This document outlines a plan to increase pre-booked capacity at Walkabout Liverpool over a 6 month period. It discusses utilizing various marketing methods like social media, networking events, and partnerships with third parties to achieve a 10% increase in pre-booked revenue within 3 months and a 20% increase within 6 months. After the first month, pre-booked revenue had already increased over 300% and bookings from third parties and networking events were up as well, showing early success for the low-cost plan.

1. INCREASING PRE-BOOKED CAPACITY
FEBRUARY – JULY 2011
AT WALKABOUT LIVERPOOL
Alexandra Ashton S&MC
Requested by P. Lillicrap

2. 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.

3. 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.

4. INCREASING PRE-BOOKED CAPACITY
ACHIEVING THE OBJECTIVE
1. CLEAR COMMUNICATION
2.MARKETING – internal/external
3. NETWORKING
4. 3rd PARTIES
5. NETWORK 21
6. CONTRIVED LETS

5. INCREASING PRE-BOOKED CAPACITY
METHOD
• POS • Chamber of
• Emails Commerce
• Cold Calls • Kompass Directories
• Social Networking • Intranets
• Local Networking • Word of Mouth
Events • Charity Events
• Birthday Offers • Contrived Lets
• Network 21 • Competitor Analysis
Contact • 3rd parties

6. 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.

7. 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.

8. INCREASING PRE-BOOKED CAPACITY
CONTRIVED LET
Charity – Red Cross (NZ)
Work in collaboration with Sainsbury's 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.

9. 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, O'Tooles Wine Bar, Urban Chic, The Stag Company, UK Girl Thing,
HenHeaven, Rob's 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

10. 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