Proper marketing and planning key to success

By Graham Rowson

- Last updated on GMT

Related tags Future Public house

Rowson: good planning
Rowson: good planning
With plenty of time, effort, planning and marketing, pub events can't go far wrong, says Graham Rowson.

Following my last tête-à-tête, in which we looked at the glorious past history of British pubs and their demise, alcohol is the next Government target after the ciggie ban. Watch what happens in the next five years.

The future prospects for the pub industry can only be onwards and upwards. If we are to survive, after we have revamped our standards, quality serve and food offering, which should have all been put into place by now, where do we go?

Is diversification the ultimate solution? Can we all look out of the box, as each and every pub has its own unique status in the community and offers an opportunity to make sales and growth?

Does diversification = growth = profit? Or does it equate to the downfall of the British pub?

I do not want to harp on about what you should or shouldn't do, as you, as licensees, know the opportunities open to your individual outlet.

The art is tapping into that resource and using it for the best needs of your customers and business.

The main problem I see is the amount of time and effort it takes to add the events to the infrastructure of your pub so that they become an established part of your business. Customers will come from far and wide if the event/offering is sophisticated enough to motivate their interest.

I often read about ideas that don't work or go wrong, but I strongly believe that if you put enough effort, time and planning into a project it will work for you.

Don't get me wrong, I have had projects and planned events fail on me, but on honest evaluation it has been a lack of proper planning and marketing that has let me down.

So use your local paper, radio station, post office, shops, websites, emails, internet and other businesses to advertise your event (it's usually free) and if they help you, you help them.

Everyone becomes a winner as modern marketing is the best way forward in our ever-changing markets.

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