The special report from Business Week for small business about using “using the web to boost sales” features Saint Arnold Brewing in Houston.
The “front” of the section features a picture of founder Brock Wagner and the headline: “A Houston microbrewery has converted web site visitors into loyal customers with invites to free beer bashes.”
The story quotes Wagner:
“Companies have a personality. The newsletter is an incredible mechanism for conveying that personality to people. It makes them much more loyal.”
It also makes the benefits clear:
Wagner credits the newsletter with bringing in at least $150,000 in sales last year, mostly through increased attendance at the brewery’s special events. Revenues at the 15-employee brewery were $1.8 million in 2004, up from $1.5 million the previous year.