Star launches new digital marketing support for licensees

Star Pubs & Bars is partnering with leading online hospitality specialists to launch a comprehensive new package of digital marketing support for its licensees.

The move reflects pub goers’ growing reliance on social media and the internet when choosing a pub.

Paul Gordon, Retail Marketing Manager for Star Pubs & Bars, said, “Research shows there are now 180,000 monthly searches for the term ‘pubs near me’ alone, three quarters of which result in a pub visit that day. We want to put licensees in the best possible position to capitalise on this.”*

The support includes: free webinar training on advanced social media skills; a consumer data capture solution and a website creation service with digital marketing and live booking system options.

The package has been developed following feedback from licensees on their need for great digital marketing support. With solutions suitable for every style of pub, it enables users to easily access all the digital tools required to grow their business. The support is also integrated in order to minimise the time licensees need to spend on maintaining an effective digital marketing programme.

Star Pubs & Bars undertook an extensive tendering process to select its preferred suppliers. It is linking with Avocado Social for webinar training, Wireless Social for data capture and ToGo, with whom it has negotiated preferential rates, for website production, digital marketing and a complete table reservation system.

Gordon added, “The standard customer journey no longer begins outside the pub based on its external appearance and kerb appeal. More and more customers are turning to the digital world to inform their decisions about where to spend their hard earned cash. If pubs don’t take having a great online presence seriously, they risk losing out on potential customers before they’ve even walked past the door.

“Digital marketing is a fast developing area where many licensees lack confidence. This new package offers Star licensees some of the best digital marketing tools in the pub industry.”

Gary Hunt of Fine & Country Inns, which has three pubs with Star, is one of the first to access Star’s digital marketing package. Said Hunt, “We operate premium pubs that are known for their excellent food. As well as being great locals, they are destination, drive-to venues that rely on attracting customers from a wide radius.

'Our websites and social media are the shop windows of our pubs for those coming from further afield, so they’re critical to our success. High quality but affordable support such as this is very welcome.”

*source: Inapub