Marketing & promotions: Reaching the rejectors

There is no question that come the smoking ban the majority of adults in Britain will be aware of its broadest implications. As a result, some of those who had previously avoided pubs outright on the basis of their smoky atmosphere may well now be prepared to give them a try.

Industry research suggests that the two key groups likely to trial pubs after the ban are young families and upmarket fortysomething women.

So how can you make sure their first visit isn't their last?

Let's start by making sure that they visit your pub instead of your competitors. Arrange to talk to your local paper about how you are preparing for the ban and all the positive steps (deep cleaning, improving the beer garden or expanding the food menu, for example) you have taken.

You could also consider leafleting the local area. Or you could try a 'recommend a friend' promotion using discounted food or drink deals as an incentive for your regulars to persuade their friends or family to try your pub.

Regular recruiters​

Your regulars could be your strongest weapon when it comes to taking advantage of the smoking ban. Keep them informed of what steps you are taking and encourage them to spread the word.

Once you've got these new customers in, you need to get them drinking. Make sure that once they've stepped through the door, they don't immediately turn round and walk out again. Any hint of stale smoke will put them off, so invest in deep cleaning. Or you could even do as Buckinghamshire licensee Gordon Guile has done - put a new carpet down for a fresh, clean smell.

Clear out the clutter, brighten up dark corners and make sure it's obvious how and where to order at the bar - you'd be surprised how intimidating a strange pub can be.

A bright, welcoming, airy feel will avoid that nervous dither at the door that could see your target fortysomething women change their mind and turn round.

It's also crucial that your staff are briefed to look out for any new faces and make a special effort to make them feel welcome. A little extra time spent handling their order will make new customers feel more comfortable and relaxed in unfamiliar surroundings.

Make sure whatever makes your pub special is easy for newcomers to understand and appreciate. If you have a great range of cask ales, flag this up on your chalkboards. If your pies are the best in the county, explain why on the specials board.

Don't forget families - signpost clearly any child-friendly facilities (especially if your outlet is a bit of a rabbit warren) and use outdoor signage to provide clear reasons to visit the large children's play area with table service, for instance.

Flag it up​

Ram the point home if you have to. Exterior banners proclaiming 'we are now a smoke-free pub' may seem like overkill, but they could be the final not-so-subtle nudge that persuades Dad to stop the car and bring the family in for a drink.

Finally, a targeted promotion will help to get these people back for a second visit and start to cement their visiting behaviour.

Try arming your senior staff with vouchers forward-dated to a week ahead to discreetly distribute to new customers. Food-focused businesses could try offering a free bottle of wine with a meal for two, while more drink-led outlets might do better with two-for-one drinks deals (see page 61 for the rules on this).

The smoking ban isn't all doom and gloom - these suggestions, coupled with a warm and friendly atmosphere, should help to turn rejectors into regulars.

Gemma Teed is a strategic planner at Leeds-based marketing communications agency Brahm​