1. Promote your pub’s best features
Our friends at DesignMyNight conducted a survey ahead of the 2022 FIFA World Cup in Qatar to find out what consumers look for in a venue to watch football in. The survey asked participants what was important to them when choosing a venue for watching the World Cup, and 51% said it was the atmosphere. Screen size (13%) and TV location (30%) were also important considerations.
The survey results demonstrate that your amenities are going to be an important factor in customers choosing your venue. If you would like to make sure you attract guests to your venue during the Euro 2024, now is the time to think about the upgrades you might want to install -whether you will invest in a larger indoor screen or more screens to maximise seating with a good view or whether you will invest in improving your outdoor space ahead of the tournament.
Once you've considered your screens and seating, the next step is ensuring every guest has a top-notch experience. A ticketed event system could be your winning strategy.
Explore ticketed events as a powerful Euro 2024 strategy for your venue. You can customise these events with various tiers – guaranteed screen views, standard seating, drink-only or a bundle of seats with a food and drink package – allowing you to cater to different fans, maximise profits and plan accordingly.
With your Euro 2024 events ready to go, the next step is ensuring fans find you.
A listing of your venue or event on a marketing platform like DesignMyNight.com, which attracts over 3.8 million monthly users, is a great way to promote the features of your venue. With over 1.5 million Euro-related searches on DesignMyNight during the last tournament, listing your pub or bar gives you direct access to potential customers. Plus, you'll also have opportunities for features in local listings and event roundups, ensuring your pub or bar gets noticed.
Find out more about managing bookings and increasing revenue opportunities in the lead-up to the Euro tournament in our free downloadable guide.
2. Draw in the crowds with your creative Euro-themed events and offers
When it comes to event ideas for your pub or bar, the Euro 2024 offers an opportunity to get creative with your menu, run themed activities and build some enticing food and drink offers to get the football crowds through your doors.
Football-themed quiz nights are a great way to draw the right crowd to you and another way to promote your venue ahead of and during the Euro tournament.
Get creative with your menu with themed cocktails and menus related to the teams playing. You could bundle these together so people can pre-order when booking, generating sales before your guests have even walked through the door. You might want to think about a match-day snack menu as well, with finger foods like mozzarella dippers or nachos that are easy to share with friends while watching the game.
For added fun, engage your guests with live match predictions and competitions using a platform like Wireless Social's Predictor to create a more interactive and exciting experience for fans. By incorporating Predictor into your game day strategy, you not only enhance the overall atmosphere of your venue but also encourage guests to stay longer and return for future matches. Plus, with every interaction, you'll be collecting valuable data that can help you better understand your customers and tailor your offerings to their preferences.
And for the match itself, utilising an order and pay system can keep the food and drink flowing without disturbing your guests’ enjoyment of the game. Make sure you have table menus promoting the snack and drink bundles available and clear instructions on how to order at the table. Access Order & Pay system is an easy-to-use solution that requires a simple QR code scan for your customers to order quickly and easily. Utilising order and pay at table tech can also help reduce the queues at the bar.
England matches are likely to generate the most interest, so put the most planning into these games– with any luck, the team will stay in the tournament for a long time, offering plenty of promotion opportunities.
While focusing on Euro 2024 is key, keep a long-term plan in mind. Think about how your Euro 2024 successes can translate into a winning formula for other sporting events, boosting your returns throughout the year.
3. Let your existing customers know what you've got planned
Kick off your Euro 2024 marketing strategy by telling your existing customers what you’re doing for the games – from upgraded screens and new viewing areas to food and drink packages and selling tickets.
A CRM software system can help you run targeted email campaigns to your customer base to tell them about what you’re doing for the tournament, and you can make sure you target the right customers based on their previous interest in sporting event communications.
The Euro 2024 offers an opportunity to have some fun with your email communications. You can use funny football puns in your subject lines, as well as increase engagement by personalising messaging, using the customer’s name and relevant football imagery or images that show off your venue.
If you have a loyalty program, make sure to tie in Euro 2024 promotions. Offer points bonuses for match-day spending or create limited-edition rewards for frequent visitors.
The Euro fun doesn't end with the final whistle. You can use your CRM data to segment customers who engaged with your promotions and follow up with surveys, special offers, or invites to other events, keeping them coming back for more.
4. Score extra points with social media
The Euro 2024 buzz isn't just happening inside your pub. Getting online and getting social is the perfect way to reach a whole new crowd and get everyone talking about your venue.
Get those photos and videos out there, and show off your decked-out space, lively atmosphere, and tempting Euro-themed food and drinks. This is the best way to grab the attention of new customers looking for the ultimate football experience, and it'll get everyone pumped for the matches, leading to more bookings and walk-ins.
If you want to take your social game to the next level and boost your reach, you could think about running a social media contest with prizes like match tickets, drink vouchers or team merchandise.
5. Train your team for match-day success
A passionate and well-prepared staff is your secret weapon for delivering a top-notch Euro 2024 experience. It'll make those busy match days so much smoother, keeping customers happy and your staff feeling much more confident.
Your staff is the heart of a great Euro 2024 experience, so get them match-fit ahead of time. Make sure everyone knows your Euro-themed menu like the back of their hand. A pre-tournament tasting session is a fun way to do this, and don't forget to brainstorm those upselling and drink-pairing suggestions.
If you're using any new tech, like an order at table or a ticketing system, make sure everyone feels confident using it to ensure smooth service. Positive word-of-mouth can turn those first-time match-goers into loyal regulars long after the tournament ends.
Don't get caught offside during Euro 2024!
The Euro 2024 tournament is already proving to be a major draw for pubs and bars. To capitalise on this excitement, hospitality businesses must offer a fantastic atmosphere, exciting promotions, simple booking options, and excellent customer service. And while the ball is still very much in the game, it's not too late to think about your Euro 2024 offerings to ensure you come out as a winner.
Find out more about managing bookings and increasing revenue opportunities in the lead-up to the tournament in our free downloadable guide.
Access Hospitality solutions can help you streamline every aspect of your operation, from bookings and ordering to marketing and customer engagement. Contact us today to discover how we can help your pub or bar become the champion of Euro 2024.
