OWNER SMARTS Vs RICHIE SMARTS
I challenge clubs to justify the money they are currently spending on
flyers, radio and newspaper to my new and fresh avenues of marketing that
cost dramatically less and produce much greater results.
Radio is dead, you can spend, and spend and there is no way you can recoup
your investment, and make money, after you list all your expenses from
the entertainment to the drink specials.
Flyers and "Street Teams" are a waste of money. People are not listening
to radio and they are not reading flyers. Finally we come to newspaper
ads, why would any Club think being in an alternative Newspaper is going
to draw the right crowd?
Then we come to the flawed and frayed logic of Club Owners who think they
are smarter than and more shrewd than I? I empty out the competition,
let's get the facts out front now, when I take a club and pack it.
Without drink specials, without free cover charge for anyone, and I put
the focus on "THE FUN," all those additional dollars my Club is raking in,
are not new money or fresh money, it's another club's money, another
There are only so many disposable dollars on the night life scene.
Why are you giving a Club Promoter your "Door Money" to pack your club?
Why are you so desperate your listening to people with no credentials, no
expertise and no hands on experience to pack your club? Why are you
tolerating an atmosphere of people you would not even share breakfast
with, yet you allow them in your club? Why are the ratios of women
frequenting your club so low? Why are you constantly fixated on drink
specials, samplings and letting in minors who you know have only one
objective, to get a drink from someone, sometime during the night?
You will procrastinate, you will delay and you will stall knowing the
inevitable is bringing in "THE FUN"? I will never understand you are in
the midst of the "MONEY MONTHS" from now till after Easter Sunday and your
not doing a Promotion on a consistent basis to pack your club.
You are being buried alive by other clubs that you, you allowed to take
your patrons. You have staff on board that your paying that should have
been fired months ago. You have repairs and minor remodeling that should
have been finished a year ago. You listen to the same people who take your
money and never ever deliver on what they swear by. Now is it my turn yet?
Because I walk the walk, I do exactly what I proclaim and I pack clubs. I
am not a club promoter, I am not an advertising sales Rep trying to coax
you into signing a long-term commitment. I had a club call me who wanted
to tie in with a top college football team, but the problem was, the club
after paying thousands of dollars had no place to fit in. I explained to
the Owner, what person attending an intense college football game cares
about a beautiful nightclub's name flashing across the scoreboard, and the
signs coming to and from the Stadium and even in the program.
For every dollar you spend in advertising you should without hesitation
make back $10. But ask yourself can you honestly answer yes to that
challenge? Nine out of Ten Owners would be kidding themselves if they did
say Yes. I believe this is "Nightclub War," it is Guerrilla Warfare and
you take no prisoners. Unless you have a "GAME PLAN" and a "Set Strategy"
how are you ever going to pack your club. I had a Managing Partner call me
on behalf of an upscale club. His plan to bring and breathe life back to
his club, buckle up for this, he is handing out hundreds if not thousands
of business size cards entitling the person who is over 21 to experience
this club with "FREE COVER CHARGE" and on top of that "A FREE CHOCOLATE
MARTINI," that's right, no cover and a free martini all in one night, all
Let me ask you this, why????????????????????????????????????????????
He is lucky if one person out of ten who even take advantage of this
madness even stays for a second drink. I mean this is one of the worst
cases of "panic promoting" I have ever seen. On top of this, the next
insane in the brain action by this Owner is spending $2000 on radio. What
is this Owner thinking?
Owners will forever stymie me with their total failure to grasp the
reality of 2005 and stop thinking like it's 1995. When you give away your
liquor, when you discount your beer so cheap, when you drop your cover
charge, what are you thinking? Is that all you know? Is that all you have
learned? Don't you ever think about going the other way and drawing in
patrons for what your doing and NOT what your giving away. Why is it, I
can take Club after Club and pack it, open it more nights, and bring in
Women, without any drink specials and without giving up the cover charge?
Why is it I can reach thousands of potential patrons and not spend a dime
or waste a dollar on radio, newspaper or flyers? Please don't call me and
ask me. Does it make sense to you, that I show you the paths to profits,
and not be compensated? Look at what your spending now, review what your
doing now and justify not to me, but to yourself the Spending Vs the
Years ago the most important person in a nightclub was the person who
signed the "Checks" now the key person, the Person who is vital to the
club's very existence is the person who packs the club, and without giving
anything away. That would be Me.
So, after you have listened to everyone who has all the answers, only once
you try their suggestions, you find they had no clue, after you give away
the house, after you let everyone in free, after you have done everything
you think would work and didn't, then it's time to do what you should have
done way before this point was reached. Call me ~
I hear from Clubs every day that are in desperate despair and have no clue
what to do. They have Owners who are so immersed in the running of the
business, they forgot how to do the business. They have zero creativity
and they cannot think of a single promotion to pack their clubs. Now if
you fit this mold, call me, or continue to suffer. The choice is yours.
RichUnger@promotingnightclubs.com or call him at 1-941-921-7027
But whatever you don't do, don't continue to open an empty