Insights from Promotions Sessions at NCB
Two sessions that took place at the Nightclub & Bar Convention and Trade Show last month provided some insightful information that resonated with attendees. Make sure to keep an eye out for announcements on the 2014 NCB Conference Program and more highlights from the 2013 event.
Patrick Henry "Super Successful Promotions Trends & Where They're Headed"
“The most expensive chair in a restaurant or bar is an empty one.” This statement by Patrick Henry, President and CEO Patrick Henry Creative Promotions, Inc., resonated with the attendees of his super session. Heads nodded and agreement rippled throughout the audience. Competition for every dollar is heating up for bars and restaurants with popular foodservice venues entering the already crowded marketplace. Smashburger, Chipotle, Snappy Salads, Freebirds World Burrito, Sonic, Burger King, Johnny Rockets and even airports are testing, applying for licenses or already serving beer or spirits. Now, more than ever, innovation is key. Ideas can be found on television shows such as Bar Rescue, Kitchen Nightmares, Tabitha Takes Over and Restaurant: Impossible and also inside the bars, nightclubs and restaurants of Las Vegas. Chase’s Calendar of Events tracks celebrity birthdays, holidays (some very obscure) and important dates which a bar can then use for unique promotions. Red Robin, for instance, celebrated Oreo’s 100th birthday for one successful promotion. Patrick also suggested installing power outlets underneath bars, much like purse hooks. Those who aren’t worried about charging their phones are more likely to relax and stay at the bar. Thinking outside the box – without being overly complicated or “too” clever – has become more important as every dollar has become harder to earn.
Wiley Cerilli "Consumers are Searching: Will They Find Your Business?"
Wiley Cerilli understands a thing or two about using the Internet. The mind behind SeamlessWeb and SinglePlatform (acquired by ARAMARK and Constant Contact, respectively), Wiley has simple and sensible - but invaluable - information regarding managing time online wisely to better draw customers to bars, clubs or restaurants: Claim and update online listings and make sure they're accurate, publish menus and specials online, utilize social media and mobile apps to their fullest, create mobile versions of websites, be search engine friendly and keep content fresh. He suggests keeping away from Flash and PDFs to ensure businesses are searchable by Google and says, "Keep things fresh so you don't drop in Google listings."