Date :
27/11/2013
It’s very much open arms at The Last Drop Tavern, in Edinburgh’s Grassmarket, where they’re far from pulling the final pint. The conversation is in full swing, both inside and online. The traditional bar lost much of its loyal student trade when nearby university premises closed.
Managers James and Ruth Rettie turned to social media, and attracted a whole new audience by playing to its historic strengths, and pitching into the year-round tourist trade. Inviting visitors to share their experiences, and then post photos via Facebook, is just one innovation that encourages more passing and regular trade to venture inside. Now the pub’s social media reflects the lifestyle of its regulars, and encourages frequent comment.
There’s much reporting that the traditional heart of the community is suffering a bypass as drinkers forsake the bar and head for the supermarket checkout instead. However, the shake-out in the industry - press reports claim a fifth of community pubs have closed since 2007 - does have an upside.
The demographic of the average pub drinker is changing to a more relaxed family orientated customer. Pubs that have catered more for that market, and embraced social media, are finding loyal new regulars and recognition from savvy, connected tourists. Social media is turning those occasional visitors into regular contributors, helping build reputation and loyalty.
Online services that encourage engagement in words and pictures work especially well for pubs. Graham Blaikie, an award-winning landlord, used photo based sites to build excitement around the opening of his Mercat Grill in East Lothian.
Spreading the effort of updating and responding between himself and senior staff made the job easy. Graham treated the time spent as part of his marketing. Even before opening, he’d begun building a clientele, eager to sample his new premises. Now he also uses social media to promote food offers and special events.
Overriding, though, is the need for good service. Witty comments online are no substitute for old fashioned service. Both Jim and Ruth at the Last Drop, and Graham at the Mercat Grill, agree that without the real world class service to match the online presence, your media can very soon turn quite antisocial.
Keep up to date with the latest in social media and online opportunities by checking out our Shine Online guide and Technology Trends pages.