Pub marketing to refine value proposition. Plus new branding, and websites to boost awareness and attract new audiences

CLIENT: KDR Events

SECTOR: Hospitality

SCOPE: Strategic Marketing I Branding I Website Design & Development I Social Media I SEO

A strategic pub marketing campaign was required for KDR Events. Established in 2018, they have expanded by taking over popular hospitality venues in Northampton, Picturedrome & The Old White Hart Pub, recently also adding The White Horse in Old to the portfolio.

In order to achieve the objectives for KDR, research and bar marketing strategies were deployed to help redefine the value proposition and communicate this to the target audience in a way that moved them. Competitive advantage and differentiating from competitors whilst emphasising how the KDR offer addresses customer needs and pain points helped attract attention and get them back through the doors post-pandemic.

GWCM helped to clearly define what it is about the venues that make them different from competitors' venues. Using research on available data and getting intimate with existing and targeted customer needs, likes, and influences we then geared marketing promotion towards them, in a language they understand. This strengthened the levels of success and helped convince the audience to choose these venues over others.

The next phase of the work involved a plan to obtain better customer data generation beyond just an email address. This data as gathered was then segmented into the CRM via age, gender, interests, where they live, etc for use with specific targeted offers to attract family diners and increase food & drink sales plus venue hire through marketing promotions, surveys, competitions, and campaigns.

New pub websites were produced for two of the venues with focussed SEO and landing pages to attract venue hire for weddings and private parties. New menus were designed, plus social media campaigns and branded posters and advertisements for the bars exploring different customer offers. We developed promotions to grow and incentivise email subscribers and produced targeted email marketing to turn customers into ratings, reviews, and referrals.