There is little that can generate more interest in your business that the words “FREE BEER” in lights. Indeed, the whole notion of “FREE BEER” is like unto a mystical occurrence in the mind of the average Joe (slack). With such a lure, a canny business can elicit memberships (it has its privileges: FREE BEER!), marketing data such as surveys, email addresses, telephone numbers – really, the potential is nearly unlimited. It is a shame that more businesses do not realize the power of FREE BEER.
Think of the cost, some might say. If you are worried about cost, you are thinking about this all wrong. What is the true cost of offering free beer when, for example, you are asking for half a day’s labor out of someone as a volunteer or intern? Your cost in wages would be far over that of some FREE BEER, even if you buy good quality ale. I have known corporations that have enlisted numerous volunteers for weeks long work “parties” in demanding physical conditions simply for the sake of FREE BEER. Not only do volunteers flock to the event site, but the guarantee of FREE BEER elicits such trust and dedication from volunteers that those seeking financial compensation for their work are looked down upon. For most physical laborers, FREE BEER is indeed all that is needed to ensure their loyalty.
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One great way to increase the customer base of a membership-only business is the offering of “FREE BEER ON SUNDAY! (For members)”. You need not offer more than one beer per customer, but the enticing offer will lure many people into your video or canoe rental. Since the offer is only available to those who pass your membership criteria, any unsavory looking (or smelling) characters can be denied beer on the grounds that they do not have a membership with your organization.
Handling the FREE BEER promotional tool legally and efficiently is the key to its success. ID must be asked at all times. Remember that just one free beer handed to a minor can enlist a fine upwards of $2,000, plus probably the end of your FREE BEER policy. To keep things efficient, it is wise to put up either a one or two beer limit per customer. To further tighten the belt on your FREE BEER budget, you should consider the duration that you will be offering it. If, after a trial period of two months, the FREE BEER is working for your business, it is wise to invest in a kegerator. This will keep your keg from souring, and is a more efficient way of keeping beer cool and ready to drink than buying bags of ice or even if you own an ice machine. Kegerators usually pay for themselves within a matter of a year, and ensure that the beer served will be a most enjoyable pub draught.
Another application of FREE BEER is the company event or sale. Sales are enticing, but sales with FREE BEER are guaranteed to hook you in at least an extra 10% – 100% in impulse walk-in customers if advertised properly. By properly, I mean, of course, in large type facing oncoming traffic, but in the storefront will certainly suffice. Of course, the sign should say “SALE! FREE BEER! (For customers)” to leave you and your employees an out for serving beer to unsavory characters.
I am sure that by now you have realized how eye-catching this promotional tool is. For the small business owner, the chain operator, or the corporate event planner, FREE BEER should always be considered as one of the most effective promotional tools available.
