Launching a Brand in Your Backyard: Building Brand Power and Loyalty through the Marriage of Grassroots and High Tech Marketing
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1) Colorado Native is a brewery located in Colorado that launched a brand using both grassroots and high-tech marketing including SnapTags - 2D barcodes on their packaging and materials that consumers could scan with their phones. 2) The SnapTags initiated interactive experiences and relationships by prompting consumers with questions, trivia, and the ability to join a mobile alert community. This enabled Colorado Native to build a engaged community and have direct conversations with consumers. 3) Colorado Native saw success with several loyalty programs run through the SnapTags including contests, donations, surveys and retail partnerships that further promoted engagement and participation from consumers.
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Launching a Brand in Your Backyard: Building Brand Power and Loyalty through the Marriage of Grassroots and High Tech Marketing
- 1. Colorado Native – SpyderLynk SnapTags Launching a Brand in Your Backyard Building Brand Power and Loyalty through the Marriage of Grassroots and High Tech Marketing DMA 2011
- 2. Nicole SkoggCEO & FounderSpyderLynk Glenn Knippenberg President & Co-Founder AC Golden Brewing Company
- 3. 30-barrel brewery Located in the middle of the Coors Brewery
- 4. Colorado Native is born, brewed and shared locally
- 5. Word of mouth was used to drive SnapTag activation
- 7. Colorado Native’s packaging and marketing materials become interactive marketing tools
- 8. Colorado Native’s target consumer wants to “discover”……..not be marketed to.
- 11. T-Shirt Six Pack Bar & Restaurant Table Top Signage Retail Signage Coaster
- 12. Bottles Patent-pending Code Ring allows for media placement & consumer behavior tracking. Table Tent Coaster Point of Sale 12
- 13. Receive Send Snap Snap & Send Any camera phone OK, so I know it’s rude to ask this, but How old are you?... By responding you will also be opted into the Colorado Native mobile alert community. Dialog Opens Hover to Decode Open the App OK, so I know it’s rude to ask this, but How old are you?... By responding you will also be opted into the Colorado Native mobile alert community. Mobile App Scan iPhone & Android
- 14. OK, so I know it’s rude to ask this, but How old are you?... By responding you will also be opted into the Colorado Native mobile alert community.
- 15. The SnapTag initiates a brand experience AND a relationship OK, so I know it’s rude to ask this, but How old are you?... By responding you will also be opted into the Colorado Native mobile alert community. Send to: 303-960-2672 15
- 16. The menu of conversation options allows Colorado Native to talk to consumers about what they are interested in… Colorado Native is born, brewed & shared locally. We are also the only beer that you can talk to, Let’s start the conversation! Respond with A, B, or C etc. A) Why are you a Native? B) What's the worst thing…
- 17. Options Included: Why are you a Native? What’s The Worst Thing you will admit to? Enjoying Your Colorado Native Sports Trivia Colorado Trivia Would you Rather… Current Events/Pop Culture Colorado Native Tidbits Never Have I Ever… I have some suggestions Play the Official Colorado Native Game A) Why are you a Native? B) What's the worst thing you will admit to? C) Enjoying your Colorado Native? D) Sports Trivia E) Colorado Trivia F) Would you Rather….? G) Current Events/pop culture H) Colorado Native Tidbits …
- 18. The menu launched a one-on-one dialogue with consumers Never Have I… (respond with A,B or C) A. Swam in the Platte River B. Gone Cow Tipping Cow Tipping isn’t real, or is it? (respond with A,B or C) A. It’s a Scam! B. It’s real, I have proof! According to Wikipedia (Yes, I’m using it for a source) Cow Tipping is a Giant Scam! B A Colorado Native Consumer Response Colorado Native Consumer Response Colorado Native
- 19. In the weeks following the launch here is what consumers wanted to talk about:
- 20. Five Questions were then used: Why are you a Native? Enjoying Your Colorado Native Sports Trivia Colorado Trivia Would you Rather… Let’s start the conversation! [respond with A, B, or C etc.] A) Why are you a Native? B) Enjoying your Colorado Native? C) Sports Trivia D) Colorado Trivia E) Would you Rather….?
