| OVERVIEW OF THE PROMOTION: |
Father’s Day is a day for people to show their appreciation for fathers and father figures. In Australia, Father’s Day falls on the first Sunday in September.
For venues with a food offering and/or a family focus, this day presents an opportunity to:
- Increase foot traffic to your venue.
For venues with a food offering and family focus, creating a special event with additional activity to your normal trade will encourage families to host their Father’s, lunches and dinners at your venue. Coupling this with an incentive to pre-book can ensure increased trade that can be well managed.
Please keep in mind that Father’s Day events are not suitable for every venue, but this does not mean that the day is irrelevant. Blue Collar venues may wish to consider a lead-up promotion, such as a gift or experience on offer which can be utilised to drive trade, but be considerate of your proposed activity; it must meet the following one or both of the following objectives:
- Increase bar sales
- Increase spend per transaction
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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.
FREE 700ML BOTTLE OF JOHNNIE WALKER BLACK LABEL WITH EVERY BOOKING:
DETAILS: Offer an instant gift with every booking to encourage customers to commit to booking their Father’s Day event at your venue. This will complement a special Father’s Day F&B package.
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Book brunch/lunch/dinner and receive a 700ml Bottle of Johnnie Walker Black Label for their dad.
Conditions:
- Bookings must be honoured and must be for 4 or more guests.
- 1 bottle per booking
- The bottle will be provided to each dad upon arrival to venue on Father’s Day
- The bottle must not be opened or consumed within the venue
- The bottle cannot be taken out of the venue post 10pm. If the party leave post this time the bottle must be left and collected at another time.
- All guests must order food to qualify for the offer
- There are no limits to bookings. Venues must pre-empt how many bookings they expect and pre-order their Black Label stock prior to the day.
Suggested venues
- Shamrock
- Mt Annan Hotel
- Wattle Hotel
- Willoughby
- Minskys
Till requests and processing
Ensure you have enough stock ordered as per your expectations 2 weeks prior to the event date. All stock is to be entered as normal.
Till changes: You will require an additional “Father’s Day XXX” $0 sale price button with the PLU to ring up the beverage.
Staff are to ring up the item when it is issued to the customer.
After the event, an itemised sales report will be generated. An invoice for the COGS will be sent to Diageo, which will in turn be credited back into your COGS.
Costs
$0 – Supplier funded. |
COMPLIMENTARY TICKET TO A PREMIUM WHISKY MASTERCLASS WITH EVERY BOOKING:
DETAILS: Offer an instant gift with every booking to encourage customers to commit to booking their Father’s Day event at your venue. This will complement a special Father’s Day F&B package
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First 30 Father’s Day bookings will receive an Exclusive complimentary ticket to a premium whisky masterclass event to be hosted at the venue by a well-known industry personality
Conditions:
- Bookings must be honoured and must be for 4 or more guests.
- 1 ticket per booking
- The ticket will be provided to each dad upon arrival to venue on Father’s Day
- All guests must order food to qualify for the offer
- Limited stocks apply (first 30 bookings receive a bottle)
If you wish to consider this option, please contact your Area Manager prior to submitting your proposal
Costs
$400 for host and whisky
3 hours of causal labour for set up, assistance during the event and pack down. |
FATHER'S DAY DIY CARDS:
DETAILS: Family venues that have colouring in facilities for kids may wish to consider providing kids with a ‘Happy Father’s Day’ card to colour in during the last 2 weeks of August.
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These would feature a good image for the kids to colour in as well as the hotel’s logo, address and potentially the Father’s Day event details in the fine print.
Costs
POS - $140
Print – in-house |
WIN DAD A PRIZE:
DETAILS: For venues who will not be an event destination for Father’s Day, may wish to run a lead up promotion with the objective of driving a certain product’s sales with entry into a draw with every purchase of that product.
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You may wish to consider such prizes as:
- Half day fishing trip ($100 - $200)
- Tickets to NRL finals ($150)
- Hot Laps in a V8 ($100)
- Tools ($150)
Please note: This activity will require a valid TPL permit for NSW venues which will need to feature on all marketing material.
In your proposal, please include:
- Promotional Period
- Associated Product and expected growth in sales
- Entry method
- Prize & prize value
Costs
POS – not more than $150
Prize – No more than $200 |
FACEBOOK COMPETITION:
DETAILS: The objective of this promotion is to increase brand awareness and reach with your Facebook fans.
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Consider something like “upload a photo and tag your dad.” The photo with the most likes before the competition end time, wins a $50 food and beverage voucher.
- Run the competition 1 week or 2 before Father’s Day, giving it plenty of time to circulate.
