World Cup Special: Tips and advice to make the absolute most of it

You may have a ton of ideas on how to get people in and keep them happy while the football is on. Or you may not have a clue. To help you plan and get the most from each match we've spoken to the experts to give you simple, tried-and-tested advice.

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If you don't promote your World Cup plans, you're going to severely limit the number of people coming through the doors.

What's the best way to do it? Carlsberg UK has run a number of training shows to get licensees on top form before kick-off. The We Deliver More Live Sport events offered advice on how to build awareness. Top tips include:

• The pub exterior. Use banners with short, simple messages to attract passing trade. Posters with more details of the events you're hosting and what's on offer are best placed where your customers spend time such as the garden, smoking areas or toilets. Make your garden as festive as possible with flags, umbrellas and bunting.

• The decision corridor. Or the journey from the door to the bar, to you and me. It's the place where you need to make customers aware of any food offers, activities or incentives for early birds.

• Posters. Fixture posters need to be positioned where people stop and read. Again, near the bar and in the toilets are good places. Tell customers about the next game you're screening with fixture posters near the entrance. Change them at half time so everyone knows the next game you're showing.

• Tables. Not everyone goes to the bar so tentcards on tables detailing your events and promotions are vital. You can can get across more information because customers have more time to sit and read. The average spend on food decreases from £5.56 to £2.03 when watching sport (TNS Alcovison data) - so push food offers here.

• The bar. Branded runners can help boost sales, and colourful back-boards can push any promotions while keeping work areas clear. Match-day menus should also be promoted here. When two events clash like a World Cup game and a tennis match, place blackboards advertising each one at either end of the bar, to create zones for customers to enjoy each. Put posters up with any offers. Clearly signpost any bottle-only bars.

• Staff. Your team are your best sales tool so brief them before every match making sure everyone knows what offers are on. Offer sales incentives.

Match ready?

Lancashire brewer Daniel Thwaites has been busy, holding a number of Get Fit for the World Cup roadshows for its licensees across the North West. The seminars included how to create a World Cup atmosphere, and offered business tips. Andrew Buchanan, director of pub operations, says getting food right is vital. He says:

• Special menus - Think about changing your menu during the World Cup in order to have a more speedy service - offer faster serving items such as burgers, pizza, hot dogs or pies. 

• Speedy service - Think about table service as no-one wants to give up their seats and risk missing that important goal. Ensure your quickest staff members are assigned to table service, but don't forget about manning the bar area.   

• Pie and Pint - A pie warmer behind the bar will ensure you can sell quick snacks - combine this with your high margin products on a joint price promotion.

• Burger Basket - Mix food and drink in a joint promotion. Use empty belly posters to promote it. Burgers and hot dogs provide easy wins, and served in a basket with fries are easy to eat.

• Themed menus - Theme your pub around who is playing and tailor-make food to fit the occasion, for example pizza for Italy and tapas for Spain. England games are not the only opportunity to promote your business. Extend this into the evenings with fish and chip suppers or barbecues.

And get your customers involved in the fun. The following activities could work well, Buchanan adds:

• Football anagrams - Put together some anagrams of teams, players and managers and test your customers' skill. Charge a fee to create the prize fund. 

• Team challenge - Test your customers' knowledge of international strips. Create a competition sheet.

• Sweepstakes - Create a sweep on guessing the first goal scorer or/and time of first goal scored.

• Goalie challenge - Convert your external areas to a mini pitch. Have a Beat the Goalie competition. Winner gets VIP area and a free drink.

• Name that tune - Run a Name the football tune competition. Test your customers' ability to name that tune.