SEPTEMBER 2018 - WHY DO YOU HAVE SMOKING IN YOUR BAR?
Why do you offer smoking in your bar? The stench of the smoke, the air vents that are sticky and full of the residue, the clothing of your staff all smells from the puffing.
Why can't your patrons do what thousands of other bars do?
Let your patrons smoke outside?
A Patio, an outside area, some chairs outside @ night?
Then you can serve food, small plates, with no kitchen, no chef, no dishes, NONE.
You buy the appliance of your choice that can prepare delish foods in minutes.
The process has been perfected.
I have recommended numerous units in past columns, it's time for you to do
some research and find the ideal "Cooking System" for your bar?
We are not talking about serving fried foods anymore in a new way.
Now you can feature really unique and creative small plates of fish, chicken,
veal, lamb, bison, and without the fat, the cholesterol, and calories, that still
have a great taste.
Look @ all the cash flow you will create.
You need to generate new streams of revenue, well, here is one, that can increase
your monthly numbers by 100%.
Stop watching staged reality bar television, and get off your rear.
Your Customers are use to smoking outside.
They are use to smoking in designated areas.
So take full advantage of this.
Don't let smoking prevent you from making additional revenue.
Are you a Bar Transformer or a Bar Uninformer?
You deliver Growth and Return On Your Investment?
Do you feature successful Concepts to attract new Patrons?
Do you unlock the value of Fashion, Music, Food, Art, Drink, Culture in your bar?
I DO IN EVERY BAR THAT I GUIDE !!!!!!
GET OFF THE RADIO ALREADY, DIVERSIFY YOUR ADVERTISING, USE CREATIVITY, AND A DRIVE FOR NEW PATHS TO PATRONS!
WHY DO YOU CONTINUE TO WASTE YOUR $ ON RADIO, WHEN IN 2018 YOU CAN SPEND 1/5 OF WHAT WHAT YOU DO ON RADIO, ON SOCIAL MEDIA AND GET TRIPLE THE RESULTS IF NOT TEN TIMES THE DESIRED REACTION?
YOU NEED TO MAKE A SINCERE COMMITMENT TO CHANGE.
THERE WERE DAYS, YEARS AGO, WHEN WITH MY OWN VOICE, I WAS ON THREE AND FOUR RADIO STATIONS AT A TIME, IN AFTERNOON DRIVE TIME ONLY, WITH MY OWN COPY, I MADE UP OFF THE TOP OF MY HEAD EVERY WEEK. BUT THAT WAS THEN, AND NOW IT'S ALL ABOUT SOCIAL MEDIA.
IT'S ALL ABOUT USING WHAT PRODUCES RESULTS.
REMOTES ARE OVER WITH, IMAGINE PAYING ALL THAT $ AND ON TOP OF IT, PAYING THE DJ FOR HIS SO CALLED TALENT?
I KNOW I DID IT.
BUT AGAIN, THAT WAS YEARS AGO.
YOU ARE NOW UP AGAINST SIRIUS/XM SATELLITE RADIO WITH NOT JUST HOWARD STERN, BUT JENNY MCCARTHY WHO HAS A REAL MUST LISTEN TO SHOW.
OH, AND YES, YOU STILL HAVE "IHEART RADIO", BILLIONS IN DEBT, BUT STILL OPERATING HUNDREDS AND HUNDREDS OF STATIONS.
THEIR PRIMARY AD BUYERS ARE CAR DEALERS.
THE ONLY WAY RADIO USE TO WORK , IS BY RUNNING NO LESS THAN 4 SIXTY SECOND SPOTS IN AFTERNOON DRIVE TIME, IN A VERTICAL SATURATION SO THAT IT HAD AN IMPACT ON THE LISTENER, REPETITION WAS THE KEY.
BUT NOW A DAYS, "IHEART" SELLS 15 SECOND SPOTS, 30 SECOND SPOTS, BOTH TOTALLY INEFFECTIVE FOR ANY FOOD, BEVERAGE OR BOTH ESTABLISHMENT.
