Wob presentation

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  • Winter of 2007Co-Founders
  • Wob presentation

    1. 1. Nidah Farishta
    2. 2. INTRODUCTION• 1st World Of Beer– 2007, Pensacola, FL– Scott Zepp & Matt LaFon• 35 WOBs in 11 States• SMU Blvd location– December 11, 2012– 2nd in DFW
    3. 3. WHO GOES TO WOB?• Young professionals (25-40)• SMU/college students• Locals• Beer connoisseurs
    4. 4. PURPOSE• To study how World Of Beer usesexisting marketing strategies todeliver new products
    5. 5. CULTURE OF LEISURE• Existing Marketing Strategies– Alcohol– Live Music– Sports– Wi-Fi– Food: BYOF– Trivia/Bingo– Promotions– Loyalty Program– Community
    6. 6. BEER• 500+ types (41 on draft)• Offerings change daily• 23 countries represented–“The biggest thing isselection, and no one has thesort of selection we have.”– Manny Ballesteros, General Manager
    7. 7. LOYALTY CLUB PROGRAM• Keeps tally of tried beers• Smart Phone Application • Rewards– Bragging Rights– Merchandise– Giveaways– Discounts
    8. 8. LOYALTY CLUB PROGRAM
    9. 9. CHANGING THE BAR EXPERIENCE• Existing strategies–First-time customers• What makes them return?–Drinking is channeled as a different activity• Try new beers• Expand beer knowledge
    10. 10. KNOWLEDGE OF BEER• Knowledgeable Staff– 14-day “beer” school
    11. 11. KNOWLEDGE OF BEER“If we can spread craftknowledge to young people, itis going to help us in the longrun.”- Manny Ballesteros, General Manager
    12. 12. KEITH NEGUS• “An industry produces cultureand culture produces anindustry.”–Industry produces culture• WOB uses existing marketing strategies–Culture produces an industry• WOB is introducing new products
    13. 13. WHY DOES IT WORK?• Because SMU students have money?–NO• Because:– First of it’s kind– No competition– Familiar scene– New experience
    14. 14. CONCLUSION•World Of Beer effectivelyuses existing strategies tointroduce new products.
    15. 15. THANK YOU!

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