Hello and welcome to another episode of Bar Owner Tv.
So last week I started talking about the 3 vital components you must really think about every time you spend a penny on marketing, and those where your Market, Message, and Media. I left off on the Market and today I’m going to talk about your message in your marketing.
Think about all the marketing you have done in the last 3 months. Think about what your competition has been marketing over the last 3 months. Now I’m talking about paid advertising, what have you paid for, what has your competition paid to promote and advertise?
I’m going to guess that you said specials, an event, or live entertainment right?
One of the biggest mistakes I see bar restaurant owners make is they ONLY promote their specials, live entertainment, or an event and you’re probably saying “well what the hell should I be marketing. Isn’t this what draws people into my business?”
Yes but you can double or even triple your profits with what I’m about to tell you.
What I’m getting at is the Message in your marketing and your message should always have an offer for your prospect. In EVERY marketing campaign you do there should always, ALWAYS be an offer. For 2 reasons. Number one, you can track your marketing if there is an offer.
For example bring in the is ad and get “x”, or bring in this postcard and get “x”, or call in to the restaurant and tell them you saw this ad and get “x”. When you make them an offer you are able to track every single person who takes you up on your offer and you can compare what they spent to what you spent on the marketing campaign. These numbers here will tell you if it was profitable or not.
The other reason you should always have an offer is because you will increase the amount of customers walking in your doors. Most people don’t give a shit about your bottle or mixed drink specials because so many bars and restaurants are doing the same thing. What they do care about is “What’s in it for me!” “What are you going to offer me to do business with you over your competition.” This is the only thing that people care about these days and there’s no way around it….. Besides the people who are not on a budget, but you still need to deliver a message to these people that gets them to choose you over your competition. Your specials are not going to do it.
So is your competition making valuable offers? If not, you have a wide open opportunity to start dominating your market. Think about it, do you think an ad showing specials is going to do better then a 1/2 off meal or a $10 gift card? People want value and if you want new customers running in your doors, you must bribe them with something that will benefit them. Then it’s up to you to turn them into a loyal regular after you get them in the door.
The big question I always get when I talk about this in an email or at a seminars is “How do I know what to offer to get 50-100 new customers in my doors each month? I can’t give you the exact answer right now because every bar, restaurant, and nightclub has a different clientele, but you can send me a quick email below and I will do what I can to get you the quickest response.
On the next episode I’m going to talk about the media and how to put the market and the message together to really empower your marketing and profits. I’ll see you on the next show and please leave your comments below!