Tailgate/BBQ Sales Sizzling! - Vsacorporate.com

9/29/2015
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Identity Marketing from PromoCorner.com
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Tailgate/BBQ Sales Sizzling!
Product Feature, Sherry L. Baranek
Ahh, the dog days of summer. Picnics, barbecues and tailgating – perfect together! For distributors, tis the season to offer
your customers a number of unique and seasonal products that will continue to sell into fall when tailgating season really
takes off. Products relating to food and drink as well as items to make people more comfortable while eating and drinking all
come into play. Totes, coolers, sacs, chairs, tables, stadium cushions, utensils, blankets and cups are vital components of the
outdoor experience.
According to Daniel Berkowitz of Picnic Plus, distributors and end­users are looking for products that are multi­functional
and can be used for many years. "The younger generation seems to be getting away from disposable products that last a few
days, weeks or month and are willing to spend a little extra on products that are built with quality to last for years," he
indicates.
Scott McCormack of Picnic Time says that tailgating/barbecue is a highly
visible category that gets a great deal of push from televised NFL and
collegiate events. "Tailgating – whether at the game or at a friend's house – is
a social get­together built around passion for a sport or team," he comments.
"Soft­sided coolers and outdoor chairs are the most popular categories. The
newest trend is 'homegating,' adding a large assortment of serveware and
related products to the mix. Homegating has been a major marketing focus of
the NFL for a few years now and the resulting sales increase is significant."
Another believer that tailgating is going upscale and gourmet is Grethe
Adams of Southern Plus. "Tailgating has always been a reason to get to the
game early, get a good spot, celebrate with other fans, eat and drink (often to
excess) and then go in and hopefully cheer your team to victory," she affirms.
"It has evolved to be an unspoken competition of who can create the best
tailgating experience – best food and drink, creature comforts (including pop
up tents, chairs, coolers, grills and BBQ tools, blankets, aprons, etc.).
"Many go the RV route,
bringing a luxury suite
stadium­side, and have all the
comforts of home available to
themselves and their guests,"
Adams continues. “With the
cost of tickets at most sporting
events today, many are even
going for the tailgating
experience with friends, and
watching the game on a flat
screen in the parking lot!"
Patriotism is also on the rise, Adams asserts. "Patriotism is a driving force in supporting your home team," she states. "With
the growing threat of terrorism and ongoing conflicts in the Middle East, patriotism is on the surge. This threat is also the
cause of the increased security measures at sporting events, restricting what fans can carry with them into the stadiums." She
adds that these stricter security guidelines have given rise to see­through bags
becoming a requirement at some stadiums, thus making security screening a
quicker and more thorough process.
Margit Fawbush of BIC Graphic North America recommends that distributors
offer a range of products suitable for all price points, noting that the more
complex and high­end products also make great raffle prizes and items for
company stores.
Fortunately for tailgate/barbecue aficionados, there is a plethora of new and
best­selling items out there! Berkowitz at Picnic Plus is excited about the
company’s new Scrimmage Table, an exclusive, adjustable height, portable
table. It is available in black, red, navy, royal, maroon and orange. Also new
is the Cooladio Tub Cooler that not only holds up to 72 cans plus ice but has
built in speakers and an amplifier to play music from an
iPod/Smartphone/MP3. "Consumers love to show off their newest and
greatest products to their friends," he enthuses.
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Fawbush at BIC Graphic North America notes success with the recently
launched KOOZIE® Portable BBQ Kooler Bag. "The round cooler bag is
perfect for storing food and condiments," she explains. "A portable BBQ grill
is stored in a compartment underneath. The cooler bag is durable and
practical with an outside pocket, carrying handle and adjustable shoulder
strap." Also new are the Frost Flex Stadium Cup (16­oz.), which she says is a
new, fun twist on traditional stadium cups with a lot of great colors; and the
Color Change Stadium Cup (16­oz.) that changes color when a cold drink is
poured into it.
At Picnic Time, McCormack reports that the company’s new Adventure
Wagon (with optional cooler and table) and its Potluck casserole carrier are
two of its most popular new items – both available with corporate logos or
with licensed NFL or collegiate logos. "Perennial best sellers include our
silicone handle Metro BBQ set, Sidekick 48­can cooler, Ventura Seat, and
Can Cooler – again all available with corporate or NFL/collegiate logos," he
says.
Southern Plus has added a clear Stadium Tote, a Mesh Tote, and a Stadium
Cushion for inside the stadium. The Stadium Tote meets the NFL's strict
requirements, she notes, while the Mesh Tote can be used at the more relaxed stadiums that have not begun enforcing clear
bags. "It still speeds up the screening process by making it easy to search without emptying its contents," she comments.
"The Stadium Cushion can add a layer of padding/cushion to a hard seat or bleacher, and can also be waved in the stands to
show your support and spirit (by inserting your hand into the pocket)."
A favorite item at Southern Plus is its Sports Morph Sacs for football, baseball, basketball, soccer – and even golf – Adams
maintains. "These drawstring sacks invert and stuff into themselves for storage and become the shape and appearance of the
ball for that sport," she explains. "They can be given out as a game day giveaway, shot into the stands with a T­shirt cannon,
sling shot, or simply thrown. It has become a fan favorite – and ours, too!"
While it may seem as these products should sell themselves, promotional products suppliers have some helpful hints to
streamline the process. Berkowitz of Picnic Plus urges distributors to consider multi­seasonal, multi­functional products for
selling success
McCormack of Picnic Time, adds, "The best reason to use these products is their high visibility," he emphasizes. "People
not only use them frequently, they use them at large gatherings – increasing their advertising effectiveness. Another major
point is that all of these products are not only used at tailgating events, they are used in camping, picnics, backyards, trips to
the beach or lake, or even at their child’s soccer or baseball games. Nothing makes for a better promotion than tapping into a
consumer’s passions."
Case Studies
Scott McCormack, Picnic Time
A major supermarket did a full tailgating set (pop­up canopy, four Sports Chairs, Sidekick cooler, Travel Table, X­Grill
BBQ, Metro BBQ tools, plus a $500 store certificate) and gave it to the entrant in each region who described, ‘Why they
needed help with tailgating the most’. The budget was about $1,500 per region, with a total of $15,000 for the 10 regions.
The chain received a total of 7,000 entries and was so popular, it is now an annual event.
A mid­size professional office wanted to reward employees for enduring a very busy, stressful and ultimately successful
period of time. They decided on Picnic Time’s ‘Pick a Team’ promotion, sending a poll to each of their 45 employees,
asking them for their favorite NFL, NBA, MLB, or college team. The company decided on our Can Cooler, each person
receiving a licensed version with their favorite team. The employees said it was the best gift they had been given because it
was 'personalized' for them. The budget was $1,200 and the company loved it because it tapped into their employee's
passions.
Bay State
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Bam Bams
Gold Bond
CPS­Keystone
Aprons, Etc.
The Book Company
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Victorinox Swiss Army
Vision USA
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Pro Towels
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