The craft beer industry is growing at a rapid pace, providing an abundance of options for craft beer enthusiasts. But this creates a challenge for breweries, making it difficult to stand out among the competition at the tap or on the shelf.
In order to win people over, you have to reach them at critical decision points along the customer journey, whether it be at the bar, in front of a display case, or even before they leave the house.
Let’s consider what makes a great beer brand. I share a few of my thoughts on how to craft a brand.
To increase the Jo Malone London presence in Asia, Pan Wang and Shaniya Shabrach-Ortiz created a pop up store for Jo Malone London in Shanghai. The mission behind the Jo Malone London pop up store concept is to educate potential customers and also reaching the younger generation to leave a lasting impact that will increase the penetration of our brand in China.
Guerrilla Marketing 101 - Creating Buzz For Your BrandDOYO Live
In this breakout session at DOYO Live by Marisa Sergi you will learn how she's implemented a guerrilla marketing strategy to get her product on the shelves at Walmart. Very exciting to have Maris a present at DOYO Live.
The craft beer industry is growing at a rapid pace, providing an abundance of options for craft beer enthusiasts. But this creates a challenge for breweries, making it difficult to stand out among the competition at the tap or on the shelf.
In order to win people over, you have to reach them at critical decision points along the customer journey, whether it be at the bar, in front of a display case, or even before they leave the house.
Let’s consider what makes a great beer brand. I share a few of my thoughts on how to craft a brand.
To increase the Jo Malone London presence in Asia, Pan Wang and Shaniya Shabrach-Ortiz created a pop up store for Jo Malone London in Shanghai. The mission behind the Jo Malone London pop up store concept is to educate potential customers and also reaching the younger generation to leave a lasting impact that will increase the penetration of our brand in China.
Guerrilla Marketing 101 - Creating Buzz For Your BrandDOYO Live
In this breakout session at DOYO Live by Marisa Sergi you will learn how she's implemented a guerrilla marketing strategy to get her product on the shelves at Walmart. Very exciting to have Maris a present at DOYO Live.
Conducted intensive consumer research on Victoria's Secret's brand, including retail observation & customer interviews. Created brand personas & developed
How to Make Your Jewelry Shop POP! 7 Steps to Extraordinary Retail SuccessPamela Danziger
Small is the next big story in retail—small as in independently owned businesses that often make America’s ‘Main Streets’ their home. This trend will reshape the retail landscape for the next decade, fueled by the desire of the highest- spending customers for new shopping experiences that they can’t find at the mall, in the national chains or in big box stores.
The most successful among these specialty retailers will be those who have shops that POP! Their secret: Success in retailing today is LESS about what you sell, and MORE about how your sell it.
It’s this understanding that shops that POP! use to create extraordinary shopping experience for the customers. Rather than just a store set up to sell stuff, it becomes a stage on which the shop owner tells their special story to and for the customer. It combines a unique vision with carefully curated products and services delivered in a personal and personalized way to people who are not just customers, but true friends. Main Street retailers must play to their number-one competitive advantage: their personal touch.
In this presentation, Danziger delves into the opportunities and challenges for jewelry stores to create extraordinary shopping experiences by drawing upon examples in Danziger’s new book, Shops that POP! 7 Steps to Extraordinary Retail Success. For jewelry store owners and jewelry marketers to help their businesses grow.
This ppt is about marketing and management techniques adopted by victoria's secret over the last decade which helped them to become a market giant in lingerie industry in U.S.
Brands and retailers know the value of strategic marketing at point of purchase. Great levels of customer service coupled with targeted POS and promotional offers can make the difference between sales in-store, online or not at all.
iD In-store have therefore developed this five point guide to help ensure you get the most out of your in-store team at tactical gifting occasions such as Valentine’s Day, Mother’s Day and Easter, as well as non-seasonal events like Bar Mitzvahs, weddings and birthdays.
