Ask the experts - Industry experts offer their business tips
In the first of a new series we ask different industry experts for their business tips This month: 10 top tips for promoting your pub
1. PEOPLE NEED TO KNOW
Don't rely on your regulars to spread the word. If they've found a pub they like, they often don't want more people enjoying it. The key is telling others what a great venue you have created.
2. UNDERSTAND YOUR MARKET
Talk to customers and get a feel for where they're travelling from, as this will help you create your marketing net. Look at the media in your area, including local papers and regional glossy magazines. Invite the editor and food or entertainment editor to your establishment to sample your delights. Invite one set of journalists at a time in order to generate press reports over a longer period.
3. CONSIDER THE PRESS AS A PARTNER IN YOUR BUSINESS
Capitalise on the relationships you build with the press by occasionally offering free meals as competition prizes. Local media normally like such offers as it helps develop reader interest and will give you free exposure.
4. REPORT ANYTHING INTERESTING
Communicate with local and trade press through well-written, concise press releases about anything new or different about your pub or its people. The first paragraph needs to grab the attention as this will ensure that the release is read and considered. Subjects might include a quirky promotion or a charity event. If writing isn't your strength, employ the services of a low-cost PR firm.
5. ALL CHANGE
A change of menu or wine list are always a good opportunity to tell the world about your business again. There might be some budget for advertising from the wine or food supplier, so always ask. When a new chef joins encourage them to put their own "speciality dish" on the menu and announce it to the local media.
6. KEY DATES
Be aware of key dates in the calendar, such as British Food Fortnight, Beer with Food Week, National Sausage Week or Mothers' Day, which all offer extra opportunities for you to attract custom.
7. MOVERS AND SHAKERS
Take time to get to know the influential characters within the community as this will help draw custom from local clubs, associations and gatherings. They can also provide you with key introductions in the local business community.
8. PROMOTIONS
Discount promotions can be over-used and some say they are ill effective and can down-value your pub. As a rule, success is enjoyed when you offer a quality menu at affordable prices.
9. GET A TASTE FOR IT
Link up with your wine supplier to run a winetasting night or try contacting your local Adult Education department for tutors who will be able to enlighten your customers. The current interest in beer and food means it is also an ideal time to run a beer-and-food night.
10. DON'T FORGET YOUR PEERS
Market your business achievements through trade, travel and tourist press. Success in the wider marketing of your business can greatly elevate the image of your pub and, depending on the marketing or PR forces at play, contribute to your establishment becoming a brand and ultimately increasing its value on the open market. Don't forget, you will have worked hard to build your business and you deserve the credit. There are several key industry accolades, including the PubChef Awards, so don't be shy and seek the rewards you deserve.
Paul Endersby, commercial director, and James Cuthbertson, head of communications, offer marketing and PR for pubs, restaurants, bars and clubs through their company, Chartell Communications, as well as working with many of the industry's leading drink and hospitality companies in the UK.
Chartell can be contacted on 01444 400062, by e-mail at info@chartell.co.uk or online at www.chartell.co.uk
