As soon as we open our doors and roll out onto the market, we graduate from pre-opening buzz. How do you keep that wow? [...] Will the anticipation built in pre-opening buzz live up to a blonde ale, even if it’s a great one?While I don't have quite the same concern that buzz around Fat Bottom is going to outpace your enjoyment of the beer, this is a question that I kicked around this week. Fat Bottom and our neighbors at Broadcast garnered a snowball of media attention, triggered by a story published in the Nashville Post last Sunday.
I did (very briefly) contemplate turning down the interviews, for precisely the reason above...I did not want to take all the media coverage now and not get any attention when we open in a few months. However, every business, particularly those selling to consumers, has a marketing obligation to maintain interest in their products. At best, turning down media coverage would simply defer the need to find the next exciting thing about the brewery. At worst, I might see little to no coverage or public interest at opening, which is when you want it the most.
To quote Erik at Mystery one more time:
...the only thing we can do is just keep on making great beer...enough to keep us a little corner of the wow.I hope you get try the beer soon and have a little "wow" moment of your own. For now, keep an eye on your preferred network: Twitter, Facebook, or Google+. We'll be announcing several pre-opening public events in the coming months where you can get your hands on a Fat Bottom.
Refs:
http://www.topfermented.com
http://twitter.com/topfermented
http://twitter.com/mysterybrewing
No comments:
Post a Comment