Al Fresco: Step out
The coming smoke ban is undoubtedly a testing challenge for the pub industry. More testing, even, than licensing reform, especially for the more traditional community pubs.
If you're able to exploit an outdoor area, though, you can start to see it as an opportunity to expand your trade out of doors - the focus of this week's main Your Business feature. Leading pub operators are already investing heavily in their beer gardens and patios and the next couple of years could see a complete transformation of the al fresco experience for Britain's pub-goers.
It doesn't stop at a beautiful garden, though. The next challenge is to give your outside customers great service and make sure they spend more money with you - here Gema Steed of Leeds-based marketing agency Poulters takes up the issue.
As the weather improves and the days get longer people go out to socialise more with their kids, which means a higher proportion of beer garden users. You want them to stay as long as possible, have a good time, and spend money.
Even though they are sitting outside, you can still influence their purchasing decisions and you should start thinking about how you might adjust things to improve their experience and spend more time at your pub.
When the family arrives the first priority for Mum is usually to get the kids sorted while Dad goes to the bar to order. Food is often the driver and drink decisions for the family are secondary, often only an afterthought.
In these circumstances the default drink tends to kick in, so drinks marketing efforts should concentrate on the second round and trying to encourage a more premium soft drink - it's unlikely to be an alcohol-led occasion, both parents may be drinking softs as well as the kids.
However, you tend to get less hits at the bar from a family out in the garden. Everything gets ordered at the same time and it can be a major commitment for Mum and Dad to make the trip to the bar.
So, in pursuit of the higher value order, make sure you offer an interesting alternative to the standard juice and fizzy drinks, and consider offering table service.
Otherwise, be prepared to see your customers bail out early because they couldn't face the thought of a scramble at the bar for yet another glass of cola.
"When you speak to people who've been to Ireland, they say there's quite an air of camaraderie among the smokers gathered outside. Maybe that'll happen in this country too." Union Pub Company tenant Rupert Boden of the Talbot in Kidderminster, Hereford & Worcester (pictured).
More on making the most of your outdoor areas:
Gimme shelter: An outdoor area is not only for the summer and should be used all year round. Phil Mellows examines the best ways to keep your customers warm and dry. Click here.
Awning gap filled: How one pubco is servicing the outdoor opportunity, and how patio heaters are on the rise. Click here.
Barbie days: Technology has played catch-up when cooking food out in the open. Click here.
Peggy's Pick of the Products: Long suffering pub cook Peggy runs her eye over the latest food products developed to help improve the outdoor variety pubs can offer. Click here.
Trading spaces: You think you know what outdoors is? John Porter asks some awkward questions. Click here.
