A few weeks back, I posted a video about how to set up a marketing campaign that would really boost Monday and Thursday night football traffic. Today, I’ve got another new football promotion for you.
The truth is, there are so many ways to get customers in the doors for football but not all of them are profitable. Today, I’m going to go over my favorite! I’m Nick Fosberg, and you’re watching Bar Restaurant Success, the place bar and restaurant owners go to discover how to get ahead in business and in life.
The promotion I’m going to reveal today is probably nothing new to you. However, where the real value here is in the marketing strategy behind this promotion, a strategy that will build your business all year long.
Let’s get started. If you want to pack your bar for football, you gotta think, what’s going to drive in football fans for your promotion over the competition. What’s going to get them to leave their couch while they watch the game in their underwear, to spend money in your bar? The answer: excite them and show them value!
What I’ve gotten the best results with is giving away tickets to Bears game, despite how bad our quarterback may be! They cost me about an average of $220 a ticket and I gave away two.
But let’s say where you’re located, you don’t have a football team or a stadium is 6-8 hours away, the tickets probably won’t work. I would suggest giving away a flat screen TV.
You can buy 42″ TVs these days for $350-$400. Pretty cheap. Get a few sponsors to help with the cost or some free goods and its damn near free. Same thing with the tickets.
I always do this the first 2-3 games of the season. I want to pack my place and make it fun and valuable right from the start so people keep coming back and telling their friends.
Now, this is the secret to making this promotion bring you sales all year long during football season, and it’s pretty much the same thing as in the previous video I mentioned earlier.
What you want to do is put up a page on your website about this promotion and how they can win these tickets or whatever your big giveaway is. Then, what you want to do is set up a retargeting campaign.
What a re-targeting campaign is where you can have your web guy place a piece of code from google Adwords and Facebook on your website that will track every person who hit this page. Ultimately, what you’re doing is building a list of football fans that you can target with Facebook ads or google banner ads, where you can target these people all over millions of different websites for just .10 cents to .30 cents.
The way you drive traffic to this web page can be done from Facebook posts, Facebook ads, your e-mail list, text list, newspaper, mailers, etc.
Here’s the key to success. You’re going to make a great profit and pack your bar by doing this big giveaway, but when you’re able to set up the retargeting pixels on your website and build an audience of 300-500-1,000 or more people who just hit your football related page, you’ve got the opportunity to REMARKET to ONLY these people for pennies on the dollar to promote all your other football related specials.
Marketing is all about excluding all the people who DON’T want what you have to offer and ONLY targeting the people who DO. At first yes, you’ll hit people who don’t want your offers, but when you have this strategy in place, you start to build lists of people who you know have a specific interest in what you have to offer.
If you’d like to see my personal marketing and promotional execution plan for this so you can set this up for your bar next month, you can do so by becoming a member of Bar Restaurant Success Inner Circle. Here’s what you’ll get for just this one promotion: The flyers I use in-house and online, the e-mail I send out to push people to the web page, the how-to video on how to put the Facebook retargeting pixel on my site in a matter of 10 minutes, and the targeted ads I use to target football fans only!