THE AGENTS

Barney Bettesworth

Director, Bettesworths

What are the best ways to market your pub? Initially, you need to be able to appraise it honestly, including its strengths and weaknesses. Consider your business as if you were a stranger or customer.

What does the outside of your pub tell you? Does it look inviting? How good is the signage? Does the pub need

painting? Are the flowers dead? Is the pub welcoming?

What is the interior like? Is it comfortable? Noisy? Are you making the best use of space? Think about drinks and menus - are you offering what people want? Is it good value?

Next undertake serious market research in your area.

Professional advice can help but it can be expensive. Visit your local Chamber of Commerce and Tourist Information Office. The local authority can provide information on

demographics, including age and spending power. You can do most of this research yourself. Visit competitors, including restaurants and cafés, aiming to identify their relative strengths and weaknesses compared to yours.

Reflect on how you would like your business to look in a year. Don't rush into radical changes - you must be convinced that what you are doing will pay off in the long-term.

Now you must get your message across. Advertising can play a very important part in promoting your pub's facilities and services. Local media and newspapers, magazines and local radio can all assist with your publicity drive. Remember that by paying for advertising coverage, you gain full control over the content. Editorial coverage is usually free and often considered to be more credible. Successful publicity is about contacts, and press releases are a vitally important press tool. Keep them short and simple, with information on one page, and attach an eye-catching, high-quality colour photograph.

Community relations are also important - get to know your local community and tie in with local activities. This offers publicity opportunities, as well as investment in future

business. If you stage an event or special promotion, make sure it doesn't clash with another community activity.

Involve local celebrities, such as the mayor or a local TV personality and consider supporting local charities that have a particular significance for local residents. Plan events with a charity and remember to keep local radio informed.

Consider producing a colour brochure and feature high-quality images and up-to-date information on your website, particularly if you have letting rooms.

All your marketing strategies should aim to position your pub right at the heart of the community.