April 2009 Archives

Marketing doesn't have to be all about leaflets, vouchers and postcard advertising. Paperless forms of communication are often quicker to set up, cheaper to run and green into the bargain. 

Try collating mobile phone numbers and setting up a database which can be used to text out special offers, theme nights or one off events. The same can also be done with email addresses. 

Just be careful that when you collect the data you have consent from the owners of the numbers and addresses to use their information, and a relevant opt-out clause for those who don't want to be contacted.  

Make sure you are up to speed with the Data Protection Act by visiting www.smallbusiness.co.uk

By Catherine Hinchcliff, marketing controller at 3663

Best for Business hits its stride this week. It's just one month since we launched this major new editorial initiative aimed at helping independent operators cope with the downturn, and already the support and advice of our industry mentors and sponsors, 3663 and First Choice Coffee, are reaping rewards at our featured businesses.

At Surrey's Stephan Langton pub (left), for example, Sunday lunch takings have risen by a third since owners the Robinsons took mentor James Horler's advice to keep the kitchen open an hour longer. At the same time, the Robinsons are working with 3663 to develop a sales activity plan for the spring. Over at the Tudor Farmhouse Hotel in Gloucestershire, meanwhile, mentor Robin Hutson has established a food cost system that allows the chef to track his food spend better in future.

The beauty of Best for Business is that while our case-studied businesses learn, you learn. In the coming months, we'll be tracking every twist and turn, as the mentors, sponsors and operators in Best for Business work together to recession-proof our featured businesses. Each lesson learnt will be a lesson that's applicable to your business.