Money Makers - Event and promotional ideas for your pub

Reggae roasts​

Where: ​The Grafton, Kentish Town, London

Website: ​www.thegraftonnw5.co.uk

The idea: ​Sunday reggae choir and roasts

How it works: ​A six week reggae choir course, hosted in the pub’s upstairs bar by OurCamden’s Reggae Choir, with a final performance at the pub. The rehearsals run from 12.30pm to 2.30pm, spanning the pub’s Sunday lunchtime service.

Marketing:​ The choir is promoted via the pub’s website and Facebook page as well as on A-boards outside. Of particular promotional importance is the pub’s Twitter feed which has almost 3000 followers. OurCamden, the community incentive scheme with which the pub is partnered, also promotes the choir.

Be prepared: ​This is an amateur choir – ​no audition or experience is required. The course will run at the pub a couple of times per year, requiring little input other than the provision of a free rehearsal space.

Pay-off: ​Establishes a relationship with another community organisation with similar aims to the pub.

Key benefits: ​Places the pub at the hub of the local community; generates exposure and raises the pub’s profile whilst providing a point of difference; increases food and drink sales.

Advice: ​General manager of the Great British Pub Awards Best Entertainment Pub for 2013, Neil Gander, says: “Be open-minded and think outside the box to find something new and original to offer. Connect with people who have similar goals to you and find ways in which you can help one another.”

Best outcome: ​Provides a captive audience for the pub’s Sunday roast offering

American beer festival​

Where:​ Feathers Inn, Hedley-on-the-Hill, Northumberland

Website: ​www.thefeathers.net

The idea:​Bank holiday weekend American beer festival and barbecue.

How it works:​ The four day festival offered USA inspired local craft beers in cask, American keg beers on draught plus a range of bottled and canned varieties. Live music and an American barbecue, including pit-smoked Brooklyn-style Dexter brisket, were available on bank holiday Monday.

Marketing: ​The event was promoted through social media and in-house. An e-flyer to the pub’s mailing list and press releases to local media were also sent.

Be prepared:​ Good artwork and marketing material was produced and free methods of marketing utilised. Beers were sourced from a specialist craft beer wholesaler and were supplied with hired fittings to ensure that the pub could attach them to its own beer lines. The pub’s own marquees were also put up.

Pay-off:​  ​A celebration of American craft beer and its impact on the UK’s real ale scene. ​The event lent itself well to American Craft Beer week which took place immediately before the festival. Having a beer-focussed event offered a departure from the pub’s usual offering, helping to educate staff.

Key benefits: ​Increased footfall - over 500 people attended the eventeven though the pub was competing for trade with the nearby Northumberland County Show; keeps things fresh for regular customers; attracts new trade; raises the pub’s profile.

Advice: ​Helen Greer, co-proprietor of the multi-award-winning freehold pub, says: “Choose a theme and stick to it as much as you can, paying attention to detail. Make the food and drink offering match completely. Make connections with other pubs. It’s a great way to get advice, assistance and support - we used our friendship with another pub to allow us to use this wholesaler for a one-off event.”

Best outcome:​ Takings were up by 40%