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Contents
Executive Summary........................................................................................................................ 3
History ............................................................................................................................................. 3
Market Position ............................................................................................................................... 4
Current Branding............................................................................................................................. 4
Current Targeting and Positioning.................................................................................................. 5
General description......................................................................................................................... 6
Creative/tagline ............................................................................................................................... 7
Targeting ......................................................................................................................................... 9
Objectives ....................................................................................................................................... 9
Media or DM Tool Objectives ......................................................................................................... 9
Budget........................................................................................................................................... 10
Control/Follow Up ......................................................................................................................... 11
Conclusion .................................................................................................................................... 12
References.................................................................................................................................... 12
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Executive Summary
DraftServ Technologies is a company that has come up with a revolutionary way to serve
beer. The company has already introduced itself with a relatively decent amount of venues.
However, the company and its technology have yet to spread its name across the nation.
AVB marketing has designed a campaign that will allow the brand to expand its
reputation. It will benefit DraftServ to become a well-known product related to one of the largest
sporting events of all time--Super Bowl 50. With the use of the technology, the DraftServ will be
able to know what consumers like and do not like. As such, the beer that is served can be
replaced if not sold in high volumes or the popular brands can be kept in use. The ease and
convenience of DraftServ will appeal to the consumer, venue, and beer brands alike.
History
DraftServ Technologies is a company that has revolutionized the way people
purchase alcoholic beverages. Founded in 2010, DraftServ has a wide array of clients,
from professional sports stadiums like Lambeau Field and Miller Park to the Carnival
Sunshine cruise ship (DraftServ, n.d.). The company’s beer dispensing machine, also
named DraftServ, is currently at 6 locations: Lambeau Field, home field of the Green
Bay Packers, Target Field, Coors Light NHL, Gwinnett Arena, Miller Park, and Carnival
Sunshine Cruise Ship (DraftServ, n.d.). Each of these locations contains a large
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customer base that consumes a large amount of alcohol, benefitting from the DraftServ
machines greatly.
Market Position
DraftServ competes in the food and beverage industry. The company caters to
the self-serve and self-gratification aspect of today’s society. In other words, consumers
prefer not to wait for a product that does not hold up to their expectations. DraftServ
remedies this with its beer dispensing machines. This places consumers in control of
how they receive their drinks. DraftServ is reaching out to venues and major events
(sporting and music) in order to directly market to individuals consumers. A majority of
alcoholic beverages are consumed at major events. At the moment, DraftServ controls
the market for self-service alcoholic dispense machines.
Current Branding
DraftServ strives to eliminate the problems people experience when being served
beer. “We are looking beyond perfectly-poured beverages. Our continuous and cutting-
edge innovation provides a unique total sensory experience for all users (DraftServ,
n.d.).” With that being said, DraftServ has the technology to ensure that the beer is
served to the consumer’s satisfaction and enjoyed properly.
The appeal of the self-service to the targeted individual consumer is the
convenience of pouring your own beer, no limitation on the amount being poured and no
more warm beer! Customers will no longer have to worry about keeping a tab open &
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leaving their credit card at the bar; DraftServ allows you to purchase your drink with pre-
paid DraftServ card called “Beer Passport”. Consumers save money as well since
DraftServ focuses on beer purchasing by the ounce. Furthermore, there is more
efficiency and less waste
DraftServ allows for a decrease of overall staff while still maintaining
personalized customer engagement. Better manage inventory, increase your
consumption profit and increase keg yield.
The company’s technology gives Draftserv its special advantage in the alcohol
beverage market. For example, data from particular dates can be tracked and provide
statistics on the amount of beer being consumed for specific beer brands. Their take is
that the “Proof is in the Data”.
Current Targeting and Positioning
DraftServ’s direct marketing segment is geared towards consumers that are 21
and older. The chosen demographic also consists highly of people who attend major
events. In the case of targeting venues and major events, DraftServ appeals its self-
service product to proprietors with high sales. DraftServ is currently positioning itself to
be the sole self-service alcohol provider for sporting venues, major sporting events, and
music events including but not limited to:
● MLB All-Star Game
● NASCAR
● NHL All-Star Game
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● Music Midtown
General description
The DraftServ machines can be used for multiple occasions. However, neither
the company nor its technology is well known throughout the nation. In order for the
company’s service to become more recognized, DraftServ should be marketed at a
well-known and popular event. Thus, ABV Marketing has chosen to create a new
campaign to the targeted market at the upcoming and highly anticipated Super Bowl 50
(SB50)--an event in which copious amounts of alcoholic beverages are consumed.
