| OVERVIEW OF THE PROMOTION: |
Easter is one of the oldest of the Christian festivals. It is celebrated approximately at the end of the first quarter of the calendar year although its date changes depending on the lunar cycle.
In 2016, Easter will be celebrated with the Good Friday holiday on 25th March and Easter Monday holiday on 28th March to create a 4-day long weekend. This is the biggest and most anticipated long weekend of the year.
Friday 25th March - Good Friday
Saturday 26th March - Easter Saturday
Sunday 27th March - Easter Sunday
Monday 28th March - Easter Monday
Family F&B venues should consider hosting an Easter themed event, whereas sports venues should focus on the great sporting calendar.
For venues planning a range of activities for Easter, your Easter marketing collateral will ideally take the form of a schedule with a range of activities over the five days, for others, it should be a focus on one strong |
| RECCOMMENDED ACTIVITY: |
| HOPPY EASTER:
DETAILS: The premise of the Hoppy Easter Promotion is to encourage local beer drinkers in our customer base to sample our premium craft beer options. The longer term objective of the promotion is to convert customers from local beers to craft beers, ongoing.
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The mechanics for the promotion are as follows:
$6 Craft beers from Good Friday – Easter Monday.
Recommended Venues:
- Belrose
- Crown Hotel
- Eastern Creek
- Eastwood Hotel
- El Cortez
- Lakeview
- Livingstone
- Minskys
- Mt Annan Club Hotel
- Prospect
- Revesby Pacific Hotel
- Shamrock
- The Wattle
- Willoughby
PROMOTION TARGETS:
To sell more of the upsell products than standard local pours over the promotion’s period.
COST TO A&M:
NIL. Except for POS. |
HOP TO THE TO SHELF:
DETAILS: The premise of the Hop to the Top Shelf promotion is that customers are upgraded from a spirit house pour to a higher shelf product. The objective of the promotion is to convert customers from house pours to higher shelf products during the promotional period and then ongoing.
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The mechanics for the promotion are as follows:
Customers can upgrade a select range of up to 5 products at no additional cost.
Products to include:
- Jim Beam > Marker’s Mark
- Smirnoff Red > Ketel 1
- Johnnie Walker Red > Johnnie Walker Black
- Gordon’s Gin > Tanqueray
- Bundaberg UP > Bundaberg Select Vat
- Run from Good Friday to Easter Monday
Recommended Venues to run promotion:
- Campbelltown
- Cedars
- Doonside
- Hermit Park
- Keighery
- Lakeview
- Landmark
- Leumeah
- Oasis
- Shamrock
- St George
- St Marys
PROMOTION TARGETS:
To sell more of the upsell products than standard house pours over the promotion’s period.
COST TO A&M:
NIL. Except for POS |
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| SUGGESTED ACTIVITY TO CONSIDER: |
Below is a list of suggested activity. To view details and costs associated with the activity, please click on the links under the activity heading.
THEMING:
DETAILS: For food venues who will be expecting increased trade over the period, you may wish to add to your customer experience by adding additional theming to your bistro areas.
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Consider
- Staff in bunny ears
- Easter eggs
- Birds’ Nests
- Chocolate eggs
- Chickens
- Easter Bunting
- Pastel balloons
Please focus on how theming will ADD to the customer experience. Also ensure that any decorations suit your décor and brand personality. Remember: Good quality over an abundance of cheap decorations
Costs
No more than $300. |
EASTER SUNDAY BRUNCH:
DETAILS: Easter Sunday is a popular time for extended families and friends to dine out over the Easter break. Consider how you can influence your customers to book this brunch at your venue. Would your customers respond well to a custom Sunday brunch package, simple food specials or simply an incentive to book?
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If you consider a special package, please work with your chef to decide on a great food offering at a price point that will appeal to your customers as well as a minimum number of bookings required to make the activity worthwhile.
If, on the other hand, you wish to put an incentive to book to encourage pre-bookings, consider WHO will be making the booking and what will appeal to them eg. If mum is the decision maker, what would appeal to her? IS it a bottle of wine for the table, an Easter activity to keep the kids quiet, or is it something that she can take home and enjoy?
Costs
Dependent on your activity. If you create a special menu, try and price accordingly as to not incur a food promo spend. If you choose to offer and incentive to encourage bookings, consider the cost of this incentive per-booking and compare this against your expected spend per booking. |
FAMILY ACTIVITIES:
DETAILS: Family venues may wish to offer additional activities to encourage families to attend your venue.
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You may wish to consider:
- Baby animal farm (with a focus on chickens, rabbits etc.)
- Easter Egg Hunt
- Face painting
- Jumping castle
- Egg & Spoon Race
- Easter Egg Painting workshop
- Easter Hat Parade
Be mindful with any larger activities and their timings as to the benefits to revenue generation.
In your A&M proposal include:
- Activity Details
- Associated Prizes
- Proposed time of activities
- Any additional costs that may be required to hold the activity
Before planning such an event, please ensure you research what your local council and competitors are offering and when to ensure you pick the right activity at the right time.
Costs
Dependent on your selected activity. Please ensure you source quotes before submitting your proposal. |
FREE EASTER GIFT WITH EVERY KID’S MEAL:
DETAILS: To drive kids meals or upsell kids’ desserts, you may wish to consider offering a free gift for the kids in line with the spirit of Easter.
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Consider:
- Bunny Ears
- Chocolate Eggs
- Eggs with a growing toy inside (Kinder Surprise)
Please speak to Jenny Smith about bulk orders.
Costs
No more than $1 per unit. |
SPORTS FOCUS:
DETAILS: There is a great sports schedule across the Easter long weekend. For Strong sports-focused venues, it will be appropriate to focus on this schedule to drive customers to your venue, whilst also focusing on the great facilities you may have, such as large screens, complimentary snacks, platinum TAB etc.
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Sports events include:
NRL (Round 4)
Tipping comp venues: Consider running a special “hot offer” exclusive to tipster card holders. This may be a Monday food & beverage special which you may wish to communicate directly with you members via SMS. If you wish to look at such an option, please submit a separate proposal for this activity as either a food or bar promo proposal.
SUPER RUGBY
RACING (Autumn Carnival)
Costs
Dependent on your offer. If you are simply advising your patrons of the sports to watch, your only expense will be POS. If you have a F&B offer for tipping comp members, you may incur a food/bar promo allocation to A&M or you may also request bonus stock. |
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| PROPOSED MARKETING ACTIVITY: |
Suggested marketing initiatives are outlined below. Not all will be appropriate to your venue, however please suggest as many options as you feel appropriate in you promotion proposal.
- Internal POS
- Website
- Staff Viral
- Social Media
- Nightlife
- Eflyer
- SMS
- Local Media Release
- Online free event listings
- Customer Till Screens
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| REQUIRED IN YOUR A&M PROPOSAL: |
Include:
- Proposed activities
- Associated costs
- Marketing initiatives
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