Money Makers

Anniversary year of promotions​

Where:​ Queens Arms, Corton Denham, Somerset

Website: ​www.thequeensarms.com

Twitter: ​@QueensArmsPub

The idea: ​A range of promotions, offered throughout the pub’s fifth anniversary year.

How it works:​ All promotions are based on the number five, to mark the pub’s fifth anniversary. They include: five drinks, changing each month, offered at £5 at 5pm on Friday (the fifth day); a monthly draw, from those who have interacted with the pub in one of five ways, to select five winners who each receive a book of vouchers for various offers at the pub and a £5 voucher, plus the chance to win a £250 pub voucher, for those posting a Queens Arms selfie, with four of their friends, on Facebook.

Marketing: ​The five promotions have been marketed via social media, on the pub’s website and in its newsletters and on A5 take-away cards.

Be prepared:​ Staff were involved in the idea process and have received training on the various promotions on offer. A fifth anniversary logo was designed and added to all promotional materials.

Pay-off:​ Reinforces the pub’s continued growth and permanence; support from staff who have been involved in the decision-making process.

Key benefits: ​Drives traffic through the pub’s Facebook and Twitter sites – the pub has enjoyed a substantial increase in followers; offers a point of difference; increased footfall and revenue.

Advice: ​Licensee of the freehold pub, Jeanette Reid, says: “Run anniversary promotions for the full year rather than just the anniversary month. This provides a greater opportunity for return on your investment, with interest in the promotions gaining momentum month on month.”

Best outcome:​ Takings are up by 7% in the first two months.

Summertime Christmas celebration​

Where: ​Bedford Tavern, Brighton, East Sussex

The idea:​ The pub hosts a weekend of traditional Christmas celebrations at the end of June each year.

How it works:​ The unseasonal festivities kick-off with a Christmas carol karaoke event on the Friday evening, followed by a Saturday night Christmas Eve party, complete with festive cabaret, and a Sunday three course Christmas lunch with all the trimmings.

Marketing:​ The weekend is promoted largely through word of mouth, with a hard core of regular followers, but also on an A-board outside and via the pub’s Facebook page.

Be prepared:​ The pub was decorated with a Christmas tree and festive decorations whilst a snow machine tipped foam flakes over the pavement outside. A raffle, plus a Yuletide version of the pub’s piano bingo game, raised funds for local HIV charity, The Sussex Beacon, with £3 from every Christmas meal sold also donated to the cause. Party-goers entered into the spirit of the event by wearing festive costumes, hats and jumpers and even exchanging cards and gifts.

Pay-off:​ Offers regular customers something different whilst attracting new business; customers are able to enjoy the festivities without the stress that the usual Christmas entails; provides an antidote to the World Cup. 

Key benefits:​ The pub is fully booked months in advance, increasing footfall and takings. The event raises money for a local charity.

Advice:​ Manager of the Punch Taverns site, Adam Brooks, says: “Try to keep your event as true to the real festivities as possible. We also held a summertime New Year’s Eve celebration, for the first time this year, complete with a midnight countdown. The evening was a giggle but we found it much harder to recreate than our Christmas event, which has now become a pub tradition.”

Best outcome:​ Takings were at least tripled