Our plan to market to the individual consumer using a combination of online
advertisements, promotions, social media, and merchandise. By marketing at SB50, the
brand has the potential to assert themselves into the minds of the consumers.
When people purchase beer from bars, many complain that the glass is never
fully filled. In other words, a decent portion of their glasses contains “beer foam.” The
price that they pay does not align with the amount of beer the end up receiving. With
DraftServ, customers can make sure that they are not cheated out of their beverage.
They serve their beer the way they like it--just right.
ABV presents the “Serve yourself, serve it right” campaign.
Before the day of the Super Bowl 50, DraftServ will be mentioned in the
confirmation e-mail that customers receive after purchasing their tickets. A single link
will also be included so viewers can see what DraftServ is all about before coming to
the game. This will serve to create a buzz around the product.
Once consumers have received their tickets, they will be reminded about the
product with an advertisement located on the ticket stub. The ad will mention
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DraftServ’s promotion. Once they enter the gates, the customer will be guided to the
nearest DraftServ machine from their seats (also located on the ticket stub).
For people that are not familiar with Draftserv, they can receive a $5 Beer
Passport to sample the beer and the technology. The trial is one-time only and show ID,
scanned into the system. Once they decide that they are fully interested, the customers
will be required to have their IDs scanned into the system. The DraftServ machine,
customers can make a full purchase of a Beer Passport with loading amounts starting at
$15, $25, and $50. These passports can be offered for individuals and groups (i.e. in
case of parties, gatherings, etc.) With the first purchase of funds $25 or more fund, card
holders can receive a free personal pan pizza (a group cardholder will receive a free
small pizza). Customers who are familiar and are already signed up with a Beer
Passport can use the machine as they normally would.
DraftServ will present a SB50 cup to commemorate fans that have attended the
game. On the cups will be DraftServ’s logo with a reminder: “Don’t forget how you
served yourself, and served it right.”
Creative/tagline
To go along with the campaign name, several taglines for the SB50 (and maybe
even for the future) will be used. They will vary depending on which medium they are
delivered on (i.e. direct advertisements/promotions, social media, etc) but they all follow
the main theme: “Serve yourself, serve it right.”
● “Serve yourself, serve it right.” (Main)
● “Served It Right”
● #ServedItRight (for social media)
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● #BeerPassport
● Example: “Used my #beerpassport and I #serveditright!”
Branding Congruency
To make sure that the brand stays congruent, advertisements across the board
will remain consistent. They will give viewers the feeling of being in control of how
consumers obtain their beer. If they prefer to have a full cup of beer without foam, then
that is what they can get. Consumers will have complete control of what they are getting
helped and when it is being served. A venue does not have to stick with a single brand
or a few brands; DraftServ allows numerous brands of beer. The demands of many can
be met all at once. When it is being served is basically giving the individual consumer
the right to pick a beer without waiting in a long line to be helped by a limited number of
bartenders and missing part of the event/game. The consumer can go get their beer
and get back to what they were watching without missing as much of the event/game.
DraftServ is easy, convenient, and served right by the consumer.
Branding Objectives
For branding objectives, ABV wants DraftServ to be known along the lines of
popular beer brands. The brand should reflect not only prominent venues, such as the
Super Bowl but a reputation of being high-tech and savvy. Brand awareness is huge
and ABV wants consumers to be aware that DraftServ portrays the new way to drink
beer at any event. The main objective would be that the brand becomes known and is
marketed enough for it to a recognized name and idea around major events.
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Targeting
As a company that specializes in serving alcoholic beverages, the target market
will remain the same as it has been: anyone who is age 21+ and attends major events.
The campaign will be targeting people who like to drink beer while watching their
favorite team play.
Objectives
The objective for the SB50 is to bring awareness about the product. DraftServ is
not recognized enough for an individual to be willing to use on a whim. Some people
could walk past the machines and not even know what it does. Therefore, the main
objective will be to bring awareness and knowledge before game day to DraftServ.
There are many times when people go to concession stands just for beer, but they must
stand in line behind people who want food and other sorts of things. ABV must directly
market to consumers so they know that DraftServ is up and running at any particular
event. More importantly, it is convenient and easy to use.
