Project update 8: Winning new trade
Over the past few months, reaching out to their surrounding community with new marketing and theme nights has been a key focus for the Hack & Spade in Whashton, near Richmond in North Yorkshire.
Although licensees Anne and Alastair Dowson-Park are preparing to move on, they are continuing to reap the fruits of the advice of the category champions, and the experience of the pub still offers a great example for other rural outlets.
A new door-to-door leafleting campaign in Whashton and surrounding villages has helped to bring in new customers and build on the good work carried out at the pub earlier in the year while three midweek promotions are also helping to consolidate trade.
Tuesday night is now 'pie and a pint' night, with customers able to pick up both for £6.95 following a suggestion from our business development champion Carl May of Catered 4.
Wednesday, meanwhile, is couples night, when a couple can enjoy two courses each and a bottle of wine for £26, while Thursday is curry night.
Now is also the time rural, food-led pubs such as the Hack & Spade should be thinking seriously about Christmas, marketing their Christmas offer at a time when many families will already be drawing up their plans for the festive season.
If you¹re not thinking about it, you can bet that your local competition already is, according to Carl.
"Now¹s the time to really market yourself," he says. "Look at the competition, and make sure you are cost-effective compared with them.
"Go out and do a competitor¹s analysis. Phone up your rivals as a mystery customer, enquire about booking for Christmas, and see how they respond."
Moreover, the run-up to Christmas will be a great time to hoover up the local PR opportunities, Carl continues.
"Speak to local newspapers and magazines because they generally have a Christmas supplement coming up," he says.
"This may sound like a naff idea, but I always suggest dressing up a little table in one corner of your pub to promote your Christmas offer. Put a little Christmas tree on it and display your flyers!"
Christmas seems to begin earlier every year but it can never come too early for rural pubs such as the Hack & Spade!
SOFT DRINKS
The Hack & Spade needs to think more about the types of customers generally drawn to rural pubs over town centre pubs, and tailor its soft drinks offer accordingly, according to our soft drinks champion Coca-Cola Enterprises (CCE).
For example, families may be attracted to pubs in the wide open space of the countryside, such as the Hack & Spade, because of the less constricted atmosphere for the children.
Another customer type is the walker. Ramblers have provided good trade for Anne and Alastair in the past, and walking is still a popular activity in winter for hardy outdoor types. CCE trading director Andy Slee says: "If a pub wants to attract walkers, then think about what they want to drink when they come in and what they might want to buy for later. A selection of juice drinks, Schweppes Lemonade, ginger ale and other traditional flavours fits the bill here, and plastic bottles of Coke, water and sports drinks are great for those on the go."
Drivers are especially relevant at this time of year, when groups may elect a designated driver responsible for getting them out to Christmas party bookings at destination pubs.
"A tiny serve of orange juice is unlikely to please a driver," says Andy.
"What disappoints is a small serve that is gone before the rest of the drinking party are halfway down their pints. Most bars have moved on from a half-pint on cola, and the 16oz size is a win for everyone. We would recommend a similar move on juices."
Also with Christmas in mind, the Hack & Spade is advised to make full use of Christmas point-of-sale and packaging, such as the 330ml contour bottles of Coke, Diet Coke and Coke Zero. The on-trade-specific bottles are part of CCE¹s overall £1m pre-Christmas marketing campaign, which includes TV advertising and begins this month.
ENTERTAINMENT
For Mediatheme marketing manager Liz Griffin, entertainment is crucial when it comes to elevating the Hack & Spade and other rural pubs above their competition. After all, people need a reason to travel out of their houses in these increasingly cold months.
"Having a decent sound system, microphone and music catalogue is just as key to a successful pub as the temperature of the beer and the quality of the food," she says.
"Being geared up for any request, be it darts, snooker, dominoes, Jenga, cards, karaoke or someone¹s favourite track request all are part of being a great local.
"During the winter months, theme nights are a great idea to entice people out of their homes. Our Entertainer system has 30 categories of music to choose from, including the likes of Irish and Scottish, so why not add some traditional fare and perhaps a spirits promotion? Then you have a brilliant night readily available."
THE CELLAR
Our cellar champion, Innserve, says the end of the summer trading period is the ideal time to for rural pubs to have a close look at their cellars, make a few checks before the Christmas period and make sure your beer equipment at the top of its game.
³The cellar is an easy place for storage but this is a good time to remove anything which is not dispense related,² comments commercial director Julie Charge. ³Make space for the additional draught and bottled drinks you¹ll need. Make sure the remote coolers are free from obstacles in front of them so that air can circulate freely.² Julie adds that this is also a good time to ensure staff are fully up-to-date with cellar procedures. ³That¹s something you won¹t want to have to deal with in December if you can avoid it,² she says.
A small task, yet one that is often overlooked and one that can make a real difference is cleaning the grills on the coolers.
³If you have under-bar coolers and you can reach them, brush the front with a soft brush this will help to prevent blockages,² says Julie. ³And if you can¹t reach, mention if to your technician when he or she next visits!²
