Know-How Exchange : E-Marketing

First build your list as much as possible. Coasters that say "register for specials at www.8ukpubs.com" will get people to visit and register.

If at all possible, use a double opt-in newsletter. This is of tremendous value when your go to YOUR vendors asking for special deals or when you want to add a better line.

Do not e-mail more often than twice per month to start, but always ask if they'd like to receive information more or less often.

Work with the local hotel GM or DOS and get some international exposure to their clientele. This helps you get recognized by Conde Nast et al.

Finally, reach out the the kind of customer you want. Example, if you want more Japanese customers (again international) develop contacts in that area with tour operators who are putting together programs for Japanese visitors. (If you need contacts in that are let me know)

Good luck!

Michael

Good ideas in the preceding posts – though I’m not so sure I would want to be photographed in a bar – we’re terribly discreet in the UK!

If you want top-end trade, it will probably be local, so join your local business link organisation – I’m a member of Sussex Enterprise for example – other members of the Unimax Team are members in their own locality. Apart from the publicity you can generate from it and your entry into in to a directory, it also allows you to mail and email the managers from other companies listed. They expect it – a lot of the purpose of the enterprise network is, er, networking.

Email them a special offer if they visit your bar during a particular period. Take up some of the innovative ideas already presented and incorporated in this posting. Invite them to sample (some) of your wares and encourage them to come back as fully paying visitors.

It also helps if you have a “Name” on the board – I was stunned a few years back to receive an invite to join an exclusive club by way of an email from a well known personage. (Clue: he’s now stepson to a Royal) Naturally I was flattered and had I been the least bit interested in the club, I would have joined like a shot. (Wrong geography) Not surprisingly, his club is now very successful and there is a waiting list.

Personal invites should be sent to: (!)

Steve Alker
Unimax Solutions