Afternoon treats menu
Where: Botanist, Chelsea, London
Website: www.thebotanistonsloanesquare.com
Twitter: @The_BotanistSW1
The idea: Daily afternoon treats menu.
How it works: Three types of treat are available daily, between 3pm and 5pm: the Traditional, consisting of savoury or sweet scones with butter or clotted cream and jam; the Indulgent, offering customers a choice from the pub’s dessert menu and the Skinny, comprising smoked salmon, pickles and horseradish. All three options are served with a glass of Joseph Perrier Champagne.
Marketing: The menu has been promoted in-house through signage, via an email marketing campaign sent to the ETM Group’s 10,000-strong database, on online listing channels via the Press Association and with a press release, as well as across social media platforms including Facebook, Twitter and Instagram.
Pay-off: Appeals to shoppers in a high footfall and high wealth area; has attracted press coverage and social media exposure; offers a lighter and more elegant alternative to the traditional afternoon tea.
Key benefits: Drives revenue between lunch and dinner sittings; increases weekly revenue by approximately £2000.
Advice: Jessica Dahlin, group marketing manager for parent company the ETM Group, says: “The success of any campaign is down to the effort you put into promoting it. Campaigns don’t have to be expensive; make the most of the free tools you have to communicate with your existing and new customer groups; email marketing, social media and online listing websites.”
Best outcome: 180 afternoon treat covers sold per week. The traditional treat is the biggest seller.
Free pub calendars
Where: Queens Arms, Corton Denham, Somerset
Website: www.thequeensarms.com
Twitter: @QueensArmsPub
The idea: A calendar, featuring the pub and its events, was distributed free of charge.
How it works: A range of images depicting the pub and pub life were accompanied by details of all the pub’s events for 2015. 500 calendars were produced and distributed over a period of five to six weeks.
Marketing: The calendars were promoted via the pub’s newsletter, which allowed customers to pre-order their copy, as well as being sent out to local bed and breakfasts and holiday let properties. Copies were also available to collect from the pub from mid-November.
Be prepared: The pub used a local designer, Thoroughbred Design of Martock, Somerset. The photography was largely done in-house and gathered throughout the course of the year.
Pay-off: Press interest in future events; celebrates the pub’s fifth anniversary; attracts holiday-makers and new customers; positive customer feedback.
Key benefits: Cost-effective, enduring promotional tool for future events; advance bookings for events have increased; showcases the pub’s offering.
Advice: Licensee of the freehold pub, Jeanette Reid, says: “Even though it’s free, ensure your calendar is of a good quality to encourage people to use it. Our calendars cost £2.57 each to design and print. If you compare this with the cost of placing an advert in a local newspaper it’s very cost- effective.”
Best outcome: Positive customer reaction and demand for another calendar to be published next year.