Now I think I’m going down to the Well tonight, And I’m going to drink till I get my fill. (Bruce Springsteen, Glory Days)
The Rock and Roll band I played in at college, never had a gig at The Well. Good thing too, It was the epitome of college dive bars:
- A few 2×4’s and plywood made up the bar
- There were only 6 barstools
- The bouncer was one of Springfield Mass’ finest, except that he only had one eye (I once showed him my library card and was allowed in)
- You had you selection of beer: Bud, Bud Lite and Miller Lite.
Yesterday, I talked about the 30,000,000 donut partnership with Krispy Kreme. In case you missed it, you can find it here: https://www.deliverservicenow.com/30000000-donuts/
Continuing on that theme… enter….
Scented candles by Miller Lite. Yep, that Miller Lite…The beer of my forgotten youth.
“Rekindle the memories of times you were ‘lit‘”. (Yes, puns intended)
For a limited time (key marketing lesson there), you too can have candles that evoke the memories of your favorite haunts:
- Game Day is made with the scent of salted peanut, jalapeno and cracked leather. “It creates top notes of the most ordered bar snacks on game day resulting in the ideal backdrop to a freshly opened beer,” according to Carol Krienik, associate marketing manager for Miller Lite.
- Beer Garden features green moss, warm pretzel, cracked wood and sunscreen to “evoke a day spent outdoors as the scent of tropical sunscreens mixes with the staple garden eats that fill the air.”
- And Dive Bar, possibly the most ambitious, mixes scents of musk, tobacco, pine and yeast to “conjure dim lights, a faint glass clinking and the sinus-clearing sensation of a puddle that somehow exists indoors.”
Light ‘em if you got ‘em.
The candles are manufactured by Penn & Beech Candle company.
The profits of these $20 candles is going to United States Bartenders’ Guild, a nonprofit organization that supports bartenders and other service industry professionals. An industry decimated by the pan.demic of 2020.
Miller, owned by Molson Coors company is doing it ALL right here:
They are using memories (emotions) to promote their product.
I will preach this until the day I die “If you can make emotional connections with your clients or patients, they will stay, pay and refer for life“.
As with Panera, Krispy Kreeme and TGI Friday’s, Miller has partnered with another business (candle maker) to support an industry (bars) that has almost gone extinct, that used to sell their product (beer) with 24/7 flowing taps.
I have used this strategy in all of my businesses.
In my carpet business, a portion of profits goes to an Animal Rescue Shelter through my “cleaning for the paws” campaign.
Here at the Deliver Service Now institute (DSNi), I donate the profits from VIP reception I hold at Walt Disney World during my Systematic Magic boot camps to the Animal Shelter as well.
Which, by the way, there is still time to register for Septembers Boot Camp in Orlando. You can take care of that here: https://www.deliverservicenow.com/business-accelerator-service-boot-camp/
And don’t forget, as a DSNi cast member you get $1,000 of the published ticket. Just enter code bootcamp1000 when you check out.
You can even bring the family, help out my charity and make it a tax deductible holiday!
As of today, six of the 15 primary attendee slots are full.
Don’t be like Sleepy and miss this opportunity!
If you are like me, I am tired of being distanced from others. I miss the conferences, meetings and travel.
