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Promotion Planning

2014 Promotional Calendar and Planning Guide

January 7, 2014 By: Kristen Santoro


2014 CalendarCreating a marketing and promotional plan allows you to put into action the vision that you have created for your bar, nightclub or restaurant. It aims to give you a practical plan that is easy to implement over the course of the year. This plan will provide focus and direction while also encouraging you to monitor your results in order to improve.

In order to keep that register ringing, now is the perfect time to compile and start implementing this crucial plan that will aid in the success of your business. And not to fret, we’ve assembled our 2014 Promotional Planning Guide, including a calendar of events and holidays and some expert advice on getting started.

With this guide and calendar in hand, along with continuous updates on Nightclub.com, you’ll be armed with ideas to attract crowds every day of the year! The more you plan, the easier and more successful your promotions will become.

Here we have provided some key elements for creating your marketing and promotions plan to help you get started.

Objective
What is the purpose of creating this marketing plan?  Do you want to increase new customer traffic? Provide incentive programs for loyal customer? Build brand awareness through social media channels? Or, all of the above? It is best to clarify the main focus of the plan upfront.

Go Back
Did you create a marketing and promotions plan last year?  If so, take the time to look back and objectively review the promotions that you executed. Analyze why successful promotions drove traffic to your business. Also evaluate what didn’t work so that you don’t make those same mistakes again. Sometimes a great idea fails because it was executed at the wrong time or promoted to the wrong audience.

Target Audience
Research shows that a carefully executed promotion plan directed at the appropriate audience significantly increases the effectiveness of the promotion. Identify the exact types of customers you want to frequent your establishment over the next year. It is impossible to market to everyone therefore this helps you to concentrate on specific groups that fit your theme and brand.

Budget
Budgeting is a key element in planning your marketing and promotions plan. Make sure that you know how much money you can allocate to your promotional strategies each month. This will determine how many promotions you can realistically implement based on the allocated portion of revenues that you put towards the plan. Promotional spend varies from venue to venue; therefore, you need to determine what works best for your budget. If you’re a new venue budget more than you think you need.

Strategy
Based on the previous steps and the information that you have gathered it’s now time to define the key elements of the marketing and promotions plan and the lead time needed in order to execute successfully. Without deadlines little will get done. Lay out the opportunities that you would like to take advantage of and what/when tasks need to be completed.

Tactics
Tactics include defining exactly what you are actually going to do for each promotion. Create a central theme and develop a message to support that theme. Get creative and fine tune the preliminary details of the promotions prior to implementation. Most people start at this step and then wonder why their promotions didn’t work.

Execute
A great promotion means nothing if you can’t execute, so make sure your staff is fully prepared and don’t spare any details. Designate someone from your staff to drive the promotion. Then provide them with a Promotional Execution Guide. Include the following:

  • What — A summary of the promotion and goal(s).
  • When — Pertinent “headline” dates (start, end, contest dates, finals, etc.).
  • Who — Who is doing what and by what date? Sponsorships, POS materials, drink development, running the contest (if there is one)/contest rules, media, staff, food, etc.
  • FAQ — Think of all of the things a customer or server may ask and make sure you have an answer. Can someone reserve a table? If so, who and how? Who handles reservations, and is there a special reservation list? Is there an employee incentive? How does it work? What are the prizes? Are there food specials? What are they? A FAQ list can be hung on the employee bulletin board or attached to paychecks to make sure everyone is aware of the event as well as when and how it works for staff and guests.

Make sure to check in with the appointed staff member in order to keep them on track and provide them with the proper support to ensure success. 

Evaluate
Evaluation of the marketing and promotions plan should take place on an overall level at the end of the year and an individual promotions level. Did the promotions work? If so, great! But, what elements contributed to the success of these promotions that can be applied to the others? What if your master plan didn’t work? What can you learn from the promotion and make sure not to repeat.

Do Not
Do not fall prey to the latest trends or fads. Not all of them will compliment your brand or relate to your target audience.  The most effective promotional plans are cohesive and well-planned. 

Click on the icons for each month to see even more profitable promotional ideas. 

