CHRISTMAS 'FREE' CHAMPAGNE
Give Champagne away but make a profit and get lots of very happy new customers.
Does it sound too good to be true? It really works: I have just negotiated a deal for small country pub that is forecast to bring in over 500 new customers in the New Year and this will make a profit straight away! Call now to join them.
CRAFT BEER
Not quite marketing this time, but watch out for this!
There has been a sudden explosion in the Craft Beer market. Not only driven by the abundance of micro brewers in the UK, but also imported beers too. Many of these are brews are from the USA, but what I find most exciting is the packaging and what I expect (hope) teh effect will be in the near future.
Disposable and recyclable kegs can be posted rather than delivered by draymen, so the availability is universal. It also results in lower transport costs. The lightweight keg allows over 25 percent extra beer per transport compared to steel kegs. In addition there are no return costs. One-way kegs mean no return shipment; no lost keg replacement costs and no cleaning costs.
Even more cutting edge is that the beer, which is contained within the plastic ball by a silver foil bag, is actually dispensed by pressurizing the space between the bag and the ball. Beer stays fresh even weeks after broaching and therefore offers opportunities for specialist cask beer markets.
Other advantages are good environmental impact by offering lower transport and minimum use of raw materials. It is totally recyclable and has a high energy value.
I beleive this is the most exciting technical advance we have seen in the beer market since keg beer and Watney's Red Barrel! June 2011
HIGH STREET LEADS THE WAY
I know times are very hard at the moment, so it doesn't surprise me to hear more people moaning about unfair competition from managed houses and of course Wetherspoon. Yes they DO buy cheaper, but don't let that dissuade you from competing
1) National Brands and HIGH STREET chains have strict limitations on what they can and CAN'T do, and how quickly they can react to the market so use this to your advantage. As an individual you can offer a different product range, a different promotion, music, food, and style all of which they lack. Your flexibility is your advantage over them - I can think of hundreds of ways to make this work in all sorts of environments.
2) I like to think of price competition as a last resort, but don't be fooled by appearances. Wetherspoon along with other HIGH STREET retailers and supermarkets use price comparisons to get across what good value they are. You can do the same. It doesn't mean you have to be cheaper on every product, but a few headline grabbers will do. So take Draught Fosters as an example. Offer it at a GP% of 30% and you are probably matching or beating Wetherspoon on price, plus 30% will cover your wage cost and more. Market you new deal and you will attract extra footfall through your business. You are seen to be good value and now on the circuit, but not everyone will drink Fosters so your margin will be less compromised than you think. Is it better to have 50% of nothing or 40% of lots? Of course you need to keep track of the sales and work out if your promotion is working financially, your break-even etc, and perhaps limit the times it is available, but that's what the High Street Retailers do all the time, even Poundland!
3) If you compete with a Wetherspoon or managed house you must be in a good area or they would not be there. If you need help to work out the best point of difference or USP that is right for your market call me now.
PIGGY-BACK MARKETING
Don't go to the great expense of telling the world about your latest event, promotion or news. Target it to tell the people who really who really will come to your business - and do it for nothing!
Firstly find a local business who shares a similar clientele.
Suggest offering their customers something in your business free if they spend £x
The local business then send out a mail shot or e-mail to all their customers telling them to come in and every time they make a purchase over £y they get a voucher to use in your pub worth £x.
Your local business gets a free promotion to market and you get a free market for your promotion.
I've done it hundreds of times with enormous success almost guaranteed.
FREE EDITORIAL
3 simple ways to get free publicity:
What has happened? -
Let the newspapers know what has happened in your business. Whether it be an event like a charity night, promotion, games, or anything extraordinary, use it to get your business in the press.
Offer your opinion on current topics -
Whether it be on the economy, industry news (the beer tie for instance), or the best value wines your opinion may get a mention. If the newspaper know you are willing they will probably wait until a suitable topic is being featured then give you a call.
Offer a free competition -
2 meals for 4 worth £50.00 and 10 runner up prizes of a free bottle of champagne worth £30.00 when dining with 4 people. This should be tempting enough. Remember it probably costs you much less than half of this and you'll get the profit from the ancillaries, like drinks with the meal for 4, and food with the champagne. If you're full at the weekend then run it Mon-Thurs.
The paper will no doubt run a small editorial for you too, but try not to take out an advert at the same time - do it the following week if you really have to.
The result is you get new people keen to try your business and hopefully you impress them enough to return again at full price. Plus you get free exposure to the mass market.
MORE QUICK COST EFFECTIVE TIPS NEXT TIME .......
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