Crimson Creations is a public relations firm helping Bellevue Brewing Company (BBC) increase sales of their 425 pale ale. Their campaign will use research on craft beer drinkers, events sponsorships, and social media strategies to build awareness and loyalty. The budget is $2,500, with 40% spent on print/digital ads and promotions. Success will be measured by social media engagement, website traffic, and sales metrics.
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Social Media for Wine Marketing - Eastern Winery Expositionkrischislett
A 1 hour presentation I gave at the 2013 Eastern Winery Exposition on the relevance/ROI of social media, specifically targeted towards wineries and wine brands. Contact me for more info: Kris Chislett: kris@krischislett.com
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Note a wine club is not a newsletter rather it is a "subscription" agreement. The wine consumer gives the winery their credit card details and agrees to periodically buy wine. This credit card subscription is the fundamental difference between selling multiple bottles over time rather than a single bottle at the cellar door.
Indeed 83% of wineries in the US have this sort of wine club and the Australian wine industry has started to notice and now the likes of Brown Brothers, McWilliams, De Bortoli and many more have moved to subscription-type wine clubs.
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The wine industry has been one of the slowest industries to adopt internet-based technologies. There is a big opportunity for wine brands to engage directly with those who drink the wine. Relationships sell wine!
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After a 9-week long social media campaign, I gave this presentation in class. We were tasked with creating and executing a social media campaign of any of our choosing. I decided to go with something a little tongue in cheek and have a bit of fun with it - while learning the best practices of running a social media campaign along the way.
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This presentation was from a workshop series done in New Zealand in Q1 2015. It covered:
- why traditional eCommerce and email marketing has failed to increase direct-to-consumer sales
- how to grow your wine club and successfully sell it at the cellar door
- how to calculate wine club profitability
- how to structure a wine club, including schedules, quantities and prices
Note a wine club is not a newsletter rather it is a "subscription" agreement. The wine consumer gives the winery their credit card details and agrees to periodically buy wine. This credit card subscription is the fundamental difference between selling multiple bottles over time rather than a single bottle at the cellar door.
Indeed 83% of wineries in the US have this sort of wine club and the Australian wine industry has started to notice and now the likes of Brown Brothers, McWilliams, De Bortoli and many more have moved to subscription-type wine clubs.
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Based on their vision and budget considerations, the project highlights recommendations which includes:
- Redefining the target segment
- Proposed Social Media Strategy
- Content Narrative
- Tools and Techniques
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I was in charge of the creative side for the project.
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This was a group project in which my teammate and I chose a local company for which to write an Integrated Marketing Campaign. We chose <a>Great Divide</a> Brewering, a brewery located in downtown Denver. We met with a company representative who gave us some great background information on the company, we researched the company's competitors and the craft beer industry, and we wrote a campaign that incorporated some of the company's actual future plans and budget to create a cohesive, targeted, and realistic plan. The plan includes objectives, a message and message tactics, evaluation, budget, and implementation. The course culminated in a presentation to our professor and a Great Divide representative and was well-received by both. Below are the slides we showed during our presentation.
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It’s no longer enough to just “post a few times a day.”
Recent changes in social media sites like Facebook, LinkedIn and Twitter provide you with new ways to help your business stay competitive.
Take your social media to the next level and review these slides, which cover advanced topics like:
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2. Crimson Creations
Meagan Baron Copy Director
Sapphire Chan Account Executive
Christina Marie
Cooper
Public Relations Director
Geoffrey Lewis Art Director
Taylor Morris Research Director
Landon Szmulewitz Media Director
3. Product Situation
• There is no beer on the market with a branded 425 connection. We
feel this is very important in the local craft beer industry.
• It makes it geographically possible for beer drinkers across the state
to know where there beer is coming from while supporting local
charities.
• We learned in depth about Washington state craft beer industry
including, Beer styles, Distribution, Sales Promotion, and
Advertising.