- 21. Colorado Native Loyalty Initiatives included: Opening Day prediction text Colorado Native is thrilled to be celebrating baseball’s season opener. Text us your prediction for today’s game’s score and will be entered to win tickets to an upcoming game 22% participation rate
- 22. Colorado Native Loyalty Initiatives included: “Hop Growing” Call-for help Colorado Native fans, Want to grow a hop plant? Send us your name and address. We’ll mail you a hop rhizome this Spring & how to care for it. Respond by Nov-15 to info@ACGolden.com
- 24. Colorado Native Loyalty Initiatives included: Survey to assess summer interests 41% of participants like hiking What is your favorite summer activity? Respond with the letter of the activity you like the best: A. Hiking B. Mountain Biking C. Running D. Fishing E. I don’t ‘do’ summer activities Share and you will be entered into a sweepstakes for a Rockies baseball game ticket. 9% of participants like mountain biking 23% of participants like running 9% of participants like fishing 23% of participants don’t do summer activities
- 25. Promotional Initiatives included: Charitable Donation Selection A. Cheyenne Mountain Chapter of Trout 19% Colorado Native gives X% of sales back to the community. Help us pick which charity should receive the 2011 donation by texting back the letter of the charity you want to get the donation. B. Colorado Trail Foundation 1% C. Continental Divide Trail Alliance 43% D. Ignite Adaptive Sports 36%
- 26. Colorado Native Donation to the Continental Divide Trail Alliance
- 27. Promotional initiatives included: Retailer Specific Programs You’ve been entered to win Rockies Tickets and a free appetizer. Limit 1 entry per phone number per day. Everyone receives a free appetizer when they sign up for the “GIVE ME MORE STRIPES” program www.tgifridays.com TGI Fridays Program
- 28. Colorado’s Birthday Celebration Six Pack Video Response was activated for brand marketing SnapTags Coaster
- 29. Colorado’s Birthday Celebration Happy Birthday Colorado. Thanks for snapping. You are a winner! See the Colorado Native rep. for your prize An instant win pint glass program ran in bars
- 31. Consumer Insights: Age The Colorado Native Target: 21-35 year old consumers
- 32. Brand Launch Charity Program
- 35. Programming is required to keep the community engaged
- 36. Packaging can be used as an effective driver for building loyalty relationships
Editor's Notes
- We have a tiny brewhouse located in the middle of the Coors brewery in Golden, COThe company was created to be an incubator for new brandsThe mission is to develop a brand to a point where the parent company can expand itNeed to launch with small budgets as a microbrewer would required us to innovate new ways to go to market
- KnipWe began our new brand with a search for a competitive advantage – Colorado only MALTWe can make a beer that no other brewer can make – MaltstersEncouraged farmers to plant hop rhizomesSince we had to use Colorado-grown hops, the recipe was dictated by the varieties of hopsWe found Centennials, Chinooks and Cascades grow bestThe result was an Amber Lager with malt forward flavor and a citrus hoppy finish We knew we had a winner because the beer closely resembled an IPA or a Pale AlePale Ales are the most popular style among young craft beer drinkers Style dictated the target consumer –craft beer drinkers – male and female – 21-35 years oldThe vision for the brand Colorado Native was to build a local community among our target beer drinkers in ColoradoWe aspired to be a brand of the people, by the people and for the peopleWe wanted Native to be more about our consumers and less about our brand messagesIn the past we have engaged in a monologue of brand information….we wanted to engage in a dialogue about what is important in their life and how we can enhance it10 minutes
- Our target consumer is somewhat “anti-marketing”They want to learn of the latest “cool” things from their friends and trusted advisors…like bartenders and waitstaff…..not from some marketer like meThey also can be difficult and expensive to findI was talking to a group of 120 college seniors…………asked for a show of handsIt became clear to me that to reach our target, I would have to go where they are…..on their phonesSo to create our local community my objective became to Cause the consumer to reach for their phone when they were served their beerThe logical decision was to use two-dimensional mobile bar codes
- We looked at many alternativesWe looked at QR codes, JagTags, Shot codes and Microsoft’s version
- As you can see we selected SpyderLynk’s SnapTags because of the its ability to allow us to use our logoIt required no software download or App downloadTruly interactiveIt can go viral very quicklyTied in with our social media plan……it also didn’t hurt that it was invented by a local start-up firm in Denver, so it fit our “all Colorado” strategyUp until now, no consumer packed goods marketer had put a SnapTag on their packaging…..most were found in print adsWe were proud to be the first to use SnapTag technology on our packaging
