A Fine Example of Creative Marketing

March 11th, 2010

I recently read an article in the Boston Globe online that was a perfect example of creative marketing in action.

Jerry Remy, former Boston Red Sox second baseman and current Red Sox announcer, is opening a restaurant near Fenway Park called Jerry Remy’s Sports Bar & Grill.

Start-up restaurants are a risky proposition to begin with even in a decent economy. Throw a recession into the mix and the failure rate is downright scary.

Remy and GM Don Bailey have come up with a creative way to make money before the doors even open for business.

How?

By thinking outside the traditional marketing box for restaurants.

What did Remy do?

He created a continuity income stream for Jerry Remy’s Sports Bar & Grill – in essence creating a membership level to his restaurant.

Patrons who spend $500 will get to skip the line that forms before Red Sox games (packages are for either home or away games), have a guaranteed table (once the game starts), and receive a $25 food credit and one free beer per visit, along with invites to exclusive events (up to a $3,000 value).

Since launching the campaign a month ago, 170 people have signed up for the program.

That’s a cool $85,000 without even opening yet.

Nice.

Remy’s is using its season-pass offer to attract fans year-round, with $350 packages for the Patriots and $250 for the Celtics that give the same perks for all the games.

How many restaurants could be using this strategy, or a modified version of it, to increase profits? How could you apply this to your own business?

One of the mantras of marketing legend Jay Abraham is to take a strategy or tactic that works in one industry or business, adapt it, and use it in another industry.

Take some time and figure out a way to incorporate Remy’s strategy into your own business. Maybe you’ll make an extra $85,000. Maybe you’ll make more.

Even if you don’t, creating another income stream for your business is always a good thing.

You can read the entire article of Remy’s in the Boston Globe by clicking here.

Categories: Marketing |