Money makers: event and promotional ideas for your pub

The idea:​ Ready Salted, a three-month exhibition of local scenes by Penzance-based photographer Luke Brown, was the Old Coastguard’s third event of this type. Its late November launch was timed in advance of Mousehole’s festive lights switch-on, optimising interest throughout December.

How it works:​ Prints are exhibited for sale in the bar and restaurant, with 30% going to the owners and 70% to photographer.

Marketing: ​ Posters and flyers were prepared well in advance and distributed locally and across EatDrinkSleep freehold the Old Coastguard
and sister inn the Gurnard’s Head, also in Cornwall. The pub’s PR team maintained social media chat for two months in advance and achieved good print and blog coverage. Sales helped cover marketing for photographer, exhibition and preview, including complimentary wine and canapés.

Be prepared: ​Plan wall space and lighting carefully as framing is expensive.

Pay-off:​ Increased wet and food sales.

Key benefits:​ Maintains interest in pub’s environment; raises community awareness; provides extra revenue; promotes local talent.

Advice:​ Running regular exhibitions boosts interest. Ensure database customers and local media are informed. Train staff about exhibition.

Best outcome: ​Supporting local artist while increasing revenue through food, drink and print sales.

Speed quizzing night​

Where:​ Lord Clifden, Hockley, Birmingham

The idea: ​Weekly smartphone-based quiz which allows quizzers to use either a phone or tablet to answer the quiz questions. Complimentary cheeseboards are offered to all participants.

How it works: ​Each team answers quiz questions by downloading and using the SpeedQuizzing app on their smartphone. The app turns a compatible device into a quiz keypad and buzzer. Pictures can also be sent simultaneously to all connected devices. The quiz is hosted by local company, Box Entertainment.

Marketing: ​Both the pub and Box Entertainment use their Facebook and Twitter feeds, plus their respective websites, to promote the event. Word of mouth also plays an important role.

Be prepared:​ The quiz is linked up with minimal connection via a Wifi router (no actual internet connection is needed). The format is easy to pick up and participants only need a brief explanation as to how it works.

Pay-off:​ Provides a modern alternative to the traditional pub quiz; appeals to a wide audience as the vast majority of customers have a smartphone; has led to an increase in younger customers; no pens or paper means less mess and fewer costs.

Key benefits​: Interactive, fun, and quicker than traditional quizzes; eliminates cheating; increases midweek footfall and takings; creates a talking point amongst customers.

Advice: ​Manager of the freehold pub, Liam Duncombe, says: "Be willing to try something new and innovative. It might not work but you'll never know until you try."

Best outcome:​ Approximately a 25% increase in the number of quiz participants, with numbers increasing week on week.