Each quarter of the year will have obvious opportunities for promotion so you can decide some initiatives well in advance. Well-planned, well thought out promotions nearly always work well and if you can get your team thinking like this, it will greatly benefit you.

For example, your initial overview of a marketing plan might look like the following simple calendar:

Period Activity
January to March Robbie Burns, St. Valentine’s, St. Patrick’s Day
April to June Patio Opening Party
July to September Golf Promotion
October to December Christmas Promotion, Thanksgiving Party, New Year’s Eve

 

It might be simple but this provides a basis for discussion with you management team and a way to generate some good ideas. The next stage of planning might look as follows, adding some detail to the general proposal:

 

Month Dates of Promotion Activity Supplier/Brand C-Sponsor Staff Coordinator
January 23rd Burns Night Peter
February 14th St. Valentine’s Joe
March 11th to 17th St. Patrick’s Mary
April
May 10th Patio Opening
June
July 15th Golf Tournament
August
September
October
November 1st to 30th Christmas Parties Bob
December 27th to 31st New Year’s Eve None Ginger

 

This allows your team to begin the process of organizing the promotional program, adding specific dates, finding co-sponsors and beginning the process of finding out how much it will cost and what it’s likely to generate in revenues.

Finally, you might want your team to generate a one-page program summary describing the activity, it’s objective, it’s cost, it’s co-sponsors, it’s leaders and it’s anticipated revenues:

Dates Activity Co-Sponsor Coordinator
February 14th St. Valentine’s Diageo Steve
Objective
To increase total revenues on this night by $2,000 over 2002 by generating an additional 50 reservations for two for a fixed-price meal with special wine.
Planned Activity
Advertise a special candle-lit four-course meal accompanied by romantic live piano, special desert for two, free rose for the ladies, chocolates to take home and a bottle of vintage wine.
Total Cost $335
Element Supplier Cost
Half-page ad Iowa Herald $85
Rose for each female guest Bob’s Flower Shop $100
Specialty Chocolate Ferraro Rocher $50
Musician The Murphy’s $100
Owner Insights
A busy employee is a happy employee. If that busy employee is a server or bartender, they’re also very highly rewarded in tips.
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Pub Facts

Bill Barich. American author, on being asked: "how come you can find an “Irish pub” in any city in the world?", replied: "They’re tremendous money-makers. There’s this whole concept of the Irish pub, anywhere you go in the world, you find one."

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