• We cover everything we need to know for strategic public relations
planning, research, campaign development, management and
evaluation tools used in a urban city PR firm or agency.
4. Mission Statement
Crimson Creations is helping Bellevue Brewing Company achieve
their goal to increase their market share and the number of
restaurants that sell their beer on tap, focusing on the 425 pale
ale. To do this, our team of communication, business, and
hospitality professionals will create an integrated marketing
communication campaign using in-depth research and innovative
strategies.
6. Background
425 Pale Ale
Can be found in several
restaurants and retail
stores.
Signature Flagship Style
4.8% ALC/VOL
Available year round
Sold in various sizes
Handcrafted with flavors
of citrus and stone fruit.
Dry and crisp finish
7. Target Market
Craft beer drinkers, both new and experienced.
21+ for the 425 pale ale.
Families for the taproom, minors are welcome until 8.
Community-conscious locals.
10. Crimson Creation’s Surveys
• Anonymous Online Survey:
50 respondents
• Anonymous In-Person
Survey: 9 respondents
• Of 59 respondents, 53%
were male and 47% female Our stats show that the majority of
respondents:
• Drink beer 2-3 times a week
• Persuaded by family/friend beer
recommendation
• Purchasing craft beer:
• Eating facilities: 72%
• Retail outlets: 68%
• Breweries: 56%
11. Surveys (continued)
• “It’s ever been”
• “Wine, anytime”
• “Tequila”
• “Vodka”
• “Coca Cola”
• “Netflix and chill”
Respondents’ Ideal Beer Experiences:
“In summer, hanging out with friends at a local
Applebee’s for happy hour.”
“Night Owl in a frosted glass playing a combat
computer game.”
“Sitting up on a scenic peak somewhere,
overlooking a valley, and sipping on a glass of
high alcohol light ale beer. It would be
described as peaceful, soothing, smooth, and
slightly chilly like a summer night.”
“Honestly, a cold Budweiser in the bottle on
my porch.”
What Some Customers Want and Admire…
12. Market Positioning
Bellevue’s first locally
owned craft brewery.
High quality consistent
product.
Family-friendly taproom.
Unique well-crafted
menu with beer pairings.
Radio sponsorship with
KZOK.
Community values and
charitable sponsorships.
13. SWOTAnalysis
SWOT
• Professional website
• Active on various social
media platforms
• Well crafted visual designs
and media advertising
• Excellent market positioning
• Community-oriented values
and activities
• Need consistent posting
schedule
• Lack of hash tag and
newsletter
• Where to find 425 on tap?
• Location disadvantage
• Coupons and online
promotions
• Consistent newsletter
• Social media potentials
• Participating in local events
and festivals.
• Competitive industry
• Other local craft
breweries…
• Mass Production
companies
14. Competitive Analysis
Geaux Brewing
Objective
To share and teach the brewing process with
beer enthusiasts while creating a fun and
unique experience.
Target Audience
Families, home brewers, craft beer
enthusiasts.
Creative Concepts
Brewing classes
Family game room
Give beer!
Weekly events or food trucks
Media Selection
Website, Facebook, Twitter, Instagram
Promotional Tactics
Give Beer!
Social media
15. Competitive Analysis
Black Raven Brewery
Objective
“Brew beer we want to drink”
Target Audience
High quality craft beer drinkers.
Creative Concepts
Focus on beer and exclude food.
Ask Kraven
Special brewing programs
Weekly food trucks
Media Selection
Website, Facebook, Twitter, Instagram
Promotional Tactics
Social media
Sporting event sponsorship
Game night
Flock party
16. Competitive Analysis
Redhook Brewery
Objective
To continue brewing consistent high quality
craft beer.
Target Audience
Craft beer drinkers and sports fans.
Creative Concepts
Contests
Events
Sports sponsorships
Media Selection
Website, Facebook, Twitter, Instagram
Promotional Tactics
Social media
Sports
Frequent contests and events
Billboard and radio advertising
18. Advertising Strategies
Objectives
Getting 425 on tap in
more restaurants.
