Week ofperfection

Ewan Turney gets the lowdown on the Campaign For Real Ale's annual National Pubs Week and outlines how pubs can get involved in the trade-building event

When is it?

19 to 26 February.

What's it all about?

Twenty pubs close every month ­ that's a shocking statistic. In fact it's a downright worrying figure for all involved in the pub industry.

A recent Morning Advertiser survey revealed that 51% of drinkers visit the pub less often than they did two years ago ­ only 10% go more often.

Camra launched National Pubs Week (NPW) in February 2003 in a bid to reverse this trend. "National Pubs Week was an event created to encourage people to visit pubs more regularly at a time of year when trade can be slow for the industry," says Camra chief executive Mike Benner.

More than 15,000 pubs took part last year ­ the biggest generic pub campaign ever.

Why is it so important?

The battle for the leisure pound has never been more competitive. Gone are the days when people collected their wages and headed down the pub to spend their wedge. With Sky TV, cinemas, bingo halls, health clubs, DVD home entertainment systems and, of course, cheap booze from the supermarkets, pubs need to up their game now more than ever.

"In today's competitive leisure industry, it is important that pubs become more marketing focused to attract and keep custom," says Benner. "They do not have to organise really imaginative events ­ pub quizzes, food promotions, themed nights, pub crawls with other pubs can all work if that is what locals want."

In light of recent lurid press coverage against pubs, highlighting the behaviour of the minority, NPW is the perfect opportunity to promote the vital role the pub plays in knitting together the community. Whether you have a freehold, tenanted, leased or managed house ­ get involved for the good of the industry as a whole. The week is not about real ale but about pubs.

How can I get involved?

It could not be easier. Log on to www.pubsweek.org and apply for a free promotional pack or simply contact Samantha Jones on 01727 867201 or at samantha.jones@camra.org.uk.

Once you have your free promotional pack ­ including posters, beer mats, balloons, pump-clip add-ons, a free pub quiz and advice on staging events ­ you are ready to go. "Ordering free promotional packs and organising events is the key to a successful NPW for pubs," says Camra press manager Tony Jerome. It only takes one minute to send off for a promotional pack ­ the benefits of which will last significantly longer.

Brewers and suppliers can also muck in and help the cause by distributing free packs to venues.

What types of events work well?

Often the simplest ideas are the best. Pub quizzes, food promotions, themed nights and pub crawls have all been success stories so far.

"The type of event you go for really depends on what your customers want," says Jerome. "In certain areas, there are no pub quizzes, so it would work well. We are encouraging licensees to speak to their customers about what they want and how much they are willing to pay for it."

It doesn't mean that you have to run an event every night of the week either. One big event during the week should do the trick as long as it is well thought out.

Here we've spotlighted some ideas to try.

Charity evening

What better way to help the victims of the Asian tsunami disaster than to donate 10p from every pint to charity? It is a simple idea that could attract the support of a raft of local businesses willing to donate prizes for a raffle.

Another way to gain great favour with the local community is to lay on a minibus for an old people's home on an otherwise quiet afternoon or evening. It is an easy way to fill your pub and by serving a three-course set menu for £10 each, everyone's a winner.

"Invite the local press down to increase publicity," says Jerome. "Local papers have loads of space to fill and it is a great source for free advertising."

Food promotions

Free starter with every meal? Buy two meals get one free? Kids eat for free with two adults? The choice is endless, but by offering great value for money, more people will be enticed from their homes and venture down to the pub.

A simple press release that can be sent to local newspapers and also downloaded from a website could include a coupon advertising the offer and help to further increase footfall.

Original ideas such as beer and food tasting evenings could prove to be a real hit this year, especially as a precursor to the Morning Advertiser and PubChef's own Beer with Food week planned for 14 to 20 March.

Visit www.beerwithfoodweek.co.uk for more details.

Pub quizzes

Every promotional pack includes a free pub quiz and advice on how to run it successfully.

Top tips range from having an announcer with a clear voice to offering prizes for each round to keep everyone interested.

There's nothing worse than having no chance of winning a pub quiz because you know nothing about 1950s kids' TV or the mechanics of brewing beer.

Extra quizzes can be also be accessed at www.freequizzes.co.uk.

Pub crawls

"Interesting pub crawls, walks and trails are an ideal way of encouraging people to visit more pubs," advises Jerome.

"Although local pubs are in competition with each other, there is no reason why they cannot also work in unison when it comes to initiatives such as NPW and create some passport schemes that offer prizes for those that visit all of the pubs in the week."

Example prizes could be a free meal or T-shirt sponsored by the pub or local brewery.

Pubs in Redditch and Bromsgrove in Hereford & Worcester have launched an innovative combined pub-quiz passport competition for this year. Customers are provided with a passport with questions ­ the answers to which can be found at various pubs in the area. Prizes include T-Shirts and 41 2 gallons of beer for the winner.

Other ideas

Pool or darts competitions in the form of a knock-out tournament or "killer" games with all participants involved at the same time work well if the facilities are available.

Themed nights with fancy dress and appro-priate food and music will be a success in some pubs, depending on clientele, as will live music or a comedian.

What can I do in terms of marketing?

Free press releases can be downloaded from the website where Camra will even promote your events. All you have to do is e-mail the details to samantha.jones@camra.org.uk.

Blank posters are included in the free pack that can be dotted around the pub advertising your events. Often the best place for these is directly above the urinals.

"This could be a real springboard for freehold pubs," says Jerome. "Pub chains often have lots of money and advice available on marketing but freeholds tend to be a little fearful of it.

"If they try, say a pub quiz on a Tuesday evening, and they get more people in, then they could think about making it a regular thing."

How can the public get involved?

Camra is offering members of the public the chance to win an Apple iPod Photo (40GB) worth £350 ­ all they have to do is take a photo of a celebrity in a pub to enter.

However, it will probably not be photos of Brad Pitt or Madonna that will win. Jerome says: "This is a fun competition so we are looking for all types of celebrity. Some are obviously more famous than others, but I am sure a few blasts from the past that make us laugh will also score highly and stand a good chance of winning."

Entries to the competition can be e-mailed to celebrity@camra.org.uk or posted to NPW Celebrity Competition, Camra, 230 Hatfield Road, St Albans, Hertfordshire, AL1 4LW.

Alternatively, punters can adopt a pub by ordering free promotional packs for their local. A hall of fame of those that have adopted pubs will be posted on the website.