BMTC19: Increase Awareness Through Media Relations and Influencer Marketing

Marketing: Increase Awareness Through Media Relations and Influencer Marketing – Kevin York, Kevin York Communications – Up to date website? Check. Social media? Check. Email marketing? Check. You’re doing all the right things to keep those who already know about you updated, but how do you make new people aware of your brewery or tour? Two of the best ways to do so at scale are media relations and influencer marketing. Join this session to learn more about how to gain media coverage and influencer attention.

Transcript

1. Increase Awareness Through Media Relations & Influencer Marketing Kevin York Kevin York Communications
2. • Instagram? • Facebook? • Twitter? • Email? • Media Relations? • Influencer Programs? Good for reaching people who already know you.
3. Challenges to Paid Media • Budget • The stigma of “Sponsored”
4. Best Ways to Increase Awareness at Scale • Media Relations • Influencer Programs
5. What’s an Influencer Program? •  Work with people who don’t work for you •  Participants influence the actions and decisions of others •  Participants are usually, but not always, active on social media •  They may or may not know they’re part of your program End result is they’re helping market you to a new group of people @porkandpintsboston Wakefield, MA 25k followers
6. Why Run an Influencer Program? •  Increase awareness •  Increase reach •  Improve perception & reputation
7. Influencers & Reputation Management Lessons •  Influencer relationships matter •  Perception is reality @val.beer.i Montreal, Quebec 17.8k followers
8. Influencer Programs… •  Increase awareness •  Increase reach •  Improve perception & reputation @beernarrator Reading, MA 1,246 followers
9. Influencer Identification The 3 Rs •  Reach •  Relevance •  Resonance @beer.withme Los Angeles, CA 747 followers
10. Reach @louiebaton 34.5k followers Influencer Categories •  Macro influencer (>100,000 followers) •  Micro influencer (<10,000 followers) •  Midsize influencer
11. Relevance @ipahunt Revere, MA 184 followers Craft beer focused? Only craft beer focused? Go beyond a focus on beer… •  Geographic location? •  Style focus? •  Alignment with your culture?
12. Resonance •  How you balance Reach and Relevance… •  How to determine ‘real’ influence 46 comments! 7,514 followers
13. Types of Influencer Programs 1.  Paid 2.  Organic @alex_the_beerhead San Diego, CA 1,111 followers
14. When to Pay Influencers Two Instances •  Very, very large companies with extremely broad target audiences •  Incorporating celebrities @beer_voyager Tucscon, AZ 1,358 followers
15. How to Run an Influencer Program 1.  Determine your objectives 2.  Decide what you can offer •  Product •  Merchandise •  Access •  Experience 3.  Identify the influencers 4.  Decide on consistency 5.  Measurement framework 6.  Outreach @craftbeerburton Portland, OR 986 followers
16. Influencers vs. Ambassadors Ambassadors are influencers who are big time fans. They know they’re part of your program. Sometimes they even have requirements to uphold.
17. Media Relations Securing media coverage requires three things: 1.  Knowing the media 2.  Telling a story 3.  Fitting your brewery into larger stories
18. Knowing the Media Two tiers of media: Local/Regional •  Idaho Statesman •  Boise Weekly •  Boston Globe •  7X7 •  Willamette Week •  The New School Beer National Beer Focused •  Beer Advocate •  Good Beer Hunting •  Hop Culture •  Brewbound •  The Takeout •  Thrillist
19. Telling a Story What do people outside your brewery find interesting? Potential Story Angles Focused on Your Brewery: •  Events •  Beer releases •  Collaborations •  Employee stories •  Growth/expansion •  Distribution
20. Unique Timely Educational or Entertaining or Informational What Makes a Story Interesting? Maybe Industry or Trend Alignment Closer to Yes
21. Fitting Your Brewery into Larger Stories •  It’s not all about you! •  Trend = many •  Opportunity: be one of several breweries featured
22. Pitching Larger Stories: Listicles Six Barleywine-Style Beers from Boston Breweries Five Brews You Should Be Drinking Right Now The Best Beers to Pair with 8 Different Pizza Styles 8 Local Beers that Prove Fall isn’t Just for Pumpkins The Best Beers to Drink During the Super Bowl, According to Brewers Five Seasonal Beers (and Cider) to Add to Your Holiday Table Seven Dark Beer Releases Around Boston for the Winter Solstice
23. Pitching Larger Stories: Deeper Features Which Way to Market? – How Competition is Making Distribution Strategies More Complicated Growlers in Massachusetts: A War on Glass How 4 Breweries Embraced IPAs Without Selling Out 2018: The Year in Beer Blind Tasting 30 of the Best Pilsners
24. Two Last Media Relations Tips Be helpful! Be concise!
25. Questions? If you’d like to hang onto this presentation or learn more about Kevin’s perspectives on influencer marketing, media relations, and the craft beer industry, visit www.kevinyorkcomms.com/bmtc-19