Increase 425 brand
awareness
Increase BBC social
media following
Increase customer
engagement online to
create relationships
and build brand loyalty.
Advertising Appeals
Emotional appeals
Quality appeals
Scarcity appeals
Tactics and Executions
Social media based
19. Direct Marketing
Objectives
Reinforce the quality of
BBC’s products, i.e.
425
Raise awareness of
product by 10%
Increasing direct sales
Tactics
Postcards
Brochures
Email
Who will receive it?
Customers who sign up
for newsletter
Prospective customers
Individuals who attend
events and participate
in festivals
Will be available for
viewing at
21. Public Relations Strategies
Objectives
Gathering 300 more Facebook
“likes.”
Driving 10% more traffic to the
website.
Having a media release published
in five new print or Web outlets.
Tactics and Executions
Social media marketing
Facebook
Twitter
Media Coverage
Beer 101 course and brewery tour
23. Sales Promotion Strategies
Strategy One
The importance of glassware.
Why its beneficial!
How to implement!
Strategy Two
Cross promoting beer and
food.
Why its beneficial!
How to implement!
24. Sponsorship and Events
Objective
Brand awareness
Events
The Bite of Seattle
Taste of Edmonds
Everett Craft Beer Festival
Seafair
25. Events
The Bite of Seattle
In July-August
Application due in May
2 booths
• Beer garden
o 425
o Coupons
o Promotional items
• General area
o Food
o Coupons
o Promotional items
Everett Craft Beer Festival
In August
Applications at least 2 months
prior
1 booth
26. Events (continued)
Taste of Edmonds
In July
Applications due in
March
2 booths
Seafair
July-August
Applications due May
2 Booths
27. Viral (Experiential) Marketing
Utilize multiple social
media networks to
reach as many people
as quickly as possible
Follow existing trends to
stay current
ALS Ice Bucket
Challenge
Unique campaign ads
Dollar Shave Club
Old Spice
28. Viral (continued)
Utilize different food
and beer displays
Popup Shops
Sports games
Seattle popup shop
events
Giddy Up Pop Up Sale
by Treehouse Lounge
and Bar
Popup shops can be things like…
Buses
Trailers
Stands
Rolling carts
Endless possibilities!
29. Budget
$2,500 Promotional budget
Print/Digital, Direct marketing: 40% (~$1,000)
Social Media: 20% (~$500)
Facebook Boosted Post: The budget BBC chooses will
determine how many people see
its boosted post.
$150 = Est. Reach of 31,000 – 81,000
Twitter Website Clicks or Conversions Campaigns
Traditional, grassroots and promotional: 40% (~$1,000)
30. Implementation
Pre-event sneak peek: May (3 months prior to the day of event)
• Social media announcement
• Event landing page
• Partner outreach
Event launch: June – July (Day-to-day)
• Email campaign
• Press releases
• Blogs and social
• Early Bird discounts/ promotion
Last call: August (2-3 weeks prior to event)
• Final email blasts
• Final promotion on social media
• Connect with influencers
31.
32. Evaluation
Assess the cost-benefit of promotional campaigns.
Use a media monitoring service to collect and collate
mentions in the media.
Use online reporting tools and social media metrics to
measure effectiveness of online publicity.
Facebook Insights
Google Analytics
TweetDeck and Hootsuite
33. 5 Steps of Social Media Management
1. Develop measurable objectives
2. Measure reach and share of conversations
3. Measure Conversions and Sales
4. Track and measure your leads
5. Measure your cost savings
35. Social Media Metrics
1. Facebook Page Insights
• Allows BBC to keep track and improve the overall performance of its
page, and to envision the growth and development of the page in the
future.
2. Google Analytics
• Keep track of the performance of BBC official website and get more
insights about the web traffic click-through patterns and keyword
referrals on the site.
3. TweetDeck and Hootsuite
• Keep twitter account organized and allows BBC to tap into current trend