The power of pub events
The days of simply opening up and waiting for people to walk through the pub doors are long over. Licensees have to give potential customers a reason to pay their pub a visit — and nothing works better than a big event. Robyn Lewis reports
We all know that keeping a pub up and running every day is more than a full-time job in itself, without having to turn into some kind of events manager on top — quiz nights on Monday, steak night on Wednesday, karaoke on Friday and sports at the weekend. However these days, as competition for leisure time and the leisure pound increases, there's simply no hiding any more.
It's time to get organising.
"The days when a licensee could simply open their door and customers would come flooding in are well and truly over," says Elton Mouna, retail marketing manager at Fuller's.
"These days pubs really need to give their customers a reason to visit. The pub is one of the only places where the whole community comes together as one and by helping locals to celebrate special events, such as the World Cup this year, the pub is cementing its place at the centre of community life."
As well as regulars, however, an appealing event is likely to lure in new customers as well and, of course, a successful event will also add pounds to your bottom line.
According to Fuller's, for example, a licensee can expect an event to add an average 5% like-for-like sales increase by hosting an event — though Mouna emphasises there are no hard and fast rules.
The Tattershall Castle Group (TCG) meanwhile, suggests hosts should be looking at making three to four times the cost of the activity while subscription channel Racing UK reports events based around the screenings of big races, such as the Cheltenham Festival, have resulted in increases in sales of up to a 125% for some.
If you have been convinced that it will be worth the effort, then there are two ways to proceed, planning your own themed evenings and/or running events based around national occasions.
"Consumers need to be convinced of the value of the on-trade occasion — and there is no better way to do this than to make the most of great events or special days in the calendar," says Carlsberg's customer marketing director, David Scott.
"Quite naturally the World Cup is a big one this year — and it's still not a simple matter of waiting for customers to turn up to your pub when the matches are on."
Key to success, says Scott, is planning and marketing.
"Make the most of services such as our We Deliver More programme," he says. "This is tailor-made for licensees wanting to host events, from ideas, to support, to PoS and access to a system that allows you to send personalised direct mail, email and SMS to a huge database of target consumers."
Advice from BSkyB echoes this. "It's important for pubs to differentiate themselves through marketing in the lead-up to the World Cup, to entice new customers to watch the game there," says a spokeswoman.
Further tips include, "checking the positioning of your TVs and seating; themed food and drink around the countries competing and using bunting, flags and posters to help create atmosphere and excitement."
Gareth Douglas, marketing manager at S&N Pub Company agrees that the approach should be more than just screening a match. "Pubs should ensure the event is done properly. It needs to be promoted in advance, both internally and externally.
"Think also about what you can offer to encourage people to stay after the event has finished — it's not just the event it's the whole experience that counts."
Of course it's not just the World Cup this year. Take advantage also of the Six Nations rugby, golf, cricket and the regular horse racing, as well as non-sporting events such as Mothering Sunday, Father's Day, St George's Day, St Patrick's Day and Cask Ale Week. The list is endless.
As Christina Marsh, commercial marketing manager at Racing UK puts it: "National events form a real focal point for celebration for the public, and licensees can easily tie into these occasions as they have a strong link with the wet trade and people generally like to enjoy these events in groups."
Outside of these events however, running your own function can also prove fruitful. "People are always looking for something different from their local pub and bar," says Filmbank's director of commercial sales, Rachelle Peterson.
"Though it's not a case of packing in more and more events," she cautions. "Rather, keep your entertainment programme fresh and appealing."
With a myriad of possibilities out there to choose from though, from Filmbank's screening options to themed food nights to wine tasting to the all-new Rock And Roll Bingo (which Mark Walsh, of parent company Owdoo reports has resulted in a sales uplift of £400 in some bars), how can you decide what to hold?
Well, there's no replacement for knowing your customers, says Brakspear's commercial director Tom Davies. "Good licensees know their local area and what works best for their customers," he explains.
"Some pubs will go for more food-related events, some down the sporting route. It depends on the type of outlet and the customer types, so think carefully."
Other pitfalls to avoid include costing correctly. "There's no point having what is perceived as a great event, but still losing money," says Nigel Wright, chief operating officer at TCG.
"Also, make sure you involve all your staff, who will need to be well briefed and engaged with the event and communicate the activity to the target market sufficiently in advance, using the correct channel, be that external banners, posters, screens, Facebook or SMS."
That's a lot to think about, so is it really worth taking time out of your already hectic schedule to host an event? Wouldn't simply running a slick day-to-day operation be more effective?
"Holding themed evenings certainly shouldn't get in the way of simply running a good pub that people want to visit on a regular basis," advises Shepherd Neame retail director Nigel Bunting. "But well-run events get people into their local."
It's worth reiterating, he says. "With so much competition for leisure time these days, people sometimes need a reason to visit pubs."
Get inspired — anyone for a spot of Slovakian hat dancing?
Sometimes it's the more unusual events that can prove most profitable, so we asked "what is the most successful quirky pub event you know of?"
Elton Mouna, retail marketing manager, Fuller's
Slovakian hat dancing at the Oak Inn, at Bank, in Hampshire
David Scott, customer marketing director, Carlsberg UK
I hosted a world record event to have the most people in a pub simultaneously hula-hooping at the same time
Christina Marsh, commercial marketing manager, Racing UK
David Hunt, licensee at the Highwood in Solihull, decked the pub out in real turf for the entire Cheltenham Festival
Tom Davies, commercial director, Brakspear
The annual Log Splitting Competition at the Reformation in Gallowstree Common, near Reading or, as part of a Pimm's Garden competition where we asked licensees to create a summer Pimm's display, Jude Bishop at the Rising Sun at Witheridge Hill grew 14 different types of mint, which customers could choose to go in Pimm's
Nigel Bunting, retail director, Shepherd Neame
We hosted the World Spoof Championships in which rugby fans from all over the world descended on Faversham to play the popular bar game.
Top tips
1.Research your market thoroughly — you should only be putting on events that customers want to attend
2.Think about profits and do your homework to make sure it stacks up for you
3.Get your staff engaged, involved and committed
4.Communicate, communicate, communicate. At your event make sure you put posters up about your next event
5.Keep asking yourself the question "why should I come to this event?"
