Get ready for a good time

The following article is brought to you by McCain.

Fun, value, excitement, novelty - customers can't get enough of a good deal. Promotions and events are now part and parcel of everyday experience and expectations are ever increasing. With fast changing pub trends and more and more "independent" style pubs there's always something happening to attract business. So it's increasingly important to create stand out for yourself and keep customers interested.​

Promotions and events are great tools for adding excitement and increasing profits. But to get it right, you need to get yourself a plan.

Get yourself a plan​

There are loads of promotional techniques and events you can use. The key to success is to build a programme that meets your needs and brings extra returns. So start by taking a good look at your business and work out where the opportunities are.

When are the down times? What could you sell more of? What makes you money? This helps define your objectives. Then you can create a structured promotional calendar and generate ideas that meet your objectives and generate maximum return.

Make an event of it​

Big events like the World Cup are great opportunities. Next year, the football spotlight is on Euro 2004 during June and July - make sure you get behind it.

For a kick off, grab all the supplier activity going, then build on it to make the event your own. For example, create special meal deals that match the match like half-time hot bites - quick, hand-held munchies your customers can order between the action.

Then, keep supporters spending after the final whistle. Try menus and competitions themed with the teams such as pasta or paella nights - or even a celebration all-day all-night English breakfast! The action lasts for several weeks, so reward loyal fans with a special discount card. Give them extra free or money off if they show their "Yellow Card" when they make a booking. Or, run a competition among the regulars, based around fantasy teams or top scorers, with prizes on match nights and at the end of the tournament for the overall winner.

Increase footfall​

More customers means more turnover. But to get more people through the door, you need specific types of activity. Consider your "catchment" area and the types of customer you can pull in: Students? Pensioners? Young professionals?

Focus on one group at a time with extra-value meal occasions, events and themed evenings like quiz nights, sky football and talent evenings. Put a spin on it to suit your customers. And remember, the objective is to bring in new faces. So you'll need to advertise with window bills, leaflet drops or local press.

GOOD IDEA - Speed dating night:​ For pubs with a young, after work crowd, a six til seven speed dating event fits their lifestyle - and your quick bites menu. Tie in deals on your meals to help attract "daters". Plus drive repeat business with a romantic dinner offer for any couples who fancy a second date.

Encourage trial​

When you're launching something different, promotions prompt trial. So if you have a new menu, new dishes or a refurbishment, tempt people with price offers, flagged up with lots of point-of-sale.

Cross promotions are also highly effective. For example, offer special price Spicy Wedges with every purchase of a high volume lager - so you sell the "occasion" as well as the product. Equally, give-aways, prizes and gimmicks help you capture the imagination and capture an order. It's all about "talk about". That's why it's good to incentivise staff to sell what you've got to offer.

Increase spend per head​

Your regular customers are your best customers - and a great profit opportunity. Increase the amount they spend each visit by tempting with extra value meals and offers. For example, make a meal of a sandwich by creating a deal with chips and a soft drink. Or, by offering special price set menus, you can increase sales of starters and desserts.

Generate loyalty​

And you can pocket more of your customers eating out budget with promotions that reward their loyalty. Collector schemes are a great way to lock customers in. Offer them a collector card which is stamped each time they eat with you - and earns them their fifth meal free. If you get a loyalty club going, you can gather information from customers and regularly communicate about news, events and your latest promotional offers!

GOOD IDEA - Go for your own Gold Card:​ Introduce a discount card scheme, entitling members to five per cent off all meal bills, plus additional benefits such as priority booking and reserved seating.

Put the spoilers on the competition​

It always pays to watch the competition, either to pinch ideas or lessen the impact of what they are doing. If they launch something new, run special deals on your menu at the same time to undermine the competition - and keep hold of your customers.

Build your brand​

With the right style, your promotions can help build your brand. But bear in mind that any activity will colour opinion of your pub. So make sure whatever you do, it's in keeping with your overall proposition.

Running themed events is a great way to make a reputation. For example, if you are an upmarket food destination pub, a wine tasting evening might be your customers' cup of chianti!

GOOD IDEA: Run your own charity auction:​ Sell "tables" and encourage customers to donate prizes. Link with local third parties who may be keen to tap into your audience - and look for donated "lots" such as signed football shirts, cricket bats or a sports car for a week from a local showroom.

And count the extra profit​

Promotions are all about boosting business and sales. But you need a plan that works for you. Too much activity will reduce impact and effectiveness. So avoid promoting "just for the sake of it" and make sure you set good, clear promotional objectives.

Always evaluate success and never promote if it doesn't add profit. But don't be short sighted - with great promotions, sometimes the pay-back keeps coming long into the future.

How does the Chef of the Year do it?​

A promotional push on main courses has worked really well for The Plum Pudding, Armitage.

Adrian Vince, head chef at The Plum Pudding and winner of Chef of the Year 2002 explains: "We have started offering a two-for-one promotion on main courses for both lunch and evening meals and have seen a dramatic increase in bookings - on some days, almost double.

"We communicate the promotion on blackboards located within the pub as well as on A-boards outside the pub. The A-boards have been key because they have attracted a lot of passing trade.

"Part of the success of running a promotion on main courses is that it encourages customers to purchase a starter or sweet from the menu at full price. The promotional offer also encourages new customers to come and eat in the pub, which leads to repeat business."

Promotion success checklist​

• Establish your objectives and use the techniques to match
• Develop an organised calendar to help you plan
• Use all the POS you can to flag up offers
• Get your staff behind everything you do
• Evaluate to check that you have met your objectives and measure success - if it works, do it again.