IT WOULD BE AND IS, A TOTAL WASTE OF YOUR $
WHY DO "IHEART" SALES REPS WANT YOU TO BUY SUCH LITTLE TIME SPOTS, BECAUSE THEY DO NOT WANT TO LOSE LISTENERS, WHO ARE FED UP WITH SO MANY "STOP SETS" OF RADIO SPOTS, THAT THEY CHANGE THE DIAL, TURN ON SATELLITE, TURN ON THEIR TABLET OR PHONE, AND THAT'S END OF THEIR LISTENER SHIP.
NEWSPRINT AND PAPER FLYERS ARE SO OUTDATED, IT'S BEYOND EVEN WASTING TIME ON.
IF YOUR NOT INTO SOCIAL MEDIA AT FULL THROTTLE, YOU ARE LOSING TENS OF THOUSANDS OF DOLLARS, HUNDREDS AND HUNDREDS OF POTENTIAL PATRONS.
AND YOU WONDER WHY IT IS SO SLOW?
IT'S BECAUSE YOU JUST WILL NOT PUT YOUR BAR IN THE "GO MODE".
HOW DO YOU KNOW IF YOU HAVE DONE ENOUGH?
ARE YOU PACKED?
ARE YOU ATTRACTING WOMEN?
ARE YOU DRAWING IN SPENDERS ?
I NEVER EVER HAD OR HAVE A PROBLEM IN ACCOMPLISHING ALL OF THE ABOVE.
IT DOESN'T HAPPEN OVERNIGHT, BECAUSE OF ALL THE MISSTEPS YOU HAVE MADE.
BUT IT DOES HAPPEN.........................................................
My Father Once Said "You Get The Women In And The Rest Falls Into Place !"
But, this is not about giving Ladies free drinks. You don't "Bar Beg" to attract Women, young professionals, vibrant Ladies who want to enjoy a night out, but not be hit on every minute by every guy in your bar.
This is the age of the #metoo Movement, and Men NEED to have respect for Women. The old ways in the old days are OVAH !!!!!!
Women will respond to respect, consideration, even flirting, which there is an ART to.
The key is to cater to Women, by having Promotions that they are excited about. That they participate in.
That they are able to WIN Good Prizes in.
That they enjoy, and come back every week, on the same night for.
No Raffles,No Old Ways.
Women want to have "FUN", they want "WOW", the love "FAB", that is how you cater to them, bring them in, and keep them coming back.
Again, it's not about how much a drink is or free, they can buy their own drinks. Sure ,they want to taste and learn about new liquors, wines, craft beers, but there is a way to reach them with style not despair.
You implement what I call a "WRAP AROUND CONCEPT", the focus is on so many different Promotions going on, the same Night, so that it's not just samples, or POS giveaways, or SWAG Freebees. It's way beyond that.
THE MUSIC YOU PLAY DEFINES EVERY SINGLE ELEMENT OF YOUR BAR, CLUB, LOUNGE, SPORTS BAR !
YOU SHOULD HAVE YOUR DJ PLAY MUSIC THAT PATRONS RESPOND TO ON YOUR DANCE FLOOR.
YOU SHOULD HAVE BANDS THAT GENERATE ENERGY FROM YOUR PATRONS.
BOTH DJs & BANDS ARE PAID TO CREATE "DANCE FLOOR FUN", WHICH RESULTS IN FOOD & DRINK SALES.
WHEN A DJ OR BAND DOES NOT PACK THE DANCE FLOOR, WHEN YOU HAVE A CROWD, YOU SHOULD REPLACE THEM ASAP.
IN MY CLUB, AND THE BARS, CLUBS I GUIDE, I ALWAYS HAVE STRESSED THE MUSIC TO GET THEM ON TO THE DANCE FLOOR.
WHAT PURPOSE DOES IT SERVE TO HAVE PATRONS IN THEIR SEATS?
WHAT GOOD IS IT, IF YOUR DJ OR BAND SIMPLY PLAYS MUSIC THAT IS BASIC AND THE BEATS ARE BORING?
IT'S ALWAYS BEEN ABOUT MUSIC TO RELATE TO BY DANCE.
THERE SHOULD BE NO RESISTANCE TO REACHING BACK IN YEARS TO OLDER MUSIC THAT WAS CREATED AND PERFORMED PRIMARILY TO DANCE TO.
