As I was walking my dog last night in the howling wind and rain all I could think about was the warming embrace of a comfy chair in front of a roaring fire, at my local pub.
The only problem is I live in the back end of nowhere so my ‘local’ is more than a short stroll away!
At one point though, I nearly bought a pub.
My husband and I, both disillusioned with our 9 – 5 jobs, gave the idea some serious thought.
But common sense prevailed. However bad we thought our jobs were, running a pub is hard work and a whole different kind of stress.
Dealing with breweries, suppliers, landlords and then trying to keep the customers happy can seem like an impossible juggling act.
It’s not surprising that many in the hospitality industry find keeping on top of their marketing activities overwhelming.
Add to that the responsibilities of selling an age-restricted product like alcohol.
But, no matter how busy you are it’s vital you know the marketing rules and regulations that apply…
… and avoid the consequences of getting it wrong.
Consequences that could involve a public announcement you’ve breached the advertising codes, which could have a massive effect on your business’ reputation.
The rules are there for a reason, to stop alcohol ads from being seen by the wrong audience. It also makes good business sense, as why waste money advertising to people who can’t legally consume your product.
So how do you make it happen?
First step, get to know your ideal customer and understand where they see advertising.
If your product is aimed at those in their twenties and early thirties, social media could be an ideal channel to reach them, but for an older demographic, “old fashioned” direct mail or billboards in the right location may be better. But before you can do any of that you need to aware of the rules and how they affect your marketing plans.