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Using a promotional planner is just good business. Apart from making sure you have all the bases covered, a planner can serve as an excellent informational tool that helps you decide if an event should be repeated next year and , if so, points to ways it can be improved. You should consider using a full-blown checklist like the one below if an event is annual, will run for more than 2 weeks or will receive media attention. A much more pared down version will suffice for smaller functions. PRE-PROMOTIONAL CHECK LIST Add lines as neccessary. For demonstration purposes, it is assumed this is for a 3 week promotion. Hook name or event title ____________________________________________ Day(s) to occur________________________ Date(s) to occur ______________ Describe target demographic group ____________________________________ Describe event ____________________________________________________ Describe vendor support _____________________________________________ Vendor tie-ins possible? If so, describe with contact & phone. _________________ Describe external marketing plan Radio Station______ cost_____ Print_______ cost_____ TV _______ cost ______ Mailing list______ cost____ Fax/ telemarketing_______ cost_____ Promoter_______ cost_____ Web site _______ cost_____ Other (billboards, banners, balloons, search lights, etc.)_____ cost_____ Media tie-ins possible? If so, describe with contact & phone.________________ Describe internal marketing plan In-house_______ cost______ (calendars, flyers, posters, buttons, etc.) List supplies needed with cost (decorations, staff dress, etc.) Item_____ Supplier/phone #_________ cost_____ expected deliv. date____ Background Music/Video supplies Item ____ Supplier/phone #_________ cost _____ expected deliv. date____ Describe drink specials Drink_______ regular price____ discounted price_____ Extra supplies?___Supplier/phone #____ cost__ expected deliv. date_______ Describe food specials Item_________ regular price_____ discounted price_____ Extra supplies?___Supplier/phone #____ cost__ expected deliv. date_______ Describe each contest/event with rules __________________________________ Supplies needed_____ vendor/phone#_______ expected delivery date______ Prizes needed_______ vendor/phone# ____________ delivery date________ Who will run contest event?_______________ time to occur_________ Liability release form needed?_________ Describe special entertainment (bands, comics, etc.)_________________________ Contact/agent name and phone#________________cost______________ List staff involved (have each initial to show they understand and are responsible) Name________________ responsible for_____________ initials______ Projected Sales Totals for each night of promotion's duration Night 1 $______________ Night 2 $______________ Night 3 $______________ Average total of projected sales (total all projected sales and divide by the number of weeks run) $_________ POST-PROMOTIONAL CHECKLIST To be completed nightly for the promotion's duration Night 1 Hourly head count with gender split (% male vs. % female)__________________ Weather__________________________________________________________ Door/miscellaneous sales total_________________________________________ Beverage revenue total_______________________________________________ Food revenue total__________________________________________________ Grand total revenue_________________________________________________ Night 2 Hourly head count with gender split (% male vs. % female)__________________ Weather__________________________________________________________ Door/miscellaneous sales total_________________________________________ Beverage revenue total_______________________________________________ Food revenue total__________________________________________________ Grand total revenue_________________________________________________ Night 3 Hourly head count with gender split (% male vs. % female)__________________ Weather__________________________________________________________ Door/miscellaneous sales total_________________________________________ Beverage revenue total_______________________________________________ Food revenue total__________________________________________________ Grand total revenue_________________________________________________ At promotions end Tally all nightly Grand total revenue and divide by number of nights tracked to get an Average Grand Total Revenue. Night 1 Grand Total Revenue _______ Night 2 Grand Total Revenue +_______ Night 3 Grand Total Revenue +_______ Overall Grand Total Revenue =_______ divided by 3 (or # of nights run) = Average Grand Total Revenue Total advertising costs_______________ Total decorating supplies +_____________ Total extra expenses +_________________ Total contest/prize costs +______________ Total other entertainment costs +_________ Grand total expenses =_________________ Average Grand Total Revenue minus Grand Total Expenses= Profit. List Profit_________________ To what do you attribute the difference in projected and actual revenue totals?____________________________________________________________ List problems and/or ways each area could be improved. Vendor support_____________________________________________ Media/advertising___________________________________________ Internal marketing___________________________________________
Decorating________________________________________________ Drink/food specials__________________________________________ Contests__________________________________________________ Staff involvement___________________________________________ What was the overall reaction from guests?___________ From staff?_________ Did the weather seem to affect sales on any night?________________________ File these sheets and refer to them when planning your calendar next year.
The Hughes Company
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