Building a new market for “Pittsburgh’s oldest and friendliest tavern”

October 16 2012

In 2008, we began building a multi-faceted marketing strategy for The Park House.  It launched with a new website, e-newsletter, weekly events blog and calendar, and a Facebook page. Last December we enhanced his social media by adding Twitter and Hootsuite to make posting to both easy. Read more about it in our portfolio on Internet Marketing.

We’ve also produced print materials, including event posters, tabletop promos, an in-house promotional video and menus. This week we launched a simple, low cost campaign to attract Pittsburgh visitors.  It’s a whole new market with a simple, low cost way to reach them.

So, what’s the tactic?  One of the oldest, traditional, analog marketing tactics:  a rack card!  And low cost:  only $160 to start with for 1,000 cards. The owner is distributing these to the concierges—the travelers’ maven—at hotels on the nearby Northshore and downtown Cultural District.  The first batch went to the nearby, charming and historic Priory Hotel last Friday; they were thrilled to get them since they already refer guests to The Park House.

Will visitors come to this Deutschtown historic neighborhood pub?  Of course. Many travelers seek out a neighborhood atmosphere in their travels and want to meet locals.  For example, two weeks ago the owner hosted two tables of guests from the Far East:  Japan and Indonesia.  Over time, others have come from Europe and the Middle East. Value-added for the visitor, the owner has created a small and surprisingly diverse international menu… and he speaks five languages!  How many pubs offer that?!

Oh, and then there’s the 80+ craft beers… and FREE live music and peanuts and pop corn.

As the owner says in his weekly blog, “See you at the Park House.”

The point is good marketing doesn’t have to cost a ton. But it does have to be smart and well-targeted.

Finally, you might enjoy a previous blog about a Park House promotion:  “We call it a success story when customers steal our product!”  The product design was so cool, that people just walked off with it!

Very flattering, since it, too, didn’t cost much… and we got free advertising outside of the pub.

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