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.
Easter is celebrated as the biggest and most anticipated long weekend of the year!
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 promotional concept.
Suggested lead time is 6 weeks in advance for this proposal. |
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
- Crafty eggs and chickens
- Chocolate eggs
- 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 $200. |
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:
- Easter Egg Hunt
- Face painting
- 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. |
RAFFLES:
DETAILS: A good way to reward our customers for coming into the venue on this Easter long weekend is to run a raffle! This is a great way to also increase bar sales over the long weekend.
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If your venue sponsors any sporting teams, it is highly advised that you get them on board with this. Allow them to run the raffle, making them aware that they will keep all proceeds. By the venue benefiting from bodies being in the hotel, the sporting club will benefit from the proceeds. IT’S A WIN WIN!.
Good Friday is a chance to run Seafood raffles! So also consider this rather than a standard “meat raffle” which your venue may do every week.
costs
The venue can spend allocated money on the raffle itself, however the agreed sponsored club will only keep the proceeds ABOVE the spend on the items. Providing that you get enough attraction from customers, it shouldn’t cost your venue.
Alternatively, you can leave this solely in the hands of the sponsored club in that they will purchase the food for the raffles, and keep every dollar made! |
HAMPER:
DETAILS: Having a hamper on display in the venue about a week prior to the Easter long weekend will increase the hype and assist with setting the atmosphere.
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It is also a goOd way to increase bar sales as your hamper should be of a “must be here to win” nature.
Purchase any beverage to enter, or a certain beverage if your venue wishes to increase the sales of particular products.. Must need TPL for this.
Items to include in this hamper:
- Lots of Easter eggs
- Bunny ears
- Bottles of wine
- Teddy bear
Costs
No more than $150 to be spent on the hamper. |
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
- Kinder surprises
Focus on a particular day over this weekend to run this activity. Easter Sunday is a good one for the kiddies as it is in fact chocolate eating day!
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
- RACING (Autumn Carnival)
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.
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. |
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:
- Discounted Craft beers from Good Friday – Easter Monday.
Seek approval from Tom Gerlach on an appropriate price for this.
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 still seek it outside of the promotional period.
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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
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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