Back to Basics: Keep them coming back
Think about it… you're asking your customers to get off their nice comfy sofa, come away from the TV and abandon their cheap supermarket booze to have a night out they don't think they can afford any more.
And on top of all that they can only smoke in a draughty smoking shelter outdoors when they get there.
It's a big ask. Your customers want reassurance of a guaranteed good night out but at a price they feel offers great value for money. Consider running a 'beat the credit crunch' night with a fixed price covering food, drinks with their meal and entertainment, much in the style of 'event' nights like Valentine's and Easter.
Add value by theming the night - try 'Legends of Las Vegas' with a crooning lounge singer or a comedian for an instant intimate comedy club. If your budget won't stretch to hiring an act, try running a 'This Pub's Got Talent' competition among your regulars.
The added advantage to running an event like this is that you have the option to pre-sell tickets, putting some guaranteed money in the till. Try running events on a slightly less popular night like Thursday to extend your weekend takings. After all, Thursday is apparently the new Friday, so they say…
To promote events and any other footfall drivers like meal deals, drinks offers and regular entertainment, make the most of your external signage, it's essentially 'free' advertising.
Keep any external chalkboards clean and up to date and consider investing in modestly sized external banners to promote big events. Don't forget to utilise 'free' internal marketing materials like menus and chalkboards too.Think laterally
To beat the credit crunch you also need to start thinking laterally. For example, if you have a function room or dining area is it full during the week?
Talk to local community groups and societies about letting it out for a modest fee for their midweek meetings and events - and enjoy the extra bar sales after the functions end.
Now is not the time to scrimp on staff training either. You need to make the most of every customer that comes through the door, so make sure your staff make the most of every opportunity to sell to them.
This means making sure your team are aware of the importance of promoting higher margin drinks, asking if customers would like a bar snack every time they serve and encouraging diners to have a side dish, pudding, or coffee with their meal. It's not about hassling your customers to spend more, just making sure that you don't miss out on sales by not making your customers aware of what is on offer.
Great customer service costs nothing and is a key differentiator in ensuring customers make return visits to your pub. In these tight times, it's also worth reminding your team that great customer service can mean better tips too. n
Gemma Teed is a strategic planner at marketing communications agency Brahm