Why does your restaurant need branding bizadmarkAtheethBelagode
In 2019, in New York City, there were 23,650 restaurants according to the office of the New York State Comptroller.
Those are a lot of restaurants. If you have ever visited New York City, can you tell me how many of those restaurants have you visited, how many of those you remember, and how many out of those you recommend to others?
Conducted intensive consumer research on Victoria's Secret's brand, including retail observation & customer interviews. Created brand personas & developed
How to Make Your Jewelry Shop POP! 7 Steps to Extraordinary Retail SuccessPamela Danziger
Small is the next big story in retail—small as in independently owned businesses that often make America’s ‘Main Streets’ their home. This trend will reshape the retail landscape for the next decade, fueled by the desire of the highest- spending customers for new shopping experiences that they can’t find at the mall, in the national chains or in big box stores.
The most successful among these specialty retailers will be those who have shops that POP! Their secret: Success in retailing today is LESS about what you sell, and MORE about how your sell it.
It’s this understanding that shops that POP! use to create extraordinary shopping experience for the customers. Rather than just a store set up to sell stuff, it becomes a stage on which the shop owner tells their special story to and for the customer. It combines a unique vision with carefully curated products and services delivered in a personal and personalized way to people who are not just customers, but true friends. Main Street retailers must play to their number-one competitive advantage: their personal touch.
In this presentation, Danziger delves into the opportunities and challenges for jewelry stores to create extraordinary shopping experiences by drawing upon examples in Danziger’s new book, Shops that POP! 7 Steps to Extraordinary Retail Success. For jewelry store owners and jewelry marketers to help their businesses grow.
This ppt is about marketing and management techniques adopted by victoria's secret over the last decade which helped them to become a market giant in lingerie industry in U.S.
Brands and retailers know the value of strategic marketing at point of purchase. Great levels of customer service coupled with targeted POS and promotional offers can make the difference between sales in-store, online or not at all.
iD In-store have therefore developed this five point guide to help ensure you get the most out of your in-store team at tactical gifting occasions such as Valentine’s Day, Mother’s Day and Easter, as well as non-seasonal events like Bar Mitzvahs, weddings and birthdays.
Why does your restaurant need branding bizadmarkAtheethBelagode
In 2019, in New York City, there were 23,650 restaurants according to the office of the New York State Comptroller.
Those are a lot of restaurants. If you have ever visited New York City, can you tell me how many of those restaurants have you visited, how many of those you remember, and how many out of those you recommend to others?
The Comprehensive Guide to Trade Show MarketingCory Earl
A handy guide specifically built for marketers, sales executives and business owners at all levels and across all industries to ensure a successful trade show experience now and in the future. If you'd like to explore how we can help your company with trade shows, please shoot us a note at graphicadesign.com/contact and we'll be sure to follow up.
Module 4 examines the marketing element to starting up your own creative business, it looks at the key concepts of marketing and what marketing can be done to ensure maximum efficiency and effectiveness.
What’s on Your Distributor’s Mind?
While you weren't blessed with mind-reading skills, picking up on certain aspects allows you to recognize what a winning distributor value most. Now you can make your pitch more enticing, with a marketing strategy to win them over.
You will need to ask if your suggested distributor purchase price is reasonable? Are the established markups reasonable? If they are achievable and there's a firm plan in place to make your set margin feasible, then they'll be more willing to work with you. You would think that only the smaller and medium-sized distributors would seek higher profit margins to help you grow your business, but in my findings that is not the case. Set your pricing accordingly so you, the distributor & the retailer will benefit long term.
You also need to know if you're set to capacity, so you have enough glass a.k.a. wine. A less-than-ideal inventory will create frustration for the distributor and the sales reps that are selling your brand. You will automatically lose some trust if you cannot meet their inventory needs.
