Lately I have been thinking a lot about how Australian pubs and clubs promote themselves and their entertainment offerings.
My team and I are constantly working with venues in trying to come up with new and creative ways to capture the attention of patrons.
An increased focus on the internet and social media means there are limitless ways to get the message out. Then there is newspaper and radio advertising, billboards and banners. There is Point of Sale and mail drops. The options are endless.
But there is one promotional ace up every venues sleeve that probably isn’t acknowledged enough.
“OK, Brayden,” you are probably thinking, “you have my attention, what’s this promotional ace you are speaking of?”
Well, here it is. Engaged staff. Simple as that. There is no better promotional tool at your fingertips than an engaged staff member with a smile on their face and a genuine enthusiasm about what they do.
At Full House Group we spend a lot of time working out what separates a good venue form a great venue. Time and again the same answer comes up. It’s rarely about huge marketing budgets or viral advertising campaigns. These things might help but it’s always the staff that make the difference in my experience.
Let me give you a couple of examples.
A few weeks ago I visited the Elsternwick Club in Eastern Melbourne. They have been having heaps of success with their weekly APL poker tournaments and I was keen to find out what the magical ingredient that made all the difference for them was.
When I arrived I was surprised to find a humble bowling club in a quiet street, not your traditional poker venue. As I walked towards the venue I was intrigued to find out what was bringing them success.
It didn’t take long.
As soon as I entered I was greeted by Pete, the smiling and enthusiastic Venue Manager who went out of his way to chat to patrons, collect glasses and tidy the bar. Pete was totally engaged in what he was doing and his attitude was infectious. The atmosphere was fantastic. Who wouldn’t want to play poker there on a regular basis?
A few days later I went a little further around the bay to the Frankston RSL, where I met Jana, the Marketing and Events Manager. Jana had recently taken on our QuizzaMe Game Show trivia and I wanted why she was having so much success.
Again, the same thing.
Jana walked around to every player and asked them how they were enjoying the event, taking a moment to chat and wish all her patrons well. Just like at Elsternwick Club the atmosphere here was fantastic! Jana was the perfect promoter for her venue.
In my last article I discussed how important Australian pubs and clubs are in their role as the social hub of their communities. The power they offer in real human interaction is priceless. To see engaged staff members make these interactions positive, memorable ones was the best of what this industry has to offer.
I look forward to bringing you more on the power of positive staff in the coming weeks.