Influencers & Celebrities - How to Capitalise on Fame
Reflections of a Reluctant Pub Landlady
When I first started in hospitality, the term ‘influencers’ wasn’t really a thing. We had a fair few celebrities come into our pub over the years—local TV presenters, soap stars, and even a well-known American rapper attending Supercars at Wilton (I didn’t know her from Eve!). Chaz & Dave were often spotted in our pub tucking into their dinner.
Top Gear Visit
As someone not easily impressed with celebrity status, I never tried to capitalise on their visits, serving them as any other customer. That changed when my business partner called, saying the Top Gear production crew were dining at one of our other pubs after filming an episode at Stonehenge and could I go and supervise.
My entrance into the restaurant area was dramatic. On the way in, I tripped over an expensive BBC camera while carrying three dinner plates. They had asked to dine in peace with no photos, which I respected. Jeremy Clarkson asked me for a double espresso, coming across very softly spoken and polite, unlike his TV persona. This was around the time he allegedly punched a producer over a catering issue—no hot food. I wasn’t a fan, but it was interesting and fun to have a large film group dining in the restaurant.
Going Viral
When the group left, I took a distant photo of Jeremy’s car with him about to get in it. I posted it on the pub’s Facebook page, and it got 27,000 likes within an hour or two. I didn’t need to be quite so discreet -the staff later showed me lots of selfies with Richard Hammond. Interestingly, James May bought ‘one half’ of a local pub a few years later, the Royal Oak at Swallowcliffe and is quite outspoken about the future of pubs.
This experience taught me the power of celebrities visiting a venue. Recently, Taylor Swift mentioned a pub in a song. Fans have been flocking to “The Black Dog” in Vauxhall, London, after her reference in her new album “The Tortured Poets Department.” This surge has turned the once-quiet pub into a popular spot for Swifties (fans to the uninitiated). The pub capitalised on this by offering “Taylor’s Version” burgers and cocktails, significantly boosting sales and bookings, especially ahead of her London concerts. This kind of attention can be a game-changer for pubs struggling to attract customers.
Leveraging Influencers
In addition to celebrities, social media influencers play a crucial role in promoting pubs. Collaborating with local influencers who have a strong following can help spread the word quickly. Influencers can host events, share their experiences, and post about the pub, reaching a targeted audience effectively. By not getting involved, you could lose competitive edge – here is a list of 2023’s top hospitality influencers according to Modern Hospitality.
Growing a Pub’s Appeal
The hospitality industry is no stranger to the influence of marketing tactics in driving business growth. Traditional methods such as television and radio advertising, while still pertinent, are gradually being replaced by innovative changes. For small pubs looking for significant growth, one such strategy gaining traction is forging influencer partnerships.
What Exactly is an Influencer?
An influencer is an individual who can affect the purchasing decisions of others due to their authority, knowledge, or relationship with their audience. They range from celebrities and industry experts to micro-influencers with a smaller but highly engaged following. Influencers use platforms like Instagram, YouTube, and TikTok to share content, engage with their followers, and promote products or services.
How to Utilise Influencer Marketing for Your Pub
Identifying Influential Figures
For instance, beer bloggers or critics for a craft beer pub, or a sports commentator for a football pub.Developing Authentic Partnerships
Influencers who develop genuine relationships with brands communicate more effectively with their followers. Offer exclusivity or sponsor their events to establish a valuable reciprocal relationship.Maximising Influencer Campaigns
Ensure influencers are genuinely invested in promoting your pub. Host influencer events at your pub, provide personalised experiences, and encourage them to share these with their followers to generate organic engagement.Measuring Partnership Success
Track metrics such as web traffic, footfall increase, conversion rates, and return on investment. Adjust strategies in real-time based on performance.
A word of warning though – we organised an evening with Matt Le Tissier at one of our wet-led venues, a staunch Saints supporters pub and it was really difficult to sell the tickets. The reason they gave. Why pay to listen to a local celebrity who we regularly bump into in the local shop. It was a great night though and he was thoroughly charming (despite not playing for Manchester United!).
Conclusion
Celebrity endorsements and influencer collaborations can significantly boost pubs. By creating themed events, leveraging social media, and maintaining authenticity, pubs can turn fleeting fame into lasting success. Leveraging these strategies can help pubs not only survive but thrive in an increasingly competitive market.
I wonder whether Clarkson’s Cask Ale or May’s Madras could have been a thing!
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