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The hardest thing for #hospitality now is to get the balance right.

Yeah, sure, we want people to come out and spend money.

But we want them to do it safely, so we don't end up in a local or regional lockdown - with zero / little Govt support.

That means your old #marketing messages ("look at these drinks! Come down with all your mates! WOW BUY ONE GET ONE FREE ON SKITTLEBOMBS ALL NIGHT!") might be a little wide of the mark, especially if they encourage risky behaviour.

Even more pernicious are the 'nudge, nudge, wink, wink, isn't the nanny state stupid lol?' messages.

**The rules aren't there to stop your punters having fun.**

The rules are there to keep them safe, keep you safe, and protect your business in the medium- to long-term.

Then there's the 'false promises and big liabilities' issue.

No, fogging your bar doesn't mean you're "Covid free for 28 days!".

No, you can't promise to "keep customers safe".

Selling a false sense of security is harmful; not just for you, but for venues around you too.

For the industry to survive in any meaningful sense, everyone needs to pull in the same direction. Put effective measures in place.

Review your risk assessment OFTEN. What has worked? What hasn't?

What can you do differently? What else can you try?

If the rules are hurting, then the challenge is to find a way to ease the hurt - not ease the rules.

It's not easy. It's bloody difficult.

But your business - and the businesses around you - might well depend on how successfully you manage to meet this challenge.

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Keep Current with David Trott | Impact Digital Marketing

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