Mark S. Elliott has spent 25 years working in various management roles within the tenanted and leased divisions of the UK's largest breweries and pub companies. His extensive knowledge and day-to-day involvement with pubs and publicans make him well qualified to know what is required to run a successful pub. He shares his knowledge and many 'insider tips' with you in this book. Mark is based in Cockermouth, Cumbria.
WHAT IS MARKETING?
The word ‘marketing’ conjures up images of dynamic advertising agencies and million-pound budgets, but the reality is that even the smallest pubs use some form of marketing.
So what is marketing? Well, marketing can be defined as: ‘The process of identifying, anticipating and satisfying customer requirements, profitably’ (Chartered Institute of Marketing).
Marketing is a crucial part of running a business, and though most pubs use some form of marketing, not all of them do it well. Good marketing and focusing on customer satisfaction help businesses be more successful. Marketing is an ongoing process and not something you do once then forget about for a while. It is not just about spending money on advertising, it is about really understanding customer requirements and shaping your business to meet their needs.
The benefits of marketing
The ultimate aim of marketing is to make more profit. Marketing clarifies who your target customers are and helps you to understand their needs. It focuses your business on providing customers with what they want, and satisfied customers stay longer, return more often and spend more money. Satisfied customers can help to promote your business by word of mouth to other potential customers too. Dissatisfied customers on the other hand, spend little, don’t come back, and will let lots of people know about their poor experience. Marketing focuses your business on ‘customer satisfaction’ and, when done well, can give you a big advantage over your competitors.