For all you single malt fanboys and fangirls (we like the peat so partial to Laphroaig), the Wine Library TV guy and blogging godhead share tips on how to enjoy and appreciate this nectar of the gods. Watch and learn.

It’s a given that a well planned Sales & Marketing strategy is key to jump-starting any new business.

If your new business happens to be a restaurant, a bar, coffee house, this rule takes on whole new meaning. And in a competitive, growing metropolis like Davao, where the drinking and dining crowd are apt to jump ship en masse to the next cool thing, a successful campaign becomes absolutely critical.

Here are a few lessons we’ve picked up along the way:

- set yourself apart ~ Create a buzz by offering something unique. Decide on what this is and remain consistent in the plan and execution. Be it the overall theme (the atmosphere, entertainment), the menu, etc. as these relate to your target market. Avoid being too faddish or trendy. . .because we all know what happens when they no longer are.

- creative affiliate programs work ~ Back when we first started, a services exchange deal with the highest rated pop music station in our target demographics segment certainly helped in creating awareness and curiosity.

- public relations / press releases ~ We were fortunate to have met some really cool, local media movers and shakers when we first started who remain really good friends to this day.

- an online presence does not have to cost much ~ The local buy and sell web portal davaosale.com is in fact, free to join. This one happens to be very well organized and maintained and has quite the readership. List your establishment in every possible online directory. . .once again free. If the budget allows, create a website and start a blog – we are new to the latter. Other options are facebook, twitter and the few dozen other social networks.

- suppliers are your best friends ~ Suppliers (especially the large, national or global brands) can help you organize your next big event . Tap into their ideas and expertise to help you launch the next one, be it an annual summer party or anniversary celebration. More often than not, these collaborations are mutually beneficial.

- work with your landlord ~ Support from your landlord in terms of ongoing events in your stripmall or location can sometimes spell the difference between early demise or long-term success.

- nurture your clients ~ Nothing beats good old fashioned service in influencing word of mouth referrals and repeat customers. When the novelty of a new place wears off, this carries your business to the next level.

last but not least . . .

- creative marketing techniques ~ our good friend Martin from LIP got us going on this post and offers some off beat suggestions inspired by Jay Conrad Levinson’s book called Guerrilla Marketing. It’s a fun, very informative read on using unorthodox, disruptive, low cost alternatives when traditional (print, tv, radio) mediums don’t make the most financial sense. Thanks again Martin and LIP for your insights and ideas.

Cheers everyone!

For those of you contemplating on going into the bar and/or restaurant business or are already in it and wondering where the profits are going, this article by Martin of LIP is an invaluable checklist of dos and don’ts, and may save you some cash in the long run. A definite must read.