Business information written specifically for newspaper advertising departments

Pub Crawl Directory

St. Patrick’s Day is exuberant, lucious and full of potential for your classified revenue. There are so many opportunities to expand and create new revenue for your newspaper this March, one of the most effective being a pub crawl directory.

Traditionally seen as merely a day of indulgence for those claiming any sort of Irish heritage, St. Patrick’s Day is exuberant, lucious and full of potential for your classified revenue. There are so many opportunities to expand and create new revenue for your newspaper this March, one of the most effective being a pub crawl directory.  

Once you decide to create the directory, there are a couple of choices you’ll have to make:

1.) Will the directory be pay-per-inclusion; or
2.) Will the directory include all pubs/bars and offer advertisement space within?

There are pros and cons to both options, evaluate your market to decide which will be the most beneficial to your community. Considering the user will both enhance revenue and preserve your trustworthy stature to the readers.  

With both options, it’s important to create a page online that promotes the event. This too brings more choices:

1.) Create an independent website that is linked from an ad on the newspaper’s homepage; or
2.) Create a page via social network, like Facebook.

Creating an independent site for the pub-crawl will give you the chance to offer advertising space online, and will allow you more creativity with the pages. However, a social network page, like Facebook, will be a less time-consuming project that has the potential to be seen by viewers outside of the newspaper’s core demographic (i.e. your college student population). ***Check out my sample page on Facebook at: www.facebook.com/yournewspaperspubcrawl.

Pub-crawls are indulgent events that ooze celebratory feelings from even the least-Irish Irishman."

If you’ve decided to create a pay-per-inclusion pub-crawl directory, you’ll need to start by contacting all the pubs and bars in the area. The closer they are together, the better the directory will be. Offer a range of options for the advertisers, including online, print and mobile ads, or any combination of the three. Have an opportunity for coupons to be printed in the directory or displayed on your web page.

Pay-per-inclusion does limit down the number of entries in the directory, but that doesn’t have to be a negative. Promote the directory as the elitist guide to St. Patty’s Day. In this case, you could charge for the directory—or not—based on your market.

Including all pubs and bars within the directory will nearly guarantee increased readership, which is a valuable leverage point when offering advertising space. Offer premium bundled space online and in print for maximum saturation for the advertiser. Have, again, a range of bundle packages and a limited à la carte “menu” to satisfy the majority customer preference. This option allows you to include advertising from other venues, like taxi services or buses, as well.

At the final destination within the directory, offer exclusive deals for those Irishmen (term used loosely) still holding their directory. In Boston, last year’s pub-crawl directory (Boston’s 2nd Annual St. Patrick’s Irish Pub Challenge) was a contest. Partnered with travel agents from the area, the challenge included 13 hours, 13 pubs, 13 Flights to Ireland and around 1000 pub-crawlers. The entry fee was minimal, but included the cost of cover at each pub in the directory and registered each participant for a chance to win one of the much-coveted flights to the homeland.

Pub-crawls are indulgent events that  ooze celebratory feelings from even the least Irish-Irishman (a Colombian with a kilt, for example). It’s an Irish holiday that’s commemorated world-wide. Apply those feelings within your directory, and you’re sure to offer this season’s pot of gold.