Ignore digital communications tools at your own risk. By Jeremy Nedelka
F
or independent retailers in any industry, venturing into the world of social media can be a daunting proposition. For those in a highly-regulated, low-margin industry like beverage alcohol, it's easy to overlook Facebook and Twitter and their online siblings as not worth the trouble. But is it worth giving com- petitors an advantage and missing out on a growing, younger customer base by sticking to traditional methods of communication that are more familiar? No, and participating in social media isn't nearly as challenging as it sounds.
"Social media should be more of a shift in how you do what you're already doing, layered on top of your existing strategy," says Amanda Hite, founder of Talent Revolution and a speaker at the 2012 BDLive! Conference. "Customers are already having online con- versations about them; they can either listen and engage in those conversations or not." For retailers who aren't convinced they possess the technical ability to participate in those conversations, Hite offers this advice: "Find a 16-year-old mentor." Success in social media isn't achieved by the folks that have the best technology skills, she says; it's most often achieved by those who have the best people skills. In that sense, it isn't much different than talking to regulars from behind the counter. The following are a few examples of the many industry members already experimenting with (and reaping the benefits of) social media today.
Try Everything and See What Sticks B
ay Ridge Wine & Spirits in Annapolis, MD, is a 15,000-square-foot store with annual sales over $10 million. The store is located in a demo- graphically diverse neighborhood and Bay Ridge's customer base ranges from subsidized housing tenants to multi-million dollar residents, according to co- owner David Marberger. To reach the widest range of customers possible, Bay
Ed Mulvihill's great-grandfather founded Peco's Liquor Store in Wilmington, DE, in 1936. Ed, seen here with his grandfather Frank Gazzillo, began organizing social media efforts, such as the web- site and Facebook page seen here, soon after graduating from college and working at the store full time. Peco's incentivizes customers to "like" them on Facebook by saying they'll be the first to get coupons and information about new products.
Beverage Dynamics • www.beveragedynamics.com • March/April 2012 • 57
