Marketing - using the internet to grow your trade

John Porter looks at the growing range of ways that licensees can use computers and the internet to show customers what is on offer in their pubs.

Despite fears that, thanks to mobile phones, email and the internet, Big Brother is now always watching us, the whole point of technology is that it is supposed to make our lives easier - and our business more profitable.

Pubs have always been what the IT industry calls "slow adopters" - which basically means that technological breakthroughs tend to take their time to filter through to the licensed trade. EPoS systems, which were widely used in hotels and the retail sector before they came into general pub use, are a good example of this.

Things, as they say, can only get better. The imminent development of broadband technology via mobile and cable will allow large amounts of data to be transferred across distances very quickly and cheaply. This will revolutionise the way pubs entertain and communicate with their customers.

While you're waiting, there is a growing range of ways that pubs can use technology to ensure that customers know what's on offer.

PC design and printing​

A standard word-processing program can be used to produce basic menus, posters, tickets and leaflets. Most PCs now also come with quite sophisticated graphics software packages which, with a little practice, will enable you to produce higher quality results. These include drawing programs, as well as libraries of images which can be used as illustrations.

You can also include your own photographs, either using a scanner or downloaded directly from a digital camera. This would enable you to produce a newsletter featuring pictures of the darts team's winning match, or of regulars enjoying themselves at the summer barbecue, for example.

However good your graphics program, though, sometimes the peripherals can let you down. Images from digital cameras can sometimes be of variable quality, and standard printers in particular tend to produce quite low resolution results which may look a little "rough". To produce high quality images, especially at poster size, you will almost certainly need a more powerful printer than the standard model. For posters, it will need to be able to print at least A3 paper size.

Work out what you want the equipment to do, and explain the needs of your business to the supplier before you commit to a purchase. If it doesn't perform as expected, you then have a comeback if you have been misled about the system's capabilities.

An alternative is to create the design yourself and give it to a local printer either on disk or via email to run it out for you. This technology removes most of the traditional high cost of small print runs if the printer has the right equipment. You may even be able to use the internet to track down a printer who meets your needs.

If you need training in using word processing and graphics software, most local authorities and colleges run IT courses, supported by government funding, to help adults get to grips with computers.

Database​

You can compile a database of customer details and use it to create what are called "relationship marketing programmes".

This really just means that you can tailor an offer or promotion to the customers it is most likely to appeal to.Examples could include a weekday evening two-meals-for-the-price-of-one offer targeted at customers who usually only eat at your pub at weekends, or a spirits promotion sent to malt whisky drinkers.

Compiling a database is relatively time consuming to begin with, but can pay dividends in the long-run. There are a number of simple ways to gather the information.

For example, if you have a lot of business customers, hold a business card draw for a bottle of champagne or a free meal for two. Most of the information you need will be on the cards. For customers without cards, you could design and print an entry form on your PC.

You could also build a database by creating a pub loyalty scheme using membership forms and cards generated by the PC. Pubs have successfully created dining clubs where members get a discount on meals by showing their card.

As well as basic details like name and address, an idea of the customers' age group can be useful, and information such as an email address and mobile phone number will enable you to market offers to customers using email and text messages.

Barbox, the online pub service, has an application called Membership Manager that allows publicans to compile customer databases and then generate letters or emails against selected criteria.

Email​

Email is not just a way for you to tell customers what is going on, it also allows them to communicate with you. By including your email address on menus you can take bookings and even orders for meals in advance.

One word of caution is to make sure that it is someone's responsibility to check the email regularly. One busy pub agreed to take email orders for lunchtime sandwiches from a nearby IT business centre, but ran into problems when they kept forgetting to check the emails - customers would call in for sandwiches that weren't ready. Customers will also be reassured if you reply to email bookings with a confirmation.

EPoS​

EPoS till systems enable you to run in-outlet promotions targeted to customers' preferences. Customers paying for a meal might be given a voucher for a free bottle of wine the next time they eat at the pub.

Suppliers are already exploring this technology. Guinness has introduced promotions linked to the EPoS printer, which allows pubs to print vouchers offering discounts and special offers.

Online event marketing ​

Once you've designed and printed your posters and tickets, and emailed the customers on your database to tell them about your latest event, you can also market it to a wider audience on the internet.

There are online "What's On" listings covering most major towns and cities, as well as wider areas, operated by local authorities, tourist boards, and commercial operators.

For example, the consumer-focused Pubs247 website has a guide that allows publicans to advertise activities and events such as quiz nights. If you are asked to pay for an online listing, you need to be reasonably sure that it will generate enough additional customers to cover your costs.

Kiosks​

Internet kiosks can help to bring customers into the pub. It is now possible to use the web to download music and games to these units, which ensures your in-pub entertainment is up-to-date.

Barbox has an online quiz generator that allows customers to tailor quizzes to their specialist subjects. But don't worry about the internet killing off live entertainment completely - there is also an "actfinder" facility than can put you in touch with a range of performers and entertainers.