Question

Topic: Advertising/PR

Sponsership Beverage Niteclub New Mid~upscale Venu

Posted by Anonymous on 9/29/2010 at 5:04 AM ET 250 Points
My partner and I are opening a sports bar/ nightclub (or what we refer to as evening social mingling platform) I don't know much about sponsorship, but I have telemarketing experience and am willing to cold call anyone as long as I'm in the right direction. We have a pretty promising venture on our hands and we have both managed as successful entrepreneurs under 28 yrs old. We want to kno how to get alcohol sponsors monetary or goods as well as any other beverage. Please help grand opening is new yrs! Also we have a nice package in exchange for sponsors
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RESPONSES

  • Posted by CarolBlaha on 9/29/2010 at 5:37 AM Accepted
    Tap your liquor reps. They have deep pockets for promos. They have everything to gain with you succeeding-- you selling more means they sell more.
  • Posted on 9/29/2010 at 4:00 PM Accepted
    1. Do we get to know what country you're going to be in? Responses could be different for different countries.

    2. The distributor from whom you will be purchasing your liquor should be able to point you to the rep who would handle your account. That should be your first point of contact.
  • Posted on 9/29/2010 at 5:59 PM Accepted
    The budget for sponsorships is usually administered by the sales department, so it's the sales rep who actually makes the decision (with the concurrence of a regional sales manager, perhaps).

    If I were the headquarters person with ultimate responsibility for the budget and you came to me, I'd send you to the rep. The rep is the person who has to deliver quota, and the sponsorship budget is there to help him/her do so. As soon as management takes control of the budget, the rep is off the hook for delivering quota.

    If you plan to bypass the rep somehow, then you probably don't deserve, or qualify for, the sponsorship funds.

    Am I understanding this correctly?
  • Posted by CarolBlaha on 9/29/2010 at 7:11 PM Accepted
    Liquor is sold via distributors-- the people who sell it to you are reps. So yes, tap your reps.

  • Posted by CelebNow on 9/30/2010 at 12:27 AM Accepted
    Hi
    check out
    BevNet.com
    Look under 'Companies
    The USA
    And you will get a list of contacts
    They are usually pretty open to promotions
    Good Luck
  • Posted on 9/30/2010 at 9:00 AM Accepted
    Go to this website for Southern Wine and Spirit of California. I'll bet if you call them they will be able to answer all your questions:

    https://mynewrestaurant.com/link-alcohol-19

    There are more than 30 offices in California, so you will have to find the one nearest your location.

    Once you have the information you need, ask them who their three largest competitors are ... and call them too.

    After four solid information-gathering calls, you'll know more about the subject than you wanted to.
  • Posted on 9/30/2010 at 9:12 AM Moderator
    Separate subject: I worry for you that you're entering a highly competitive business without a basic understanding of how the industry works.

    If you don't have a business plan, let me urge you to make that a high priority. How will you know how much to invest in marketing without a plan? Will you be able to repay your investors (or lenders) in a timely manner, or are you funding the business on your own?

    What are the critical success factors for your business? Are you sure you have them covered? What could happen in your area that would throw a monkey-wrench into the works? Are you prepared with a Plan B?

    What if your sports bar is more successful than you anticipate? How will you accommodate the extra volume? What is the capacity?

    Lots of business issues and questions ... in addition to the ones you're asking about liquor distributors.
  • Posted by CarolBlaha on 9/30/2010 at 5:59 PM Accepted
    The producers give the distributors dollars to spend on this-- for their dispersement. They can also do things like give you prizes for promotion. Or arrange celebrities to come to your restaurant. Now it's not going to be LiLo, but it could be the Bud girls, a winemaker, or someone else they have under contract. The tix they give for you to give as promo are first rate.

    If its something out of their range, they'll tell you upfront and point you in the right direction. So if you have to make that cold call, it'll be a soft warm smart call.

    Good Luck!
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