How one pub group convinced customers to start the weekend early... with champagne

Where:​ All six Red Mist Leisure pubs

Website: ​www.redmistleisure.co.uk

Twitter: ​https://twitter.com/redmistleisure​

The Idea: ​Introduced the offer of champagne at a 20% discount on Thursday.

How it works: ​Every Thursday all pubs offer 20% off all champagne whether it is bottle or glass. The pu bs run promotions to support champagne and engage with customers.

Marketing: ​It is marketed via the database, loyalty cards, internal posters and signage, TV screens, A-boards, and all social media.

Be prepared: ​Managers need to be educated to buy into champagne as they are going to be challenged on the Prosecco question. Managers need to be able to highlight it is a better product for just a little more money. Staff incentives are run where they win tickets to Wimbledon or Polo.

Pay off: ​Customers can try champagne for Prosecco prices. When the initiative started 18-months ago champagne sales uplifted by 980% because they used to sell no champagne across the business. Sales across the board including food have seen an uplift. Staff at the pubs also pair champagne   with food, which encourages interaction with the customers.

Key benefits: ​An uplift in sales, increase in customer engagement and it premiumises the offer.  New customers are coming in to try the evening and this gives them a chance to encourage people back. Mark Robson, managing director of Red Mist Leisure said: “If you get the opportunity to get customers to spend a little bit more than they were going to spend then its great.

Advice: ​Think it through and make sure the data shows it is working. Robson added: “People sometimes run a promotion for a few weeks or so but you don’t get the momentum they need.”

Best Outcome: ​Increased sales on champagne and other products and engaging with customers.

Who: ​ETM Group

Website: ​www.etmgroup.co.uk

Twitter: ​@etmgroup

The Idea: ​To drive business and awareness of ETM Group and its pubs using pop up bars.

How it works: ​A partnership with a drinks brand drives the concept of the pop up bar whether externally at an event such as Chelsea Flower show or in a separate room at one of the venues.  Currently, ETM Group is working with Brazilian cachaça brand Ypióca, at its site The Well, Clerkenwell. The downstairs bar has been made into a beach bar offering Brazilian drinks and food.

Marketing: ​This depends on the size and location of the pop up bar.  ETM Group can do press launches, event booker launches and invite regulars to see the new look.

Be prepared: ​This preparation process can take months depending on the Pop Up. For the launch, information will go out to journalists 3-4 weeks ahead of time, press releases will be ready as well as the planning for the launch event and party.

Pay off: ​It offers something different for customers and for party events. Large events are a key revenue stream and according to Zoë Knowles group marketing manager: “It is that extra touch that is different to just renting out a private dining room.”

Key benefits: ​This brings in new guests, showcases the bar and its food and drink offer.  There is also the opportunity offer food tasting events and cocktail masterclasses.

Advice: ​Find a great supplier to partnership with, as smaller suppliers and craft distillers want to get their brands out there. “You can do a pop up pub at a local event. It’s a pub for the day and you do a limited offer of your food and drink that you known for,” said Knowles. “It is just about exposure and showing people what you can do.”

Best Outcome: ​Ensure interest from suppliers so they see a benefit to supporting a pop up. Customers need something new so suppliers need to be changed very 3-6 months.