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

THE HISPANIC CONSUMER

FOR ALL RETAILERS

In order to stay on top of your business, you must be constantly aware of changes to the marketplace. The fastest growing segment in today's marketplace is the Hispanic. No matter where your personal feelings lie and regardless of what happens in the Arizona immigration fight, the smart retailer must acknowledge and pursue this emerging market.

The only way to be # 1 in your field is to learn as much as possible about your entire market. To help you with this task, we offer the following pertinent facts concerning this large, growing consumer base:

1) There are currently over 50 million Hispanics living in the U.S. today

2) This number, if it were representative of its own country, would make it the second largest Hispanic country in the world.

3) Demographically, this group skews extremely young. The average Hispanic male in the U.S. is 30 years of age or younger. Comparatively, the average white male averages 40 years of age.

4) The typical Hispanic consumer is extremely brand loyal. They purchase a brand or visit an establishment and they stay with it. The typical American consumer is much more fickle.

As a player in today's ultra competitive retail environment, one must ensure all possible demographic niches are covered. Your efforts to promote your place and all its attributes must cover all bases. Make sure your marketing, advertising and promotional budgets include efforts to capture and impact the Hispanic consumer. Various newspapers, radio stations and O.O.H. companies offer a great entree to this lucrative market. Investigate them all when planning your promotions and placing advertising buys.

By staying on top of the constantly changing business landscape, you can ensure you will stay at the front of the pack, in your field.

Your comments, questions and suggestions are welcomed. Simply go to the end of any post and click on the word "comments" in comments links to this post. That will take you to a site where you can give us your thoughts.

We also offer training seminars, to keep your people ahead of the curve and to help them to be the best at what they do. Contact us for information on specific details, time lines and costs.

Thank you for your continued support.

Don Apostolos

973.692.9585

dapostolos@optonline.net