Beer is truly a universal beverage. Art lovers love beer – did you know that?
Last week found WEB at a local gallery during the monthly First Friday art walk. Like some other communities around the world, the local gallery association encourages the members to host once a month Art Walks from gallery to gallery. It’s a moving casual cocktail and noshing see each other get some mild exercise kind of event. And usually lots of fun, though not overly revenue bearing for the galleries.
Enter: enlightened gallery owner and manager. I got a call from a connection wherein the manager told me she and the owner wanted to change up their art walk a bit and perhaps offer beer instead of wine.
It may seem like a minor change to some, a small decision, yet it was a smart step for them. They felt like they wanted to do something different while still fitting the bill.
Results: A smash! These kinds of events, especially in communities like mine, engender repeat participants – and exactly who you are after in marketing any product or good, beer or art. Getting people to return to see again, consider, think, buy and support is what it’s all about.
The gallery manager and owner were very easy to work with, we made it smooth and seamless for them and they have a successful sales night. We served a beer, incidentally, from a brand new brewer which was aged in wine barrels from a local winery too. It was an easy thing to ‘sell’ since the patrons were accustomed to wine. Almost everyone who approached the table to get a small to sip tried it. There were a few hold outs for wine – less than a hand full out of a few hundred people.
And I firmly believe (partially based on focus group input) we had more participation simply because it was different. I’ve had women in focus groups flat out state that if the art walks offered beer, they’d go. Proof positive happened.
New art show, new beverage, new smiles. Beer and art bring people together. We love them both and we’re hoping to get back to do it again.
Think outside the frame.