How DB filled its bars

THE PROBLEM: For most pubs and bars, success depends on repeat business from a loyal customer base.

Direct marketing to patrons is an effective way to keep drinkers coming back, but is shunned by many bar managers as time-consuming and hard to get right.

THE SOLUTION: DB Breweries commissioned a website template for use by DB-affiliated pubs.

The generic website could be customised with logos and pictures of individual bars and the brewer's brands. In Auckland it is used by The Globe backpacker bar in the central city and Degree in the Viaduct

THE EXECUTION: Degree director John Hellebrekers said that as a Viaduct-based business, the bar's marketing problem was to encourage the summer crowds to come back in winter.

It used weekly business card prize draws to build up its database.

Drinkers were also photographed at the bar, and given the address of the website where they could register their details to view the pictures.

Two or three emails were sent to database members each month, giving details of promotions and events.

The same strategy was used by other bars around the country using the DB "microsite" templates.

THE RESULTS: Degree won the "Best Marketed Bar/Restaurant" category in the Hospitality Association's Award for Excellence last year - an award partly attributed to its website and email marketing initiatives.

Hellebrekers said sales last winter were 40 per cent up on winter 2002.