Marketing - California Craft Beer · 9/10/2016 2 You Are Marketing BEER! •Your brewery makes the...
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9/10/2016 1 Build Your Brand How To Earn Customers and Influence Beer Lovers Julia Herz Craft Beer Program Brewers Association Spokesperson who advocates and educates about today’s U.S. craft brewers 2 Marketing The Realtor Model of Marketing • Comfort leads to confidence. Confidence leads to sales.
Transcript of Marketing - California Craft Beer · 9/10/2016 2 You Are Marketing BEER! •Your brewery makes the...
9/10/2016
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Build Your BrandHow To Earn Customers and
Influence Beer Lovers
Julia HerzCraft Beer Program
Brewers Association
Spokesperson who advocates and educates about today’s
U.S. craft brewers
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Marketing
The Realtor Model of Marketing
• Comfort leads to confidence. Confidence leads to sales.
9/10/2016
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You Are Marketing BEER!
• Your brewery makes the world a better place
• Your beers help make people happy
• Your craft beers are helping beer reclaim its place at the dinner table.
• Your beers help support the community
• Your jobs feed the tax base and fuel the economy.
• You are a small business bright spot!
___% Marketing: Branding, Advertising, Media Relations, Social Media, Events
___% Business
___% Sales___% Brewing
Time and Resources?
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Consistent Branding?
•Logo
•Tag Line
•Press Releases
•External Communications
•Labels
Your Brewery Tag Line
•What is it?
•Do your customers say it?
•Does it get pick up?
Guess The Brewery Tag Line
•America’s Oldest Brewery
• For the Love of Beer
•Off-Centered Ales for Off-Centered People
•What is yours?
Content Marketing
Evergreen Planned
Everyday On-The-Fly
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Content Marketing
• How do you get there?
•Produce
•Package/Publish
•Promote (and then re-promote)
•How do you use your channels?•Engagement is name of the game.•Analytics (Goal driven)
Social Media
1,400 AHA Member
Deals
Brew GuruDownload
NOW
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Word of Mouth
• Word of mouth has the most value.
• How do you speak to your champions?
• How do you speak to those new to you?
• What do your customers say about you?
Community Involvement
The Media Microphone
•Media Advisory
•Press Releases
•Press Statements
•Transparency to your customers
Public Relations
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Is Your Brewery Leading the Conversation?
•New statistics: Jump on that
•Media story published: Add your voice
•New beer releases: Be the main authority on brand details.
Some of My Favorite 1 Liners
What are your sound bites?
Who Ya After?•Beer Lover
•Distributors
•Retailers
•Media
Who Ya After?
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Complied by Troposbrand.com and The Futures Company via data from 2015 U.S. Yankelovich MONITOR survey
Complied by Troposbrand.com and The Futures Company via data from 2015 U.S. Yankelovich MONITOR survey
Market Access
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BrewersAssociation.org
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3 Takeaways
•Wherever you go, there you are. So where do you want to be?
•Remember: Produce, Package, Promote
•No matter what always make beer better.
"A beer that is responsibly produced using wholesome ingredients, consistent brewing techniques and good manufacturing practices, which exhibits flavor characteristics that are consistently aligned with both the brewer's and beer drinker's expectations.“
www.BrewersAssociation.org
What Is Quality?
•Book meetings with a goal•Send out action items!
•1x, annually, quarterly, monthly, weekly.
How To Internally Create Change
CraftBeer.comBrewersAssociation.org
HomebrewersAssociation.org
