Star launches social media support programme for tenants

14-May-2014 - Last updated on 16-May-2014 at 07:01 GMT

Related tags Social media Public house

Star Pubs & Bars has launched a social media support programme to help its lessees promote their businesses.

The programme consists of an online training module in partnership with CPL and advice on financing social media management in order to help tenants “increase footfall, drive sales and build customer loyalty”.

Star will also host regional workshops in the second half of 2014 on the different social media sites and mobile apps available, with an opportunity for lessees to ask questions to the suppliers.

Deals

The pub company has pledged that Heineken will secure social media and mobile app deals on behalf of its lessees, after they flagged up social media as a key area of concern. Star is currently trialling a number of apps in pubs in its estate, including a discount and loyalty app in 35 outlets and a free order and pay app in 10 outlets.

The pubco said it has also negotiated “competitive website construction packages” for those pubs that haven’t got a website and it is urging tenants to have a basic online presence on the Use Your Local site, where they can upload pdfs of menus and special events and include links to their pub’s website.

Earlier this year Heineken launched ‘Our Shout’, an initiative giving licensees that stock Heineken brands a personalised advertising and marketing service.

Star said it is now providing the support to 250 sites and it will outsource and finance social media for all those pubs. A monthly activity plan will be created with tailored content and a “tone of voice” for each venue based on its core audience, local community and upcoming events.

Priority

Star trading director Chris Jowsey said: “We realise the importance social media has to play in driving traffic and generating customer loyalty for pubs.

“Our lessees have made it clear they would like our help with developing social media programmes. We’ve made this a priority for the business and will negotiate discounts on behalf of lessees.

“We are currently trialling a number of different technologies in our pubs and will share the findings of these trials at the regional workshops.”