Fat Tire Beer - Guerrilla Marketing Campaign


Published on

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Radio Ads for each – five total since north beach and haight-ashbury are same date.
  • Breakdown: Bay-to-Breakers = $4000 (radio) + $450 (tires + centipede costs) Bike Paths = $500 (paint and overhead) Rentals = $500 (logos and overhead) Partnerships = $500 (green business cards and overhead) Brochures = $300 (cost of cards) Twitter = $4500 (intern) + $275 (admin overhead)Facebook = $4500 (intern) + $275 (admin overhead) PPC/SEM = $4500 (cost of PPC AdWordscampaing) Stern Grove = $8000 (radio) + $500 (beer, centipede, overhead) Summer Festivals = $4000x5 (radio) + $3000 (booth) + $500 (beer, overhead) Spray Paint Comp = $4000 (radio) + $1900 (paint, overhead)
  • Christopher Serio – Appendixreference slide.
  • Fat Tire Beer - Guerrilla Marketing Campaign

    1. 1. Presented By<br />Michelle Baker<br />PrajaktiAkarte<br />Christopher Serio<br />FerasBseiso<br />
    2. 2. Agenda – may 13, 2010<br />Section I: Company Overview & Current Events<br />Section II: Guerrilla Marketing Strategy<br />Section III: Guerrilla Weapons & Tactics<br />Section IV: Fat Tire Summer Campaign<br />Section V: Calendar & Budget<br />Section VI: Appendix<br />
    3. 3. Overview & Current Events<br />
    4. 4. Company overview<br />Located in Fort Collins, Colorado<br />Established in 1991<br />Flagship beer of New Belgium Brewing Company<br />Originated from a bicycle trip in Belgium<br />Distributed in 18 states<br />Social responsibility and low environmental impact<br />
    5. 5. Current promotional events<br />Tour de Fat – bike tour though 13 western cities.<br />Team Wonderbike– members promote using a bicycle as their primary means of transportation.<br />Urban Assault – city tour, bicycle team scavenger hunt (Berkeley in early May).<br />Bike-In Cinema – summer drive in movies at Fort Collins, CO.  Ride your bike (no cars allowed) to a drive-in movie.<br />Facebook, New Belgium Brewing Co Website.<br />
    6. 6. Guerrilla marketing strategy<br />
    7. 7. Purpose of guerilla marketing<br />Need to promote the environmentally sustainable business practices.<br />Increase visibility of company core values.<br />Support healthy and active lifestyles.<br />Increase brand awareness and sales<br />
    8. 8. Target consumers<br />Men and women <br />Ages 25 to 45 <br />Living in urban dwellings.<br />Youthful but professional mentality<br />Affluent, well educated<br />Care about green practices and sustainability<br />Active lifestyles.<br />
    9. 9. Competitive analysis<br />Large scale brewing companies – InBev, Molson Coors, and SABMiller<br />Craft breweries – approximate 1,500 craft breweries across the U.S.<br />Sustainable breweries – Sierra Nevada (Chico, CA) and Eel River (Fortuna, CA).  <br />Eel River is micro (15,000 barrels) and Sierra Nevada is national (relative to Fat Tire).<br />
    10. 10. SWOT analysis<br />Strengths<br /><ul><li>Sustainability
    11. 11. Promote healthy lifestyles
    12. 12. Youthful
    13. 13. Community oriented
    14. 14. Good product packaging and design</li></ul>Weaknesses<br /><ul><li>Majorly dependent on Fat Tire
    15. 15. Environmental and Business Practices not promoted efficiently</li></ul>Threats<br /><ul><li>15,000 competitors not including the mass-production breweries
    16. 16. Environmentally friendly practices can increase costs</li></ul>Opportunities<br /><ul><li>City of San Francisco
    17. 17. Partnerships with local businesses
    18. 18. Increasing number of bikers
    19. 19. Increasing trend towards outdoor activities</li></li></ul><li>Guerrilla Weapons & Tactics<br />
    20. 20. Weapons & tactics<br />Mini-Media<br />Canvassing – to spread the word of the summer campaign and promote our sustainability<br />Business Cards – used as brochures and given to local sustainable businesses and pubs<br />Personal Letters – sent monthly to each sustainable business promoting our cards<br />E-Media<br />Blogs – posts about Fat Tire events and other sustainable practices<br />E-Newsletters – consumers and companies<br />SEM – increase search rankings and discovery<br />Social Media – engage the consumer<br />
