Phoenix Pub Group - A four service solution that has increased sales and reduced costs!
Phoenix have 60 pub and hotel venues - 53 show live sports (Sky and BT), 33 have a strong food offering with all running a local events calendar such as quiz nights and live music etc.
Phoenix challenged us to increase sales and reduce costs by delivering an integrated multi-service marketing solution with venue TVs at the centre. The ideal solution would have the lowest capital and operational expenditure and lowest level of ongoing management resource required to run it to maximise return on investment. The immediate focus was to get the most out the existing under-utilized assets and marketing tools covering the venues 261 TVs, WiFi, email platform and social media (Facebook), whilst at the same time reducing costs.
Paul Taplin, M.D. of Phoenix said “We were going in the right direction with our marketing tools and activity but I felt there was more value we could extract from the investments we were making, improve engagement with our brand partners and establish better measurement of activity impact”.
Firstly, deployment of Screach TV delivered a combination of entertaining content and venue marketing messages (e.g. Food and drink promotions, Live Sports events) to communicate with and influence consumers in the venues. These messages are simultaneously added to the Facebook pages of each pub to drive awareness outside the venue to increase footfall.
We then utilised the existing WiFi solution and replaced the email platform delivering closer integration. The WiFi service was optimised to deliver incremental business benefit e.g. using the data captured, social integration to drive Facebook ‘Likes’ and footfall measurement. Using the email database to deliver targeted campaigns based on consumer profile data further developed consumer awareness of offers and events.
The next step was the integration between the ePOS system and Screach Intelligence platform allowing us to bring together the two elements of marketing stimulus with measurability on a single easy to understand dashboard. This is now used by Phoenix to quickly evaluate campaign success and provides key information to facilitate data led decision making.
Lastly, we built a media pack and engaged with key drinks brand suppliers to deliver incremental revenues to Phoenix from selling TV advertising space for products being sold in the venues. This has the potential to reduce the Screach monthly cost of ownership to zero.
Timescales: four months from contract signature to phase one completion, but the journey continues!
Paul stated that: “Admittedly I was quite sceptical at the beginning but I’m very pleased to say we’ve seen real business impact on sales, a much more streamlined solution saving us time and money, great engagement with our brand partners and a rapid return on investment”