9. She thinks this came right
from the people who made it
People have
no idea you exist
or what you do
10. brewer distributor bartender
Understanding
the actual job
Understanding of
place in the
supply chain
Cool factor
Emotional
response
Very cool What Very cool
This is the
coolest job
ever. I wish I
could do this.
No seriously,
who are you? Is
this just truck
drivers?
The bartender
is your best
friend and
therapist in one
11. 100 Americans ages 21 and over
48% female, 52% male
49% ages 21-34
41% ages 35-50
9% ages 51-65
1% ages 65+
77% drink every week
data takeaways
12. data takeaways
Do you know what a brewer does?
Yes, I know what a brewer does71%
29% I’ve heard of them, but don’t know much
0% No, I don’t know what they do
13. data takeaways
Do you know what a beer distributor does?
Yes, I know what a distributor does61%
35% I’ve heard of them, but don’t know much
4% No, I don’t know what they do
16. data takeaways
What % of beer I drink does a distributor touch?
100% of the beer I drink41%
25% 0-50% of the beer I drink
75% 50-100% of the beer I drink
17. data takeaways
Do you go out of your way to support
local family-run businesses?
Yes98%
2% No
18. data takeaways
Do you go out of your way to support
local family-run businesses?
Yes98%
2% No
both of these
monsters drink
0 beers per week
19. we spoke directly
to your customers
5 store owners
5 bar owners
1 stadium beverage manager
20. What are the most important factors when
working with a distributor?
1. Cost
2. Dependability & trust
3. Relationship & history
4. Range of products
21. “It’s someone I see all the
time. I can set my watch to
when Brian will come. He’s
always friendly, always
smiling, and works hard.
We depend on Brian to run
our business.”
22. What if someone you have a history with
wasn’t the cheapest option anymore?
1. Have a conversation
2. Consider raising my prices
3. Look for another distributor
23. “We’ve been working with
them for almost forty
years. It’s a partnership.
When we make money, they
make money.”
24. My distributor is my…
1. All said “partner”
2. Connection to our best
selling stock
25. How did you pick a distributor?
1. I asked around
2. I knew someone already
3. I researched online
34. Psychological Science Journal
Jeffrey M. Zacks, director of the Dynamic Cognition Laboratory at Washington
University in St. Louis
“
”
A new brain-imaging study is shedding light on
what it means to "get lost" in a good book —
suggesting that people create vivid mental
simulations of the sounds, sights, tastes and
movements described in a textual narrative while
simultaneously activating brain regions used to
process similar experiences in real life.
35. Oh a fun dock. Remember that time we went
out on matt’s boat? That was awesome.
Emotions: Fun, relaxing, carefree
36. this reminds me of the foo fighters
concert first date with kate.
Emotions: Fun, exciting, anticipation
37. That camping trip a couple years ago
when I was the only one who knew how to
start a fire.
Emotions: Fun, pride, relaxing, exploration
38. Remember that hike we went on? we should
have brought a celebratory drink!
Emotions: Exploration, fun, excitement
39. That time we took the kids to their first
baseball game and managed to stay for
the fireworks after the game.
Emotions: Love, fun, surprise, contentment
40. reminiscing about the past
can make us spend more on
products.
Lasaleta, Sedikides & Vohs (2014) Nostalgia weakens the desire for money. Journal of
Consumer Research.
41. Nostalgia weakens our
desire to hold onto our
money, instead fostering
social connectedness.
Lasaleta, Sedikides & Vohs (2014) Nostalgia weakens the desire for money. Journal of
Consumer Research.
44. But different doesn't
necessarily mean better.
Being different is more
memorable, but you need to be
positively remembered for
standing out from the crowd.
53. Emotions: Fun, happy, laughing
Seeing this post because it showed up as popular in your
town
Woah! That’s so cool. I wonder how long it
took to make that? I should go take a
picture in it.
real instagram example
54. Emotions: Confused, unsure, disinterested
…
Seeing this post because you met some of the distributor
employees at an event last year.
real instagram example
55. Emotions: Fun, happy, thirsty
Seeing this post because you liked their marketing before
and it was interesting and unique.
Mmm, meat. Remember that bbq a couple of
weeks ago with the guys when it was a
million degrees out?
real instagram example
56. Dog! Ah man, oakley always looks that hot
when we’re outside in the summer. i
haven’t had lagunitas in a while…
Emotions: Love, happy, peaceful
Seeing this post because it showed up on your explore tab.
real instagram example
57. We totally looked that cool at the
festival last week. I should tag billy in
this, he wore shorts like that once.
Emotions: Happy, connected, fun
Seeing this post because one of your friends liked it
real instagram example
60. Sweet hat. Could I
pull that off?
She looks so confident
I could do that with
my hair…
Dude is having a
good time
Where did she get
this necklace?
Billy would totally
wear hilarious
shorts like this.
audience
61. The product isn’t
the main focus,
it’s a supporting
cast member
Intentional quirks and
items of interest
Professional, but still
relatable filter and
not overdone + color
correction
Interesting camera angle
makes the view feel like they’re
part of this group
Intentionally messy
and not manicured
These guys aren’t
models, they could
be anyone
intent
64. pros •Costs almost no money
•You control everything from end to end
•It will be authentic because it is in the voice of
you and your people
cons •Costs a ton of time
•Are you a designer? Art director?
Photographer? Videographer?
•You’re limited by your experience and what
ideas you can come up with
•Usually slower paced rollout
65. pros •It can take very little of your time
•You’re delegating work to people who make
their living doing X, Y, and Z
•The end product will be better than you doing it
•Faster rollout and constant deliverables
without disrupting your business flow
cons •It can cost a little or a lot
•You have to trust the people you hired to
channel your voice and style
81. personal
authentic
interesting
Show the people you’ll get to know
Tell the audience what you sell
Don’t just use stock images of beer
Faces, faces, faces
Employ nostalgia to gain trust
Show how you’re active in the community
Be approachable
Give an easy way
to get in touch
Make sure it works on mobile
Use brand halos
Use real photos
Give them a taste of your personality
82. Website Design
Branding
Professional Video
Animated Video
Professional Photography
Social Media Management
Radio Commercials
Facebook Ads
Influencer Promotion
$5,000 to $100,000
$1,000 to $500,000
$5,000 to Unlimited
$3,000 to $25,000
$1,000 to $20,000
$500 to $10k/month
$2,000 to $20,000
$10 to $100/day
$1,000 to $10,000
Budget Ranges
professional
83. Budget Ranges
Website Design
Branding
Video
Animated Video
Photography
Social Media Management
Radio Commercials
Facebook Ads
Influencer Promotion
5 - 30 days
1 - 25 days
5 - 100 days
N/A
1 - 10 days
1 hour/day
N/A
10 hour setup, 1 hour/day
N/A
DIY time