Managed pub and bar group TCG has seen a sharp uplift in online bookings following a three-month project which has lifted the business’s internet search rankings and improved the effectiveness of its social media.
Customer visits to TCG’s website, www.the1440.co.uk, grew by more than 1500% in the first three months of 2014, driven by a focus on search engine optimisation (SEO). Traffic to the site continues to increase week-on-week, and crucially is also converting into increased bookings for TCG’s 69 pubs and bars nationwide.
Sales improvements across the board
While internet offers including a 25% discount on food for customers registering on the site have proved popular, the company’s enhanced online presence is driving sales improvements across the board.
Ben Levick, TCG director of operations, said: “Customer offers are an important part of our online marketing, but we’re using our improved standing in internet searches to promote the full range of activity our pubs and bars offer to both existing and new customers.
“As well as an increase in online reservations for dining, we’ve seen an uplift in bookings for parties and functions through the website, as well as for live music, comedy nights and other entertainment.
“We’ve also seen an upturn in searches which don’t always translate into a direct booking, such as pubs showing the big football matches as the Premiership title race hots up, and entertainment at student-focused bars.”
The 1440 website
The1440 website was relaunched late last year with improved functionality. Since then, TCG viral marketing manager Phill Roughan has spearheaded the SEO project which has dramatically improved the site’s performance in online searches.
In addition, there have also been improvements to the way social media such as TCG venues’ Facebook and Twitter accounts are used to drive customers to the website to make bookings.
Levick added: “The1440 website gets its name from the number of minutes in the day, and aims to help customers make the most of every one. However, it’s not obvious that it’s a pub and bar website from the name, so it’s important that we perform well in internet searches.
“The fact that so many customer visits are converting into bookings demonstrates that the1440 site is a very effective marketing tool for TCG.
“From new menus across the business to our ‘Road to Rio’ World Cup campaign, we have a strong offer this summer, and our SEO improvements will help ensure that we continue to win customers.”
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