INCREASING PRE-BOOKED CAPACITY FEBRUARY – JULY 2011 AT WALKABOUT LIVERPOOL Alexandra Ashton S&MC Requested by P. Lillicrap
INCREASING PRE-BOOKED CAPACITY BACKGROUND In January 2011 pre-booked capacity was generating a revenue of £1884. In February 2011 pre-booked capacity increased more than 300%, generating a revenue of £8321.
INCREASING PRE-BOOKED CAPACITY OBJECTIVE To increase pre-booked capacity at Walkabout Liverpool by a further 10% within 3 months, reaching a 20% increase in 6 months.
INCREASING PRE-BOOKED CAPACITY SUCCESS 1. Pre booked revenue increased by more than 300% in 1 month 2. 3rd parties bookings increased by 5% due to sourcing 11 new zero cost 3rd parties 3. Increase in social networking bookings 4. Network 21 – e.g. (STA) 5. Cold calls – 3beat, 3rd parties, Dandelion, Earl of Derby Estates.
INCREASING PRE-BOOKED CAPACITY Implementation Involvement - SMC, GM, DM, TM, staff, 1/3 parties. Communication – as in method. Measurement – MPS, sales revenue, repeat bookings, guest lists, empthaica.
INCREASING PRE-BOOKED CAPACITY CONTRIVED LET Charity – Red Cross (NZ) Work in collaboration with Sainsburys to produce a networking event with a difference. Sainsbury’s is located in the business district and will run a street collection 10am-2pm and sell WB event tickets to local businesses. WB will run a networking event 3-7pm (low sales) providing a buffet, free bubbly and entertainment (sourced free locally). Red Cross receive street collection donations, Walkabout collection donations, proceeds from ticket sales, proceeds from raffle. WB receive food/bar sales, new business contacts, potential repeat customers, good CSR reputation, more influential network 21 contacts and potential increased future sales. Tickets £10 WB £5 RC £5 - 100+ people £500 (buffet + wine) + upselling on drinks Goal – marketing & contacts to improve future sales.
INCREASING PRE-BOOKED CAPACITY cost Budget Fore cast Month 17&18 Actual 1250 60,000 48,000 Financial Info to nearest £K General Activity 2011 COST V SALES Key Focus Area 1/3 Parties The Door Guy, Merseyview, Stags and Wags, Stag and Hen Liverpool, Liverbird 0 3,000 Travel, OTooles Wine Bar, Urban Chic, The Stag Company, UK Girl Thing, HenHeaven, Robs Party Bus Contrived Lets tickets (+labour £50) 50 1,000 for Newsletters Costs – Intranets locations Posters distributed in the local community detailing current guest list/booths/hire availability, intranets to follow. 0 1,000 Chatter houses and drinks/guest list vouchers to the main party organiser in the venue, poster/flyer 100 3000 Network 21 drops, email updates. Growing Database and drop your business card to win a bar tab competition, data capture cards to be filled 70 2000 Birthdays Local Business/ for dj requests, free bubbly, credit card flyers pushing customers who are Corporate photographed in the venue to WC and social networking sites Personal/families Local Relationships / Local newspaper club listings and events guides 0 2000 Media - PR Newspaper/Radio /TV ..Finance -Banks Building Soc/Insurance Corporate sales /Companies /Local Authority/Financial Non Commercial Contacts join the chamber of commerce 360 2000 / Fire / Police/Hospital /Councils Chamber Other 540 Sub Total Row 8 to 16 Sub Total Row 8 to 16 14,000 Standard Business excl all 13,460 Promotion excludes row 17
INCREASING PRE-BOOKED CAPACITY SUMMARY Pre-booked sales to improve by 20% within 6 months Achieved through utilisation and communication of marketing methods/tools, sales offers, networking and contrived lets Improvements after 1 month Low spend, good return on investment