Our Pub and Restaurant clients are constantly looking for new and innovative ideas to drive trade during the traditionally quieter periods of the year and over the years we have worked with them to create innovative campaigns to increase customer numbers.
In January 2017 we implemented a campaign for a client which operates 4 Gastro pubs in North London that was seeking to drive the post Christmas trade and give customers a good reason to visit the pubs so soon after the party season.
January is actually a great time to advertise if you have a story to tell as there is much less competition for advertising in January due to the expectation that people will spend less. (Who knows, perhaps the reduced advertising is January is actually the cause of reduced spending)
We developed a campaign for a “Ginuary” initiative that engaged customers across several different areas including;
- Adding value to the customer
- Developing interesting events
- A free drink initiative
How it worked
Adding value to the customer
As we all know the purse strings can feel a bit tight in January so we added value by offering “2 for 1 Gins” through January.
This could be either redeemed as a “double for the price of a single” or 2 Separate Gins purchased at the same time” and the Gin that was available changed on a weekly basis.
Developing interesting events
We worked with suppliers to arrange a series of events throughout the January at each of the sites.
These activities included “Gin Masterclasses” by Local London Gin Distillers, Meet the Distiller events, Sampling events & involving associated suppliers such as craft tonic companies to do sampling events to engage the customers.
A free Drink Initiative
We have been working with this pub company for years to create a database of emails for their customers and we put this to use during the promotion to drive customers into the businesses over the weekend before January payday (Traditionally one of their hardest trading weekends of the year).
We offered a “Have a drink on us” promotion that was emailed to the customer database. The email that asked the recipient to print off the voucher and bring it to the pub to redeem it for a free Gin and Tonic. The campaign was a success and all of the pubs saw an increase in trade due to this initiative.
This was a great opportunity for us to use a truly multi channel approach to get as much awareness as possible.
We advertised by;
- Creating Facebook Events
- Posting regularly on Social media (Facebook, Twitter, Instagram) in the weeks and days before the events.
- A0 posters outside the pubs
- Banners outside the pubs
- A4 posters in snap frames in strategic positions across the pubs
- Blackboard “Table Talkers” within the pubs
- A6 table flyers to be placed in the cutlery caddies
- DL Table talkers that were placed on each table
- Creating events on Eventbrite
- Sending several targeted E-Newsletters to our Database
The campaign, webpage and artwork were designed, organised, implemented and advertised by our team and was a great success in driving interest and customer into the businesses.
Get in touch and see how we can help make your business the centre of attention. Hello@marketingforhospitality.co.uk