Genesee's Bright Signs to Help Motivate Trial

When the first thing customers see as they sit down at the bar is a brand name glowing brightly, chances are good that they'll be moved to order that beer. At least that's the theory of Lynn Palatas, merchandising manager for Genesee Brewing Co. "If you get them then," she says, "the prospect of them asking for your brand is that much more enhanced."With this understanding, Rochester, N.Y-based Genesee Brewing decided to use an illuminated menu board to promote their brand on-premise. Beginning in July, 2,000 "light-on, write-on" menu boards began shipping to bars in Genesee's predominant beer distribution areas of Pennsylvania, New York and Ohio.The menu board was produced by Palmer Promotional Products, Clinton Township, Mich. The patent-pending, permanent unit is constructed of blow-molded, high-density polyethylene, super-abrasion-resistant acrylic and styrene. Measuring 21 inches wide by 29 inches high by 2 inches deep, the unit is illuminated with an 18-inch fluorescent light bulb. Fluorescent crayon markers are used for writing messages. Dry erase markers can also be used, but fluorescent markers are said to transmit light better.Palatas says she chose the Palmer board because the electric menu board is a key piece of on-premise P-O-P. "I wanted something new that provided good brand identification and also offered the retailer good utility," she explains. "There's a lot of competition to get on a bartenders' back bar, and this provides less bulk back there. I really like the slim-line profile of it."The Genesee Brewing logo is screen printed onto a styrene header. Palatas likes the fact that the header area is large, providing greater product identification. The fact that the bulb is easily changed via a hinged back door is another plus, she notes. "We want it to be up as long as possible," she says. "The typical complaint from my sales reps is 'when the bulb burns out they take the sign down.' So that's a real nice feature." She anticipates the ongoing use of the boards. "In our business, you want to provide something that is going to stay up and not be replaced by competitors' advertising."Palatas says she expects to reorder the light boards again. Judging from periodic, informal surveys of field sales reps, this is one sign that's doing its job, she says.

Genesee's Bright Signs to Help Motivate Trial

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