    21. 21. Weapons & tactics (con’t)<br />Maxi-Media<br />Radio Ads – used to promote “centipedes” and beer stands at summer festivals<br />Human Media<br />Affiliate Marketing – on other sustainable websites or relevant landing pages<br />Networking – attending Meet-Ups and other free events throughout San Francisco<br />Non-Media<br />Word of Mouth – ask people to refer friends to Fat Tire, create campaign buzz<br />Product Placement – Fat Tire placed at summer events <br />Company Attributes<br />Positioning – to consumers and businesses<br />Location – increase accessibility and reach <br />
    22. 22. Fat Tire Summer Campaign<br />
    23. 23. Promotional Activities<br />Bay-to-Breakers – launch the centipede!<br />Fat Tire Bike Paths<br />Spray Painting Competition<br />San Francisco Bike Rentals<br />Sustainable Organizations & Partnerships<br />Social Media - Twitter & Facebook<br />Stern Grove – Sunday Concerts<br />San Francisco Summer Festivals<br />Google Ad Campaign<br />
    24. 24. Bay to breakers<br />High alcohol consumption at event<br />Cheap used tires<br />Promote Active/Fun Lifestyle<br />Word of mouth<br />Promoting brand visibility<br />
    25. 25. Fat tire bike paths<br />Arrows that direct you to the nearest Fat Tire seller<br />Easy visibility<br />Promoting Sales<br />
    26. 26. Spray painting competition in art schools<br />Many art schools in San Francisco<br />Competition for the best spray paint design for Fat Tire<br />Supply paints etc.<br />Judged by members online – highest ‘like count’ on Facebook.<br />
    27. 27. Bike rentals<br />Bike Rentals <br />Sponsor Maps<br />Discount Coupons <br />Global Tourists<br />Promote Brand Awareness<br />
    28. 28. Twitter – follow your folly<br />Based on Facebook profile<br />Post your follies<br />Twitter will help accelerate responses<br />Promote consumer participation<br />
    29. 29. Facebook Ad campaign<br />Launch 12 week ad campaign<br />Highlight upcoming events<br />Build up Fan Base<br />Promote consumer contribution<br />Promote brand<br />Link to YouTube video<br />Link to Twitter page “Follow Your Follies”<br />Cross communication between Facebook pages for both Fat Tire and New Belgium Brewing Co.<br />
    30. 30. Stern grove – Sunday Music concerts<br />Sunday Concerts<br />Donation Based<br />Centipedes would collect donations<br />Beer booth<br />
    31. 31. SF Summer Festivals<br />May 29-30: SF Carnival 2010<br />June 13: Haight-Ashbury Street Fair<br />June 13: North Beach Festival<br />June 28: SF Pride Parade<br />July 4: Fillmore Jazz Festival<br />August 14: Outside Lands Festival<br />
    32. 32. Google ad campaign<br />Launch 12 week ad campaign<br />Highlight upcoming events<br />Introduce consumer Twitter page<br />Introduce consumer to FacebookFanpage<br />Introduce consumer to YouTube video, highlighting core competencies of company<br />Promote brand<br />
    33. 33. Calendar & Budget<br />
    34. 34. Marketing Calendar<br />
    35. 35. metrics<br />Prior to events – Number of fans and followers.<br />After the event - Facebook and Twitter hits/fans.<br />Code behind each Business card – coupon<br />$2 off each 6 pack<br />Each event has different codes – see return rate<br />Bitly – Track website traffic<br />Comparative participation between prior New Beligium events and current proposed events<br /> Google Analytics – CTR and PPC<br />
    36. 36. Appendix & Questions<br />
    37. 37. References<br />Reuters article, YouTube pricing - http://bit.ly/bfzItg<br />Ad pricing - Stephanie Saporita, Local Sales Manager, Alice Radio 97.3 (CBS Radio San Francisco)<br />Ad pricing - Paul E. Hoffmann, Jr., Local Sales Manager, Live 105 KITS (CBS Radio)<br />Paint costs - http://bit.ly/bqfxm2<br />Brochure costs - http://bit.ly/coGbWk<br />Competition - http://bit.ly/cP1fG2<br />Targeting - http://bit.ly/cOd3E8<br />Segmentation - http://bit.ly/cDRQkR<br />Positioning - http://bit.ly/8YocxA<br />Bike paths - http://bit.ly/9i4gck<br />