to get across to my clients about promotion is that it first begins with planning, strategy and a whole bunch of writing. Yes, writing. I know we are “much too busy” for that, but when was the last time you wrote out a promotion(s) plan? I know you are already generalizing and mentally picturing your normal/existing customer base in your head. Great, now put it on paper! Have you actually ever written out your customer demographic description?

Topics to Explore Next
Going with this notion, the following is a list of suggested topics that are important for bar and club operators to consider and to follow-through on when executing events. NCB

Topics for Issue Segments
(Informative/Instruction)

1.  IN-HOUSE PROMOTION(S)
A. Your cell phone: phone number trees and text message lists
B. Your Web site/links
C. Other free Web sites for promotion
D. Your staff
E. Your venue (future event mentioning/signage/handouts)
F. When a promotion becomes gimmicky (selecting a proper promotion to your venue/event)
G. Using/utilizing sponsors for your venue/events
H. Banners and placement

2.  OUTSIDE PROMOTION(S)
A. When and when not to use an outside promoter
B. Benefits and draw-backs to outside promoters
C. Rotating and matching promoters to dedicated nights/events
D. Choosing a promoter(s)
E. How to properly utilize an outside promoter(s)
F. Payment to a promoter (How do you compensate)

3.  RADIO & TELEVISION
A. How much of each (if any)
B. Rotation slots (when to air/how long to air spots and targeting your audience with timing)
C. Content/Programming/Producing





4.  PROMOTIONAL ITEMS
A. Measuring effectiveness
B. Item ideas (i.e., matches, shot glasses, T-shirts, hats, etc.)
C. How much to spend on items (if any)

5.  PROMOTIONAL PRINT
A. Newspapers and magazines (local /regional)
B. Promotional flyers (aka selective invitations)
1) Perception is reality (If you treat flyers like “flyers,” they’ll get tossed. Treat them like invitations –– they get kept!)
2) How many do you print?
3) What info should be included? (flyer design and content info)

6.  PROMOTIONAL STREET TEAM
A. What is a street team?
B. Do you need a street team?
C. Who is part of a street team?
D. How to/how much do you pay a street team?

7.  PIGGY-BACK PROMOTIONS & PROMOTIONAL ALLIANCES
A. What is a piggy-back promotion
B. The art of piggy-back promotion
C. The drawbacks of piggy back promotion
D. When should you use promotional alliances
E. Benefits and draw-backs of alliances

8.  PROMOTIONAL PROJECTION
A. Importance/benefits of a promotional schedule
B. Making/developing a promotional schedule