Excitement gripped me, not so much regarding the date but because I was going to have my first ‘real’ drink.

The moment arrived and I said to the barman, “A cold beer, please”.

A few sips later my girlfriend looked more beautiful, the future more rosy and my conversation more engaging.

I’ve enjoyed the occasional quiet ‘tipple’ ever since.

It wasn’t long afterwards when a friend in the world of marketing told me, “Pubs don’t sell beer.” I’d just entered the wonderful and exciting world of public relations and his words bamboozled my innocent ears.

“Pubs don’t sell beer,” I repeated. “So what do they sell?” I asked incredulously.

“Let me give you the first lesson in marketing,” he quipped.

“There’s a pub on just about every corner of every street in this city. They are all selling the same beers at the same price.

“So if all you wanted was a beer, why don’t you go to the nearest pub? But no one does.”

With a smirk on his face, he went on. “Most people walk past several of the closest pubs to the one they like best.”

“They do it simply because they choose a pub that has the best ambience, the best service, friendly staff who recognise and welcome you.

“The beer is cold. And the barman or barmaid says, ‘Hope you’ve had a good day.’”

He concluded, “Before you take your first sip, you feel great, your mood has changed and the world is a better place.

“So you see – pubs don’t sell beer, otherwise you’d pop into the first pub you pass or the nearest one to you.”

The story has lived with me ever since, through over 30 years in the PR/Communications business.

Restaurants don’t sell food, airlines don’t sell seats, tourist destinations don’t sell beaches, hotels don’t sell rooms, governments can’t buy votes, it goes on… and pubs don’t sell beer.

Unfortunately today, marketers influenced by communicators still don’t seem to understand the basic premise that entices the consumer.

The communicator’s advice today is “out spend the competitor”. “Spend more and you’ll win the hearts and minds of the consumer”.

I’ll take anyone, anytime to a pub to prove my point that ‘pubs don’t sell beer!’

Just call me at 017-3687376 or drop me an email: michael@gocomm.com.my
By Michael de Kretser, CEO, GO Communications