Awards & Engraving

August '16

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Page 60 of 83

A&E AUGUST 2016 • 59 "While the large corporate brewery may have a solidified, mass-marketed brand, the smaller, younger brewery has more flexibility," Amy Mikal, The Gavel Company, points out. Decision makers are often the owners, who are eager to find unique products and establish themselves as the local go-to place to grab a drink. James Stanaway, Epilog Laser, adds to that point. "At the local level, it's much easier to visit and/or set up meetings with brewery owners to discuss their merchan- dising needs—the owners are much more accessible and approachable than larger corporate breweries," he states. From there, it's all about developing a relationship with the customer. "Personalization professionals can develop great relationships with breweries to handle all of their engraving/ marking needs," Stanaway offers. To do so, he suggests retailers be on point with their initial approach: Visit the brewery shortly after it's opened its doors and be sure to let them know you can help with future needs, special events and celebrations in addition to everyday needs. POP-THE-TOP PRODUCTS Whether it's the special events or the simple day-to-day operations, there are quite a few products that microbreweries require for business. The most obvious CUSTOMER PROFILE Small brewing companies are on the hunt for items that are unique and can be personalized to help their brand stand out in a crowd. IMAGE COURTESY EPILOG LASER Located in Westminster, Colorado, Kokopelli is a woman-owned beer com- pany that provides more opportunities to awards retailers than one might expect. Follow along as Christine Ware, owner, lists everything she uses on a regular basis that needs customization: • Glasses and growlers • Custom tap handles • Shirts, hats and other apparel • Pens • Koozies • Signage • Coasters But that's not all. Kokopelli holds regular festivals and events that require a lot of promotional and fun items as well: • Frisbees • Tablecloths • Vehicle wraps Each item in the above two lists must be personalized with business logos and information—an awards shop can provide nearly every item along with the customization services. Plus, hear what Christine has to say about products with a higher value: "We offer VIP glasses that feature sandcarving. We do this because we want these products to be unique." Along with the regular items, upselling products such as these can bring in even more profit.

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