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BMTC20: Beer MARKETING Certificate Course

BMTC20: Beer MARKETING Certificate Course

This three-hour course will cover advanced marketing topics in the beer industry. Participants should already be familiar with the fundamentals of modern marketing. Our presenters are Kevin York of Kevin York Communications, who runs his own marketing company dedicated to the craft beer industry, and Neal Stewart, VP of Marketing for Deschutes Brewery and former VP of Marketing for Dogfish Head. Walk away with new office wall swag: a Certificate in Beer Marketing.


Zephyr Conferences

February 04, 2020


  1. Beer Marketing Certification Course

  2. Hi, I’m Neal.

  3. What I do • Brand revitalization • Brand strategy •

    Creative direction • Portfolio strategy and development • Collaboration with Sales, distributors and retailers • Building teams
  4. And I’m Kevin.

  5. What I do • Marketing strategy • Brand experience •

    Content strategy • Public relations & corporate communications • Influencer relations • Social media
  6. Topics of the Day • Marketing Strategy • Brand Strategy

    • Content • Measurement
  7. You’ll leave with a customized marketing plan.

  8. This is going to move fast.

  9. Use the constraint of time to your advantage.

  10. Parts 1 & 2 Marketing Strategy Brand Strategy

  11. Marketing Strategy

  12. What’s a business challenge facing you and your company?

  13. What is your aspiration?

  14. What is Marketing Strategy?

  15. None
  16. What is Marketing Strategy? A series of choices that outlines

    how you will win, communicate your identity, differentiate yourself and provides focus on what tactics you will implement.
  17. Let’s get aligned on words

  18. What do all of these words mean? Objective - Your

    aspiration, broad and not measurable Strategy - The “how” you will get there. Tactic - The “what” you will implement to reach your objective Key Progress Indicator (KPI) - measurements along the way to make sure you’re on track Goal - SMART: Specific, Measureable, Attainable, Relevant, Timebound
  19. Objective Strategy Strategy Tactics Tactics Tactics Tactics Tactics Tactics Tactics

    Tactics SMART Goals / KPIs SMART Goals / KPIs
  20. Pro Tip: Figure out how you will measure your progress

    and outcome before you start!
  21. Objective - Improve my fitness to competitively run a half

    marathon Strategies • Keto diet • Regular exercise Tactics • Salads for lunch • Run on treadmill Key Progress Indicators (KPI): • Lose 5 lbs in Jan • Run 8 minute mile by March 31 Goals • Complete race in less than 2 hours • Lower my cholesterol
  22. Setting Objectives Dream big (Peloton) Get focused and be specific.

    (GoPro) Create meaning to your stakeholders.
  23. Mapping Strategy Gather Info. Consider SWOT or “5 Forces” analysis

    Understand and state what needs to be TRUE. Articulate your vision.
  24. Key Challenge: Objective/Aspiration: Strategy 1 Strategy 2 Strategy 3

  25. Key Challenge: Objective/Aspiration: Strategy 1 Strategy 2 Strategy 3 Components

    of Strategic Statements: • Choiceful - It clearly demonstrates your intent. • Overcomes your barriers to win • Short and direct. No fanciful language.
  26. Strategy Examples • Increase on-premise share of IPA in Tampa

    • Diversify portfolio with introduction of golden ales • Provide best in class customer service • Expand consumer base by opening new markets in South Florida • Increase consumer loyalty • Focus efforts on flagship IPA • Optimize visibility at retail with improved shelf placement • Recruit new consumers
  27. Marketing Strategy Reverse Q&A

  28. Marketing Objectives & Strategies What is your specific challenge? What

    is your objective or aspiration? What strategies will you implement to achieve your objective?
  29. Brand Strategy

  30. Your Brand Strategy must... • Provide value and meaning to

    the entire organization • Get buy-in from founders/senior management • Be memorable and repeatable • Feel unique • Be inspirational • Reflect on the past but be relevant in the future • Be simple
  31. Things to know about developing a Brand Strategy... • These

    things take time • Words matter • Don’t be too academic • Be ok with amateur copywriters • Can be expensive • Expensive doesn’t mean better • It may take a couple tries
  32. BUILD ALIGNMENT AROUND “WHY?’” If the team doesn’t see the

    value, you won’t get the participation necessary to be successful. PRESENT AND CREATE BUY IN Share with the organization Demonstrate how you involved people Create learning tools and integrate into culture CONDUCT COMPETITIVE ANALYSIS Get your key stakeholders to participate. Understand them better than you understand yourself. Map and understand white space BUILD ALIGNMENT AND GET FEEDBACK Form a perspective and do the work Lose the battle to win the war INTERVIEW STAKEHOLDERS & OPINION LEADERS Look to your people to define the DNA Understand the brand history and what drives meaning in the culture Marketing Strategy Development
  33. What does a Brand Strategy look like?

