| OVERVIEW OF THE PROMOTION: |
Mother’s Day is an internationally recognised celebration, honouring mothers, motherhood and maternal bonds. In Australia, Mother’s Day falls on the second Sunday in May.
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 Mother’s Day brunches, 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 Mother’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.
BAILEYS FOR MUM WITH EVERY MOTHER’S DAY BOOKING:
DETAILS: Every booking will receive a 700ml bottle of Baileys for mum. The bottle will feature a special tag which will say eg. “Shamrock Hotel Loves Mums”. This will encourage customers to commit to booking their event at your venue and will ensure each and every booking walks away happy with a fantastic gift for mum.
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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 seek approval from Tom Gerlach.
Conditions of the promotion:
- Bookings made prior to the date
- Minimum 4 people per booking
- All guests must have a main meal
- 1 bottle per booking
- Bottle must be sealed at all times during visitation
COST:
This may be supplier funded. Seek approval first. |
BEST MUM – FACEBOOK PROMO:
DETAILS: To drum up interest surrounding mother’s Day in the preceding weeks, consider running a social media competition (Family focused venues only). Consider running “My mum’s the best because…” competition where people are encouraged to post a photo to Facebook that explains why their mum is the best.
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They should be prompted with a #tag so you can manage entries. The best entry will be drawn and the winner should be awarded a great prize which may include a Mother’s Day lunch at your venue along with a pamper package or day spa voucher for mum.
For the best results, you should draw this about a week out from Mother’s Day.
Please include in your proposal:
- Competition mechanic
- Promotional period
- Draw date
- Prize offering and value
- Target number of competition entries.
COST:
- Cost of the prize
- Social media advertising costs
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MUMS EAT FREE:
DETAILS: Food venues may wish to consider offering an incentive to bring their mum’s to your venue for a meal. Consider offering a ‘Mum Eats Free’ promotion.
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Please note:
You will need to have terms and conditions in place. Eg. Valid for bookings of four or more guests, not to be used in conjunction with any other offer. Please include these specific terms & conditions in your proposal.
COST:
The sale price of the lesser priced meal will be allocated to your food promo account. Please include a total estimated cost of food promo spend, based on your expected number of redemptions of this offer. |
FACEBOOK OFFER:
DETAILS: A Facebook ‘offer’ allows you to share discounts/vouchers with customers by posting an offer on your Facebook page. When someone claims an offer, they’ll receive an email that they can show at the Page’s physical location to get the discount.
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The objective of this promotion is to increase bistro sales, whilst also keeping tabs on how many tables are booked.
Offers to consider:
- Book a table for 4 or more this mother’s day and receive a free bottle of sparkling wine.
- Package up a 3 course meal at an attractive price point.
COST:
- Dependent on your offer, you may have an allocation to food or bar promo accounts.
- $30 POS design for an image to accompany the offer.
- Additional Facebook boosting post costs may also be incurred.
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MEGA MOTHER’S DAY:
DETAILS: Family venues should consider providing additional activity on mother’s day to cater for the whole family.
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Activities to consider could include:
- Specially designed Food & Beverage package
- Face painting
- Kids entertainer
- Family Photos (similar to Santa Photos)
When submitting your proposal, please outline:
- Proposed activities
- Times of activities
- Associated costs
COST:
Costs will be dependent on your selected activity. |
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| PROPOSED MARKETING ACTIVITY: |
Marketing initiatives should include the following:
- Bar till customer display screens
- Portrait Plasmas
- Tri fold table talkers
- Staff Viral
- Nightlife
- Social Media
- Posters in venue
- E-Flyer
- SMS
- Local Media Release
- Local mothers groups
You should also have a think about how you could best reach your target market pending on the events you may be running. For example, if you are going all out for mothers day as you see that it is profitable for your venue, then in house POS will be effective but consider taking it outside the venue by media release. Perhaps your local sponsored clubs can post something about it on their Websites etc. |
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