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Marketing Spirits with Social Media - YouTube


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Liquor companies are always trying to figure out how best to reach their target audience. Through my project, Better Cocktails at Home, I've built a cheap, sustainable content model that spirit companies can easily follow. High quality video production is what spirit brands, distillers, and distributors need to help tell their stories.

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Marketing Spirits with Social Media - YouTube

  1. 1. Marketing Spirits with Social Media A look at YouTube and Better Cocktails at Home
  2. 2. This is me. @briancjohnson
  3. 3. Aside from digital content, I happen to be good at making cocktails.
  4. 4. After watching hundreds of terrible (and a few good) cocktail videos, I decided to make my own. These guys rock.
  5. 5. Two goals were defined for this project:
  6. 6. Two goals were defined for this project: 1. Build a digital content project for my professional portfolio.
  7. 7. Two goals were defined for this project: 2. Help sway the balance of evil cocktail videos towards good.
  8. 8. Then I did what everybody does with a creative project...
  9. 9. Kickstart that thing yo!
  10. 10. Turns out, people won’t give you money if they don’t know who you are or you’re not giving them a physical product.
  11. 11. So that failed. (Though my Dad pledged $100.) Thanks pop.
  12. 12. Still wanting to see if I could build a good show, I spent the bare minimum to get decent equipment to start filming.
  13. 13. Camera Microphone Home Depot Clamp Lights
  14. 14. Next up was the set. My set had to be simple because my carpentry skills are 1/100 of my cocktail skills.
  15. 15. Basic wood bar and some small shelves on the wall for decoration.
  16. 16. With the set and equipment ready, I needed to decide on my distribution.
  17. 17. A Facebook page made sense. I don’t post often, usually 1-2 times a week.
  18. 18. There is a good cocktail community on Twitter, so I spend a fair amount of time there.
  19. 19. YouTube is where it is at. YouTube is now a very viable content source with the new channel structure.
  20. 20. I don’t maintain a website, currently. Maybe in the future.
  21. 21. The single most important thing I did was to set a production schedule. 1 video/week, every Friday. No more, no less.
  22. 22. I cared only about two metrics. YouTube Subscribers YouTube Views
  23. 23. My first year goals: 250 Subscribers 25,000 views
  24. 24. With that, we started filming cocktails.
  25. 25. And Better Cocktails at Home was born.
  26. 26. 5 Things to Note 1. It’s hard to have a family, a full-time job, and a YouTube show.
  27. 27. 5 Things to Note 2. Developing a visual style and production processes are the key to speed.
  28. 28. 5 Things to Note 3. You will make video production mistakes.
  29. 29. 5 Things to Note 4. You will improve. In all aspects.
  30. 30. 5 Things to Note 5. YouTube is the future of visual content.
  31. 31. We produced 50 videos in one year.
  32. 32. We produced 50 videos in one year. And started to build a strong audience.
  33. 33. Goal: 250 subscribers
  34. 34. Goal: 250 subscribers Actual: 285 subscribers
  35. 35. Goal: 25,000 views
  36. 36. Goal: 25,000 views Actual: 14,077 views
  37. 37. We made one goal, but missed the other. In the world of YouTube, I’ll take subscribers over views.
  38. 38. With spirits and cocktails, the interactive and visual nature of YouTube make it a perfect fit for brands.
  39. 39. What does year two of Better Cocktails at Home look like?
  40. 40. Goal: 1,000 subscribers Goal: 75,000 views
  41. 41. Goal: 1,000 subscribers Goal: 75,000 views And 100 of the best cocktail videos out there.
  42. 42. Connect with me for questions and comments.
  43. 43. Or check out the Better Cocktails at Home social media channels.