Here are 10 Ways to Bring New Guests into Your Taproom
Aug 27, 2024
Our recent webinar featured Erika Rosenfeld from Post and Beam Brewery, Joel McClosky of Four Saints Brewing, and Rob Day from Better Crafted Business.
The panelists shared ideas an insights to attract new customers.
Below is a summary of our panel’s Top 10 Old School Ways to Bring New Guests into Your Taproom:
- Focus on over-the-bar word of mouth (Erika) - Train staff on key selling points, what to say, how to connect with customers
- Use direct mail (Rob) - Use similar targeting as online marketing, Rob has seen return on investment of 4x to 20x
- Hand out your business card for a free beer (Joel) Here’s my card, bring it in and the first beer is on me
- Partner with local businesses (Erika) Let them know about your business, invite them to come in and use your space, build community partnerships
- Create beers with odes to old school styles to evoke nostalgia (Joel) Think JW Dundees Honey Brown, Sculpin Grapefruit IPA
- Consider lifetime memberships (Erika) Use with caution…high risk, potential high reward
- Hold large tent pole events (Rob) Get the community out in the same space enjoying the moment together
- Use a point system to encourage return visits (Joel) The more customers spend the more they can use for freebies. Think about utility, pragmatic items, and experiences.
- Create themed days (Erika) Think Mug Mondays, Trivia Tuesdays…
- Hand out drink tokens (Erika) People love them, use them, and will tell their friends!
Bonus - How to increase tab sizes
- Staff sales training…the front lines, train your staff how to sell in an authentic way
- Just ask…do you want beer to go? (Most don’t, data shows 50% say yes when you ask!)
- Use posters…and table tents, and flyers. Give customers options to know what you have on offer
- Re-think your menus…paper menus, tvs, chalkboards…the more ways to tell customers what’s on tap the easier it is for them to buy from you
- Track and measure with KPIs! The old adage is true - what gets measured gets managed, and improved
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