Nightclub & Bar Convention 2015 Session - "Promoting Without Discounting"
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PROMOTING WITHOUT DISCOUNTING Whitney Johnson Global Director of Marketing BookBottles.com @wnjohnson
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Transcript of Nightclub & Bar Convention 2015 Session - "Promoting Without Discounting"
P R O M O T I N G W I T H O U T
D I S C O U N T I N G
Whitney Johnson
Global Director of Marketing
BookBottles.com
@wnjohnson
What is a promotion?
BAR
Happy Hour
Two for One Drinks
NIGHTCLUB
Buy One Get One Bottles
Free Drinks for Ladies
EVENTS
Big DJ
Holidays
Big Game
Raising customer awareness of a brand,
generating sales, and creating brand
loyalty
KEYS TO SUCCESS
1. Brand Marketing
2. Pricing Structure
3. Inventory Control
4. Brand Perception
KNOW YOUR AUDIENCE
BRAND IS KING
BRAND MARKETING
1. Experience
2. Venue
3. Event
PRICING STRUCTURE
PRICING
1. Market Research
2. Target Market
3. Profitability
INVENTORY
1. Designate a Decision Maker
2. Reservations as Inventory
3. Control Free Inventory
PROMOTIONS VS DISCOUNTS
Raising customer awareness of a brand,
generating sales, and creating brand
loyalty
Discounts/giving away things for free
BRAND PERCEPTION
1. Free is a 4 Letter Word
2. Promotions Need to Make Sense
3. Spread the Word
KEYS TO SUCCESS
1. Brand Marketing
2. Pricing Structure
3. Inventory Control
4. Brand Perception
PUT IT INTO ACTION
1. Define your audience
2. State your goal & objective
3. Create promotional strategy
4. Put tactics into place
5. Spread the word
TARGETED FACEBOOK ADS
LIVE STREAMING
LIVE STREAMING
TRACK RESULTS
Q & A
T H A N K Y O U
Whitney Johnson
Director of Marketing
BookBottles.com
@wnjohnson
