Although The Talbot Inn previously had a website, it was out of date as it was difficult to make changes because no content management was available to the client. With a new accommodation suite having recently been completed the Talbot’s landlord, Trevor Johnson, wanted the pub’s website to achieve good rankings on the major search engines to increase direct room bookings, rather than being heavily dependent on agencies which apply a fee of 15% of the booking value.

Unfortunately, as the site had no professional copy or search engine optimisation work this wasn’t being accomplished. Trevor felt the old website was of no value to his business and knew he needed a new solution.

Lynne Jones of IRUN Oxford already had a professional relationship with the Trevor, spanning several years. Having worked together in the past, Trevor was confident with Lynne’s proposal for a complete internet marketing package, including a new website, search engine optimisation and a customer relationship management system, to help boost his business

The first stage of the process was to build an interim website using IRUN’s WebBuildPRO package. The WebBuildPRO system is 100% internet based includes a full set of management tools allowing the client to update the site whenever they need to.

Having this new site live quickly meant IRUN’s Customer Relationship Management (CRM) system, InTouch, could be integrated straight away. InTouch enables the Talbot to efficiently manage customer information and communicate with them quickly and easily by sending out a monthly email newsletter with details of special offers and upcoming events.

The Talbot’s website has recently been upgraded to IRUN’s fully flexible solution, iCMS. This system allows for future adaptability of the site so the pub’s future aspirations and growth can be managed easily and effectively. Work is now in progress to provide a complete web-to-print service for all printed promotional items including advertisements, brochures, business cards, menus, wine lists and customer comment cards.

Since the new website has gone live Trevor has seen an upturn in business – he has just had his best week ever in terms of turnover. Trevor comments: “Providing good service is not enough, to be successful you need to work to attract new customers, look after them, find ways to stay in touch and persuade them to visit more often – either that or become one of the 40 pubs going into liquidation each week”. He has also had an increase in direct room bookings, and has received many fabulous compliments about both the site and the email newsletters being sent out.

As the Talbot Inn is part of the Swindon-based Arkell’s Brewery, it is expected the marketing products and solutions provided to them will be rolled-out to the entire Arkell’s pub network, and beyond, as a vertical market solution.