THE GUV'NOR

Peter Gatling

Be professional in your promotion, says the licensee of the Merry Harriers in Clayhidon, Devon

Text-book marketing wisdom talks about the "four Ps": price, product, place and promotion, and this mantra has recently been updated to include two more - people and process.

I firmly believe that in the pub trade, the "P for promotion" can make the biggest difference to a business if you get it right, and all PR is good PR.

I have always subscribed to this motto as it gets people talking about a business and they will be curious to visit.

Target local papers and send them stories of interest about you, your customers, your suppliers, your business, your food - generally, anything with a local angle is likely to be published.

Target the trade press as well - this tactic will widen the appeal of your business, particularly useful when you decide to sell. A little condensed wisdom on the theme of "little and often" may help:

1. Aim to have at least one positive item published every month.

2. Use your website as a marketing tool and update it regularly.

3. Make sure you are in all the local and national guides, assuming you reach the required standard.

4. Contact the Highways Agency and request the installation of brown directional signs.

5. Build referral relationships with local B&Bs and country houses.

6. Rotate your special offers for wine, food or beer.

7. Enter relevant local and and national awards. If you are successful, the publicity generated will be very healthy for your business.

Do all these things and you'll be almost there. But above all, make sure you take care of your customers. These people are the most important "P" - if you get this right, the word-of-mouth PR your customers generate will be the icing on the cake.

Good luck!