Hospitality Doctor
Max Hitchins
Slipstreaming: making special days last an entire month excellent opportunities for most hospitality industry businesses to connect with their target audience and attract a new audience by creating unique experiences. Special ‘celebration’ days provide Most Hospitality businesses expend much time and effort in promoting special days like Mother’s Day, Father’s Day, Valentine’s Day, Australia Day, Grand Final Day, etc. etc. But, you can turn these ‘day long’ promotions into ‘month long’ promotions. I know because I’ve done it. My Dad used to say, “Showing is better than telling.” So, let me share some ideas with you in order to get maximum value out the Melbourne Cup. The Melbourne Cup is one of the most watched media events every year in Australia. As you well know the Cup ‘stops the nation’. It’s been a major event in Australia since 1861. So why not ‘slipstream’ on all the publicity that has been generated for 160 years? In 2023 the Melbourne Cup will be run on Tuesday November 7. Hence, from October 1 you have 38 opportunities (days) on which you can slipstream on the 2023 Melbourne Cup.
place on Sunday November 5 where you will draw out five names and their prize could be a free $100 bet (say…$50 each way) on the horse they selected on their “What is your ‘tip’ to win the Melbourne Cup” form.” • Each day have a Melbourne Cup Trivia contest of say 5 questions per day about the Melbourne Cup. Print these out and give one to all daily customers. Have these placed in a special Trivia box. Offer a prize for the five people who get the most answers. You can find trivia at my website:https://www. pickthecupwinner.com.au/pages/stats-and- stories#start • Look at the 5/10 suppliers you spend the most money with during the year. Ask them to supply a free prize to be drawn out or given to a winner at your special day on November 5. Perhaps your Butcher could supply a $500 meat tray as a prize. Ask a Brewery to donate a special alcohol price. If you have a connection to a 5 Star Hotel ask them to donate a free weekend for two people. • Take bookings for Melbourne Cup Day on November 7. Offer mystery Trifectas for the first 100 people to make a reservation.
• Hire a celebrity ‘racing person’ (trainer, jockey, owner) to attend on Cup Day.
Here are some points to ponder:
This is a much abbreviated version of a template I use when I do special occasion Hospitality Industry consultancy. I can write you marketing plans for amazing opportunities that occur throughout each year.
• Print out some “What is your ‘tip’ to win the Melbourne Cup” forms. Have these forms available from October 1. Include an online bookmakers Melbourne Cup ‘Futures’ market on the form. • Offer the opportunity of getting ‘one free entry’ per day for each day customers who visit your premises for every day they visit your premises leading up to the Cup. (The strategy is to endeavour get customers visiting you every day).
Contact me if you would like me to come to your place to talk further about this.
Max Hitchins - The Hospitality Doctor w: HospitalityDoctor.com.au e: max@hitchins.com.au
• Plan a major Melbourne Cup promotion at your
52 Tasmanian Hospitality Review August/September Edition
Made with FlippingBook Digital Proposal Creator