By George Redmond, co-founder of Stanley House Studios
After working closely with pubs for over 20 years, at Stanley House Studios we have noticed how much marketing has changed – it can be hard to keep up! Here are some of the top trends and practical tips we’ve identified recently to help you stay ahead in marketing your pub.
1. Prioritise relationships over transactions
Customers don’t just want deals; they want a feeling of connection. Personalisation and storytelling are key. In the push for authenticity, we’re noticing an increase in hospitality businesses promoting behind-the-scenes content of their staff and business story to differentiate themselves from competitors.
Example: Tilley & Wills do this brilliantly, showcasing the people behind the brand, like fantastic team leaders Katie and Sharni from Verandah Precinct.
2. Embrace lo-fi, employee-generated content
In line with the desire for more authentic experiences, polished content is out – real, raw, and relatable content performs much better online. Studies show that lo-fi content receives 38% more engagement than highly produced content. Video content performs even better, as social media algorithms prioritise it in people’s feeds. This is great for pubs and venues – you can get your team members involved in creating and editing content using an iPhone.
Example: A UGC (User-Generated Content) campaign we ran for Coopers Beer found that lo-fi, iPhone-shot content outperformed high-production videos.
3. Get on TikTok – It’s the new Google!
TikTok is not just for kids! 95% of Australian adults aged 18-35 are on TikTok, 59% of users discover new brands on TikTok, and 40% of users purchase something after seeing it on the platform. If you need any more reason to get your brand on board, more Gen Z-ers use TikTok for search than Google, making it a must-have discovery tool.
Example: Tilley & Wills’ TikTok is a great use of the platform, showcasing both venues and personality. Bar Nina (see below) and Arm’s Length also nail this – they have a dedicated staff member who captures incredible content. Having someone on-site who’s confident on camera and skilled at creating engaging videos is invaluable!
4. Use AI for Marketing Efficiency
AI can help streamline social media captions, and target messages/ideas for different audiences. You can use AI for assistance with newsletter copy, social media captioning and content ideas, but always review before posting!
- 76% of marketers are using AI tools to automate content creation.
- AI-generated captions can reduce content production time by up to 40%.
Example: Robin Hood’s customers for karaoke and Fireball Fridays are completely different to its trivia customers on a Monday and its ‘Tight-arse $20 steak’ customers on Tuesday. They need different messages to be targeted to them at different times. Use AI to help pull together and tighten messaging relevant for each audience.
5. Strengthen in-person community engagement
With digital noise at an all-time high, face-to-face marketing is making a comeback. Events, partnerships, and even old-school letterbox drops work. Seventy-two per cent of consumers say they prefer in-person experiences over digital ads.
Example: We ran a bottomless brunch at Darling Pavilion, leveraging an alcohol partner, priced at $59 to target a younger audience. This was a successful campaign as it tapped into current “cossie-livs” trends with a fun in-person experience, complemented by a strong digital strategy – which sold out all tickets.
Example: Momento is hosting a Venue Showcase: an in-person event for corporates, event planners, local businesses, and media. This showcase highlights the venues’ offerings, giving guests a firsthand experience of what to expect when choosing it for their next event.
Final tip: Remember, locals are the backbone of any great pub. Explore opportunities to cross sell and market to a group/community cause that is meaningful to the local audiences. This could be sponsoring a local sports team, or cross promoting with a local shop – such as buying something in the bottleshop and receiving a complimentary drink with the next pub meal!
There are many ways to market your pub – and most are simpler than you might expect. It’s all about engaging with your team and your community to promote what makes your pub a standout!