Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Speakeasy Brewing Presentation - MBA Class


Published on

This was a presentation orginally done for the Guerilla Marketing class for the USF MBA program. I did it in conjunction with Ben Shan, MBA 2010.

Published in: Business
  • Login to see the comments

  • Be the first to like this

Speakeasy Brewing Presentation - MBA Class

  1. 1. Speakeasy Ales & LagersBen Shan and Darcy Villere<br />Guerilla Marketing Plan<br />
  2. 2. Agenda<br />Business and Brand Overview<br />Guerilla Marketing Goals & Strategy<br />Guerilla Marketing Tactics<br />Budget<br />Analytics & Metrics<br />
  3. 3. Speakeasy Ales & Lagers<br />Founded in San Francisco in1997<br />Website:<br />Brewery in the Bayview District of San Francisco<br />Distribution Strategy<br />Kegs and bottles are sold direct to bars and restaurants and bottles sold to retail partners such as Safeway<br />Speakeasy owns trucks and also uses channel partners for distribution and remote sales<br />Current coverage: 15 states, Japan, UK, Ireland<br />Competitors<br />Local microbreweries e.g. Gordon Beirsch<br />National, international beers<br />All other forms of alcohol e.g. wine, whiskey, etc. <br />
  4. 4. Competency & Uniqueness<br />Commitment to High Quality Beer<br />“A steam-fired brewhouse, designed for hands-on operation to maximize consistency and shelf-life.”<br />Company Web URL =<br />Flavorful, distinctive, hoppy tasting beer<br />Critical Acclaim<br />SF Weekly: ‘Best San Francisco Beer’ 2002<br />Higher than normal alcohol content <br />Distinctive Branding<br />Over 13 years invested<br />Iconic “eyeballs” logo<br />Consistent 1920’s Prohibition-era imagery<br />
  5. 5. Positioning - In Their Own Words<br />“beers built for a more discerning palate”<br />From:<br />
  6. 6. Brand Image<br />Strong and consistent iconography and theme<br />
  7. 7. Target Segmentation<br />
  8. 8. Guerilla Marketing Goals<br />To solve the following problems:<br />The lack of awareness in un-served geographies<br />Lack of loyalty in served geographies <br />Slow growth of sales<br />On a budget of $50,000, execute guerilla marketing tactics to: <br />Increase gross revenue by 10%<br />Boost brand awareness by 50%<br />Build brand loyalty <br />Drive beer sales<br />As a result of this campaign, we want potential and current customers to:<br />Try the beer<br />Recommend the beer<br />Go to a bar or restaurant that serves Speakeasy beers<br />Buy Speakeasy beer from a store such as Safeway<br />Ask for Speakeasy at bars and stores<br />
  9. 9. Brand Alignment<br />Speakeasy Brand Personality Traits:<br />Secret, Esoteric, Serious, Elite<br />Sophisticated, Discerning, High Quality, Old-Fashioned<br />Basic, Low-tech, hand-made<br />Traits That Wouldn’t Work<br />Cute, Friendly, Open, Welcoming – All-inclusive messaging<br />Cheap, Easy – Any discounting or freebies<br />High tech, Modern – Online, Facebook or email messaging<br />
  10. 10. Guerilla Marketing Strategy<br />Throw a Free Speakeasy Party<br />Speakeasy parties in the 1920’s style<br />Themed dress up<br /> 5 parties in Bay Area <br /> 2 parties in San Francisco<br /> 3 in Outlying cities<br /> Oakland<br /> Palo Alto<br /> Marin<br />Invitations for Contest Winners<br />Bottle Cap Contest<br />Bar Treasure Hunt<br />
  11. 11. Bottle Cap Contest<br />Bottle Caps with a special code<br />Enter code for validation – each code can only be used once<br />Collect email with each redemption<br />Code leads to a “Speakeasy Party”<br />1 Big Party<br />Party sizes are smaller for these 4<br /> Oakland<br /> Palo Alto<br /> Marin<br />San Francisco #2<br />
  12. 12. Video Contest<br />‘Guess the Bar’ Scavenger Hunt<br />Video contains hints to bars<br />5 pictures at 5 bars (their own private party)<br />Take a picture of yourself in front of the bars hinted at in the video to get invited to a special party <br /> Emailed to us<br />Affiliate Marketing Opportunity <br />Collaboration with key channel partners: bars and restaurants<br />
  13. 13. Online Tactics<br />[Embedded Video Slide]<br />Check out this video and my others at<br />
  14. 14. Channel Specific Tactics<br />Facebook<br />Advertise bottle campaign on Facebook<br />Provide hints to participants for video contest<br />Twitter<br />Create a hash tag for the party<br />Provide hints to the bars for video campaign<br />Photo updates as party goes is happening<br />Blog<br />Write a blog to stir up interest in the contest<br />Hints to help people to find the bars<br />
  15. 15. Online Tactics<br />Other Supportive Tactics<br /> Submit contest to Digg, Stumble Upon, Reddit<br /> Online advertising through local websites<br /><br /><br /><br /><br /> ????<br />
  16. 16. Budget<br />Total $50,000<br />Bottle cap stickers, operational incidentals - $5,000<br />1 Big Party - $15,000<br />4 Little Parties - $7,000 each<br />Online Promotional Ads - $2,000 <br />
  17. 17. Analytics & Metrics<br />Contest Based Metrics<br />Count bottle caps redeemed<br />Count new email addresses collected from contestants<br />Count photos submitted for Scavenger Hunt contest<br />Social Media Based Metrics<br />Track the lift in number of fans on the Speakeasy Fanpage<br />Track the lift to traffic to the Speakeasy site<br />Track tweets related to Speakeasy and the contest<br />Sales Based Metrics<br />Count new bar, restaurant and retailer customers<br />Track lift in sales to existing customers<br />Brand Awareness, Recognition, Recall Based Metrics<br />Online buzz metrics<br />Survey bar customers for awareness, recognition, loyalty<br />
  18. 18. Appendix: Speakeasy Definition<br />From:<br />
  19. 19. Appendix: Contact Info<br />Ben Shan<br /><br />Business Development Manager, Sony PlayStation®<br />Darcy Villere<br /><br />Social Media Marketing Consultant<br />