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LCB orders a top shelf plan
Eric Heyl is a Tribune-Review staff writer. He can be reached via e-mail or 412-320-7857.
The Pennsylvania Liquor Control Board has retained a California marketing company to help launch what it describes as a "customer-focused transformation" of the state's 620 wine and spirits stores.
That goal could largely be accomplished by not putting the gin bottles so high on the shelves that little old ladies have difficulty reaching them. But the LCB is paying Landor & Associates $3.6 million to aid in a more comprehensive overhaul of the system.
How was that decision reached?
Glad you asked. For today we're providing an inside look by publishing LCB internal e-mails recently obtained under the federal Freedom of Imagination Act.
To: Joe Conti, LCB CEO
From: Pat Stapleton III, LCB board chairman
Re: Reinventing ourselves
We need to create more of a buzz surrounding the stores that provide a means to a buzz. What do you think about hiring a fairly expensive marketing firm to see what can be done?
To: Stapleton
From: Conti
If we do that, we could be criticized for frivolous spending, because we're a monopoly that doesn't particularly need to market itself.
We have no in-state competition. If people want to buy bottles of booze in Pennsylvania, it's not as though they can run down to Shop N' Save and find a bottle of Captain Morgan next to the Captain Crunch.
To: Conti
From: Stapleton
We wouldn't be spending frivolously if the marketing people helped us boost liquor sales.
To: Stapleton
From: Conti
Given the current economic climate, I don't think we need an outside marketing effort to move additional product. People are plenty inspired to drink these days.
We did $1.7 billion in business during the last fiscal year, an increase of more than 7 percent over the previous year -- and that was back when most people still thought that "subprime" was an inferior cut of rib.
To: Conti
From: Stapleton
I've been following the work of a particular firm that I think might help us immensely, this Landor outfit out of San Francisco.
These people are truly cutting edge. Go to their Web site and you'll discover that they were the ones who recommended changing the name of the stuffy-sounding George Killian's Irish Red beer to the more relaxed, informal Killian's Irish Red.
I don't think we have the kind of creativity in-house to accomplish such a dramatic re-branding.
To: Stapleton
From: Conti
They sure sound like bold thinkers. Who knows, they might recommend changing the name of our stores from "Wine & Spirits" to "Spirits & Wine."
To: Conti
From: Stapleton
"Spirits & Wine?" I like it. Now that would create some buzz!
To: Stapleton
From: Conti
Are you sure you wouldn't rather just put the gin bottles lower on the shelves so the little old ladies can reach them? That probably would be a lot less expensive.
