For event marketers strategizing on the next trade show, sales meeting, or other event there are lessons to be learned from the highly successful craft beer industry.

1. A 6-Pack for Event Marketers:
Lessons from the Craft Beer
Industry
Posted by R J Coleman on Fri, Jul 19, 2013
http://info.livemarketing.com/blog/bid/99238/A-6-Pack-for-Event-
Marketers-Lessons-from-the-Craft-Beer-Industry
It’s amazing to see what has happened with craft beer in the
U.S. over the past couple of decades. Back in the day, beer
was produced exclusively by a mega major conglomerate,
basically providing a lowest common denominator as far as
beer experience was concerned: a watered down taste (if
any!), no excitement, and nothing really behind the product
beyond words. Yuck!
But a while back, something began to bubble up—perhaps it
was with Sam Adams or another brewer, and over time beer
slowly started to become good again. It transformed into
something actually compelling (!) as both a concept and a
product, its taste improved dramatically, and people began to
get on the bandwagon (or beerwagon), becoming invested in
the industry.
There are a few lessons that event marketers can glean from
the highly successful craft beer industry; here’s a 6-pack of
them:

2. 1) Focus on quality
Great craft beer is not necessarily any more
expensive, though it can be premium-priced, but the
quality of the product is most often outstanding. It’s
due to various factors including the ingredients used,
the care in crafting the product, and the pride in the
label.
Event marketing takeaway: Toast the craft beer
industry for its strategic growth, and focus on the level
of care, quality, and pride you and your team have in
the program elements in your mix!

3. 2) Names Mean A Lot
For the most part, beer used to have names that
reflected the heritage of the brewer—a brewing
family, perhaps—and they were for the most part
relatively mundane. Craft brewers have really taken
liberties with naming not only their breweries, but the
very beer they brew. Their names conjure vibrant
images and practically tingle the taste buds on their
own. They often reflect a sense of humor and “good
times”—which is exactly what the consumer is looking
for.
Event marketing takeaway: Depending on your
program and audience, will something a little out of
the ordinary grab more attention? Is there room for a
little humor?

4. 3) Build Excitement
Prior to the craft beer revolution, there wasn’t a great deal to
cheer about for those who buy, sell, or enjoy beer. The product
didn’t change much year to year, and there was rarely any
variety. Craft beer changed the paradigm by offering seasonal
options, a great deal of variety, new taste sensations, various
types of time-tested and new brews, and in recent years have
capitalized on social media to grow their audience. Some have
even produced brews that have been crowdsourced. There is a
lot of excitement in this industry.
Event marketing takeaway: Are you building buzz and loyalty
with a multi-level strategy?

5. 4) The Packaging Matters
Beer labels used to carry a certain sense of tradition,
they evoked history, and they were not exactly what
you would call artistic. But now, there are
real artists behind the artwork: the labels, the
websites, and the social media marketing efforts of
the craft beer industry.
Event marketing takeaway: We live in a very visual
world now, much more so than 20 years ago. The
evidence is everywhere, from YouTube to Facebook
to Instagram and Pinterest. It’s worth investing time
and creativity in eye-catching visuals that increase
awareness and relevance.

6. 5) Spice It Up With Variety
6-packs, 12-packs, and cases of beer. That’s what
you used to be able to find in your local Beer-o-rama.
Now there is tremendous variety: there are 4-packs of
premium, delightful craft beers (4 is an especially
good number when the beer happens to be higher in
alcohol by volume), or you can buy fresh beer at your
local taproom available in a refillable growler.
Event marketing takeaway: Take a look at your
events or exhibit programs. Is it time to offer a new
variety in the types and the component elements of
your programs?

7. 6) Be Human! Human With Beer, That Is…
Social media has changed so much of what we do as
both marketers and as consumers. There is much
more of a conversation taking place now. In a sense,
consumers vocally demanded better beer over a
period of a few decades (many of them producing
it themselves as an alternative) and now they have
finally gotten their wish. Brewers are putting a
very human face on their businesses, and the
consumer is responding.
Event marketing takeaway: It’s wise not to
overestimate brand loyalty just for the sake of the
brand, or to underestimate the importance of real
people, face time, and human connections.

8. What lessons have you taken from
the craft beer industry?
Thank you!
RJ Coleman follow me: @ColemanRJ
Live Marketing, Inc.
http://www.livemarketing.com