SPENDERS OR TIGHTWADS, WHO'S YOUR PATRON?
By Rich
Unger
Who is your Club catering to?
If your selling 50% or more well drinks as opposed to Top Shelf and Call
Brands then you have the tightwads.
If your offering cheap drinks and cheaper beers then you have the tightwads.
If your drawing far more Men than Women, then you have the tightwads.
If your bar staff is complaining about their tips, then you have the
tightwads.
If your bottle service is offering buy a bottle get two bottles free, then
you
have the tightwads?
(WHO EVER HEARD OF HAVING A SALE ON BOTTLE SERVICE)
I have, a brand new club in my Town is offering such a panic promotion.
If your not selling Champagne I mean by the Sterling Silver Bucket, then you
have the tightwads.
If your discounting Name Brand Liquors just to sell them, then you have the
tightwads.
If your having patrons arrive only during the hours you feature drink
specials,
then you have the tightwads.
If your taking in more cash than credit card sales, then you have the
tightwads.
Now if you cater to the opposite of those patrons I have described, then you
have
the cherished and valued "SPENDERS."
It all depends on how you operate, what you promote, who you are marketing
to,
when your open and finally where you advertise to reach "THE SPENDERS."
____________________________________________________________/
A PERFECT EXAMPLE OF WHAT NOT TO DO:
I recently watched an Upscale Nightclub hold a Monday Night Alternative
Concert in conjunction with a Clear Channel Station that marketed the event
to 16 and 17 year olds along with anyone under 21 as well as anyone 21 and
up.
That's right all these various, diversified age groups in one room at one
time with liquor being served.
Call me insane in the brain, but if these bands can't draw 18 and up
followers how desperate are they?
The bands were "Rock Kills Kid" and "Red Jumpsuit Apparatus" and apparently
they could not draw or rely on anyone 18 and up to see these two bands in
concert in Sarasota, so they had to resort to begging 16 and 17 year olds to
come to this Concert and pay $7 to see these acts, but............if you
were 21 and up you were in FREE.
Now is it just me or is this the norm for two up and rising alternative acts
that a local Clear Channel Station "The Buzz" Presents as it was advertised.
Is this the way John Hogan the CEO of Clear Channel wants his stations to
act?
This is the same John Hogan who thinks Nightclubs should buy fifteen second
radio spots because he does not want to lose market share due to so many
thirty and sixty-second spots running, his answer?
Sell them fifteen-second spots.
IS HE NUTS?
What Club would pay to run fifteen-second spots and why?
If your one of these clubs, you have been hosed.
If you know anything about marketing about radio, about Arbitron, then you
know fifteen-second spots are a waste of time, money and have no reach, and
create no response.
I must repeat this true story, because it merits it, I had a Club Owner and
his General Manager on the West Coast in California, who tested my theory
that spending $100,000. on radio a year is a total waste of
money.
They chose last year not to spend their usual $100,000.
Guess what?
They did the same numbers, drew the same crowds without this huge
expenditure as they did with it.
So when I tell you my opinion, you can then convert it into fact.
___________________________________________________/
NIGHTCLUB SECURITY, A MUST IN THESE TIMES!
_________________________________________/
In these challenging security procedure days due to terrorists, gangs and
basically undesirable potential patrons, you need to have a new and
comprehensive security plan.
First, every patron should have to pass through a metal detector or be wand
down.
You can operate in denial, but let me remind you all it takes is one tragic
incident
to an image and vision you have worked years to attain.
It doesn't matter if it occurs in a Parking Lot a block away, it's still
stigmatizes your club.
That is why it is so imperative that you implement a Security Strategy to
protect your female patrons from rude, lewd, arrogant slobs, and you guard
your entire
crowd from any potential threats.
By placing the standard huge ex Football Player on the door is the worse
mistake you can make.
By having males walk around in "SECURITY" Shirts or T-shirts is another
major blunder.
The words you want to always think when addressing the safety of your
patrons and staff is "LOW KEY."
You don't want a high profile presence, that only invites problems,
confrontations and situations.
Should you look for specific Behavioral Patterns to eliminate troublemakers
and Potential Problem Patrons absolutely.
From Appearance to Foul Mouth from Mental State to Attitude to clothing, 99%
of the time, you can spot a problem before they become one.
Why allow someone you think, you have a gut feeling may cause problems
inside, why let them through your doors just for their cover charge, when
you know they are going to end up being asked to leave?
Clubs create their own Karma, Clubs create their own energy and clubs create
their own atmosphere.
You have an obligation to insure that from a well lit parking lot, Security
outside to insure your patrons going to and from their cars are safe, to
your restrooms
and your dance floor, as well as your bar areas, either your patrons respect
you,
your staff and your club or they are no longer welcome.
I mean do not hire a person because they are really big, or really tough.
Use your common sense.
I mean it's not rocket science, its reality of night life in 2006.
THIS YEAR IS JUST GOING TO BE THE SAME OLD HALLOWEEN?
FINALLY, with HALLOWEEN coming so fast, this Year, DO NOT just hold a
CONTEST, do not offer drink specials or cheap beer, let's make some serious
money I mean
the biggest, the best, the boldest Halloween in your Area.
Halloween falls on a Tuesday, you should promote a
complete Weekend of "Halloween and have the "FINAL NIGHT OF FEAR" on
Halloween itself, which falls on a Tuesday Night.
If you want the most in-depth, detailed, money making HALLOWEEN CONCEPT,
then call me and say "Richie pack my club for Halloween".
Call me at 941-921-7027 or e-mail
RichUnger@promotingnightclubs.com
Or just do your usual half baked promotion and end up with no treats and
all
tricks....................................................................
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