Marketing: Low-cost promotion

Marketing your pub need not necessarily be an expensive exercise. Guy Holmes offers some canny advice for publicity.

Today's marketplace for pubs and bars has never been more competitive. When deciding where to go for a night out or lunch, the consumer has literally many dozens of establishments to choose from. Many publicans believe that the quality and value for money of their products and service will sell itself just through word-of-mouth.

But taking a more proactive approach can greatly boost custom. I make the assumption that your pub is a well-run operation with good quality food and drink served by friendly and efficient staff. So to increase trade is a matter of communicating what a great pub it is to your target market. There are a number of tried and tested ways of marketing your establishment that are very cost effective.

Public relations​

Local schools and charities are always looking for prizes for fundraising events, summer fairs etc. By offering a dinner for two at your pub as a prize you generate a lot of publicity and goodwill for the cost of a meal and a couple of drinks. There are many non-profit organisations that hold regular fundraising activities.

Ask if there will be any programmes or fliers and whether your pub will be featured. You could print your own posters as well as leaving out menus and fliers. Include a photo, some unique selling points, full contact details and print it on photo-quality paper.

It is generally best to select the nearest and largest organisation as the majority of any establishment's customers will live or work within a two-mile radius of the pub.

Another aspect of this kind of public relations exercise could be to offer a discount of, say, 10 per cent to the workforce. If the prize you offer is for a local hospital its staff could get the discount when they show their ID at the pub. Suggest the discount is advertised on the hospital intranet (an internal internet) and ask whether you can put posters up in the staff rooms to publicise the offer.

Most organisations issue a regular newsletter to members, trustees, parents etc. Ask if an acknowledgement can be put in the newsletter with your address and contact details.

Get on the phone​

If you have a function room you'll know how profitable private parties can be, but even pubs that don't can still benefit from group bookings. The most cost-effective away to target groups is to speak to as many people in the area as possible. Ideally you want to speak to the event organisers in medium-sized and big companies who are responsible for finding venues for birthday or Christmas parties, leaving drinks etc. And PR companies are always looking for venues for product launches. Sports clubs are also worth a call and you can join the local chamber of commerce and try to get them to hold meetings at your pub.

Joint ventures​

Another effective local marketing strategy that costs next to nothing is to set up joint ventures - sometimes referred to as strategic alliances. This is where you aim to share your customers with another business that does not compete in the same market as you.

For example, if there is a garage near your pub a joint venture could involve customers of the garage getting 10 per cent off their food bill on production of a receipt, while your customers could get 10 per cent off at the garage.

• For further information about marketing your business contact Guy Holmes at The Restaurant Ingredient on 08717812270 or info@tri.eu.com or visit www.tri.eu.com.