Talk about the struggles they had in their beginning stages of forming and how that time has influenced them to be the company they are today. Thankful for the investors that came through and believed in them.
The target audience for Shorts Brewery is a very serious issue to think about. Obviously you want everyone who is 21 years and up but specifically I believe that the best target to try to reach would be 21-35 year olds. These are people that are most likely to be using digital media and also most young adults are interested in the micro brew scene as it is a relatively new concept. For years, wine tasting was a big thing but that has sort of been pushed aside by craft breweries. The other thing that is important to remember though is that we want our consumers to feel that Shorts is a place they can take their family for dinner. Since they have a brewpub in addition to their brewery, it is very important that all ages feel welcomed.
Talk about what I think the big idea should be considering what Shorts wants to see, which is strong volume growth in Michigan.Pure Michigan succes- The commercials bring people back to a time and place and makes them want to relive that moment, the memories capture their attention rather than the beer itself.
Short’s can connect with users through blogging and instagram by taking detailed pictures and doing write ups on the brewing process. The blogging platform will allow Short’s to connect with the micro brewing community. It will allow users to connect with people at Short’s and ask questions if needed. Not only will the blog be informational it will spark interest in users, ultimately bringing them to the tap room, or buying a Short’s product at the store. Instagram is a photo sharing platform used by photo enthusiasts. Instagram will enable people to get a glimpse of the brewing process through real time photos, and also allow people to comment and connect with the Short’s staff. Pinterest is another blogging type platform and it is quickly growing, giving Short’s a great opportunity to be involved in the hype. Pinterest will allow users to “pin” photo’s they find enjoyable to their board. Similar to Instagram, users can posts pictures of them enjoying a brew with friends or of a visit to the brewery, which can only increase customer awareness. Having a presence alone on these different platforms is an excellent resource for free publicity.
In terms of budget, it is going to be a pretty lengthy and time consuming project, which means it, is going to cost a lot of money. The thing that I want to stress though is that I don’t want to drop a “social media” bomb on Shorts consumers because it might be too much for them to handle. I would rather do it over a long period of time and let them get acquainted with it slowly. Knowing this, it is still going to cost a lot of money but it will be stretched out in smaller payments. I am projecting that to buy the media outlets that I would like to advertise on it would cost $500,000 dollars since shorts is a Michigan company and I wouldn’t have any national advertisements out. In addition I would project another $350,000 for paid search marketing, $100,000 for online banner ads and $100,000 on print. In total I would project around $1,000,000 dollars in total for this campaign.
SHORTS BREWINGCOMPANY Joseph Bianchini
Who are they? Shorts Brewing Company Opened doors in 2004 in small northern Michigan town of Bellaire. Focused on regional sales, specifically to Michigan. Take pride in their “hands on, Mom and Pop approach”
Who to target? Young beer drinkers Specifically 21-35 year olds Brew pub to feature a family setting during day and casual adult atmosphere at night
The Big Idea How to make Shorts reach its company goal “Strong volume growth in Michigan” Very true to the state of Michigan and doesn’t see any need to leave yet. Wants people to find the beauty of northern Michigan Promote settings of what its like to drink beer in northern Michigan and rest of state “PureMichigan” success Relaxation The good life
Tools and Tactics Blogging Invitebeer industry bloggers to private tasting sessions where they can provide insight to followers. Instagram Create an account that allows users to follow and get an inside look of operation. Hold photo contests to keep them engaged Such as, first one to get a picture of a shorts beer on five northern Michigan lakes gets free merchandise.
Tools and Tactics (cont.) Twitter Would allow for constant updates to followers, including when new beers would be released. Create buzz and customer engagement Pandora Create a station through Pandora that allows users to listen to artists who performed at the brew pub and the companies favorite hits. LinkedIn Allow for growth within the professional society. Creates a gateway for new investors and professionals looking to connect.
Tools and Tactics (cont.) Promotional Events Shorts to Shorts Kayak Paddle Kayak race from Bellaire to Elk Rapids by kayak Event after where beer is provided Bluegrass, Blues, Bourbon and Beer Festival Event put on by Shorts and Pearles Allows fans to get hands on interaction rather than social media Mobile App More user friendly than mobile website Would allow for users to craft their own beer Best recipe gets a beer named/made after them in the brewpub for a month
Television and Radio This is where ad agency makes most sense. Would be responsible for making TV and radio ads. Mostly filmed in northern Michigan, Grand Rapids, Southeastern Michigan. Lakes, woods, Detroit, outdoor activities but all connected to drinking a cold one while/ after doing these events.
Key Performance Indicators Amount of followers on Twitter, Instagram and LinkedIn Hope to accomplish more sales in Southeast Michigan and Grand Rapids area Bigmarkets and northern Michigan market is pretty loyal Release TV and radio spots in January Would then be able to see success during summer months when tourism is high Through brewpub visits and store purchases
Budget $200 an hour towards agency work Would hire a full time social media employee to cut outside costs. Breakdown $500,000 for media outlets bought $350,000 Paid search advertising $100,000 for online banner ads $100,000 for print TOTAL COST- $1,000,000-1,500,000