The document discusses whether products become labeled as "artisanal" and "niche" due to original intent or because of how marketing portrays them. It presents a thesis that the theatricality of marketing has become a hindrance rather than a help in reaching potential customers for these products. The thesis proposes moving to a "post-marketing" approach where customers rely on word-of-mouth and direct experience when making purchases. This could increase sales and profits for artisanal producers by removing perceptions of exclusivity.

1. Do products become identified as “artisanal” and “niche” because of an original
intent or because marketing and its associated methodologies and tools theatrically
portray them that way?
Anthony Simone
Directed Research
Thesis Presentation
6.11.12

2. Do products become identified as “artisanal” and “niche” because of an original
intent or because marketing and its associated methodologies and tools theatrically
portray them that way?
This thesis presents the hypothesis that the theatricality of marketing has become
an impediment to such products reaching those that desire them rather than
promoting such adoption.
Anthony Simone
Directed Research
Thesis Presentation
6.11.12

3. Do products become identified as “artisanal” and “niche” because of an original
intent or because marketing and its associated methodologies and tools theatrically
portray them that way?
This thesis presents the hypothesis that the theatricality of marketing has become
an impediment to such products reaching those that desire them rather than
promoting such adoption.
In contrast to current wisdom that markets may be created and manipulated
through the spectacle of marketing, this thesis proposes that a “post-marketing”
approach where in customers rely on word-of-mouth and direct experience to make
purchasing decisions.
Anthony Simone
Directed Research
Thesis Presentation
6.11.12

4. Do products become identified as “artisanal” and “niche” because of an original
intent or because marketing and its associated methodologies and tools theatrically
portray them that way?
This thesis presents the hypothesis that the theatricality of marketing has become
an impediment to such products reaching those that desire them rather than
promoting such adoption.
In contrast to current wisdom that markets may be created and manipulated
through the spectacle of marketing, this thesis proposes that a “post-marketing”
approach where in customers rely on word-of-mouth and direct experience to make
purchasing decisions.
While some producers of these of products may wish to remain niche those that
wish to expand their markets to the broader buying public should promote these
techniques in order to strip away the perception of exclusivity from artisanal goods.
Such a hypothesis would result in artisanal and high-quality products reaching
more customers, which would increase profits for the producers of such projects
allowing them to produce more at the same level of quality and eventually offer Anthony Simone
Directed Research
more quality goods at lower costs.
Thesis Presentation
6.11.12

5. Title: Who’s Not Worthy?:
Selling Exclusivity in Niche Marketing
Table of Contents
I: Introduction
A. Thesis Statement
B. Purpose of Thesis (see thesis section)
II: Current Marketing Techniques
A. Niche Business Marketing Case Study
1. Craft Beer: Stone Brewery of Escondido, CA and Brooklyn Brewery of Brooklyn, NY
B. Consequences on artisanal product markets of current techniques:
1. Potential consumers shy away from buying artisanal products because they
perceive them as meant for an exclusive set of consumers even if they can afford
such products.
Anthony Simone
Directed Research
Thesis Presentation
6.11.12

6. III. “Post-Marketing” Techniques For Selling Artisanal Products
A. Experience Based and DIY Choices Case Study
1. Craft beer swaps, tastings, brewing and other consumer-created events at Bitters
and Esters homebrew shop and Bierkraft of Brooklyn, NY
B. Possible Consequences on artisanal product markets of new techniques:
1. By using Direct Experience and DIY marketing techniques producers of artisanal
goods could strip away the perception of exclusivity from such goods and create
a “snowball effect” where more people would purchase such goods (over lesser-
quality mass produced goods), which would increase profits for the makers of
artisanal products, who could them produce even more at the same level of quality
for reduced costs causing more people to purchase them.
Anthony Simone
Directed Research
Thesis Presentation
6.11.12

7. IV: Methodology
A. Primary Sources: Consumer Surveys
B. Secondary Sources: Industry Journals, Reports
V: Conclusions (N/A)
References
Beer Advocate. Last modified June 14th 2012, http://beeradvocate.com/
Brewers Association. Last modified March 26th, 2012, http://www.brewersassociation.org
Koch, Greg, Stone Brewery. “Craft Beer Marketing Questionnaire.” Survey. Survey Monkey.
Survey Monkey, 3rd June 2012.
Mishell, Josh, Flying Dog Brewery. “Craft Beer Marketing Questionnaire.” Survey. Survey
Monkey. Survey Monkey, 20th March 2012.
Shaw, Taylor, theartofbeer.com. “Craft Beer Marketing Questionnaire.” Survey. Survey
Monkey. Survey Monkey, 20th March 2012.
Simone, Anthony, “Craft Beer Marketing Questionnaire.” Survey. Various DIY Beer Events.
Tucker, Joe, ratebeer.com “Craft Beer Marketing Questionnaire.” Survey. Survey Monkey.
Survey Monkey, 12th June 2012.
Wasserman, Todd, “Miller High Life Plays Populist Card Against A-B,” AdWeek. Last
modified January 26th 2010. http://www.adweek.com/news/advertising-branding/miller- Anthony Simone
Directed Research
high-life-plays-populist-card-against-b-106987
Thesis Presentation
6.11.12