Survivor The Nightclub Challenge: Out Promote, Out DJ, Out Pack Your
Competition...
By Rich Unger
As "Survivor 2" The Aussie Outback shows us, alliances, tribes, challenges all can be applied to
every day Nightclub operations.. Only the strong survive in the Nightclub Industry, no matter how deep a
pockets an Owner has, Baja Beach Club, McFadden, even Disney has closed down
unprofitable ventures.
Nobody is immune from failure, but everyone is susceptible to success.
The keys in this industry are your alliances. Far too often Nightclub Owners and Managers rely on radio salespeople,
liquor salespeople, outside advertising agencies, and people who have no clue
as to how to promote and pack a nightclub. A Radio Account Executive is primarily interested in making the sale and
getting the buy. I have seen over and over Radio Account Execs mislead, overstate and fail to
produce on specific promotions, on air mentions and follow through.
Especially now with Clear Channel dominating the radio markets, they have
one clear objective....to sell radio time....not to pack your club.... The production of your spots is critical, the placement of your schedule is
monumental, the commitment to your club is imperative, yet how many times do
you time and time again plan a promotion with a station and the promotion falls flat on it's face?
To me, one time is enough.....
Next, let's talk liquor Salesmen who are interested in once again moving out
cases of product, they throw you some T-shirts and a few other POS trinkets
and hang up a banner and BAM, there gone, and your left alone to present their product, promote it and produce a successful promotion.
My Mantra has always been you can't just feature a drink special on a specific brand without tying in a dynamite promotion.
It takes the Richie "THREE WAY" to create a successful promotion.
Meaning, the drink special, the lateral promotion, and the marketing.
Flyers are only as good as their look. Newspapers are only as strong as their circulation that appeals directly to your Club.
Television is only as effective as when you buy it and who you are targeting
and what your spot projects.
You have to "DOMINATE", your club must stand out and above all others in your area..
Just as Richard Hatch was at the top his game to win "SURVIVOR" you must also eat sleep and breathe your club, your competition, and your strategies.
You must form your alliances carefully and selectively. Trust in the Nightclub Industry is a very important tool.
You must have the "fire" in your belly every day and night you manage or own or work at a club.
The "energy" level has to always be on overdrive, patrons must be able to
feel it. It's like a Tribal Counsel, it takes everyone working together for the
greater good of the club to survive. There can be no weak links..........
Join the "UNGER Tribe" and let me out promote, out DJ and out pack your
competition.......
Call Rich Unger at 941-921-7027 or e-mail him at RichUnger@promotingnightclubs.com
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