BMTC19: Scream Locale, Not Local

Marketing: Scream Locale, Not Local – Will Race – Marketing Manager, Alaskan Brewing Co. – Alaskan Brewing Co. has the privilege of handcrafting award-winning beer in one of the most majestic locations on Earth, but that also brings special considerations and responsibilities in the way we brew and the way we bring our message to the world. For over 32 years we have focused on our unique challenges and differences as a major part of our marketing and communications. Now with so many diverse breweries around the US this practice is more important than ever.

Transcript

2. Will Race • Marketing Manager @ Alaskan Brewing Co. • Responsible for Brand Development, Campaign Execution, PR and Media • BJCP Recognized Judge • Amateur Alaskan Adventure Seeker
3. Scream Locale, Not Local • Take the time early on to identify why people are coming in your doors or buying your product • Changing the narrative of “Local” • Building a brand and why you need to define yours
4. The Early Years
5. The Chinook Alaskan Story • In 1986, it was the only operating brewery in Alaska, and the 1st since prohibition • Geoff and Marcy were 28 years old • Funded with the help of 88 small investors • 67th brewery in the US in 1986
6. The Plan • It was simple… Make great beer for the locals. • The very first batch sold out overnight! • What Geoff and Marcy hadn’t realized was that they had spent two years developing a story and a following. • By 1988 the were producing and distributing to the State of Alaska. • Then the “export” business started….
7. The Alaskan Story • 1990 Chinook is dropped from the company name. A PNW winery held a trademark for the name Chinook. • Alaskan locale DNA was born • Glacier-fed water • Local flavor • Fresh ingredients • Alaskan inspiration • Innovative brewing and creativity • National and International recognition
8. Glacier-Fed Water
9. Local Flavors
10. Smoked Malt
11. Spruce Tips
12. CO2 Recovery
13. Mash Filter Press
14. Spent Grain Steam Boiler
15. Awards and Recognition
16. BEER
17. Alaskan Locale DNA • Since inception we have set out to establish a culture of craft beverages in Alaska and make beer for Alaskans. • We are inspired by the environment, people and history that surrounds us. • We put that into everything we do.
18. Locale Vs. Local
19. Changing the Narrative
20. A narrative we created and we can change • Drink local! • Look local! • Support local! WHY NOT • Drink the best! • Look for the best! • Support what you believe in!
21. Locale Vs. Local • A place where something happens or is set, or that has particular events associated with it. (Locale) • Belonging or relating to a particular area or neighborhood, typically exclusively so. (Local) • Taking the time early on to identify why people are coming in your doors or buying your product is key • What is the shared connection?
22. Locale Brand Building
23. Creating an Inclusionary Brand
24. Inclusionary • Embrace you competition, let it inspire you not drive you. • Educate your fans to drink better beer • Consult your fans on what they want and what they think • Reward your fans in special way to show them you care
25. Inclusionary Do’s and Don’ts • Don’t get lost • Know who you are • Know who they are • Do create beer for your fans and culture • Don’t chase • Know the industry • Know how to ask and develop beers
26. Internal Brand
27. What effect does it have • Passion of place will 100% shape a culture • Positivity • Involvement and Understanding • Innovation
28. External Brand
29. What effect does it have • Every great brand is an embodiment of their locale. The environment, culture, and process are all things that create a lasting brand. • Take a look at the top craft list and they all have one thing in common. • PLACE! The place doesn’t have to be in the name but should be defined within the Brand. • Now more than ever brand is selling!
30. Brand Strategy and Product Growth What your brand looks like today will not be same as what it looks like in 30 years Locale: • Allows for change overtime • Allows for champion development • Allows for sustained relevance
31. Change Overtime What makes you relevant in one place might not work in another. • Cultures vary greatly • Trends change • Economies flux • Products change
32. Product VS Brand Basis for Comparison Meaning What is it? Uniqueness Created by Can it be replaced? What they do? Appearance Time Horizon Product A product is an item which is ready for sale in the market. A product is What you need? A product can be easily copied. Manufacturers Yes A product performs the functions. A product may be tangible or intangible in nature. A product can be outdated after some time. Brand A brand is something which distinguishes a product from other products in the market. A brand is What you want? A brand has a distinguished identity, that cannot be copied. Customers No A brand offers value. A brand is intangible. Brand remains forever.
33. Fan and Champion Base Create a platform to communicate, share and grow • Keep fans tied into the passion of the locale and product • A place to impower and stoke the love of place • A place to introduce others and meet new people
34. Staying Relevant to Your Culture Continuously tending to your “why” will ensure you stay relevant to your culture. • Is your place still inspiring you? • Are your beers still inspired? • Is there still dialog around your place?
35. Locale Vs. Local
36. Scream Locale, Not Local Things to think about: • Have you taken the time to identify why people are coming in your doors or buying your product? • Does your brand scream locale? • Have you built and defined your brand grow?
37. QUESTIONS?