ARROGANT OWNERS, Flyers & Slow
Nights...
By Rich
Unger
Never has one Industry had so many
arrogant owners who refuse to accept change, deny their club is dying and
are adamant about investing any money to turn their club's misfortunes
around. I recently received a Fax from a club owner who said his
major problems were "promotions were too expensive to
implement" and "we don't want to do the typical promotions, as
all nightclubs do, we want to do something never before done around
here."
My response is, WHY THE HELL NOT?
If your competition is packing them
in and your club is dead, this is not about reinventing the wheel, this is
about giving your potential patrons new and exciting reasons for
frequenting your club.
The key is to improve on and expand
on whatever is capturing their attention and draining their cash.
The formula is to custom tailor them to fit the needs of your club, so
that they shine and overpower your competition.
It's warfare out there, this is no
time to raise the White Flag and surrender.
Quite the contrary.
So many Owners are so arrogant, their
employees call me frustrated they can't communicate with their managers or
owners. I tell them very simply, QUIT!! Why work at a club that you
pour your blood sweat and tears into, who's owner couldn't care less what
you think, what you know and what you feel?
Why work for an idiot?
Life is too short, there are too many
clubs, bars, lounges and cafes in the World that would welcome your
insight and intellect, then to simply be miserable and pin your
future, your dreams and aspirations on a Club's Ownership/Management that
has no interest in your input.
One Track minded Owners are
dinosaurs, they live in the past, they refuse to understand the new
dynamics of the nightclub industry and they base their decisions on ill
logic and here say. How can a competent loyal and dedicated DJ,
Bartender, even Manager work for, work with and understand the thinking
of an "OUT OF TOUCH" Owner? They can't.
Club Owners e-mail for instant fixes,
there is no such thing, Club Owners e-mail me for that one magic moment
Promotion that will pack their club, I don't give out promotion concepts
for the asking.
There is a method to my madness and
it does not include simply saying "hey this will work."
Because it doesn't.
I have a system, a formula, a format
for converting dying clubs to winners, but it is not an overnight
sensation, it takes time and a commitment and dedication to "Getting
it done."
Flyers by themselves are a waste of
charmin, I mean any club owner who decides the only marketing strategies
he is going to implement are flyers, is better off working the Window at
Wendy's. I mean flyers are
a last act of desperation not a first line of marketing.
How do you reach out and reach into
your core potential market with a flyer? A flyer is a ten-second
visual grabber, after that it's file 13 fodder. You must create an
aurora around your Marketing that includes the K.I.S.S. Formula,
"Keep It Simple Stupid."
Stop cramming so much info into your
Flyer, your newspaper ad and your radio spot.
Stop confusing your potential patron
and start persuading them with Pazazz.
Please visit my website often,
www.promotingnightclubs.com, email RichUnger@promotingnightclubs.com
or call me 941-921-7027
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