- I would like to stop and make a point here………….Notice there are two versions of the SnapTag picturedSince our target is so driver by discovery, we elected to remove the instructionsMost SnapTags you will see will look like the one on your right– “instructions included”Honestly, the verdict is still out on that decision……..by eliminating the instructions, many people thought the Snaptag was just our logoSo by playing to the “discovery” element of our target consumers, we drastically slowed the awareness process
- So in summary, we knew SnapTags would enable us to: Activate a consumer experience where ever a brand impression was delivered; often while the consumer was experiencing the beer itselfIt gave us the ability for Colorado Native to build and engage a community in sustaining direct marketing efforts It gave us the ability to learn what is important to our consumers life in Colorado and become part of itIt gave us the ability to conduct a dialogue instead of a monologue
- So now we have our strategyWe will engage our target consumer when they are interacting with the brand………at the POPWe will enroll them in a community of Colorado Native enthusiasts We will use SpyderLynk to learn about them and to engage in a dialogue We’ll learn ways to become part of and to enhance their life in Colorado
- KnipTalking Points: The SnapTag was integrated across all marketing materials
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- NicoleTalking Points: So we streamlined the questions
- One of the first interactions we created was a contest to guess the score of the Colorado Rockies opening gameThe winner would win tickets to a future Rockies gameWe had 22% of our community enter a guess………not bad for our first interaction
- I mentioned earlier that we encouraged local farmers to plant hop rhizomes so we could get enough hops to make Colorado Native from 100% Colorado-grown hopsTo date, Colorado Native is only 99 and 89/100th percent Colorado grownHop production has not been able to keep up with the demand for the beer – we have had to buy some hops from Yakama, WAOur community know about our shortfall of Colorado-grown hops, so we sent out a call for helpWe offer to send hop rhizomes to our community so they could plant them in their yard and help increase the Colorado-grown hop supplyWord spread fast and we had to cut off the promotion in a matter of days…………we received over 500 requests for rhizomesThose hops are being harvested and sent to us. And every one that participated receives a patch for their shirt or jacket -Click
- We are delighted to have 500 people telling all their friend to drink Colorado Native because they helped grow the hops for it
- Another way we use SnapTags is to allow our community to decide where our charitable gifts are made….many companies decide where they will make charitable donations…..we let our community decideWe allocate 25 cent per case to be awarded to the charities that our community selectWe select four charities and let them vie for the money by voting with SnapTagsThis is another instance where they tell all of their friend to buy Colorado Native, snap a tag and vote for themHere’s a picture of the winners from the most recent contest.
- The Continental Divide Trail Alliance helps maintain the trail that runs the length of the Continental DivideThis organization won the vote for the most recent charity giveback Nicole
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- Nicole General Market Snap Tags – all packaging, coasters, and glassware switched to toast teaser video Westword Ad Snap Tag – toast video teaser
- Nicole Talking Points Every 10th snap is a "winner“Winner message: "Happy Birthday Colorado. Thanks for snapping. You are a winner! See the Colorado Native rep. for your prize.“Non-winner message: "Happy Birthday Colorado. Thanks for snapping. Sorry, you are not a winner.“
- NicoleTalking Points: A lot of press coverage about the SnapTag’s integration into Colorado Native’s marketing was generated following the launch
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- Nicole - Brand Launch Promotional Activity drove strong activity Participation was much stronger during promotional time periods
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- In summaryWe have found SnapTags and interactive marketing to be a strong tool in building a community of brand users over a virtual platformAs you might guess, we have learned that continuous programming is required to keep the community engagedAnd lastly that using SnapTags on our packaging is an effective driver for building strong consumer relationships