Media buying and selling final project stone brewery csp mag


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Media buying and selling final project stone brewery csp mag

  1. 1. Media Buying and Selling Final Project Advertising Seller Jonathan Burgett for CSP Magazine Client Stone Brewery
  2. 2. CSP Serving the TOTAL Convenience & Petroleum Retailing Industry <ul><li>We are committed to being one of the largest players in the </li></ul><ul><li>restaurant and petroleum industry. </li></ul><ul><li>We are a top leader in publishing and media innovation for the </li></ul><ul><li>restaurant and petroleum retailing industry. </li></ul><ul><li>With the name CSP you know you will get experience,knowledge, </li></ul><ul><li>and passion in the desired restaurant and petroleum industries. </li></ul>
  3. 3. CSP CSP is the premier B2B communication company specializing in the convenience and petroleum retailing industry. In addition to being communication experts, our unique group of former c-store owners, editors and staff also bring real world industry experience that allows CSP to make each issue and retailer conference highly relevant and immediately applicable. From exclusive coverage of people, issues and events that impact our industry to our unmatched leadership role in bringing together decision-makers shaping this industry - CSP has earned the reputation of being the most trusted and credible resource in the chosen industries.
  4. 4. CSP <ul><li>At CSP We… </li></ul><ul><li>Spend many hours with retailers and suppliers to understand their businesses. </li></ul><ul><li>Understand the importance of developing life long relationships with our clients. </li></ul><ul><li>Only employ top experts of the restaurant and Petroleum industries. </li></ul><ul><li>Conduct a variety of sponsorships and offer many conferences with top speakers of all walks of life. </li></ul><ul><li>Are flexible enough that we can adjust to your companies needs and wants. </li></ul>
  5. 5. CSP <ul><li>We offer… </li></ul><ul><ul><ul><ul><ul><li>Print </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Face to Face </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Online </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Web Conferencing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>CSPedia </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Consulting and Customer Research </li></ul></ul></ul></ul></ul>
  6. 6. CSP Pricing
  7. 7. CSP <ul><li>With 102,434* subscribers, CSP’s circulation is the largest in the industry; this means that we have superior reach and lowest CPM </li></ul>
  8. 8. CSP Pricing <ul><li>Monthly Online rates per category … </li></ul><ul><li>Leaderboard- $500 </li></ul><ul><li>Vertical banner- $425 </li></ul><ul><li>Primary Rectangle- $250 </li></ul><ul><li>Secondary rectangle- $225 </li></ul><ul><li>Google Style Text Ads- $225 </li></ul><ul><li>In-Article Islands- $1250 </li></ul>
  9. 9. Current Client: Anheuser-Busch, Inc.- Budweiser American Ale <ul><li>Budweiser American Ale defines a new style of ale </li></ul><ul><li>The American Ale which achieves the perfect balance of malt and hop flavor. </li></ul>Created by Anheuser-Busch brew masters, this bold ale delivers a rich amber color and robust taste that's full-bodied without being too heavy or too bitter. Carefully brewed with caramel malted barley from America's Heartland, Budweiser American Ale has a rich, sweet malt character. The beer also is dry-hopped with Cascade hops from the Pacific Northwest for a noticeably citrus aroma.
  10. 10. Current Client Heineken Draught Keg <ul><li>Heineken's Draught Keg is an integrated pressurized and disposable system with mini tap components in a lightweight steel keg that is easy to transport. When chilled, consumers simply click on the easy-to-install tap tube and pour a crisp quality beer with the right head of foam and the rite 'bite'. The innovative design keeps the beer fresh for 30 days from first tap. </li></ul>The Heineken and Heineken Light 5L portable Draught Keg with patented pour technology. Heineken's innovative new cold indicator that changes color from white to blue to let the consumer know when the keg is perfectly chilled.
  11. 11. Client: Crown Imports LLC <ul><li>The new packages are launching in early April in primarily west coast markets, where the beer was first discovered by surfers bringing it back from surf trips in Baja California, Mexico. Launch markets include California, Nevada, Oregon, Idaho, Washington, Texas and Louisiana. </li></ul>Pacifico Beer, an authentic beer imported from Mexico, is adding a new package with the introduction of the Pacifico 7 oz. bottle in 6-pack and 4/6-pack case.
