Greene King out to attract 'pub virgins'
A new kit has been released to help Greene King pubs plan for the smoking ban - and tell their customers and "pub virgins" about the changes.
Template press releases, tokens offering deals for repeat visits, and signs pointing customers towards outdoor smoking areas are included in the "Fresh Thinking Pubs" kit.
The kits are available for free for Greene King tenants, lessees and managers.
Hosts will also receive a checklist on how pubs should prepare for the ban. Areas covered include staff training, informing customers and sorting out potential health and safety and licensing issues.
In addition, regular newsletters with up-to-date information on the ban are promised. The first was sent on national No Smoking Day on 14 March. Weekly email updates are also due.
There will also be promotions to help customers quit smoking, as part of a tie-in with local NHS services. And "print your own" posters, which can be tailor-made to particular outlets, can be downloaded from www.
pubpartners.net.
David Elliott, managing director of Greene King's leased and tenanted division Pub Partners, said: "The smoking ban represents a big opportunity for the licensed industry - and we intend to help our licensees grab it. Our 'Fresh Thinking Pubs' campaign will form an essential part of the PR and marketing activity across the country.
"We're investing over £10m in preparation for the smoking ban, and are ensuring that our pubs can really take full advantage of the heightened public interest in, and use of, smoke-free environments.
"Our licensees will be in prime position to serve the interests of non-smokers and smokers alike and the campaign will help them with the bit that so often gets forgotten - telling people about it."
What's available?
l Calendars allowing licensees to cross off
the days leading up to the ban
l Tent cards reminding punters not to smoke
l Posters, banners and tent cards telling customers in advance what they plan to do for the ban
l 3D no-smoking signs (bi-lingual versions are available for Wales)
l "Bounce back" tokens offering special deals for repeat visits
l Template press releases and adverts to publicise the smoke-free facilities in the local press
l Stick-on arrows pointing to the smoking area (available for tenants and lessees at an extra cost)
ban will bring in new punters
New faces, who GK refer to as "pub virgins" are expected at pubs when the smoking ban begins - with families and women in their 40s most likely to visit.
These are the findings of a survey of 965 people, conducted by Greene King.
It found 36% of women aged between 45 and 54 avoid pubs because of the smoke and 54% plan to visit after the ban.
Overall 80% of women said the pub will be more appealing after the ban. And 31% of young parents who previously avoided pubs plan to visit after the stub-out. However, 16% of 18 to 24-year-olds said they were less likely to visit. But 46% said they would be more likely to visit pubs and 69% said pubs would be better for eating and socialising.
Greene King Pub Partners boss David Elliott said: "The ban could see pub culture in Britain take on a whole new identity."
