CHANGING HOW WE TARGET CONSUMERS

FOR ALL RETAILERS

During a market visit to a local bar/restaurant, I saw some interesting things. I saw coasters, bar napkins, bar caddies and plastic cups. None of that was out of the ordinary. What was interesting was WHO sponsored them. All were sponsored, Brand I.D.’d and paid for by Camel cigarettes. That’s right, Camel cigarettes. Camel cigarette POS in bars where one can no longer legally smoke. An interesting marketing idea. The only obligation by the retailer was the inclusion of small dispensers containing Camel cigarettes, for sale behind each of the involved bars.

While we in the Alcohol Beverage Business are constantly researching our demos and targeted consumers, it seems we are not alone. The Wendy’s hamburger chain targets the 18 to 34 year old consumer. Aside from the 18 to 20 year-olds, that is right in line with us.

According to a recent advertising publication, Wendy’s, along with their media and marketing agencies have decided to target alcohol consumers, while they are actually in the bar. It appears that their research shows approximately 50% of bar-goers are also potential late night hamburger customers (seems like a no-brainer to me.)

In an effort to capture those potential burger-eaters, Wendy’s has teamed up with two companies: Starcom, a computer based juke box purveyor and Ecast, a broadband “touch-screen media network” that provides digital music to bars and restaurants. These two companies have created a new way to penetrate the on premise market. We’ve all seen these 21st Century juke boxes in our favorite watering holes.

The issue here is the programming of Wendy’s ads into these new juke box’s music menu. When touched, the Wendy’s icon opens to a full micro site, including directions to the nearest Wendy’s. That’s all our retailers (and we) need…something to direct customers to leave the bar!

Now, while we can’t stop this new type of marketing, it (combined with the tobacco story) tells me we need to start thinking differently about how best to impact the Beverage Alcohol Market (B.A.M.). We need signs, information and brand recognition in places where beer is not sold, but where members of our target market are found.

The obvious is a place we already cover…other sections of the grocery and c-store. But I’m talking WAY outside the box. Some examples:

1) GAS STATIONS

2) FARM SILOS & BARN ROOFS (RURAL AREAS)

3) FAST FOOD SPOTS

4) BOOK STORES

5) COFFEE SHOPS

6) SIDES OF BUILDINGS

7) LAUNDROMATS

It is obvious we will not be selling alcohol in these places but we can still "inform" the public about our product. Obviously, avoid places which cater to a mostly underage crowd. Begin to expand outside your normal boundaries. If tobacco and fast food can infiltrate our domain, why can’t we repay the favor?

It is the intent of this site to assist the retailer in moving their business forward. One of the ways we hope to accomplish this is by getting the retailer to open their minds. Thinking not only out of the box, but out of their place!

We at the Apostolos Pro Beer Post hope our followers are positively impacted by information we attempt to share. It is up to the retailer to survive the current rough spot in our economic times. By trying something new or different, you just might find that little piece of business you have needed to turn the proverbial corner. We can only inform and suggest. The implementation is up to YOU.

Thank you for your continued support.

Don Apostolos

The Apostolos Pro Beer Post

973.692.9585

dapostolos@optonline.net