CONCEPT OR THEME MARKETING

John Henshell internal communications sample

(This article ran in same newsletter as a front page feature describing our new national advertising campaign with the theme of espresso as an alternative to alcohol. The print ad was also inserted into the newsletter.)

GOODBYE CHIANTI; HELLO CAPPUCCINO

Brad York (Vice-President, Special Accounts) and Tim Marshall (Vice-President of Liquid Refreshment Solutions Inc., Boyds distributor in western Canada) acquired business from Hotel Inn last May. Hotel Inn is a ♦♦♦♦ [big chain] hotel in suburban Vancouver. Brad stays there whenever he’s in Vancouver, and Tim has built a very good relationship with the customer.

The hotel has an espresso machine that has been underutilized because the staff lacked the confidence and experience to make espresso drinks. In March, the customer called Tim and asked for help. His alcohol sales were sagging, and he wanted to make the espresso business work.

Tim contacted Boyds for support, and Maggie Black and Jacob Hill gave him ideas. As part of the solution, we suggested moving their espresso machine to the bar so one person (the bartender) would be responsible for making all the drinks. They will be using forthcoming ltalia D’Oro point-of-sale materials to increase awareness of the availability of espresso drinks. The hotel is also considering having the wait staff make coffee at the tables with a French Press.

Liquid Refreshment will be bringing an Espresso Entertainment Center (enhanced with ltalia D’Oro point-of-sale materials) for the hotel’s brunch this Sunday. Sunday brunch is a very popular attraction at Hotel Inn. They usually have a couple hundred people waiting in line. All proceeds from the drinks Liquid Refreshment sells this Sunday will go to charity on behalf of the hotel.

Don’t Lose with Booze

Hotel Inn is one of many establishments that have experienced declining alcohol sales. In their location, competition wasn’t a factor. The problem was with the product.

Tim has observed that in his market, middle class young adults are drinking less alcohol, or not drinking at all. He notes that cappuccino is much more profitable than bottled beer in British Columbia (beer costs four dollars a bottle). Retail cost is one of the reasons young people are looking for an alternative to beer and other alcoholic beverages. Fear of the consequences of driving under the influence of alcohol is the main reason. Both Tim and Brad also attribute the trend away from alcohol to health concerns.

Our opportunity is to get a safer, less expensive drink into the hands of consumers who are seeking an alternative. Restaurants with bars are an obvious market; so are stand-alone bars. The bar at Portland International Airport is a good example. Even though ltalia D’Oro espresso drinks can be purchased at multiple locations in the airport, people who choose to go to the bar also want espresso drinks.

Your knowledge of your market, beverage drinking trends, and espresso will help you sell more espresso products and gourmet coffee. In his sales pitches, Brad always mentions he knows that the customer’s liquor sales are dropping. Take advantage of declining alcohol sales to turn your customers’ ale ails into fast-brewed cheers.