What we learnt about marketing this month:
Offer something for nothing, such as free tapas, to encourage trade in a difficult climate.
Set yourself up on Twitter to help grab an online community.
Advertising in local magazines can work as well as national, glossy coverage.
Don't overuse discounted rates, even corporate versions.
Think twice before employing a PR that's based in your region.
It pays to follow up negative comments on TripAdvisor.
Review and adjust your prices constantly - if necessary, scrap printed literature and put all prices online