the art and enjoyment of barbecue

THE ART
AND ENJOYMENT
www.nbbqa.org
OF BARBECUE
FALLING INTO BARBECUE
It’s that time of year and the evidence is all around
us; fall is here! This is my favorite time of year,
not only because the summer heat is starting to
disappear but you can see smoke signals from
barbecue pits everywhere. Tailgaters, backyarders
and competitors are just a few groups who are
emitting these signals to a new season. Seems like
most good barbecue joints are also more attended
around this time as their pits roll out that amazing
and unmistakable aroma that screams barbecue!
Fall is here and there is no doubt I am falling into
barbecue more than ever...how about you?
Feel free to share your barbecue stories with us at the National Barbecue
Association and National Barbecue News. We always love hearing how
barbecue is being used by different people.
Until next month... keep it smokin’
Kell Phelps
NBBQA President
PRODUCT EXPOSURE
AND THE POWER OF PR
By Dennis Sherman
Creator, DennyMike’s Award-Winning
Sauces and Seasonings
As a BBQ pro, you know that getting your products
in people’s mouths or on their tables is the key
to success. “Taste it or use it, and they will be
converts”… how many times have we all heard or said that? It is true, but
getting your potential customers to that point is a bit of a challenge, no?
What you need is to be on their shopping list whether they realize it or not.
Advertising is one of the more obvious ways to raise your profile, but it can
be costly to create and place ads. I’ve found that public relations or publicity
is a valuable way to get in front of potential customers… both before and after
they have had the chance to taste the DennyMike’s line of products. What is
PR? The simple answer is that PR is any way that you can get the word out
about your products that doesn’t involve a paid placement (an ad).
Store demos are one good example, and I do a lot of those. People love to
meet the guy behind the brand and to hear firsthand how we use the sauces
and seasonings. If you don’t have placement in a store, find other ways to get
yourself in front of potential customers. In addition to BBQ events, find your
target audience at charity events where you can provide the food. Many cities
also host “foodie” events that you can participate in. Once there, bring not
only the food, but also a product display and recipe cards… help people see
and understand your product.
If you are in the habit of interacting with consumers at demos and events,
you’re probably ready for the next step in PR. I bet one of your local radio
stations has a food show. Call them up and offer a BBQ tutorial of some sort.
You and I both know that many folks don’t understand BBQ, so position
yourself as the local expert on preparation, cooking techniques and serving
options, and casually educate listeners about your products at the same time.
Once you have radio down, try TV. All three of the local TV stations in Maine
have some sort of regular food/chef/cooking segment, and they welcome local
personalities. Call them or send an email to the host and ask if you can come
teach folks about the art of BBQ. If you’ve been doing demos, you are probably
already camera ready! When the show airs, use the video clips on your website
and in your social media outlets to maximize the exposure. Be sure to “like”
or “follow” the media outlet or the specific show and then thank them
publically for hosting you. Once you’ve saturated your local market, use the
Internet to find regional and national radio shows that might be interested in
hearing from you.
Perhaps the most basic aspect of PR is sending a press release to your local
TV, radio and newspapers. I’ve provided the NBBQA with a number of press
release samples that members can download and use as inspiration for their
own PR campaigns. Generally speaking, you should wait until you have real
news to share—new products, business growth, and awards—to put out
a release. But don’t forget that staff additions, new packaging and exposure
in major media outlets can all be fodder for the business blurbs that run
in almost everyone’s newspaper each week.
All these PR techniques take a little time and a bit of research, but they allow
you to broaden your reach. They also work together: a radio interview this
month plus a newspaper blurb next month and a TV appearance the week
after that, and you’re starting to get into their heads. When you get your
products “out there” in as many ways as possible, customers will go looking
for them. Either that or they find themselves standing in the aisle at the
grocery store or driving by your BBQ joint scratching their heads and thinking,
“I’ve heard of them somewhere before; I’m going to give it a try!” Either way,
you’ve accomplished the goal. The rest, you know, is easy... get it in their
mouths or on their tables, and you’ve got a new loyal customer.
WELCOME
NEW MEMBERS
Anthony Saragusa
Texas Orginal Bar-B.Q. Pits
Houston, TX
Mark Rogers
Smoke & Spice
Homestead, FL
Scott Plemmons
Wichita, KS
Travis Durbin
Southern Ride BBQ
New Harmony, IN
Susan Ryan
Wonder, GA
Kenneth Holland
Major Q
Marietta, GA
Richard Sullivan
St. Cloud, FL
John Plunkett
Nashville, TN
Don Shannehan
Essex, CT
John Magine
All-American Hero BBQ, LLC
Port St Lucie, FL
Michael Lankford
Whitelail, Inc.
Perryville, KY
Rudy Stowell
Monkey Spit Hot Sauce
Nipomo, CA
Kevin Mayeux
Winter Springs, FL