Pub marketing: Ideas, promotions, and plan

What is pub marketing?

Pub marketing is all about finding creative ways to bring people into your pub and keep them coming back for more. It’s about knowing your audience and giving them a reason to visit, whether that’s through social media posts, special events, or fun promotions. 

The key is to create a sense of community, and make your pub the go-to spot for good times, great drinks, and comfortable accommodation. The more you engage with your customers—both online and offline—the stronger your brand and customer loyalty will be.

Why is pub marketing important?

Pub marketing is crucial for small operators because it helps drive foot traffic and creates a sense of excitement that can enhance the overall guest experience. A well-executed pub marketing strategy can make your pub a local hotspot, drawing both hotel guests and locals and incentivising overnight stays. This not only boosts your revenue but also adds to the appeal of staying at your property.

How a pub raises awareness of the ‘hotel’ side of the business

For many pubs that also offer accommodation, the hardest part is advertising the accommodation side of the business.

Mick Comerford is General Manager of The Mercantile Hotel, Australia’s longest running Irish pub and boutique hotel, based in Sydney. Mick realised that while he needed to grow all parts of the business, many patrons didn’t know about the accommodation.

While he knew that one way of getting the word out was through online booking sites that travellers use when they search for accommodation, their processes were manual. Mick knew that he needed to stop processing bookings with a notebook and a pen if he wanted to start taking full advantage of these sites.

He explains that with their manual system, “There was no integration with online channels, so it was difficult to track our inventory, there was always the risk of double-bookings, and it was hard to branch out to other OTAs (online travel agencies). If we hadn’t done anything about it, we would lose revenue and time, and people would continue to be unaware of the accommodation side of the business.”

By implementing the all-in-one business solution for small accommodation providers called Little Hotelier, Mick improved the productivity and revenue of the business.

He explains, “Now, more people know about our hotel because they’re finding us online. We’ve partnered with two OTAs, and they send us a lot of international travellers.”

By managing his online channels through Little Hotelier’s channel management component, Mick was able to dedicate more of his time to revenue-generating tasks, like using Little Hotelier’s reports to grow the business.

“We settled on Little Hotelier because it truly is the all in one business solution – it’s my front desk, my backend system, it connects me to 3rd party booking sites, and it has a whole bunch of reports.”

Mick’s pro-tips on how to stand out against your competition:

• Rely on the authenticity of your hotel – Many pub-hotels have a rich history behind them. Find out what yours is and make sure you let your guests know all of the interesting facts.
• Know your ideal guest – the kind that understands the lively atmosphere a pub provides.
• Get an all-in-one business solution to help you manage it all.

How to create a pub marketing plan

Creating a pub marketing plan doesn’t have to be complicated, but it does require some strategy to make sure you’re reaching the right audience and keeping your pub top of mind. 

While every pub is different and attracts different patrons, there are a few consistent steps you can follow:

Step 1: Identify your target audience

The first step is figuring out who you want to attract to your pub. Are you focused on locals, hotel guests, or a mix of both? If your pub is connected to your hotel, your audience might include tourists looking for a relaxed spot to unwind or locals interested in events like quiz nights or live music. Understanding who your ideal customers are will help shape your marketing efforts, from social media posts to special promotions.

Step 2: Set clear goals

What do you want to achieve with your marketing? Do you want to increase daily foot traffic, boost sales during off-peak hours, or promote a new menu? Set measurable goals, such as increasing happy hour attendance by 20% over the next three months or gaining 500 new followers on your pub’s social media pages. Clear goals give your marketing plan direction and help you track what’s working.

For instance, you might aim to increase happy hour attendance by 20% within the next three months or gain 500 new social media followers.

Step 3: Choose your marketing channels

Now that you know who you’re targeting and what you want to achieve, decide how you’ll reach your audience. Social media is a must—posting regularly on platforms like Instagram and Facebook keeps your pub visible and lets you promote events and specials. Don’t forget about email marketing for hotel guests, offering exclusive deals or event invitations. You can also consider traditional methods like flyers for local distribution or partnering with nearby businesses for cross-promotion.

Little Hotelier has given me more freedom because I have the app on my phone. I can pick up any of the bookings and manage it remotely. We can relax, take a step back, and let Little Hotelier run our business.

Elaine Milne,

Owner

Calder House

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Effective pub marketing ideas and promotions

For small hotel owners, marketing your pub doesn’t have to be expensive or complicated. Here are some practical, budget-friendly pub marketing ideas to help you get started:

1. Host themed nights and events

Organise weekly events like trivia nights, karaoke, or themed parties that cater to your target audience. For example, a “Locals Night” with drink specials or a “Quiz Night” can become a regular draw for both hotel guests and nearby residents. These events help create a sense of community, keep your pub buzzing during slow nights, and encourage repeat visits. Promote these events on social media and through your hotel’s communication channels to reach a broader audience.

2. Create happy hour specials

A well-advertised happy hour can work wonders for increasing foot traffic during off-peak times. Offer discounts on drinks or bar snacks during specific hours to attract people after work or guests looking for a pre-dinner drink. Pair this with small discounts or promotions for hotel guests to encourage them to head straight to your pub for a quick drink or meal. Keeping these offers limited to a couple of hours creates urgency and encourages repeat visits.

Promote these on social media to reach locals and hotel guests alike.

3. Collaborate with local businesses

Partner with nearby local businesses for cross-promotion. You could offer a discount to patrons who bring in a receipt from a nearby store or café, and vice versa. Similarly, partnering with local breweries or distilleries to host tasting events is another way to draw in a new crowd while supporting other local businesses. This approach doesn’t require a huge budget and builds strong community relationships that can benefit your pub in the long run.