Raising the Bar
Bars have a lot going on. Throngs of rowdy people. Noisy cover-bands mangling "Born to Run." Walls plastered in neon signs, Christmas lights and, for some reason, photos of Burt Reynolds. For a beverage brand, this can be a nightmare—with so many things competing for bar patrons' attention, and so many other beverage brands jockeying for space amid the chaos, it can be tough to stand out.
Unless Gayle Piraino is running the show.
As president and CEO of GAP Promotions, Gloucester, Mass., Piraino regularly works with beverage brands, combining expertise in on-premise marketing tactics with an eye for promotional displays and products. So when a major brand contacted GAP Promotions about providing materials for a large event, Piraino jumped at the chance. Here, she shares the thought process behind the event and provides a little inspiration for distributors looking to boost their sales in the bar and restaurant market.
Print+Promo (P+P): Describe a promotion of yours that you consider one of GAP Promotions' best.
Gayle Piraino (GP): One of GAP's best on-premise promotions was for Atlanta Smirnoff Pride. GAP worked on a regional on-premise program and provided our customer with everything from custom floor mats to full-color condiment trays for the back bar. We ran the materials for the first event in Atlanta back in 2011, and have continued to provide these custom materials every year since. The success of this LGBT event was so popular that the program gained traction and became part of a national program within Diageo, the beverage company that owns the Smirnoff brand. In addition to this, we also headed up some off-premise programs, which was a spinoff of the on-premise events. These programs have also had continued success.
P+P: What items were featured in this promotion, and what influenced that decision?