The pub has a comfortable atmosphere, so when customers come in they feel welcome and at ease. The events seem particularly geared towards their target market and, as the staff tend to be students themselves, they empathise with customers; posters and promotional materials are written in the informal language used by students and the whole venue is set up for them.
The bar stocks gluten-free food and drink; something that is becoming more and more popular. This is yet another example of the staff listening to their customers and acting upon what they hear.
Social media
Dram’s social media is particularly engaging and active, with users asking questions and getting rapid answers. There is a variety of posts on their Facebook page including photos, event promotions and food and drink offers.
The site also stocks a variety of leaflets and posters that promote a wide range of different events going on in Glasgow that would appeal to students, such as gigs, food and drink festivals and information from the university’s clubs and societies.
Marketing
The windows are used cleverly to promote the site’s free room hire; a ‘Malt of the Month’ offer; details of that week’s event; and a call out to more clubs and societies to sponsor.
Overall, Dram is a really student-focused pub, yet the operation has the awareness and tools to promote itself to the millennial student audience without ostracising other customers.