Media or DM Tool Objectives
Some direct marketing tools that would be used for DraftServ include e-mail
marketing, direct advertising, and direct mail. Each of these has its own merits in
assisting the growth of DraftServ. E-mail marketing and direct mail are both able to be
used in the event of a ticket purchase made by a consumer to a professional sporting
event or to another location in which DraftServ operates. Both of these tools are meant
as an incentive towards the purchase and use of a DraftServ Beer Passport. They help
to reach out to those who may not have heard of the product and encourages
consumers to try them out with a discount opportunity at the time of purchase. The use
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of these tools is important in getting consumers to try the product because the DraftServ
systems by providing information about the customer after they begin using it. The initial
phase is the only part of the marketing system that needs the use of direct mail or e-
mail marketing.
Once the information gathered on consumers is processed, and the analytics that
is important to DraftServ and its supporters are obtained, reintegrating the personal
information of consumers back into the marketing system is key. Using the data gained
from individual use, a direct advertising system can be established to employ benefits
for frequent use, such as returns on purchases of a certain amount.
Budget
Our projected budget would range from $1.5 million to $3 million as it is costly to
advertise at any Super Bowl. The various expenses resulting in this high budget is as
follows:
● Online advertisements - $4,500
○ YouTube video ads (approx. $0.30 per view; estimated at least 15
thousand views)
● Ads on tickets - $10,000
○ $0.10 per ticket; estimated approx. 100,000 tickets sold
● Ads on cups- $870,000
○ $8.70 per cup; estimated 100,000 cups given
● Ads mentioned in direct mailings - $10,000
○ $0.10 per mailing; estimated 100,000 mailings
● Promotions - $500,000
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○ $5 Trial Beer Passports; estimated 100,000 passports
○ Leftovers can be used for the next event.
● Total: estimated cost: $1,394,500
○ Rounded to $1.5 million for flexibility; maximum of $3 million (just in case)
Control/Follow Up
To measure the success of the “Serve yourself, Serve it Right” campaign, ABV
will make use of the data provided by the DraftServ machines. It will show how many
new customers signed up, how much they spent, and how often customers used it.
Social media will also be monitored to see how many people and/or how many times
DraftServ and its tagline were mentioned.
ABV will begin implementing the campaign in June and will run it up until the end
of the SB50 in February. This will allow for enough time to complete the following
activities: 9 mo.
● Month 1-3: Ad development/organizing for online ads and printing on ticket stubs
and direct mailings
● Month 4-5: Ads released
● Month 6: Mass production of novelty cups
● Month 7: Trial Beer Passports and Full Beer Passports Massed produced
● Month 8-9: Prepare and test machines to ensure that they are ready for game
day.
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Conclusion
In conclusion, ABV feels that with campaign steps that we have come up with for
DraftServ will increase customer awareness of the brand and product. As stated before,
the company has revolutionized the way that people drink beer. The only step left to
take is allowing the rest of the nation, and eventually, the world, to see it. Marketing
DraftServ at Super Bowl 50 will directly communicate with beer lovers at one of the
greatest sporting affairs, thus spreading the word outside of the event. Moreover,
DraftServ’s brand fits well with the Super Bowl franchise--a perfect match. Those of the
target market will be able to experience a fantastic opportunity with beer and an
innovative technology combined together, giving them the chance they have been
waiting for-- the chance to #ServeThemselvesRight!
References
Alleger, J. (2012, August 6). How Much Do Ads on YouTube Cost? Retrieved November 28,
2015, from http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
DraftServ Technologies. (n.d.). Retrieved November 28, 2015, from
http://www.privco.com/company/draftserv-technologies_private_stock_annual_report_financials
DraftServ Technologies LLC. (n.d.). Retrieved November 28, 2015, from
https://www.linkedin.com/company/draftserv-technologies-llc
Draftserv Technologies LLC. (n.d.). Retrieved November 28, 2015, from
https://www.facebook.com/DraftservTechnologiesLlc/info/?tab=page_info
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Why DraftServ? Just ask our proven and expanding customer base! (2014). Retrieved November
28, 2015, from http://draftserv.com/
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Additional Info/ideas
Promotions
$10 after certain limit
Rent-a-machine
Search terms for images: “self serve beer machine”
https://www.facebook.com/search/top/?q=draftserv%20technologies%20llc
https://www.youtube.com/watch?v=KJqSzcyOmHs&feature=youtu.be
http://draftserv.com/
COMPETITOR!!! : http://pourmybeer.com/
Pittsburgh Video
http://draftserv.com/#prettyPhoto[iframes]/1/
Citations
DraftServ. DraftServ.com. 2015. Webpage. 4 December 2015.
