Pubs are great places for students to socialise together – they are a central meeting point for the community, an escape from the humdrum of everyday life and a staple in the university experience. Students contribute a lot to pub culture in the UK but, in the face of the cost-of-living crisis, many of them have concerns about getting by financially.
This might make trips to the pub less likely – unless you make it worth their while! Implementing incentives and directed marketing strategies could help keep them coming back. They are keen spenders when it comes to alcohol, so it’s in the best interests of your business to get them to visit your pub.
So, on top of regular considerations like public house insurance and supply management, you’ll want to dedicate some time and resources to attracting students. But you might be surprised at how simple it can be!
Discounts and two-for-ones
Everybody loves a bargain – none more so than students! The average monthly spend on booze for students is £30.96 but this is likely to increase if they are getting more for their money. Offer them student discounts on select drinks or two-for-one promotions on cocktails and you’re sure to see them flooding in for a weekend out.
Shots are another favourite among students so you could offer deals on bulk orders. Remember, though; it’s essential to encourage responsible drinking in your establishment.
We’re in the digital age and Gen Z are practically attached to their phones – it’s time to make your presence known online. Carve out a memorable social media profile and promote your business online with targeted ads and clever posts.
This doesn’t mean you should neglect traditional advertising. Students love nostalgia so put aside a budget for advertising in student newspapers and on-campus newsletters and flyers. You could also take a trip to local student unions to discuss your promotions in person and give out incentives in the form of discount tokens.
Incentive students to spend money with the promise of a themed night or pub quiz. Make use of public holidays and yearly events such as Halloween and Christmas as hooks for big nights.
You could even offer promotional nights following the academic timetable. Half-price drinks for an after-exam celebration? Yes, please. What about some fresher deals? See you there.
For the ultimate night out, add karaoke to the menu. Nearly half of UK adults belt out their favourite songs at least once a month, so it’s sure to be a crowd-pleaser for more than just the younger clientele.
Gen Z want to frequent places that offer them a fun experience and a karaoke night is a great incentive to come back every week. It always manages to bring people together and is a cost-effective way to bring in some extra revenue.