It also helps to have well-defined goals for your winery, not only from a sales standpoint but as far as your brand and growth. Know the depth of manpower your business has so that cases can be moved without hesitation. Distributors will like you more if they know they're not stuck doing the dirty work. Your distributor is your sales arm, they are not there to build your brand.
Your pitch should also outline who your niche audience is, whether it’s catering a premium brand or focusing on the `Bud Light, Coca-Cola drinkers. I personally drink what tastes good. Make it clear to the distributor how you make the product and what about it makes it special. It's helpful if your wine has ratings or reviews. I would absolutely have a distribution proposal that you can give to the distributor's that they can help secure new distribution.
Convincing Your Distributor
To win over a distributor during your first handshake meeting with them, you'll need to build several layers into your approach, so you walk out with a deal in place. The following are some places to start your pitch.
Your Shopping Bag is More Important Than Your Radio SpotAchim Brauweiler
You’re no longer in the business of selling stuff.
You’re in the business of entertaining your audience and engaging them in meaningful behavior. If you do it well enough, they will not just buy your products and services repeatedly, but they will tell their friends about it.
Working with...or in spite of.// Wine and Spirit Distributors in the USBevology Inc.
Tightly focused and very practical presentation on what wine and spirit suppliers and brands can expect from U.S.distributors and how to work successfully with them.
High Quality Brochures Helps Business to GrowLogo Pearl AU
Attractive brochure design is very helpful in generating leads because it is a very important marketing tool which gives summary of your product details.
As a business owner or leader, you are constantly subjected to competition from many sources. Falling victim to the demands of today's market can leave your company unprepared when priorities begin to collide. Whether you are a small or large business, owner or employee, consultant or advisor, working ON your business rather than IN your business will help you begin to build value in your brand. This panel of seven experts will share seven simple ideas and tips that any company can immediately implement to add value to their brand and business using social media, new marketing ideas and other brand building techniques.
The seminar is organized by UVM's Vermont Family Business Initiative
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. The market place for micro-breweries
There has been a dramatic increase in the number of
microbreweries in the UK in the past decade.
Brewers come from a variety of backgrounds with a passion
and love for creating exciting new flavours and brews but
some lack the important business skills that will make their
enterprise a success.
The correct and appropriate branding and marketing of
your brewery and its products is as much a key to your
success as the taste and quality of your beers
To be a successful brewer you need to have quality product,
that is an absolute and no amount of marketing will sell a
bad pint but good marketing can help sell a lot more of a
good pint.
3. Marketing for breweries
The average consumer is not going to look on-line for a
beer to drink, the choice is made often on the spur of the
moment so the overall ethos of brewery marketing is to
ensure product is in the right place and then is seen by
consumer to be desirable.
So any evaluation of brewery marketing breaks down into:
Getting your product placed
Getting your product noticed.
Building brand loyalty for your product to ensure repeat
sales
To ensure both the product must be desirable to the end
consumer.
4. Know your target market
Before any form of marketing is considered you need to
consider the following:
What are you selling–what is the spirit of your product ?
Who are selling to?
What is the age range and social/gender demographic?
Will you be looking to sell in bottle or cask?
What is going to be your defining feature
Remember that before a drop is touched we drink with our
eyes and so your whole brand has to be thought through
and conceived before any time or expense is incurred and
possibly wasted on half-baked ideas and bad planning.
5. Have a story and tell it.
You need to distinguish your brewery from the others.
Tell the tale of the brewery, what inspired you to take the leap of faith
and head out on your own, be personal – one of the recognised selling
points for the smaller brewer is provenance; what is the background to
the beer, who is making it and why.
An identifiable logo or character or branding is essential for success.
Look around at other succesful brands.
Brewdog and its equity for punks may seem a million miles from the
bucolic idyll of Wensleydale but they are both relevant to the market
they are chasing.
Avoid the gimmicky, the childish/sexist and the crass – you can alienate
a large potential customer base with a badly thought through concept
Brewing good beer is no longer enough to guarantee a successful
future; a solid marketing plan is required.
