Where: ETM Group’s Chiswell Street Dining Rooms, London EC1
Twitter: @chiswelldining
The idea: Themed Halloween chocolate masterclass in private room at ETM’s Chiswell Street Dining Rooms (CSDR).
How it works: CSDR’s head pastry chef Mark Schomberg and bar manager Petrok Rickard, both in fancy dress, led 12 participants in making two chocolate-based cocktails and two types of chocolate truffles, with each guest taking home 15 truffles. Tickets cost £35 each.
Marketing: Mail shot to extensive database; engagement via social media and in-house posters.
Be prepared: Provide suitable room decorations, safe equipment and correct ingredients.
Pay-off: Being able to fill events was a useful indicator of brand engagement, demonstrating ETM Group’s understanding of customers’ requirements. While the main focus was engagement, ticket sales generated £420.
Key benefits: With several private dining spaces available, this event occupied space that was potentially unused. This masterclass drove revenue, while encouraging staff and customers to get to know each other, and provided an alternative to traditional Halloween events. Staff skills and the venue’s produce were showcased, promoting sustainable relationships with customers and driving customer lifetime value.
Advice: As guests feel rewarded by participating in an informative, educational, entertaining event, appoint a confident, skilled host with a strong personality to make the experience fun and engaging.
Best outcome: In response to positive customer feedback, the venue now hosts regular monthly workshops, such as Cupcakes and Cocktails.
Charity desserts
Where: The Fishpool Inn, Delamere, Cheshire
www.thefishpoolinn.co.uk @thefishpoolinn
The idea: Desserts sold in aid of cancer charities.
A pink-themed dessert was added by the team at Nelson Hotels’ freehold the Fishpool Inn’s specials menu to raise awareness and money for Breast Cancer Care during Breast Cancer Awareness Month, October 2014.
How it works: The Tickled Pink Meringue Surprise (£5.75) was chosen to feature on the pub’s specials board in October, with 10% of each sale donated to Breast Cancer Care.
Marketing: Via Fishpool Inn and Nelson Hotels websites; social media; customer newsletter and local PR
Be prepared: Cost-effective promotion was key before and during this initiative to optimise sales and charitable fundraising opportunities
Pay-off: Raising money for charity, engaging more customers and creating positive PR
Key benefits: Boosting awareness of Breast Cancer Care and the Fishpool, Bringing business and customers together to raise funds for a worthwhile cause brings a feel-good factor to diners’ experiences and enables all those involved to give something back to the community. The Fishpool Inn sold 235 Tickled Pink desserts, raising £135 for the charity.
Advice: Choose a popular dish to maximise sales. Promote the initiative widely in a cost-effective manner.
Best outcome: Raising significant sum and profile with imaginative fundraising strategy