The Spike Pub & Liquor Store - ABLE BC

to the sign. Those are eye-catching and people
have a tendency to look at them for longer periods
than static images.” Plus, digital signs can save you
the headache of juggling (and re-taping, patching,
and changing) paper signs, posters, and banners.
Going digital might even save you money down
the line on printing costs.
Digital signs take the form of a TV or large-screen
computer monitor with a media player or software.
The content can be updated and controlled from
any location. Once you buy a digital display, you
can go to your provider’s website and upload
content, whether it’s video or still images. “As
long as [publicans] have somewhere with Internet
access, they can change anything from anywhere
in the world,” explains Mike Maclean, whose
company manufactures software for use with
digital signs. “It’s the iPod of digital signs. It’s cost
effective, durable, and scalable.”
These signs let you share specials with your
customers, tempt them with mouth-watering
images, and upsell new or recommended items.
You can do as much or as little self-promotion as
you like - and it’s a perfect opportunity for crosspromotion
between establishments. You can run
a display in your liquor store about the specials in
your pub, or vice versa.
“The nice thing about it is being able to promote
your own specials,” comments White. “There’s
great margin in those items.” White steers his
clients away from using their in-house digital
signage to advertise outside services like the
pizza joint down the road. “It won’t drive as much
revenue for you as if you advertise your own
products and services, or those of your partners,”
White observes.
Others feel differently. As the Berezan Group rolls
out digital signs at all of its liquor stores in the
coming months, they are looking at advertising
for other businesses as a potential source of
revenue.
You don’t even have to sign up for a digital
package to make an impact with your interior
signs. Not sure that you want a constantly
revolving screen of branded images At Canoe
Brewpub Marina and Restaurant in Victoria,
General Manager Alain Leger and his team bought
several TVs to complement their existing roster of
banners and window signs. Canoe runs movies
during their themed nights, such as surf Sundays
and James Bond night.
In the market for tent cards Take a good look
at how the interior of your pub is styled. “If the
atmosphere is dark, they have to be easy to
read,” says Lau. List your features, but add a call
to action to entice your customers to try your
specials. Sometimes a catchy title is enough to
do this. Keep your branding clear and simple, and
keep the design in line with your brand. If your
establishment’s chief colours are green and gold,
these should be reflected in your tent cards and
other signage. Your pub’s name should be visible
on the card. Resist the temptation to give it over to
a supplier: sure, they’ll pay the cost of having the
cards printed, but you’re not doing yourself any
favours, because it’s their branding that’s getting
the most airtime. You’re advertising for them, not
for your establishment.
Keep your own brand front and centre on
functional, informative, and attractive signs. Tell
the people what’s new, what’s hot, and what’s
on special. Make an impact, and you’ll make
more sales.
10 The Publican