The Spike Pub & Liquor Store - ABLE BC

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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
Digital Signage by Best Buy Take your signage digital with Best Buy Whether you’re looking to reinforce your brand messaging, inform customers about sales and promotions or simply add revenue with third party advertising, digital signage is a smart choice for any business. Eye-catching. Memorable. Dynamic. Digital signs offer significant advantages over traditional signs with content that can be changed quickly and inexpensively. At Best Buy, we can offer complete end-to-end signage solutions, featuring: • Site survey, design and project management • Single location install or national rollouts • Maintenance plans with on-call customer service Plus, with the largest selection of commercial and consumer TVs available, we're sure to have the displays you need. Contact us today to find out what we can do for your business. Scott Campbell scotcamp@bestbuycanada.ca 604.456.8313
Page 1 and 2: the Publican The Alliance of Bevera
Page 3 and 4: On the Cover The Spike Pub & Liquor
Page 5 and 6: Executive Director's Report by Kim
Page 7 and 8: BC HOSPITALITY & Conference INDUSTR
Page 9: open at night, right That means you
Page 13 and 14: Human Resources by go2 Getting New
Page 15 and 16: When retail guru Robert Spector sha
Page 17 and 18: Cultivate the Purchase Experience E
Page 19 and 20: PERIOD 02 SALES - UNAUDITED Sales f
Page 21 and 22: " Superior food service in pubs is
Page 23 and 24: Controlling food cost has never bee
Page 25 and 26: What's New by Debbie Minke RTDs Can
Page 27 and 28: your operation and the community, a
Page 29 and 30: Liquor Policy and Business Review b
Page 31 and 32: TECH TRENDS What’s Out There, Wha
Page 33 and 34: In addition to Irish cream liqueurs
Page 35 and 36: Personal Best - Record the highest
Page 37 and 38: Marketplace Advertisers the Publica
Page 39: Rolling out our newest Racer! NEW!

The Spike Pub & Liquor Store - ABLE BC

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