JanuaryPromo Calendar
National Thank You Month
National Hobby Month

January 1
National Bloody Mary Day
New Year’s Day

January 4 
National Trivia Day

January 11
National Hot Toddy Day

January 19
National Popcorn Day

January 20
Martin Luther King Day

January 23 
Chinese New Year

January 24 
Beer Can Appreciation Day

January 25 
National Irish Coffee Day


FebruaryPromo Calendar
Black History Month

February 2 
Groundhog Day

February 2 
NFL Super Bowl Sunday

February 11 
National Peppermint Patty Day

February 14 
Valentine’s Day

February 15 
Singles Awareness Day

February 18 
Drink Wine Day

February 17
President’s Day

February 22 
National Margarita Day

February 27
National Kahlua Day


March
Promo CalendarRed Cross Month

March 3 
National Mulled Wine Day

March 4 
Mardi Gras

March 8 
International Women’s (Working) Day

March 9 
Daylight Savings Begins

March 16 
Freedom of Information Day

March 17
St. Patrick’s Day
National Green Beer Day

March 20 
Spring Begins

March 24 - 26
Nightclub & Bar Convention and Trade Show

March 29 
National Mom and Pop Business Owners’ Day


April
Promo CalendarNational Humor Month

April 1
April Fool’s Day

April 7
World Health Day
Holocaust Remembrance Day
National Beer Day

April 13
Scrabble Day

April 19
Amaretto Day

April 20
Food Day
Easter

April 22
Earth Day


May
Promo CalendarNational Hamburger Month

May 5
Cinco de Mayo

May 6
Beverage Day

May 8
World Red Cross Day

May 11
Mother’s Day

May 13
World Cocktail Day

May 16
Wear Purple for Peace Day

May 18
Armed Forces Day
World Whiskey Day

May 21
National Waiters and Waitresses Day

May 25
National Wine Day

May 26
Memorial Day


June
Prom CalendarNational LGBT Pride Month

June 4
Hipster Beer Day
National Cognac Day 

June 5
World Environment Day

June 8
Name Your Poison Day

June 10
National Iced Tea Day

June 14
Flag Day
National Bourbon Day 

June 19
National Martini Day

June 21
Summer Begins


July
Promo CalendarNational Hot Dog Month

July 1
International Joke Day

July 2
National Anisette Day

July 4
Independence Day

July 5
Bikini Debut: 68th Anniversary

July 10
National Pina Colada Day

July 14
National Grand Marnier Day

July 16
Ice Cream Sundae Day,

July 19
National Daiquiri Day

July 23
National Hot Dog day

July 24
National Tequila Day

July 27
National Scotch Day


August
Promo CalendarNational Sandwich Month

August 1 
National Girlfriend Day (Girls)

August 2 
National IPA Day

August 4 
US Coast Guard Day

August 12 
Vinyl Record Day,

August 16 
National Rum Day

August 19 
National Aviation Day

August 25
National Whiskey Sour Day


September Promo Calendar
California Wine Month

September (TBA)
NFL Opening Day

September 1
Labor Day

September 11
9/11 Remembrance Day
Patriot day

September 15
National Crème de Menthe Day

September 16
Mexican Independence Day
Rum Day

September 18
National Cheeseburger Day

September 20
National Rum Punch Day
Oktoberfest Begins

September 21
International Day of Peace

September 22
Autumn Begins

September 28
National Drink a Beer Day

September 30
National Mulled Cider Day


October
Promo CalendarBreast Cancer Awareness Month

October (TBA)
MLB World Series

October 1
World Vegetarian Day

October 4
Vodka Day

October 5
World Teacher’s Day

October 7
World Smile Day

October 13
Columbus Day

October 16
World Food Day
National Bosses Day

October 24
United Nations Day

October 25
World Pasta Day

October 27
Navy Day

October 31
Halloween


November
Promo CalendarPeanut Butter Lovers Month

November 1
All Saints Day

November 11
Veterans’ Day

November 12
Happy Hour Day

November 14
National Spicy Guacamole Day

November 20
Great American Smokeout

November 24
National Espresso Day

November 26
National Cake Day

November 27
Thanksgiving Day

November 28
Black Friday


December
Promo CalendarNational Eggnog Month

December 4
National Cookie Day

December 5
Repeal Day (end of Prohibition)

December 6
National Bartender Appreciation Day

December 7
International Civil Aviation day
Pearl Harbor Day

December 10
National Lager Day

December 15
Bill of Rights Day

December 20
National Sangria Day

December 21
Winter Solstice
National Hamburger Day

December 24
National Eggnog Day

December 25
Christmas

December 31
New Year’s Eve
National Champagne Day


Add Comment

Comments

Re: 2014 Promotional Calendar and Planning Guide
by: Deena
on:
January 18, 2014

Easter is April 20 not March 30 2014


 
Re: 2014 Promotional Calendar and Planning Guide
by: ksantoro
on:
January 20, 2014

@Deena thanks for catching that. It has been updated.


 

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