The free training from Heineken UK and social media expert Avocado Social is expected to help boost footfall and sales at pubs by focusing primarily on Facebook and Instagram, covering the key features of both platforms such as search engine optimisation (SEO), branding and an introduction to how both respective algorithms work.
There are also segments on photography and videography for social media, how these differ from other forms of images and videos and how correct usage can boost engagement on social channels.
Modules of the course that normally costs £100 through the Avocado Social platform also include measurements and reporting, helping operators understand how well their social posts are performing.
“Publicans have made it clear to Heineken UK they require further support with social media,” said Charlie Fryday, category and commercial director at Heineken UK. “We are pleased to be able to provide a tailored training programme to help licensees optimise their social channels to drive footfall and sales.
“With 80% of people using at least one form of social media, it is integral operators can interact with their customers and create engaging, informative content. Nearly half of all consumers specifically make use of social platforms to discover new places to go out, so it’s key for pubs to put themselves out there and showcase their events and unique offering.”
Garden makeover competition
Meanwhile, Heineken has launched a competition through its Inch’s cider brand with plant shop Patch that will give three pubs a summer makeover worth £5,000 each.
The plants package will “bring nature indoors, brightening up any room, and will complement winning licensee’s outside space. Winners will also receive PoS, which includes garden umbrellas to drip mats and bar runners.
Heineken UK cider unit director Rachel Holms said: “With a shared passion for creating a greener future, this competition is perfectly timed as licenced premises get ready for the summer trade and really highlights Inch’s commitment to going that extra inch for stockists and their customers.”
Patch founder Freddie Blackett added: “The pub is a great British institution, and the UK is famous worldwide for its gardens, so it makes perfect sense for pubs to have lush and inviting outdoor spaces for customers to enjoy with a drink.”