ReCOUPon AZ Beer
ReCOUPon AZ Beer is a program designed to drive sales to breweries and select allied partners while raising funds for the Guild. As the name suggests, the Guild will put together a booklet of deals for sale to the public.
The deadline for this project has been extended, but we all have to act now. We hope to have the booklet for sale during BLACK FRIDAY.
To do this and to have time to advertise, we’re going to need everyone to sign up ASAP.
The goal is to have a retail value of about $35.00.
The cost of printing the booklet will is underwritten by Allied member Printing Solutions.
If we can provide $100 worth of deals for the consumer we anticipate that we can sell 3000 booklets.
We would spend about $5000 on advertising costs and generate $100,000.
The plan is to sell this booklet online &/or participating locations from Nov. 27th 2020 – Jan. 30th 2021, with all proceeds benefitting the Arizona Craft Brewers Guild. This is a great way to take advantage of using it as a bounce-back item and ROI data.
When deciding on a discount please advise that the entire booklet including your discount will not expire until December 31st, 2021.
This will be a tear-off type of coupon booklet.
Everyone’s discount will be ‘one use only’.
We are encouraging breweries to do more than 1 coupon.
Examples of discounts to offer (please stay away from the word FREE if specific to on-premise alcohol sale):
If you have anything in store for Black Friday, special releases for the holiday season, etc.
$5-off your purchase of $20 or more both on-premise and to-go
50% off the price of one crowler, for any eligible beer we put into crowlers
20% off entire purchase
Get two beer flights for $10. (Regular flight price $10)
IT WILL BE UP TO YOUR TEAM TO HAVE THE COUPON GRAPHIC READY AND SUBMITTED TO KRISTAN AT KRISTAN@CRAFTBEERAZ.COM BY MONDAY, NOV. 9TH!
If you need help with graphic design please contact Michal Mason at firstname.lastname@example.org. Michal’s price is $20 per coupon (2.5″H x 4″W).
COUPON TICKET TEMPLATE WITH DIMENSIONS
You DO NOT need to do 4 coupons. You can do 1-4 coupons.
$5 Kickback Option for Participating Locations Servers/Bartenders
We will be selling the ReCOUPon booklets to breweries for $30 each, with suggested retail price at $35. This will give participating breweries the option for a $5 kickback to all servers/bartenders for each booklet they sell.
Why a coupon book?
Quite simply, we want to drive people to your location to BUY YOUR BEER. The main purpose of coupons is to draw in new customers who use coupons and buy other items. You can also ask to sell the book at your brewery which can prompt a visit. These may be holiday gift shoppers so there is a potential that the purchaser or the giftee is a new customer.
What are the advantages of the coupon booklet?
- Attract new customers by piggybacking on the Guild’s marketing campaign.
- Encourage undecided or apprehensive customers to visit your brewery.
- Clearing out seasonal beer or merchandise stock.
- Free advertising just by being in the booklet whether a customer redeems or not.
- Participation signals to the consumer that you are part of the group. The collaborative spirit is something that craft beer consumers have come to expect from breweries.
- 68% of consumers believe that digital coupons generate loyalty.
- 60% of consumers love receiving digital coupons.
- 77% of consumers spend $10 to $50 more than intended when redeeming coupons.
- 94% of Americans would take advantage of an exclusive offer provided by a brand that the brand would not typically offer the general public (Kelton)
Knowing that the goal is selling, you should write it to address your business goals. Is it to gain new customers, reward existing customers, increase check averages, or introduce customers to new products? Perhaps a goal is to drive sales to other categories like merchandise or food sales.
We need at least 70 brewery locations to sign up for this to work. We need ALL markets.