ORCA Websites

The Internet has forever changed the world of marketing and it's not just the younger generation who use the Internet as their primary source of news and information. Kevin Scott has discoverd how  pubs can increase the number of people coming through the door.

From consuming news and being entertained to shopping, communicating and even doing business, there's no doubt that the Internet has changed the way we live our lives. It's also the most direct marketing tool in the world with millions of people signing up to e-newsletters and visiting company websites and social networking sites to find out more about everything and anything.

For the pub trade, this represents a fantastic opportunity to promote events in your pub. Starting up your own website will require a small investment, but by ensuring your customers know it is there, it could make the difference between hitting full capacity or not. That is only one option of course, with alternatives including gathering a mailing list for your customers and sending e-flyers on a regular basis, or simply starting a group on a social networking site such as Facebook, Bebo, or MySpace.

Social networking is nothing short of a phenomenon with millions of people organising their social lives through a computer screen. Many pub companies and single unit operators have already seen the possibilities and got involved with these sites as a way of letting people know what's happening at their outlets, and showcasing events big and small.

Glasgow operator CPL, which runs three nightclubs in the city, is very active online and its site is full of information on club nights and special offers. Duncan Sweeny, who deals with events management at the company says the Internet has become indispensable. "The Internet promotes an invaluable direct/direct response marketing opportunity," he says. Since the explosion of social networks we have found the Internet a huge tool for attracting customers to our units."

Duncan points out that the Internet gives everyone a voice, making it a great way to encourage customer feedback and allow your customers to build relationships with each other. It also allows you to get the word out quickly when something unexpected comes up that could lead to drawing more people to a venue on a particular night. "New networking tools like bulletins, blogs and up-to-the minute news cast which conventional marketing tools such as flyers, billboards and postal mail outs just cannot provide," explains Duncan. "For example when an agent of a well known artist calls me two hours before the club opens to let me know they will be attending the club I can instantly relay the message to our web team who design an e-flyer and proceed to use all our various e-marketing outlets; website, blogs, mailing list, social networks, public forums etc, to spread the information - it's trying to get the customer to help us spread the buzz and the Internet does this brilliantly,"

Dark Star Scotland is another operator that has harnessed the Internet to good effect. The company is all too award of the importance of on-line activity is in terms of communicating, up-to-ate information of all Darks Star's promotions and information are out there for people to get their hands on.

"Over the past 10 years the Internet has become the strongest way to communicate with customers, especially via direct e-marketing and social networking sites. These sites have become the new way of "talking' to people," says Sarah Mazzone, the company's on-line marketing manager. "We know how important it is to keep on top of things like Bebo and e-marketing. It is vital to have all the relevant information out there for potential customers to access. People do their research on-line before they head out and have already made up their minds as to where they are going, and normally there is an offer or promotion involved, or something different that has caught their attention on-line."

G1 Group has developed a separate online brand called Social Animal, which keeps it huge database of members informed as to what's happening at the venues, and many others do the same. Furthermore, smaller operators are just as likely to be found online as larger companies. For example, Snafu in Aberdeen has its own websites at www.clubsnafu.com, and magazine, to keep its customers aware of who is going to be playing at the club, and what nights are must-attends on the social calendar.

Charity body HIT Scotland as also taken advantage of the marketing potential of Facebook and Bebo sites. David Cochrane, chief executive of HIT Scotland, says it has found success using social media: "We set up pages on Facebook and Bebo to help us reach a younger audience. Social media lets us spread the word about out activities between friends in their own environment. People in the industry tend to know others in similar jobs who would be interested in our work, in that way our supporters become advocates in their own right," he says. It also gives sponsors the chance to reach a wider audience. One of HIT Scotland's sponsors, Caterer.com recently produced a series of humorous videos, which were uploaded and shared with friends of HIT Scotland through Facebook.
 
There is also an online community developing in the bartending world with numerous social networking groups dedicated to the art of flairtending. Scott Gemmell, managing director of LA Bartenders, says this is an ideal way to share creativity, and promote products. "It's massive, and has really changed the way products are marketed. There are so many drinks companies now getting involved because it creates a window to communicate directly to consumers groups that you would otherwise have to pay a PR company for," says Scott.

If proof of popularity was needed, Liquid Wars, a bartending competition run by the company started a Facebook group and within two hours had 150 members.

As Scott says, drinks companies are also getting in on the act and with everyone able to become friends with everyone else the reach grows with every new link up. Luxardo is one brand, which is present on social networking sites. Targeting sociable 18-28 year olds, Luxardo has gained a dominant presence in communities to further strengthen the Luxardo bar call. Consumer's education on responsible drinking underpins the campaign and it has been carefully developed and is monitored to reach over 18s. As part of this, Luxardo is running a debate to identify Britain's greatest cities. Comments and opinions will be gained from thousands of consumers via MySpace and the results will be published on the site soon.
 
