Costa del Holkham - Ideal Result
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Costa del Holkham

We were in North Norfolk last week, and it was positively balmy.

(Which somewhat made up for the four hours it took to get there, driving cross country and enduring tractors clogging up the road.)

I’ve never been much of a beach person, even in the summer, and I have a simple rule when it comes to swimming in the sea in the UK:

Don’t do it.

Despite this, we went to the beach pretty much every day, and the kids ran riot with buckets, spades and fishing nets – a great time was had, and fantastic memories were made.

One of the things I enjoy most about going to different parts of the UK is sampling their local ale, and Norfolk didn’t disappoint – there were some fabulous pints on offer, in myriad beautiful, cosy pubs.

And there was one particular pub sign that caught my attention, which I thought I’d share with you:

I’m sure we’re not the only parents to yearn for this wonderful cocktail of entertainment – a beer garden with a play area really is a thing of beauty.

But it was the specificity of the sign I was most impressed by.

Not only are you not left wondering whether there’s a play area, you also know that it’s likely to be a cut above your average climbing frame thanks to the addition of the word “adventure”.

And they’re not done there either – they also make it clear that it’s “enclosed”, which means you don’t have to worry about your children escaping or getting lost while you sup your pint.

I’d wager that this sign brings plenty of people through the doors of The Robin Hood, and it underlines an important marketing principle:

Work out who you want to target, and then tailor a message that specifically calls out to them, resonates with them, and gives them all the information they need to take a big step in your direction.

It helps if you sell beer too.

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