How Local Social Advertising Can Transform Beverage Trade Partners into Influencers

The power of an influencer recommendation cannot be overstated. When a bartender or waiter suggests a drink, they often have a huge say in what ends up in a customer’s glass. This effect is more than just talk; it’s backed by solid data. The Global Bartender Report from CGA by NIQ shows that 1 in 4 customers choose their drinks based on bar staff suggestions, beating out promotions, product visibility, and even recommendations from friends.

The Untapped Potential of Bartenders and Waitstaff

CGA’s REACH data shows that 44% of consumers make their beverage choice only after entering a venue, and a significant 34% are open to suggestions from bar staff. These moments are golden opportunities for brands to shine. By positioning bartenders and waitstaff as brand ambassadors, beverage companies can guide these undecided customers towards their products, often steering them towards more premium options. After all, with 65% of consumers seeking quality beverages when dining out, a well-placed recommendation can effortlessly upscale a customer’s choice.

The Role of Local Social Advertising in Local Activation

But how can you ensure bartenders and waitstaff recommend your brand? Local social advertising is a powerful tool that does more than just promote your brand; it draws patrons to venues where your product is featured. This creates a symbiotic relationship between your brand and your trade partner. For instance, if your advertising efforts increase foot traffic to Jay’s Bar & Grille, Jay is more likely to encourage his staff to recommend your brand. It’s a cycle of mutual benefit that drives sales and enhances brand loyalty.

Moreover, traditional trade marketing often leaves brands guessing the impact of their efforts. Social advertising cuts through this ambiguity, offering tangible data on consumer engagement, clicks, reach, and other indicators of sales. This means brands can now pinpoint exactly how effective their strategies are, adjusting in real time to maximize impact.

Building Stronger Partnerships

By investing in local social advertising, brands do more than promote local activation; they build stronger, more productive relationships with their trade partners. This approach allows for a tailored strategy that acknowledges bartenders and waitstaff’s unique influence on consumer choices. Leveraging local social advertising to transform bartenders and waitstaff into influencers is more than just a marketing tactic; it’s a strategic move that taps into the intrinsic trust customers place in their recommendations. 

By fostering these partnerships, beverage companies not only enhance their brand visibility but also create a network of authentic advocates, driving preference and sales in a competitive market. As the landscape of beverage marketing evolves, the brands that recognize and act on the potential of these trade partnerships and the associated influencers will be the ones raising a toast to success.