Brewing Up a Business: Adventures in Entrepreneurship from the Founder of Dogfish Head Craft Brewery by Sam Calagione

Author:Sam Calagione
Language: eng
Format: mobi, pdf
ISBN: 9780470050453
Publisher: Wiley
Published: 2005-05-05T04:00:00+00:00

LOCATION, LOCATION, LOCATION

When you organize a publicity event, you should locate the event at your place of business so you can control more elements of the presentation. And you should consider every single element of this presentation. How does your display table look? What music is playing? What smells pervade the air? How is the lighting? The more you can control, the better, and if the participants are in your place of business then they are experiencing your brand from its natural source. Wherever you hold the event make sure you have an abundance of written materials about your products or services for attendees to take with them. While people love free stuff, and a free calendar, matchbook, or magnet with your company’s name and contact information can be great tools for getting your brand into someone’s home, the most useful take-away item after the product itself is the sell sheet or information sheet. You need to get down on a single page of paper what your company does, what products it makes, some quotes from respected sources touting the quality of your products, and directions toward where to buy and learn more about your products. A proper sell sheet can be a potent sales tool and the perfect giveaway for publicity events. Spend as much as you can afford to make this item look as professional and attractive as possible. This sell sheet will play a bigger role in explaining who you are to a potential customer than a business card or bio.

In our second autumn open at the brewpub we were still struggling to increase revenue and keep the brewpub moving forward. We were doing great as a restaurant, featuring a wood-grilled menu, people were really into our homemade beers and touring our little brewery, and our weekend singer-songwriter series of original, live music kept people around for a few more beers after their dinners. Our focus on original beer, original food, and original music was mostly paying off. The weekday nights, however, were a different story. Rehoboth Beach, Delaware, was a seasonal town when the brewpub first opened 10 years ago. In the early days, business slowed down considerably right after Labor Day, as vacationers left the resort town. Many restaurants in town held different events on different weekdays to attract the local late-night crowd. It would be dollar drafts on Tuesday at this place, and free half-time buffet on Mondays at that place. Like Jim Koch’s motivation in the “Sex for Sam” debacle, I was interested in attracting the younger late-night crowd to my pub. I decided we could get the word out to that particular crowd by having a DJ upstairs and promoting it with a local radio station. We promoted it as B.Y.O.L. night— “Bring your own log.” We also unveiled our Boothbay Barley Wine beer that night, which was brewed with juniper berries and oak chips in keeping with the wood theme. Those who brought a piece of wood for the woodstove received

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