- Make this a sponsored post to gain more reach
- Promote the competition on your Facebook timeline and web page.
- Use a Like Gate, which means that participants need to like your page to enter
- You can post all the photos as an album on your Facebook Page on Father’s day, as a tribute to dads.
- Post the photo of the competition winner
- Share the competition on aligned community groups’ (sponsored sports clubs) website and social media platforms
- Share the link to the competition on the venue website.
In your proposal:
- Include competition details
- Time frame of competition
- End date and time of the competition
Costs
Cost of the voucher. (Seek AM approval) as well as the boosted post. |
BEER BRUNCH:
DETAILS: Venues with a food offering may wish to host a male focused brunch, with a targeted food and beverage offering (i.e. smoked/ cured meats and craft beers).
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This would provide an opportunity to attract the target market for most venues, increase foot traffic and drive revenue on the day
In your proposal:
- Include event times
- Include brunch menu and craft beer offering
- Costs
Costs
POS - $140
Print – in-house
Brunch costs- dependent upon food offering and if supplier support is available. |
COMPLIMENTARY BEER FOR DADS:
DETAILS: To secure bookings prior to the Dad you may wish to include that all bookings receive a complimentary beer for Dad or limit this to a certain number of bookings (i.e. first 20) to encourage early confirmation.
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Operationally, this will also allow you to plan for your event with a better understanding of booking numbers.
Please note that this will need approval from your Area Manager and you be able to get supplier assistance.
COST:
You may be able to seek supplier support and limit this to one type of beer (i.e. Carlton Draught) |
FOOD TARGETED PROMOTIONS:
DETAILS: For venues with a bistro you may wish to do food promotions targeted towards the male demographic in order to provide a point of difference and drive revenue. This may include a variety of options such as a 1KG Tomahawk, smoked meats, burger specials.
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This may require stock and supplies for items that are not normally on your menu and you should work with the chef to provide a stand-out promotion.
Please include the food promotions in your OMG proposal with details and costings. |
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| SUGGESTED MARKETING CHANNELS: |
Marketing initiatives should include a few of the following. When selecting your marketing platforms however, think about who your target market is, what your venue is holding on the day and how this message would get across the most effectively. Eg, if you think the DIY cards would be something your venue should run, then this would appeal to children, so consider bright posters to get this message across.
If you are going with the Facebook event, then perhaps sending a text message as well as posting it on the website or Facebook page would be the way to go, to remind customers to jump online to enter.
- Posters/ lightbox posters- Only to be used it the venue does not yet have digital advertising screens
- Nightlife- Upload to Nightlife via OMG with scheduled finish date.
- Customer till screen – bar, and retail if you are giving away a spirit.
- SMS/E-flyer- Only to be used in consultation with Customer Loyalty Manager
- Staff Viral- Print out the event details and discuss in weekly manager meetings
- Website – Add to events section of website with scheduled finish date
- Social Media- To be posted on venue socials, reach out to local groups through social media, encourage venue sponsored sporting teams and staff to be sharing event details
- Third party listings- include any food specials or promotions on third party websites such as Zomato and Dimmi.
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| SUGGESTED SOCIAL CHANNELS: |
Social Campaigns
- Create a hashtag campaign to encourage patron participation: This is as easy as asking customers to share their favourite photo or best dad joke- be sure to include a venue related hashtag for people to share with the post.
- Charity campaign: Consider running a charity campaign in the lead up to Father’s Day with funds raised going to support fathers in need to a charity/ non for profit that works with dads or a local men’s shelter. You can raise money through a Go Fund Me campaign, through donations over the bar or by donating $1 from specific items sold in the lead up to Father’s day. This also provides an opportunity to promote the venue in a positive light- you may consider running a PR story and teaming up with a local community group.
Social Captions
- “Mum’s get brunch so why can’t Dad too? Join us this Father’s Day for our beer brunch with a complimentary schooner for Dad on arrival.”
- “Father’s Day at XXX Hotel is no mis-steak with 1KG Tomahawks available for just $59. We’ll even throw in a beer!”
- “Smokey BBQ meats, craft beers and epic staff, we know where we’d rather be spending Father’s Day, at XX Hotel”
- “Dad doesn’t want another tie or card this year. Get him something he really wants, a 1KG Tomahawk and a steak at the pub.”
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| REQUIRED IN YOUR PROPOSAL: |
All venues looing to hold Father’s Day activities are required to submit a proposal with the following information:
- Proposed activities & allocated activities
- Current Sunday activities running on the day
- Associated costs
- Marketing initiatives
- POS requirements for both allocated & proposed activities.
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