  34. None
  35. There are lots of models out there.

  36. Components of your Brand Strategy Objective/Aspiration Target Brand Personality Point

    of Difference Key Brand Benefit Reason to Believe Positioning Brand Communication Pillars
  37. Objective / Aspiration What mindspace do you wish to own

    with your target consumers?
  38. Target Consumer Who are they? What do they believe? How

    do you group them together?
  39. Target Personification QUICK DESCRIPTION OF THIS UNIQUE GROUP: • Soccer

    Moms • Urban explorers • Family Heroes Demographics WHO ARE THEY? • Age • Gender • Ethnicity • Household Income • Geography • Family Dynamics Psychographics WHY THEY BUY: • Beliefs • Behaviors • Values • Emotions • Opinions • Interests • Lifestyles
  40. Brand Personality Your brand’s psychographics

  41. Brand Personality What are your: • Beliefs • Values •

    Emotions • Opinions • Interests • Lifestyle
  42. Point of Difference It’s hard to be 100% different these

    days, so focus on defining your superpower.
  43. Key Brand Benefit

  44. Positioning Statement How it all comes together. Who you are

    for. What you represent. How you do it uniquely. Why you deserve it.
  45. Positioning Statement For (insert target here), (insert brand here) is

    the (insert category here) that delivers (insert point of difference) so they can (key brand benefit) because (insert reason to believe).
  46. Positioning Examples

  47. None
  48. None
  49. Communication Pillars Three to five themes that represent your brand

    and are meaningful to your consumer that you will focus your communication efforts around. • Passion for Craft • Passion for Outdoors • Passion for Community
  50. Fits your personality Makes sense to consumers Highlights features and

  51. Key Challenge: Objective/Aspiration: Our Target Consumer: Communication Pillar 1 Brand

    Personality: Positioning Statement: Communication Pillar 2 Communication Pillar 3 Strategy 1 Strategy 2 Strategy 3
  52. Brand Strategy Reverse Q&A

  53. Marketing Objectives & Strategies Who is your target consumer? What

    is your brand personality? What is your positioning statement? What are your communication pillars?
  54. Parts 3 & 4 Content Measurement

  55. Content

  56. None
  57. Content How you carry out your marketing strategy (The Tactics)

  58. Types of Content • Owned • Earned • Shared •

  59. Media Influencers Sponsored Sponsored Sponsored Influencers Sponsored

  60. Why is it important to consider them all?

  61. Different content... Different channels... Different purposes...

  62. Your job is to determine the right mix.

  63. Content Considerations • Purpose • Audience • Budget • Control

  64. Owned Content

  65. Website & Blog

  66. Why are your website and blog important? • Search ranking

    • Branding • Bring people deeper into your brand • Indexed information
  67. Why are people visiting your website?

  68. Website

  69. Blog

  70. Email

  71. Why is email important? People have given you permission to

    send them content. If you don’t violate their trust, it’s a permanently standing invitation with terms that won’t change.
  72. Make email more than a checkbox • Put the subscriber

    at the center of your emails • Use list segmentation for better targeting • Provide unique value • Surprise & delight • Tell your stories • Maintain consistency
  73. Increase email opens

  74. Increase subscriber actions

  75. Improve email aesthetics

  76. Do A/B testing - it’s not hard!

  77. Automation Make your job a little easier Subscribe Thank you

    for subscribing! At ABC Brewing, our mission is to….. I’d like to invite you to get to know us a little better by…. We Have Lots to Share! We’re only two months in, but 2020 has already been a very busy year for ABC Brewing. In January, we released the first three bottles of our new barrel-aged program…..
  78. Email-Snail Mail Integration Yes, snail mail can work… Why would

    you do this? Taproom traffic! • Promo code • Releases • Events
  79. Earned Content

  80. Influencer Relations

  81. Why is influencer relations important? It’s an opportunity for you

    to expand your reach, improve credibility, and create loyalty.
  82. Influencer Marketing - What is it? • When you utilize

    people who don’t work for you • Participants influence the decisions and purchases of others • Participants are usually, but not always, active on social media • They may or may not know they’re part of your program They help you market to a new group of people. @porkandpintsboston Wakefield, MA 33.1k followers
  83. Influencer Identification The 3 Rs • Reach • Relevance •

    Resonance @beer.withme Los Angeles, CA 828 followers
  84. Run an Influencer Program - The Steps 1. Determine your

    objectives 2. Decide what you can offer ◦ Product ◦ Merchandise ◦ Access ◦ Experience 3. Identify the influencers 4. Decide on consistency 5. Create measurement framework 6. Conduct outreach @craftbeerburton Portland, OR 1,147 followers
  85. Media Relations

