Hi Brad, I attended your show last night at University of Ulster, Belfast. I am a business owner in the alcohol trade, public house. I went home and immediately got into the notes I had taken. One problem I do have is working out how to get an accurate figure for leads. As it’s a pub people rarely come in unless they are making a purchase of a drink. It gives me an inaccurate reading of conversions. Would you give me advise on this. I don’t serve food or have an off-sales for carry out drink.
You can create a very simple system … and start with a baseline number by literally marking down how many people come in to buy a drink every day.
Now, a couple things you can do –
Figure out your best-selling drink – and raise its price at least 10%.
If you’ve gone through the 5 Ways, you know this will go straight to your bottom line – and most of your customers won’t notice – or even care.
Next, figure out what you can offer as a “test” to literally drive people through your door.
If you don’t serve food – what kind of offers can you “offer” your target market?
If you know you typically get 10 people on a Tuesday – can you invite 100 people to a special beer tasting event (or a “buy one get one” aka “BOGO”) on a Tuesday night?
Can you set up a big screen and have a special World Cup qualifying viewing party for your best customers – with special drinks and light appetizers?
Can you add appetizers on a Friday or weekend to see if you get more people through your door?
Can you add signage in and around the pub to let people know what’s going on?
It may sound too simple … but you can (unlike other businesses) count as a “lead” anyone who walks in your pub.
Now … if you have 20 people turning up at your special, closed door beer tasting event, you’ve doubled your Tuesday leads, and got a 20% conversion on your 100 invite “offer.”
How many beers they buy at the higher price point will give you an idea of your average value sale – a return coupon or offer or invite to another event will help drive repeat business.
Hope this helps your thought process –
All the best,
Date: June 12, 2013