PRIVATE HOME PARTY SERVICE

FOR OFF PREMISE RETAILERS

Recently, in working with a package store owner, we suggested home delivery service to counteract the problem of customer “trip erosion.” If your customers are coming to you less, why not bring the products to them? Where legal, this can be a saving grace for the small to medium package store. By taking home delivery to the next logical step and by following the directions we lay out here you will be able to create a party service (where legal) that will add positively to your bottom line.

We are simply offering another way to compete with the big boys, without erroneously trying to match their sale prices. Our suggested, value added program is a “home party service.”

By reviewing all the positives offered by the big boys, we can always find some chinks in their armor. It is these chinks which, when uncovered, can lead to methods of taking profitable business from them.

The number of “party events” to target is huge. Birthday parties, sporting events, graduations, showers; the list goes on. By offering a service for these events, you benefit by obtaining the full beverage order for the entire event.

It is easy to enter this area of the business. Review the following list to guide you on your way to your store offering full party service:

1) Determine all legalities regarding this effort.
2) Purchase or arrange to borrow, as needed, a 1-barrel draught box.
3) Create “party packages” for your customers, based on dollar value, type of event or number of people. Print them for easy reading by the prospective party-thrower. Ensure you have a minimum dollar amount for all packages.
4) Develop a relationship with a local bartending school or a local on premise account. Use their people as your bartenders. Ensure they are “legal-drinking aware.”
5) Put together kits, using medium-sized plastic tackle boxes. Include pourers, a sharp knife, a towel, beer coasters and any other items you feel might be useful for your bartender, while working the party.
6) Include spray cleaner and paper towels, for after-party clean up.
7) Utilize plastic soda cases to carry all the necessary items to the event.
8) Include plastic cups for all drinks. This makes clean up easier. Include all these type of items in the total bill.
9) Advertise in your local paper and in your store. Stuff bags with flyers promoting the service. Offer a “bounty” for all recommended parties.
10) Obtain your own insurance or get a rider on your current policy.
11) Ensure the vehicle used to deliver the alcohol is licensed (if necessary) and properly insured.
12) Determine a realistic radius within which you will offer the service.

Of course, your distributors should be anxious to have you utilize their products at these events. Inform them of your plan and let them know what you need. Legally they may be limited, but get all you can...from all of them.

Once all these pieces are in place, this service can bring a great deal to your business. Repeat business, referrals and new customers are all a potential result of this type of program.

Plus, remember one more important thing. The big guys will not usually go after this kind of business, as it is too labor intensive for them.

Good luck and good business!

We appreciate your continued support. Remember, along with our useful tips, we also offer a complete training seminar covering suppliers, distributors, bars and package stores. In times like these, training can help to keep you a step ahead of your competition.

Thank you,

Don Apostolos
The Apostolos Pro Beer Post

973.692.9585

dapostolos@optonline.net