Tennent’s is set to run the first in a series of free social media and PR workshops for Scotland’s licensed trade operators.
The first ‘Digital Day’ workshop will take place at Drygate Brewery in Glasgow on October 20, with a view to rolling the workshop out across the country in the coming months.
The workshop has been launched after the Scottish brewer and wholesaler conducted a survey into how the Scottish licensed trade was using social media. The research identified “a clear opportunity for outlets to further promote their businesses, drive footfall and increase sales”.
Of the respondents who took part in the survey, 20% of licensed premises did not use social media whatsoever, and of those that did, 60% admitted that their online presence wasn’t great, rating it as “very poor”.
More than 80% of the businesses who took part in the survey said they were “taking no steps to secure PR coverage”, while over half who said they were intending to rated their ability to do as “very poor”.
Licensee respondents cited the key areas they wished to learn more about as: learning how to maximise their use of social media and increase PR coverage to grow their business; how to better engage with customers; reach a bigger audience; and showcase their outlets.
Carolyn Bishop, digital marketing manager at Tennent’s (pictured), said: “Our Digital Days covering social media and PR workshops will help develop knowledge of social and PR and build confidence in its use by the trade to help tell their stories and attract more customers.
“The results of our survey show there is a role for a business like Tennent’s, committed to supporting the on-trade, to take the lead in helping Scotland’s licensed trade and make the most of the tools they have available to attract people to their outlets.
“We will apply the learnings and results from our own successful digital and PR programmes to help develop the capability, understanding and use of social media and PR to benefit the trade in Scotland.”