The following article is brought to you by Coca-Cola.
Raise your pub profile and performance with well-run promotions.
Well-managed promotions are a powerful means of boosting business in a targeted and controllable way. With just a little bit of planning, they are easy to run and very popular with customers.
Promotions are a great way to build up business at specific times or with specific lines - introducing a happy hour, launching a new product or a lunchtime menu for example. They also give you the opportunity to profit from new product development and national promotions run by major suppliers.
Planning for success
When planning your promotions, it's important to have clear objectives and to know how you are going to communicate with customers. Talk to your suppliers about how they can help you with national and local events.
- Agree what you want to achieve and use the right kind of activity to make it happen
- Agree timings and brief your team
- Decide your communication method - posters, Optic strips, leaflets, press releases, etc.
- Choose activities that produce maximum impact
- Monitor results and learn how to build on your successes
Promotions in practice...
Here are just a few examples of how to use soft drinks promotions to boost sales:
- Increase awareness of particular products
A special price promotion, attractive back-bar display or a "free" tasting can be ideal to push sales of high value or new products. For example, the exciting new product launch featuring Vanilla Coke, linked with Bacardi - an ideal opportunity to promote the profitable spirit mixer sale. According to Andy Monk of Coca-Cola Enterprises Ltd (CCE) "consumers have reacted very positively to the introduction of Bacardi and Vanilla 'Coke' with some outlets showing weekly sales of 370 bottles of Vanilla 'Coke'".
Time limited special offer
Want to introduce a new lunchtime menu? Half price soft drinks in launch week could help get your service noticed
Increase business in quiet periods
Early evening trade could get a real lift with a spirit mixer special offer and a midweek meal deal could help you compete more effectively for that lucrative lunchtime trade. A recent trial displaying "Schweppes" tonic and Gordon's Gin together boosted sales by 25 per cent (John Clements, Scottish & Newcastle). And then there are national promotions that you can tap into for special events and occasions...
Promotions kicking off!
A prime example of a popular promotion is National Pub Football Week, in which leading independent pub groups have got together to encourage business around the Euro 2004 qualifier games. The promotion also involves major drinks manufacturers.
David Bremner, head of sales development at Punch Pub Company, sees it as an opportunity to drive sales of all beer and non-beer products, as well as providing customers with some great offers and a good atmosphere for watching the games.
CCE is actively supporting the promotion and David is quick to recognise the value of its involvement. "The 'Coca-Cola' football kit represents excellent value," he says. "It costs the pub £25 but includes six footballs, 24 'Coca-Cola' branded glasses and a scratchcard mechanic where a customer will win a Premiership shirt worth at least £45."
David is also aware of the contribution soft drinks can make to sales. "It is difficult to entice pubs to run soft drinks promotions," he says, "but there is great value in driving trading up and encouraging more lunchtime trade. What pubs often forget is that their lunchtime competitors aren't just other pubs but high street retailers and coffee shop chains."
National Pub Football Week was designed to be easily introduced and communicated to customers through a dedicated website and an awareness kit for publicans which includes external banner, bunting, beer mats, posters and fixture dates posters.
The event culminates in the crucial final qualifying games to be held on October 11, 2003.
"There is great value in driving up and encouraging more lunchtime trade."David Bremner, Punch Pub Company
"Coca-Cola", "Coke", "diet Coke", "diet Coca-Cola", "Fanta" and "Sprite" and the design of the "Coca-Cola" Contour Bottle are registered trademarks of The Coca-Cola Company. "Schweppes", "Malvern" and the 196 graphics are trademarks of Atlantic Industries. "Appletiser" is a registered trademark of Sabmark International.
For more information on soft drinks and the perfect serve visit www.cokepubandbar.co.uk.