NO BAR SHOULD HAVE A SOLO GUITAR PLAYER AFTER 7PM. PEOPLE WANT TO DANCE.
THERE IS SO MUCH DIVISION IN THIS NATION RIGHT NOW, IT'S TIME FOR BARS, CLUBS, LOUNGES, SPORTS BARS, ( WHEN NO SPORTS ARE ON THE SCREENS) TO UNITE THEIR PATRONS BY GETTING THEM PUMPED UP, READY TO SHAKE IT, MOVE IT, HOOK IT UP !
I PROVIDE PLAY LISTS, I DON'T BELIEVE THAT A DJ SHOULD HAVE THE FREEDOM,TO PLAY VIOLENT LOADED SPINS. THE MUSIC SHOULD NEVER BE POLITICAL, BUT RATHER CONNECTING WITH PEOPLE TO GRAVITATE TO DANCE!
WHEN YOU HAVE A GOOD CROWD, AND THEY ARE SITTING, CHATTING, SCHMOOZING, AND SOCIALIZING, IGNORING THE MUSIC, YOU HAVE A MAJOR PROBLEM.
WHY DO YOU THINK THE MAJORITY OF VEGAS CLUBS OVER PAY DJS TO SPIN AT THEIR CLUBS?
BECAUSE THE DJ ATTRACTS CLUBBERS WHO ARE THEN ENERGIZED CROWDS.THEY DRINK, THEY ARE STANDING, SHAKING, DANCING, AND AGAIN SPENDING. CLUBS SEND SERVERS INTO THE CROWDS SERVING ALL KINDS OF COCKTAILS. I WOULD SEND A RUM SERVER IN, A VODKA SERVER IN A TEQUILA SERVER IN, ALL WITH MIXED COCKTAILS THAT THESE PARTY PATRONS SPEND AND ENJOY.
THERE ARE "DANCE COMPETITION SHOWS ON FOX TV, ON NBC TV, ON ABC TV. THE DEMAND TO DANCE IS THERE
YOUR MANTRA SHOULD BE "DANCE TILL YOU CAN'T".
THERE IS A METHOD TO THE MADNESS.
YOU JUST DON'T GRASP IT.
The Easiest Method To Roll Out A "Loyalty Program" is this, which is being offered by "Bloomin Brand's OUTBACK CHAIN".
Patrons are asked to spend $20 on three different visits within a six month period can participate.
Patrons who dine, and have beverages (Alcoholic Beverages Not Included) on their fourth visit, they are entitled to 50% off on Food and Non Alcoholic Beverages with a maximum value of $20. It's simple, It's easy to do.
You never ever include Beer, Wine, Liquor in any "Loyalty Program".
How simple is this, read it again, within six months you visit an "OUTBACK" three times spend at least $20 on food and drink, but not any beer,wine or liquor, and you are qualified, you have met the criteria, the optics are crystal clear.
On your next visit you have up to $20 towards 50% off your bill, excluding alcohol.
You can offer the same "Loyalty Program" and tweak it to meet your menu, your format, your image.
"Loyalty Programs" are more in demand now than ever before, because, dining guests want to know, that by frequenting your establishment, you will reward them in a way that is easy for them to participate in, and take full advantage of .
The Month of September is one of the slowest Months in the Food & Beverage Industry. But, you don't have to suffer. I never did nor do I accept this premise for establishments that seek my guidance.
My Father who owned Restaurants, Bars, Nightclubs, Hotels, always said, "You never lay over and play dead for anyone".
I took his remark to heart and planned my September Promotions To Remember Strategies so that I was not slow.
Sure we had weeknights that were down for the count, but from Wednesday-Sunday, we did serious business. We gave people reasons after excitement, after must be there attractions to draw them in.
Entertainment is far less expensive in September, because it is so very slow.
This is to your advantage.
Your Social Media Concepts are FREE, there is no charge to post to the sites, only to the creative, skilled Person you place this valuable responsibility on.
So, as you go through September, remember this, you can either be one of those that suffer or you can be one of THE FEW THAT SUCCEED?
WHICH ARE YOU?