Getting customers to come to you

Becoming involved with an online booking service is another way to make sure potential customers are aware of what's going on in your outlet. www.5pm.co.uk is one such website. It offers its customers the chance to obtain restaurant discounts, such as ‘2 courses for £X," on meals by booking tables on its website. The bookings are then passed automatically to the venue with 5pm receiving a small fee, and the restaurant receiving a booking it may not otherwise have had. Over 170,000 people are registered users of the site, and that's just in the central belt. Amanda Masson from 5pm says that listing your venue on the site is an effective method of creating awareness and introducing new diners to your premises. "Restaurant receive an average 200 covers per month through 5pm, with some restaurants taking upwards of 800," she says. "5pm is designed to be entirely flexible and respond to your own booking diary. You can also choose the specific days and times that you would like your offers to be available."

What's more, your customers benefit from being able to take advantage of the deals, and with reviews available online, if you're doing a good job your food offering your reputation can only be enhanced by getting involved in such a scheme.
 
Shouting about your beer garden
 
Outdoor spaces are also growing increasingly important to pubs, and consumers are quick to mark out venues that have adequate smoking areas. In order to share this information Imperial Tobacco launched the www.smokerswelcome.co.uk website.

The website directs customers who are looking for a place to smoke, drink, eat and socialise to suitable venues. The site provides factual information on venues in the UK with outdoors areas. Visitors to the site will find details of venue addresses, additional facilities, a location map and photos to help them select a venue that suits their requirements for that night out. If you've go a good smoking area, then visit the site as soon as you can. Its free to register so what have you go to lose?
 
Helping you as well as your customers

Pubs targeting their customers is just one aspect though, it works the other way with companies out there targeting pubs, or simply helping them, so from the other end, you can use supplier websites to find out about special deals, or to place orders without the hassle of paperwork.

Pubco's can also use the Internet to benefit lessees and managers. The UK's largest pubco, Punch Taverns, recently upgraded the online resource it provides to licensees as part of its ongoing efforts to help them drive trade and build sustainable businesses. The site, previously known as ‘ The Retailer Room', has been renamed Your Place and includes a range of enhanced features such as more content in easier to find sections, quick links to the newest information, a range of downloadable resources and the latest Brulines information.
 
Punch's operations director Kevin Georgel explains: "The site will also be regularly updated with the latest news and information, including training courses and the latest promotional offers," says Kevin. "We are always looking for ways to improve the support we provide to our customers. Your Place is a fantastic resource and forms part of our ongoing drive to focus on our pub customers."

Other new sections include "Your Finance' which contains details on cash flow management, break even and retail pricing. Licensees can also access Punch's design and print service online and design their own banners, posters and tenet cards using templates.

Scottish & Newcastle meanwhile recently launched www.planyourfridge.com, which gives any pub - not just those supplied by S&N - the chance to download planograms detailing the best layout for their fridges. It's driven by market data and outlet type, so if you're a working man's club in northern Scotland you can visit the site and get a recommended range of products for the fridge and a layout based on what their fridges hold on their outlet type and region.

Jenny Archibald, range and merchandising strategy manager at S&N UK, has been involved with the site since its inception. "We've spent a lot of time looking at what retailers are doing in terms of their packaged sales, given the struggle everyone is having on draught," she says. "Packaged has been in growth, and there's also a lot of NPD. What licensees were dong with their back bars and fridges was very hit and miss in terms of ranging, and what would drive profits. I had worked in a similar system for off-trade impulse to provide planograms for stores so we thought something similar might work in the on-trade."

Jenny is also quick to point out how important the Internet is becoming for the trade. "A lot of pubs are struggling and as packaged products are becoming more important and there are more NPD changes, stocks rotate on a regular basis, and the Internet allows them to keep on top of market trends, which is in turn good for their customers," she says. "The site lets them see what the latest market trends are, what areas are growing. We've also got NPD space on fridges so they don't have to rotate whole fridges all the time."

This is where S&N can promote their own new products, but as everything on the site is just recommended, licensees can take from it what they want. "Every pub is different and can't cater for everyone, but this takes that one step closer," says Jenny. "And because they can get a fridge plan recommendation of what their own fridge looks like, they can print it off and implement it straight away."

Distributor Matthew Clark also recently launched a new website offering an interactive and topical site for all existing and potential customers.

www.matthewclark.co.uk includes interactive commentary on topical news and views plus a sophisticated searchable wine list, featuring all 1,100 wines, which can be searched by style, grape variety among other terms. The website offers valuable information and advice from food matching to future trends, maximising profits to business support schemes, which are all very relevant tools and can offer those operating in the on-trade much needed support.

www.55north.com/ots_home.asp - November 2008 issue.