  86. Why is media relations important? It’s an opportunity for you

    to increase awareness and credibility, sometimes at a very large scale.
  87. 3 Requirements of Media Relations 1. Knowing & understanding the

    media 1. Telling a story 1. Recognizing how to fit your company into larger stories
  88. Knowing & Understanding the Media Local/Regional • Tampa Bay Times

    • Boston Globe • 7X7 • New School Beer Beer-Focused • Hop Culture • Good Beer Hunting • Craft Beer & Brewing • October National Business • New York Times • Forbes • The Wall Street Journal • The Economist Food & Drink • The Takeout • Eater • Wine Enthusiast • Imbibe Lifestyle • Thrillist • Paste • Gear Patrol • Refinery29 What else?... • Music • Art • Fitness • Travel-Tourism
  89. Storytelling Drafting a good pitch

  90. The Ingredients of a Good Pitch

  91. Shared Content

  92. Social Media

  93. Why is social media important? It’s great for community engagement

    and direct interaction with those who purchase from you. It can also help extend your reach.
  94. Look familiar?

  95. None
  96. Conduct a Social Media Audit • Discover what’s working and

    what’s not • Analyze your awareness, engagement, conversion, and advocacy • Uncover which content performs best and worst • Determine who your audience is, why they use a particular platform, and how they use it • Assess if your social media activities align with your marketing strategy • Compare your performance with the competition
  97. Perform a SWOT Analysis

  98. Strengths Weaknesses Opportunities Threats

  99. Strengths Weaknesses Opportunities Threats • High follower count • Strong

    community sentiment • Variety of content • Event promotion content • Low engagement • Low number of shares • Beer release content • Algorithm changes • Increased interaction with followers
  100. Social Listening helps you improve your program • Learn about

    your customers • Discover your place in your market • Insert yourself into discussions • Prevent issues from becoming crises • Identify influencers and advocates
  101. Social Listening

  102. Develop your social media voice? Who is the voice in

    your head? • Choose your adjectives • Write like you talk • Consider your reader’s perspective • Be consistent
  103. Don’t be lazy

  104. None
  105. Create a unique approach for each social media platform.

  106. On & Off-premise POS Collateral

  107. Why are on & off-premise POS collateral important? Your distributors

    want on-site content to support retail sales. They’ll create it if you don’t. But they aren’t concerned with your brand’s consistency.
  108. Create a Brand Portal

  109. Paid Content

  110. Sponsored Social Media

  111. Why is sponsored social media important? Targeting, targeting, targeting. You

    can reach the exact type of people you want. And you can produce significant increases in followers, awareness, engagement, and conversion - at a price.
  112. Running Sponsored Social Media Campaigns

  113. Make sure you’re following FTC influencer disclosures.

  114. ...and that your influencers are.

  115. Content Planning Things to Remember & Consider: • Your marketing

    strategy • A unique approach to each channel • How people use each content channel • Your time and resources • Quality vs. quantity
  116. Content calendars make your life easier

  117. Content Reverse Q&A

  118. Content Which content channels are your top three priorities? How

    are you balancing owned, earned, shared, and paid content? How have you successfully used all four types of content?
  119. Measurement Tracking the progress of your marketing program and Discovering

    areas of improvement
  120. Pro Tip: Figure out how you will measure your progress

    and outcome before you start!
  121. Measurement defines success Data-informed Measurement X

  122. Quantitative KPIs Awareness • Follower count • Number of articles

    • Website visits • Open rate/click-thru rate Engagement • Number of likes/comments • Clicks Conversion • Clicks Advocacy • Number of advocates Qualitative KPIs Awareness • Sentiment • Specific people reached • Time on site • Top links clicked Engagement • Specific people liking/commenting • Sentiment Conversion • Specific people converting Advocacy • Strength of advocates +
  123. True Qualitative Research • Focus groups • Individual interviews •

    Online focus groups • Lifestyle immersion (festivals, liquor stores, concerts, etc.) • Observations
  124. Set your benchmarks • This is not goal setting •

    They become your starting point • They’ll build on themselves over time • Align them to your goals • Don’t create analysis paralysis
  125. Google Analytics

  126. Audience Overview

  127. Audience - Geo - Location

  128. Behavior - Site Content

  129. Acquisition

  130. Email

  131. What to track • Open rate and click rate are

    good starting points… • ...total opens can be just as valuable • Track unsubscribes • Analyze top locations by open
  132. Measurement Reverse Q&A

  133. Measurement How are you measuring your marketing program? How are

    you applying what you learn from your measurement to your marketing program? What have you found to be your biggest time saver with measurement?