  12. 12. <ul><li>The Gargoyle… </li></ul><ul><li>A fearsome stone figure that has power to ward off evil spirits. </li></ul>Our stone Brewing Company wards off modern day evil spirits such as chemical preservatives, additives and adjuncts. Stone brewery’s Logo
  13. 13. Stone Brewing Company executives <ul><ul><ul><li>Constance Gerace Chris Richert </li></ul></ul></ul>
  14. 14. Stone Brewery Management <ul><li>CEO & Co-Founder </li></ul><ul><li>Greg Koch </li></ul><ul><li>President & Brewmaster </li></ul><ul><li>Steve Wagner </li></ul><ul><li>Chief Financial Officer </li></ul><ul><li>Craig Spitz </li></ul><ul><li>Vice President of sales </li></ul><ul><li>Arlan Arnsten </li></ul><ul><li>Vice President of Sales </li></ul><ul><li>Connie Green </li></ul><ul><li>Distribution Director </li></ul><ul><li>Jim Poer </li></ul><ul><li>Production Manager/Head Brewer </li></ul><ul><li>Mitch Steele </li></ul><ul><li>Human Resources Manager </li></ul><ul><li>Kathy Loven </li></ul><ul><li>Human Resources Director </li></ul><ul><li>Vickie Motte </li></ul><ul><li>Information Technology </li></ul><ul><li>Bryon Wischstadt </li></ul><ul><li>Marketing Manager </li></ul><ul><li>Dan Schilafman </li></ul>
  15. 15. Stone Brewing Company Some of the select beers
  16. 16. Who are American Craft Brewers? “ITS” who they are <ul><li>Traditional </li></ul><ul><li>A brewer who has either an all malt flagship (the beer which represents the greatest volume among that brewers brands) or has at least 50% of its volume in either all malt beers or in beers which use adjuncts to enhance rather than lighten flavor. </li></ul>Small Annual production of beer less than 2 million barrels. Beer production is attributed to a brewer according to the rules of alternating proprietorships. Flavored malt beverages are not considered beer for purposes of this definition. Independent Less than 25% of the craft brewery is owned or controlled (or equivalent economic interest) by an alcoholic beverage industry member who is not themselves a craft brewer. I T S
  17. 17. Concepts Related to Craft Beer and Craft Brewers <ul><li>Craft brewers are small brewers. </li></ul><ul><li>Small brewers are defined as those who qualify for the Tax and Trade Bureau's small brewers excise tax differential by producing less than 2 million barrels annually. </li></ul><ul><li>The hallmark of craft beer and craft brewers is innovation. Craft brewers interpret historic styles with unique twists and develop new styles that have no precedent. </li></ul><ul><li>Craft beer is generally made with traditional ingredients like malted barley; interesting and sometimes non-traditional ingredients are often added for distinctiveness. </li></ul><ul><li>Craft Brewers tend to be very involved in their communities through philanthropy, product donations, volunteerism, and sponsorship of events. </li></ul><ul><li>Craft Brewers have distinctive, individualistic approaches to connecting with their customers. </li></ul><ul><li>Craft Brewers maintain integrity by what they brew and their general independence, free from a substantial interest by a non-craft brewer. </li></ul><ul><li>The majority of Americans live within ten miles of a craft brewer. </li></ul>
  18. 18. Who are Craft beer drinkers? <ul><li>Target audience </li></ul><ul><ul><ul><ul><ul><li>Male and female craft beer enthusiasts. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Typically beer drinkers are males 28-49 but times are changing. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Usually drink in moderation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Passionate about craft beers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Adventurous </li></ul></ul></ul></ul></ul>
  19. 19. Day in the life of Craft Beer Drinkers <ul><li>Charles A. McGorray 11.06.10 </li></ul><ul><li>My reasons for loving &quot;craft&quot; beer are numerous. Being an avid home brewer for several years, I've learned much about the art of &quot;crafting&quot; a great tasting beer. With no local brew pubs or pubs specializing in great beer, I've been able to make many good ones of my own. From Belgian style Triples to mild golden ales, I've had success 5 gallons at a time. My favorite? A robust porter with Maker's Mark and toasted oak cubes in the secondary. Tastes much like G.I. Bourbon County Stout. Many friends have bemoaned the fact that we lack access to many different craft beers too. Hence, I've come out of retirement and have opened a restaurant/indoor golf center with a great bar serving over 65 craft beers, 20 domestic beers and 10 imports. Most of the local folks that I talked to before opening didn't think the craft beer adventure would work in our mid-sized community with a rich tradition of being &quot;light lager&quot; beer drinkers. We're selling craft beers at a rate of 65% to 35% greater than the domestic/import beers and I'm proving them wrong. For adventuresome beer drinkers in Central Illinois, we now have a great spot to try new beers, McGorray's Golf & Grille in Decatur. I plan on heading to the the GABF next year and hope to catch up with Adam Avery, a Decatur native doing great things in the &quot;craft&quot; beer world! </li></ul>
  20. 20. Day in the life of Craft Beer Drinkers <ul><li>Marie Wallach 05.13.10 </li></ul><ul><li>In a nutshell, my husband and I absolutely love microbrews….we view craft beer as creativity that results in success! We actually met in college over 8 years ago (at GW in DC) and we got married on June 6th, 2009 in DC. We currently live out of town, but we are already booked to stay in DC the weekend of June 4th to celebrate our One Year Anniversary. It would be absolutely amazing and unforgettable if I could give my husband tickets (paper—1st anniversary traditional gift) to Savor for June 5th! Anytime we travel anywhere, we always have to try the local beer (…..multiple local beers) and end up looking forward to traveling back to these locations again to explore and drink more of the local beer! By attending Savor and sampling so many different beers from various locations, memories of countless locations we have traveled to over the past 8 years would be evoked. I can't think of a better way to spend our One Year Anniversary than to have the opportunity to travel back over the past 8 years of our relationship and remember all of our wonderful memories together through experiencing Savor. We are huge fans of both craft beer and all food and Savor would undoubtedly be an optimal way for us to spend our One Year Anniversary! </li></ul>
  21. 21. Why Advertise With CSP ? <ul><li>In the Chicago area alone there over 100 restaurants/bars that carry Craft Beers. All of those establishments are currently receiving our publications and/or using our services. </li></ul>Our expertise Our commitment to your success
  22. 22. <ul><li>Thank You for this opportunity to conduct my sales presentation. </li></ul><ul><li>Jonathan Burgett </li></ul>What can I do today to convince you that we are the right choice to handle your advertisements Is it a deal? Shall we sign?