Cocktail and cupcake masterclass
Where: Clock House, East Dulwich, London
The idea: Cocktail masterclass, hosted by Pernod Ricard UK, with complimentary cupcakes.
How it works: The evening was held in the first-floor events room of the Young’s managed house, the Blake Room. Pernod Ricard UK ran and hosted the interactive evening, teaching guests how to make three different branded cocktails. Cupcakes, designed to complement the cocktails being made, were provided by the pub. Guests were charged £10 to attend.
Marketing: The event was advertised via social media and Meetup, an online social networking portal. E-flyers, with a link to the Eventbrite ticketing website, were also sent to the pub’s database, with staff promoting the masterclass in-house.
Be prepared: The cupcakes were ordered from a local bakery.
Pay-off: Strengthens relationship with supplier; raises brand awareness.
Key benefits: Attracts new customers; encourages repeat trade; showcases the pub’s function room; drives midweek footfall.
Advice: General manager Darren McQuillan says: “Market your event in a different way to attract new customers. We tied in cupcakes to the masterclass to appeal to a female audience.”
Best outcome: The pub now plans to run a series of masterclasses with other food and drink suppliers.
Where: The Truscott Arms, Maida Vale
The idea: A night based on the concept that music and setting can affect and enhance the taste of different foods on a palate.
How it works: Guests sit down to a specially prepared, six course tasting menu with paired wines whilst a live chamber orchestra play music specifically designed to affect the experience. Participation is £77 per person.
Marketing: The night is promoted on twitter, the pub’s website and on various different events websites.
Preparation: Head chef Aidan McGee uses seasonal produce to create the menu whilst composer Sam Bailey composes a series of musical movements to accompany it. Pieces are worked on over time then sent to musicians who perform it on the night. Front-of-house staff are given masks designed by Charlotte Tiley of Head of House Designs and the Masketeers to build atmosphere.
Pay-off: Showcases the pub and kitchen, provides platform for composer and designers.
Key benefits: Event now takes place seasonally, with different music, food and interior design each time.
Advice: Truscott Arms owner Andrew Fishwick says: “Running and event such as Eating Sound is not for the faint hearted – it involves co-ordinating chefs, composers, musicians, mask-makers, set-dressers and florists but for us it has become a standout, flagship evening.”
Best outcome: Fishwick says: “Finding the perfect expression of your brand can really help place your offering in the minds of customers and open you up to a wide variety of new ones, in terms of the business, we see it as much of a marketing initiative as an income generator.”