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Wednesday, 23 September 2009

Pubs vs Supermarkets - The Pub Delusion!

I've reduced this posting down to just concentrate on what managers can do to differentiate the pub and supermarket sectors in the publics' eyes.

WHY MANY PUBCOS ARE GETTING IT WRONG:

While managers in the trade are distracted by the battle with the supermarkets many pubcos themselves start 'buying into' the same delusion. Retail style banners are everywhere. Big Red Bold letters shouting out "SALE" or "ALL OUR PRICES SLASHED!". Huge red and white corex signs wih retail style "cut price offers". You'd think that some pub chains have been bought out by Asda!

And so the delusion spreads. Do we really want customers to start seeing Pubs and Supermarkets as offering the same, but at widely different prices. Its time this whole game stopped.

If you are part of a chain please leave the retail style posters in the box. Paint all of the insides of your poster frames black and find a member of staff with neat handwriting and see if they can better advertise your key messages and help project an image better associated with the brand that is "English Pubs". Or ask amongst your customers if there are any art students willing to have a go at chalkboard writing in return for a few drinks!

And lest we forget, there are several professional chalkboard artists across the country. But even if you can't spare the budget, writing the messages yourself on chalkboards will be FAR more effective at getting customers' attention, and will help delineate the differences between the sectors.

CASE IN POINT:



The Dog and Partridge, ironically situated RIGHT NEXT DOOR to a Tesco Express store! Now of course the pub has handily been supplied with Big Red Marketing Materials from head-office, almost identical to the ones in the huge window spaces of Tesco.


pub chalkboard

Instead I blacked-out some exterior panels and turned them into prime spaces for chalkboard illustrations.

Pub chalkboards

These pictoral signs re-inforce the selling points of the venue. Sure, price of beer is an issue these days, but only in terms of competition with neighbouring pubs. And even then, while you might offer the exact same kinds of attractions as your competitors, as in this case, those attractions can be communicated more effectively - thereby drawing customers away from your competition! And, you know, it didn't cost all that much. In fact it costs less than simply hiring a professional painter to paint the exterior! And you end up with something far more striking than any amount or external refurb could achieve by itself.

Dog and Partridge

My main point is for our balmy Pubcos. Pubs and Spermarkets are not the same. And customers really don't need to be pursueded otherwise by Pubco marketing departments!


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Employing professional Chalkboard Illustration services can increase turnover anywhere between 10% - 100% ! Attract the right attention through projecting a friendly professional image, by using professional artists who specialize in Pub Chalkboard Illustrations.



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Adrian Patrick is a prolific Neo-Pop Artist and you find out more at www.ady.co



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