Marketing Maketh the Perfect Plate Winner
Your Local Club Perfect Plate Most Votes Winners - (from left to right) The Fraternity Club (Medium Club), DOOLEYS Regents Park Sports Club (Small Club) and Wenty Leagues (Large Club)
One of the old adages of the marketing world is: “it’s not what you sell that matters so much as how you sell it”. That’s certainly true of the Your Local Club Perfect Plate Awards.
All of the winners in the first three years of the competition, in both the regional and state-wide categories, have gone over and above when it comes to promoting their Perfect Plate entry to members and the broader public. Whether it’s a social media campaign, a members’ EDM, table talkers, pull-up banners or proselytising wait staff, the ticket to Perfect Plate success is an effective marketing strategy — and delicious food, of course.
While the Perfect Plate Awards are handed to the clubs with the highest average score for their dishes, three clubs in the small, medium and large categories were given a surprise award this year for registering the most votes.
Most Votes Winners
- Small Club – Dooleys Regents Park
- Medium Club – Fraternity Club
- Large Club – Wenty Leagues
It’s perhaps no surprise that each of these clubs is a previous winner of a Perfect Plate gong — Dooleys Regents Park won the Western Metro region in 2021, Wenty Leagues won the North West Metro region and the State Large Club Award in 2021, and the Fraternity Club was a two-time winner of the Medium Club Award in 2021 and 2022, as well as winning the Illawarra & Shoalhaven region.
These clubs are also good examples of those who understood early that Perfect Plate is just as much about the marketing as it is the food.
As the Fraternity Club’s Marketing Consultant, Kane Baker, told ClubTV last year: “I think the key thing is your staff. If you can get your staff enthusiastic about your food and the competition, it really spreads throughout the Club, throughout the membership, and throughout your guests.”
As for marketing collateral, Kane said: “We had the table-toppers, we had the pull-up banners, we had the digital screens, so we were sort of in everyone’s face as much as possible. We also did a lot direct marketing through our member database and via SMS to get the word out there that we were in this competition,” he said.
In short: “It was all about converting sales into votes.”
While the three clubs that won this surprise award fell short of winning the top prizes this year (i.e. those awarded to clubs with the highest average score above the threshold), each was recognised at the 2023 Your Local Club Perfect Plate Awards Night held at Norths Cammeray on 1 August for registering the most votes in their respective categories.
Well done to them!
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