Nightclub & Bar Convention and Trade Show - March 1-4, 2009 - (Page 17) Driving Profits Driving Profits in the new economy USBG Master Mixologist title, remember that the USBG Bartender exam is your starting point! If you successfully pass this mandatory exam, you will be eligible to become a USBG bartender. The test is $45. Please arrive 30 minutes early to register. interactive Marketing 2009: A Fun New Way to Build Traffic and Customer Loyalty Ray Ford, Founder, FORD Management Services What if you could reach your target audience more effectively while spending 50% less on advertising and marketing? Wouldn’t you rather give a portion of your ad budget to your guests instead of the media? Ray Ford will show you how during this fast-paced session, as he reveals the secrets to connecting with customers by combining your website, email and text messaging in fun, interactive ways. His ideas will help you create a new social network in which everyone can participate and benefit. Positive Responses to the Negative Economy: Changes That Will Keep you in Business Brandon Perry, Co-Owner, The Great Plate Shawn Perry, Co-Owner, The Great Plate; Mike Corbett, Marketing Director, The Great Plate This session will provide an overview of the changes this team made at The Great Plate when faced with closing the business or responding positively to the negative economy – including staff restructuring, menu redesign, service progression alteration to fast-casual, entertainment overhaul and bar revamp. They will also share details of their current work redesigning the 5,000-square-foot upstairs facility, which has not been open to the public since 1991, to rebuild it into an entertainment, concert, nightclub, banquet and special occasion facility. Their story illustrates the power of a proactive, thoughtful and creative approach and offers ideas you can use to breathe new life into your own establishment. new – what’s new is old, changing consumers, the explosive cost of goods, unique retailer requirements, new shoppers, emerging trends and the graying of iconic brands. Bump Williams will take you on a journey of positive possibilities as he recaps the challenges and underscores new opportunities. tuesday, March 3 4:00–5:00 pm The Value of Alcohol Seller Training Trevor Estelle, Vice President of Sales & Marketing, Health Communications, Inc. When it comes to selling alcohol, establishments should be aware of two trends that can affect their bottom line. First, in recent times, there has been a significant increase in the number of legal actions being taken against cashiers, owners/operators and corporations for selling alcohol to underage and intoxicated customers. Many of these cases are being settled out of court for millions of dollars. Second, a growing prohibitionist movement is making it increasingly difficult to sell and consume alcohol. If you’re like most operators, age-restricted products account for a large portion of your revenue. You need to be aware and concerned! In this session, learn about effective measures establishments can take to prevent underage sales, intoxication and drunk driving. Learn how to develop a sound alcohol sales policy for your cashiers. Learn the various ways operators can arm themselves, employees and customers against the growing prohibitionist movement. Learn how to keep your customers safe. off-preMise traCk Following are four of the six sessions dedicated to off-premise concerns. Please visit ncbshow. com for additional course offerings and updates. Please note: Separate registration required. All Off-Premise registrations include Keynotes and Super Sessions. Let’s Talk Marketing: What Really Speaks to your Audience? Dave yasnoff, Managing Partner, Hype Promotions Brandon Brown, Managing Partner, Power Tools, Inc How do you connect with…make an impact on… and elicit action from your audience? Industry veterans Dave Yasnoff and Brandon Brown will help you develop a comprehensive marketing game plan designed to make a true difference in your business and your bottom line. Hear what they have to say, and compare notes with your peers on what’s working and who’s making real headway on the marketing scene. Monday, March 2 3:30–4:30 pm How to Attract Customers in a Challenging Economic Environment Ron Breitstein, Sales Manager, Key Accounts, Chicago Wine Merchants When economic times are good, you see a steady stream of customers, right? But when times are tough, those visits become more sporadic. Ron Breitstein has great ideas to give your business the boost it needs during this down economy. He’ll tell you how to attract customers, use competitive pricing to your advantage, develop a strong marketing plan, secure supplier and distributor support, make the most of advertising and leverage cross-promotion opportunities with your on-premise accounts. wednesday, March 4 10:00–11:00 am 9 Steps to Sales Success Darryl Rosen, President, D. Rose & Associates Today, vending machine selling is prevalent among many retailers. Like a vending machine, sales associates called “clerks” can’t answer a question, provide critical product knowledge, protect the customer from making a mistake, really understand their needs or identify the best products to meet those needs. After each customer interaction, we should ask ourselves, “What is the difference between what we just did and what a vending machine would do?” If the answer is “Not much,” then we have a problem. Because if we don’t add value to each transaction with our customer, we risk losing that customer! Learn the nine steps to a successful sales customer relationship from a retail leader, and turn your sales associates into your best asset. The Bottom Line on Fun: How to Make Money on Amusement Equipment Robert Vittitoe, CEO & President, Flash UNlimited & Associates (FUN) Jukeboxes, pool tables, countertop video systems and darts don’t just add to the fun factor of your operation; they can also earn you cash! And now, there are programs that enable you to purchase your own equipment so that you can keep 100% of the profits. This session will help you understand the benefits and risks of owning and operating amusement equipment, and the opportunities for supplementing your equipment with specialized games from local amusement game operators. Which pieces of equipment should you purchase and operate yourself, and which should you contract out? How should you price your games? You’ll also learn how placement within your facility is key to maximizing revenue. tuesday, March 3 10:00–11:00 am The Golden Opportunities of 2009 Bump Williams, Founder, Bump Williams Consulting The challenges of 2008 actually open new doors for 2009. Think about the mix of ups and downs we have to work with: economic woes, new leadership, consolidation, strategic alliances, joint ventures, new partners, new beginnings (and final endings), what’s old is 17
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