6. Being noticed and bought
Your product needs to provoke immediate response, not a
‘think about it’ product
Initial response based upon sight, recommendation (peer
and on-line), price, curiosity, strength etc.
As competition grows so does the need to ensure your
product stands out:
Bottle shape and content size
Labelling – increase in number of youth market so
design is important, avoid sexist images – there is an
increase in number of female drinkers so why alienate
an increasing customer base with offensive images.
Have a sense of fun and adventure with your product
names.
Look at an overall brand that ties in with social media
and the ‘club’ mentality; people who buy your beer need
to feel special.
7. Getting to market
Supermarkets – as the interest in craft ale increases then
the chances of placement via the supermarkets increase.
Approach the supply manager with samples
Beerfestivals – check out CAMRA’s list of beerfestivals and
apply to be a selected ale.
Approach local community organistaions that hold the
appropriate licence and be supplier to their bar
Approach mail order beer companies and see if they are
prepared to stock your bottles as part of their gift/special
event packs
Non–tied houses will be interested in carrying your product.
Join forces with other local brewers and stage your own
festival
8. Areas to consider: online and offline
Offline marketing – the more traditional ways of reaching
your market
Point of Sale
Public Relations
Press advertising
Word of mouth
Trade shows – representation at beer festivals
Online marketing – do not ignore the digital age
Social Media – facebook/twitter/tumblr/Youtube
Online advertising – facebook/google
Blogging – give advise on brewing and show your
expertise
9. Social media-be social and
interact with others
Facebook – create a fan page and generate content –
respond and interact with customers and followers, listen to
what they are saying
Twitter – follow and interact – check who is following the
big players and follow them and they will reciprocate
Pinterest – use images of product to generate interest
Email database – use Mailchimp – free and effective
provide updates and offers; make the recipient want to
receive and open them – check stats.
Link your social media together so that tweets and posts
show on your website and encourages site viewers to follow
you in other media formats.
10. Use of video – sell yourself
Setting up a Youtube account is straightforward
Youtube will host your videos for no cost and you can
embed (show) them on your website
Use video to tell your story and engage with the public; tell
your tale and give product information, recipe ideas and
tasting notes
Use descriptive title – use correct keywords (tags) – full
description: all assist with promotion to top of search
People buy from people – video can show provenance
and expertise
Hits to your video on both site and Youtube help with
SEO
Google is Youtube
11. PR – get the press without the
pressure
Press space is an invaluable and inexpensive way of getting
your name out there but you need to have a story on which
to hang your press release. Have you named a brew in
honour of a local figure or sporting hero or forthcoming
event? Does your brewery have you a special anniversary
coming up ?
Find something interesting about your business and
accompany it with a correctly annotated photograph.
If you are having a tasting session invite the local press to
join you.
12. Merchandise
Your loyal customers are your fans and like fans of a team or a
band they will want to show their appreciation, support and
loyalty by wearing your brand and, in doing so, they are
advertising your product. I know, crazy isn’t it… they pay you
to promote your beer.
If you are not producing quality, eye catching merchandise
then you are leaving money on the table.
Make sure you use quality promotional materials and have
an eye-catching design; you want people to want to wear
your logo and to feel good when they do it.
Don’t just think t-shirts; how about a branded bag for life
that you give away with x number of bottles bought?
Branded gift vouchers are a great way of getting new
customers and selling product to existing customers
13. Go for it ……
There is a whole wide world of beer drinkers out there and
the numbers just keep on growing. To make sure that you
don’t get left behind you need to be imaginative and
proactive.
For help and advice with all aspects of your marketing have
a word with us. We can help you focus your ideas and
concepts and more importantly implement them in an
effective and economical way to make sure that your beer
is the one that both the discerning drinker and the
interested passer-by wants to try.
Call 0797 102 1268 today.
Thanks and cheers.
Mike Massen – The Beer Talking Marketing Company