THE AGENTS

Rachel Peacock

Managing Director

The Bar Agency

As the weekend approaches, most people have numerous options for their leisure time - I have heard that some people even look forward to a trip around Ikea!

Joking aside, more and more of your customers will be heading to out-of-town shopping villages. They take

advantage of the play facilities for their children, the gyms, cinemas, restaurants and shops all under one roof, protected from the elements and open very long hours.

So how can you attract back these customers, weighed down with large disposable incomes, who are accustomed to spending their money to enjoy their leisure time?

The main advantage you have is that you're local, so there's no need for a long drive or queuing for the car park. Take the smoking ban as your cue to reorientate your

business. Plan some refurbishment to freshen the place up. Then it's time for a charm offensive in your local community.

Enticing young parents, pensioners and community groups to hold their meetings in your pub at traditionally quiet times may not be very profitable in itself, but the idea is to bring new blood into the pub.

Once your new clientele appreciates the smoke-free

environment, you should find that they come back and spend money again and again.

The hardest thing is getting new customers to cross your threshold to try you out, so give them reasons to come in. For example, how about investing in a posh coffee machine - it seems to have worked for Starbucks. The profit margin from a cappuccino is far greater then you could ever make on a pint, so train your staff to sell them.

ATM cash machines are also good for attracting customers, particularly in rural areas, and they can save you time - by

filling them yourselves, you can avoid making regular trips to the bank.

Your customers will appreciate it if you can offer them a healthier alternative to the things they love, so don't be afraid to offer products with a low alcoholic content, or food options with reduced fat and salt. This may even make them feel

better about eating and drinking more.

Don't wait for your business to be affected by changing

attitudes - take my advice and lead the way.