Business booster: afternoon treats and free pub calendars

Where: ​Botanist, Chelsea, London

Website: ​www.thebotanistonsloanesquare.com​

Twitter: ​@The_BotanistSW1

The idea: ​Daily afternoon treats menu.

How it works: ​Three types of treat are available daily, between 3pm and 5pm: the Traditional, consisting of savoury or sweet scones with butter or clotted cream and jam; the Indulgent, offering customers a choice from the pub’s dessert menu and the Skinny, comprising smoked salmon, pickles and horseradish. All three options are served with a glass of Joseph Perrier Champagne.

Marketing: ​The menu has been promoted in-house through signage, via an email marketing campaign sent to the ETM Group’s 10,000-strong database, on online listing channels via the Press Association and with a press release, as well as across social media platforms including Facebook, Twitter and Instagram.

Pay-off: ​Appeals to shoppers in a high footfall and high wealth area; has attracted press coverage and social media exposure; offers a lighter and more elegant alternative to the traditional afternoon tea.

Key benefits:​ Drives revenue between lunch and dinner sittings; increases weekly revenue by approximately £2000.

Advice:​ Jessica Dahlin, group marketing manager for parent company the ETM Group, says: “The success of any campaign is down to the effort you put into promoting it. Campaigns don’t have to be expensive; make the most of the free tools you have to communicate with your existing and new customer groups; email marketing, social media and online listing websites.”

Best outcome: ​180 afternoon treat covers sold per week. The traditional treat is the biggest seller.

Where: ​Queens Arms, Corton Denham, Somerset

Website: ​www.thequeensarms.com​

Twitter: ​@QueensArmsPub

The idea:​ A calendar, featuring the pub and its events, was distributed free of charge.

How it works: ​A range of images depicting the pub and pub life were accompanied by details of all the pub’s events for 2015. 500 calendars were produced and distributed over a period of five to six weeks.

Marketing: ​The calendars were promoted via the pub’s newsletter, which allowed customers to pre-order their copy, as well as being sent out to local bed and breakfasts and holiday let properties. Copies were also available to collect from the pub from mid-November.

Be prepared​: The pub used a local designer, Thoroughbred Design of Martock, Somerset. The photography was largely done in-house and gathered throughout the course of the year.

Pay-off: ​Press interest in future events; celebrates the pub’s fifth anniversary; attracts holiday-makers and new customers; positive customer feedback.

 Key benefits:​ Cost-effective, enduring promotional tool for future events; advance bookings for events have increased; showcases the pub’s offering.

Advice:​ Licensee of the freehold pub, Jeanette Reid, says: “Even though it’s free, ensure your calendar is of a good quality to encourage people to use it. Our calendars cost £2.57 each to design and print. If you compare this with the cost of placing an advert in a local newspaper it’s very cost- effective.”

Best outcome: ​ Positive customer reaction and demand for another calendar to be published next year.