How Beerhead’s Local Marketing Simplifies Outreach
Independently owned franchises rely on local marketing to engage their community and generate brand awareness. Beerhead Bar & Eatery takes it a step further.
Beerhead relies on community influences to curate a unique, locally sourced beer list at each location. The hundreds of beers and local favorites to choose from means Beerhead leverages the community to build its brand.
“Our whole concept centers around local products,” Greg Goodrich, Beerhead founder said. “We strive to be the neighborhood, corner bar, so we really need to connect with the local community to thrive.”
What Beerhead Offers
The brand revolves around local input in the beer list, menu and events. To simplify and standardize marketing goals, new franchisees devote a portion of the on-site training to marketing. Over the course of the two-day training, franchisees will meet with the marketing team to discuss goals and strategies to connect with the community.
Franchisees learn that local marketing thrives on a layered approach – a mix of online and in-person tactics to create a well-rounded strategy. Beerhead has an established online presence and offers digital marketing support.
Beerhead creates and helps manage social media platforms, providing branded graphics and posts and will even respond to questions on pages. This allows franchisees to build on the established procedures and gives them more freedom to focus on in-person events rather than being bogged down by online inquiries.
Beerhead helps franchisees develop the foundation and then allows them to add on through online presence and event planning. Engaging with the community increases brand awareness and guest base, ultimately driving sales.
How It Helps
Local events attract new guests, giving them an opportunity to visit the bar they’ve been driving past for weeks or heard a friend mention. Events are a tactic to get people in the door and give owners the opportunity to create brand loyalty through high-quality products and customer service.
Beer pairing and tasting events are popular with the beer-focused bar concept.
“The holidays are a great time to create a themed tasting event,” Greg said. “We want guests to always try something new each visit, and tastings create the perfect environment to deliver on that promise. It’s also the ideal time to showcase limited edition holiday flavors.”
Franchisees have coordinated themed events, such as a Valentine’s Day beer pairing, which matches flavorful beers with sweet Valentine’s chocolates and other candies. Events like this can attract local couples looking to do something new on date night, when they may not have originally thought of a bar as a romantic date night destination. Events encourage guests to try something new and generate buzz for each location.
Tips for Success
Every day you’re in the bar is a marketing opportunity, and taking a chance to be creative can really pay off. Greg said that other franchise owners are a great resource concerning marketing.
“I think it’s really beneficial to leverage the advice and lessons learned from other franchisees,” Greg said. “Getting advice from your peers helps new owners plan events that generate a high ROI for the time and money you invest into that marketing.”
For Beerhead, it’s necessary to engage with the community to thrive. Local breweries help develop a beer list your guests will appreciate, and community outreach will boost your guest base. The corporate team is prepared to help every step on the way, with endless advice on marketing and tips to leverage your community to generate sales.