Ahh, the dog days of summer. Picnics, barbecues and tailgating – perfect together! For distributors, tis the season to offer your customers a number of unique and seasonal products that will continue to sell into fall when tailgating season really takes off. Products relating to food and drink as well as items to make people more comfortable while eating and drinking all come into play. Totes, coolers, sacs, chairs, tables, stadium cushions, utensils, blankets and cups are vital components of the outdoor experience.
According to Daniel Berkowitz of Picnic Plus, distributors and end-users are looking for products that are multi-functional and can be used for many years. "The younger generation seems to be getting away from disposable products that last a few days, weeks or month and are willing to spend a little extra on products that are built with quality to last for years," he indicates.
Scott McCormack of Picnic Time says that tailgating/barbecue is a highly visible category that gets a great deal of push from televised NFL and collegiate events. "Tailgating – whether at the game or at a friend's house – is a social get-together built around passion for a sport or team," he comments. "Soft-sided coolers and outdoor chairs are the most popular categories. The newest trend is 'homegating,' adding a large assortment of serveware and related products to the mix. Homegating has been a major marketing focus of the NFL for a few years now and the resulting sales increase is significant."
Another believer that tailgating is going upscale and gourmet is Grethe Adams of Southern Plus. "Tailgating has always been a reason to get to the game early, get a good spot, celebrate with other fans, eat and drink (often to excess) and then go in and hopefully cheer your team to victory," she affirms. "It has evolved to be an unspoken competition of who can create the best tailgating experience – best food and drink, creature comforts (including pop up tents, chairs, coolers, grills and BBQ tools, blankets, aprons, etc.).
"Many go the RV route, bringing a luxury suite stadium-side, and have all the comforts of home available to themselves and their guests," Adams continues. “With the cost of tickets at most sporting events today, many are even going for the tailgating experience with friends, and watching the game on a flat screen in the parking lot!"
Patriotism is also on the rise, Adams asserts. "Patriotism is a driving force in supporting your home team," she states. "With the growing threat of terrorism and ongoing conflicts in the Middle East, patriotism is on the surge. This threat is also the cause of the increased security measures at sporting events, restricting what fans can carry with them into the stadiums." She adds that these stricter security guidelines have given rise to see-through bags becoming a requirement at some stadiums, thus making security screening a quicker and more thorough process.
Margit Fawbush of BIC Graphic North America recommends that distributors offer a range of products suitable for all price points, noting that the more complex and high-end products also make great raffle prizes and items for company stores.
Fortunately for tailgate/barbecue aficionados, there is a plethora of new and best-selling items out there! Berkowitz at Picnic Plus is excited about the company’s new Scrimmage Table, an exclusive, adjustable height, portable table. It is available in black, red, navy, royal, maroon and orange. Also new is the Cooladio Tub Cooler that not only holds up to 72 cans plus ice but has built in speakers and an amplifier to play music from an iPod/Smartphone/MP3. "Consumers love to show off their newest and greatest products to their friends," he enthuses.
Fawbush at BIC Graphic North America notes success with the recently launched KOOZIE® Portable BBQ Kooler Bag. "The round cooler bag is perfect for storing food and condiments," she explains. "A portable BBQ grill is stored in a compartment underneath. The cooler bag is durable and practical with an outside pocket, carrying handle and adjustable shoulder strap." Also new are the Frost Flex Stadium Cup (16-oz.), which she says is a new, fun twist on traditional stadium cups with a lot of great colors; and the Color Change Stadium Cup (16-oz.) that changes color when a cold drink is poured into it.
At Picnic Time, McCormack reports that the company’s new Adventure Wagon (with optional cooler and table) and its Potluck casserole carrier are two of its most popular new items – both available with corporate logos or with licensed NFL or collegiate logos. "Perennial best sellers include our silicone handle Metro BBQ set, Sidekick 48-can cooler, Ventura Seat, and Can Cooler – again all available with corporate or NFL/collegiate logos," he says.
Southern Plus has added a clear Stadium Tote, a Mesh Tote, and a Stadium Cushion for inside the stadium. The Stadium Tote meets the NFL's strict requirements, she notes, while the Mesh Tote can be used at the more relaxed stadiums that have not begun enforcing clear bags. "It still speeds up the screening process by making it easy to search without emptying its contents," she comments. "The Stadium Cushion can add a layer of padding/cushion to a hard seat or bleacher, and can also be waved in the stands to show your support and spirit (by inserting your hand into the pocket)."
A favorite item at Southern Plus is its Sports Morph Sacs for football, baseball, basketball, soccer – and even golf – Adams maintains. "These drawstring sacks invert and stuff into themselves for storage and become the shape and appearance of the ball for that sport," she explains. "They can be given out as a game day giveaway, shot into the stands with a T-shirt cannon, sling shot, or simply thrown. It has become a fan favorite – and ours, too!"
While it may seem as these products should sell themselves, promotional products suppliers have some helpful hints to streamline the process. Berkowitz of Picnic Plus urges distributors to consider multi-seasonal, multi-functional products for selling success
McCormack of Picnic Time, adds, "The best reason to use these products is their high visibility," he emphasizes. "People not only use them frequently, they use them at large gatherings – increasing their advertising effectiveness. Another major point is that all of these products are not only used at tailgating events, they are used in camping, picnics, backyards, trips to the beach or lake, or even at their child’s soccer or baseball games. Nothing makes for a better promotion than tapping into a consumer’s passions."
Case Studies
Scott McCormack, Picnic Time
A major supermarket did a full tailgating set (pop-up canopy, four Sports Chairs, Sidekick cooler, Travel Table, X-Grill BBQ, Metro BBQ tools, plus a $500 store certificate) and gave it to the entrant in each region who described, ‘Why they needed help with tailgating the most’. The budget was about $1,500 per region, with a total of $15,000 for the 10 regions. The chain received a total of 7,000 entries and was so popular, it is now an annual event.
A mid-size professional office wanted to reward employees for enduring a very busy, stressful and ultimately successful period of time. They decided on Picnic Time’s ‘Pick a Team’ promotion, sending a poll to each of their 45 employees, asking them for their favorite NFL, NBA, MLB, or college team. The company decided on our Can Cooler, each person receiving a licensed version with their favorite team. The employees said it was the best gift they had been given because it was 'personalized' for them. The budget was $1,200 and the company loved it because it tapped into their employee's passions.