OTS p12-14 Cover Story Nov08.qxp 05/11/2008 15:47 Page 12
business building · cover story
Time to get online
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. In a special feature,
Kevin Scott looks at how pubs can
take advantage of this boom and
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 encourage customer feedback and allow your company is all too aware of the importance of
alternatives including gathering a mailing list customers to build relationships with each on-line activity is in terms of communicating,
from your customers and sending e-flyers on other. It also allows you to get the word out up-to-date information of all Dark Star’s
a regular basis, or simply starting a group on a quickly when something unexpected comes promotions and information are out there for
social networking site such as facebook, Bebo, up that could lead to drawing more people to people to get their hands on.
or MySpace. a venue on a particular night. “New “Over the past 10 years the internet has
Social networking is nothing short of a networking tools like bulletins, blogs and e- become the strongest way to communicate
phenomenon with millions of people shots allow a much more flexible and up-to- with customers, especially via direct e-
organising their social lives through a the minute news cast which conventional marketing and social networking sites. These
computer screen. Many pub companies and marketing tools such as flyers, billboards and sites have become the new way of ‘talking’ to
single unit operators have already seen the postal mail outs just cannot provide,” explains people,” says Sarah Mazzone, the company’s
possibilities and got involved with these sites Duncan. “For example when an agent of a on-line marketing manager. “We know how
as a way of letting people know what’s well known artist calls me two hours before important it is to keep on top of things like
happening at their outlets, and showcasing the club opens to let me know they will be Bebo and e-marketing. It is vital to have all the
events big and small. attending the club I can instantly relay the relevant information out there for potential
Glasgow operator CPL, which runs three message to our web team who design an e- customers to access. People do their research
nightclubs in the city, is very active online and flyer and proceed to use all our various e- on-line before they head out and have already
its site is full of information on club nights and marketing outlets; website, blogs, mailing lists, made up their minds as to where they are
special offers. Duncan Sweeny, who deals social networks, public forums etc. to spread going, and normally there is an offer or
with event management and marketing at the the information – it’s trying to get the promotion involved, or something different
company says the internet has become customer to help us spread the buzz and the that has caught their attention on-line.”
indispensable. “The internet promotes an internet does this brilliantly.” G1 Group has developed a separate online
invaluable direct/direct response marketing Dark Star Scotland is another operator that brand called Social Animal, which keeps its
opportunity,” he says. Since the explosion of has harnessed the internet to good effect. The huge database of members informed as to
social networks we have found the internet a
huge tool for attracting customers to our
“People do their research on-line before they head out
units.”
and have already made up their minds as to where they
Duncan points out that the internet gives
are going.”
everyone a voice, making it a great way to
· 12 · ots · november 2008 · www.55north.com/ots_home.asp
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