What Can You Learn From Schlitz In Marketing Your Catering Services? | Cups To Gallons

What Can You Learn From Schlitz In Marketing Your Catering Services?

(image from beerconnoisseur.com)

Did you know? The beer that made Milwaukee famous is also the beer that will not make you bad-tempered or nauseated, i.e., bilious. It’s Schlitz.

Here’s the story of the “Schlitz advertising miracle” and how it can transform your business.

Back in the 1920s, Schlitz was the #5 beer in America. The company hired Claude Hopkins, a copywriter, to create advertising to fix that. The first thing Claude did was tour the facility where the beer was brewed.

He was shown how the beer was cooled in a special way that eliminated impurities. He saw the expensive white-wood pulp filters. His hosts told him that every pump and pipe was cleaned twice for purity, and each bottle sterilized four times before being trusted to hold Schlitz beer. He saw the 4,000-foot well that supplied the water, despite the face that nearby Lake Michigan would have provided an otherwise acceptable source.

When Hopkins asked why Schlitz didn’t tell their customers about all of this rigorous attention to purity and quality, the response was, “Every beer company does this.”

“But others have never told this story,” Hopkins replied.

Within months of the “new” story, Schlitz went from 5th place to a tie for first in the market.

What does this have to do with marketing your catering services?

No matter how ordinary your business is to you, it can be extraordinary to your customers . . . IF you’re the first one to tell them HOW and WHY it matters to them.

Remember, they’re not buying coffee catering, smoothie catering, dessert catering, or whatever type of catering you offer. They’re buying the EXPERIENCE. Get that right and your bank account will thank you!

About the Author Stacey and Dave Riska

Stacey and Dave Riska, aka "The Cups To Gallons Champions" are on a mission to help independent coffee, smoothie, juice bar, ice cream, dessert and snack shop owners learn how to get into lucrative catering. They transformed their coffee/smoothie business from $500K in debt to a 7-figure profitable business (yes you read that right!) by doing catering. They're the author of "Cups To Gallons where they share the 5-step CATER system that can give you $800 a day (or more!) in profits. Join Stacey, Dave and your fellow small business owners in the FREE Facebook Cups To Gallons Group

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