BMTC19: Marketing the Brewfest

Event Marketing: Marketing the Brewfest – Scott Vitale / Ryan Evans, Spigot Labs: There aren’t many things in life that compare to sipping a delicious brew in the sunshine. Beer festivals bring this simple pleasure to all corners of the US and the globe. In 2017 alone, there were over 100 beer-centric events held in just Colorado. It’s no surprise that the festival market is expanding just as quickly as the brewing market itself, which has grown over 700 new breweries in just the US during 2017. With so many events happening, how does a small festival stand out? How can the little guys compete for the best breweries when there are a half dozen competing events on the same weekend? Come learn some of what’s worked, from tasting technology to marketing to staying true to their brewer community.

Transcript

1. I 1 STANDING OUT IN A CROWDED FESTIVAL LANDSCAPE A case study in building brand and culture for a small, intimate festival experience Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers)
2. Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers) Obsessed with quality of product, and driven by love of Belgian craft beer A beer enthusiast yearning for a better festival experience, coupled with a passion for building invisible technology A Brewer A Technologist 2 SMALL FESTIVAL, BIG IDEAS +
3. Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers) Passion for Colorado Brewers 3 OUR PERFECT FESTIVAL Lasting Beer Discoveries Meaningful data and ROI for Brewers Love of Belgian craft beer
4. Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers) 4 TASTE TRACKING RFID-based, no app to install Attendees remember what they tried with just a tap Valuable marketing data for brewers and organizers
5. Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers) 5 YEAR ONE 2017 01 Make the festival good for brewers, and good beer will come along for the ride. Focus on beer AND brewers 02 Advertising can be expensive and ROI is backward-looking. Facebook is your friend. Advertising & Social Media 03 Your staff is the face of your festival, and their fanaticism is contagious. On-brand Volunteers
6. Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers) 6 04 Big beers taste better in the snow! Don’t Panic
7. Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers) 7 LOOKING UPWARD 199 tickets sold with day of sales in the snow! Almost break-even Weather can’t get worse…. Well, unless it rains Pricing is on-track Theme resonates with attendees Brewers have a story to tell
8. Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers) 03 Liquor license extension vs. special event permit (charity) Event Flow Optimization 2018 02 Brewery Ommegang - don’t be afraid to ask! Special Guest Brewer 8 YEAR TWO 04 Validation through event write-ups and experiences. Free!!! Comp Tickets - Media 01 Showcase the talent and stories while promoting the event at the same time. Brewery Interviews
9. Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers) 9 IN OUR STRIDE 305 tickets plus shirts sold Profitable! Weather was great Promo codes for breweries work Increased quality of beer offerings Attendees were excited for the technology
10. Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers) YEAR THREE 2019 01 Keep the small, intimate experience - good for attendees & brewers alike Hit Max Capacity 02 Knowing which tickets were bought together tells us about group behavior Social Grouping Data 10 03 Good rapport with brewers translates to better quality at the tap Continue Increasing Quality
11. Scott Vitale (@svvitale) & Ryan Evans (@bruzbeers) Owner @ Bruz Beers ryan@bruzbeers.com 720-313-1724 Founder @ Spigot Labs scott@spigotlabs.com 720-288-6336 Ryan Evans Scott Vitale 11 THANK YOU +
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