NEVER LET YOUR COMPETITION WIN!
By Rich
Unger
As the final Month of Summer begins, you should dominate, dictate and
direct the Night Life Adventures in your
Community. Labor Day Weekend should produce
four to five times your average Weekend's
Revenue and Crowd Count.
Don't simply lower drink and beer prices to respond to competing clubs.
Why would you increase your liquor and beer costs only to attract the
wrong caliber of patron, who is coming to your
club, your bar, your lounge for what your giving
away cheap, rather than what your offering in "THE FUN" and "THE WOW
FACTORS"?
Why does every Club, Ultra Lounge, Outside Bar Owner, and Sports Bar
Owner feel the need to promote in-kind drink and beer prices to combat their
adversaries? I had a Sports Bar Owner e-mail
me he was doing everything wrong, and yet He for
reasons I will never understand never stopped the madness to turn his
Sports Bar around?
He let the other Sports Bars in his area TKO him without once ever
returning a Punch. Why does a Club Owner who
is "Street Smart", simply roll over and allow a New Club to take all his
business away, without putting up any kind of Promotions Plan or Counter
Attack? Why does an Ultra Lounge Owner, let
a Karaoke Company continue to host a Night that patrons intentionally refuse
to come in for, because they can't stand Karaoke, and yes this Owner,
knowingly pays the Karaoke Company Top Dollar when only ten people show up
for the so called Karaoke?
Why does a restaurant/Nightclub Owner on the beach, bring in bands that
have a following of a hundred or so loyal fans, and yet he needs 450 patrons
to be packed? Why does a Hotel Nightclub
Manager rely on "Brand Parties" to supposedly fill his club area, when they
don't have the packing power and are nothing more than
bottle pushers with no "FUN," no "WOW"?
Why does a brand new Sports Bar pay a Clear Channel Sports Radio Station
top dollar for a Thursday Night remote, when they can barely cover the cost
of the remote, let alone make a profit by incurring this kind of marketing
expense, especially with no big game going on and on a Thursday Night?
Why do Outback Restaurants continue to have same store sales decline,
when they know very well, the concept is missing "THE FUN," "THE WOW" and
the bloomin onion has gone spoiled? They
ignore the reality of what needs to be done and waste money on horrible TV
Spots with a Male Spokesman who cost them more potential patrons then he
brought in. Why does an on the Water
Eatery/Club, refuse to pursue the Night Life where the money is, and just
let's their outdoor deck and patio sit idle in the heat of Summer at night?
Everyone of these operations are letting their competition roll over
them. So, the next time like right now, when your
reading my "RANTS" and banging your head against the wall, because you fit
the profile, may I suggest you take two "Extra Strength Tylenol" and call me
to help you pack your club and get rid of that major headache.
An Adult Entertainment Club can no longer just offer Pretty Women dancing
around poles. The days are
gone...................
An Ultra Lounge can't simply offer the luxurious of decor's, the most
expensive drinks, bottle service and expect Patrons to flock and pack their
room. A Nightclub with lights, sound, video,
that costs tens of thousands of dollars cannot just wait for clabbers to
partake, you need to drag them kicking and screaming for "THE FUN" and "THE
WOW FACTORS." A Sports Bar can't simply brag
about 24 HDTV Screens, and think that sports fanatics are going to run to
their bar, not without a lot more action.
The worse case of Ownership and Management failure is any establishment
located on the Water, that is not busy every single day and night, weather
permitting. How can you have the huge
advantage of having the water right there, yet you
do Nothing to capitalize on this location and zero to blend in with your
"Format"?
LET ME MAKE THIS PERFECTLY CLEAR, NEVER, EVER LAY OVER, PLAY DEAD, &
ALLOW YOUR COMPETITION TO STEAL YOUR PATRONS, DESTROY YOUR NIGHTS,
BURY YOUR
CLUB.............................................................................
I SAID NEVER.
_____________________________________________________________/
WHY IS YOUR WEB SITE SO DISAPPOINTING?
I had a Nightclub Chain hire a Web Designer who was named by a Computer
Magazine as a Top Designer, the problem was the Designer did not have a
single clue what a Nightclub Web Site should be.
The site was so unappealing, so hard to surf, to navigate, it had
nothing to offer. Another Club used their
Home Page for their only page, posting every single fact, facet, and face
that entered the club on the page.
It was a jigsaw puzzle of a Site. Web
Sites define your Club's image, perception, personality and reality.
Owners equate their web site with creating a newspaper ad, cram it
full of as much information, as much content as possible, "I want my money's
worth." WRONG, WRONG and CLICK, WRONG AGAIN.
The Purpose of a web site is to communicate, give a taste, entice them
and invite them to convert from web site visitors to club patrons.
You don't need to spend thousand and thousands of dollars to
personify your club's personality. Why make
a visitor wait for your Site to load?
Why have so much artwork and visual effects that it detracts from the
Club's own Persona?
Why put pictures of drunk patrons up?
Why put pictures of slobs up?
Why put your flyers up on your site?
I dissect web sites every day, I have never seen so much clutter,
unnecessary content, wasted graphics, overdone design, that are all
negatives, that instead of creating "buzz", generates
"duh"......................................................................
I had an "Energy Drink" Marketing Director contact me about his Site and
Product. The Site was awful.
There was no sparks, no ENERGY...........
The Site was dark, dreary, lacked any kind of momentum to even challenge the
Powerhouse Energy Drinks.
___________________________________________________________/
RICHIE'S RIGHT ON RANTS.................
The problem in the Food and Beverage Industry is "EGO" and more "EGO",
everyone knows everything, and yet most know very little.
This person wants to sell you an ATM, this person wants to see you
another brand of liquor, like your bar needs more bottles on it?
This person wants to sell you himself as a Club Promoter, he or she has
no experience, no ability, no knowledge, and you are willing to let this
person take one of your slower nights, rather than you build the night into
a packed house?
Club Promoters are vultures, why on earth would you give your door money
to a
person to bring patrons into your establishment?
I have said this 1000 times and Club Owners still ignore reality to
operate in fantasyland.
_________________________________________________________________/
LAST CALL FOR BIKINI EVENTS TO CASH IN ON BIG TIME!
It is so ironic, that once an establishment follows my "BIKINI 101 PLAN",
packing their place, with no drink specials, no cheap beer, yet full of
patrons spending, gorgeous girls competing, they
finally see the light.
You've lost tens of thousands of dollars this Summer, refusing to
comprehend, understand and fathom the "Basics of Bikini 101".
It's not about a cheesy promotion.
It's not about demeaning women or exploiting them quite the opposite.
But Noooooooooooooooooooo, you would rather sit at your bar and cry over
your well vodka, then be jammed with the #1 "Bikini Event" in your
entire area?
Honestly I cannot and will never understand the misjudgment, lack of
comprehension, plain stubbornness many Owners exhibit?
So as we slowly bask in the heat of August, Remember my Four Famous Last
Words..............................I TOLD YOU SO.
Call Rich Unger at 1-941-921-7027 or E-Mail
RichUnger@promotingnightclubs.com
|
