BMTC20: Marketing: Beer Marketing – Let’s Get Real

In this session we’ll take a deep dive into three real-world examples of beer marketing done right. From brand launches and partnership-driven promos to full-fledged digital campaigns, Elle Tedder from BowStern Marketing Communications will walk through the “how” of deploying a successful, memorable marketing effort. This presentation of case studies will allow you to see behind the doors of a marketing shop, as we reveal the thought process and planning that goes into development of a results-driven strategy. Learn what questions you should be asking when starting any marketing endeavor, how to make the most of your dollars, and which activities will yield the highest results. You’ll gain actionable info that will inspire new ideas and help you better identify the best marketing approach for your situation.

Transcript

1. Beer Marketing: Let’s Get Real.
2. BowStern is: • An Integrated Marketing Firm • Florida-Based • Inc. Magazine Fastest Growing Companies
3. OVERVIEW • The HOW of successful beer marketing • Best Practices & Real World Examples • Digital Promotions • Partnerships • Social Influencers • What’s Next?
4. The HOW • First things first….. Ask what makes you uniquely better
5. The HOW • Get specific about the goal • What is a win?
6. Best Practices & Real World Examples
7. Digital Promotion Step 1: Creative Step 2: Audience Targeting Step 3: Don’t Lose the Lead
8. Digital Promotion • Step #1: Design stand-out creative • Unique to market • Have a call-to-action (CTA) • Use visual elements that get approved
9. Creative Best Practices
10. The Creative Arsenal • Static images • Video • Slideshows • Carousel • Insta-specific story ads
11. Static Images • Optimize for mobile-first • 96% access via mobile devices • 16x9 • 1x1
12. Static Images • Use high-res images • Pops of bright color / eye- catching • Ads with faces • Creative for specific audiences • Avoid images with small details
13. - Less text is more - <18% text or none at all Static Images - Get Approved! Less text is more • <18% text or none at all
14. Video
15. Video • Go vertical • Length of 15 secs or less • Brand, product, or logo in first 3 secs • CTA in the middle • Single-minded message (What’s the goal?) • Design for sound off • 85% of people watch videos with no sound • Subtitles if applicable
16. Slideshow • Best alternative to video • Up to 15 images • High-res photogaphy • Less than 4 GB file size
17. Carousel • Multiple images • Best used for featuring variety of: • Products • Services • One ad pushing multiple landing pages
18. Digital Promotion • Step #2: Consider the Audience Targeting • Demographic & behavioral • Look-Alike groups • Location (i.e. Geo-fencing)
19. Digital Promotion • Targeting Capabilities Demographics: Age Gender Location Interests: Fans of other page types Behaviors: Researched craft beer, local bars, foodie, restaurants, etc. Page Connection: Fans of pages Friends of fans of pages
20. Digital Promotion • Look-Alike Audience Targeting
21. Digital Promotion • Location Targeting: Tasting Room
22. Digital Promotion • Location Targeting: Retail Sales
23. Digital Promotion • Step #3: Don’t Lose the Lead • Where are you sending the click? • Social media page • Website
24. Digital Promotion • Website Landing Page • Optimize for conversion (i.e. – lead, action) • Ask for an email
25. The Skinny on “Squeeze Pages” • Above the fold (nix hero images) • Page text design – easy to digest • Clear call-to-action • Testimonials • Scarcity / urgency • Minimal form fields • Click to call feature
26. The Skinny on “Squeeze Pages” Contrasting colors
29. Digital Promotion Activate Remarketing
30. Partnerships Think events, hotels & even other breweries!
31. Partnerships • Local events & festivals • Prioritize events that align with desired consumer • Encourage online sharing (i.e. - social challenge for prize)
32. Partnerships • Other brewers (yes, the competition!) • Print piece showcasing local ‘brew hop’ • Collab and….co-market
33. Partnerships Give-back initiatives
34. Partnerships Give-back initiatives
35. Partnerships • Give-back initiatives • Local impact / do-good • PR value • Brand awareness • Sales increase
36. Influencers 74% of people depend on social influencers to help guide their decisions Digital Marketing Institute
37. Influencers • Macro vs. micro influencers • Most common tool: Instagram • Identify the win • Compensation structures • Trade • Paid ad
38. Influencers Identifying influencers • Search by follower count & location • Age range • Keywords used in content
39. Influencer Outreach • Have authentic dialogue • Cover compensation at the beginning • Provide tools / resources for samples posts • Have plan ready before initial outreach
40. Influencer Outreach Provide Campaign Brief • Goals & Objectives Recap • Post Guidelines - Content specs (links / hashtags / promo codes) - Frequency and timing of posts • Contract
41. Tips & Tricks
42. Influencer Tips & Tricks • Create a timeline – get groupings of influencers posting around the same time • Give influencers freedom to be creative • Layer in measurement capabilities (visibility, engagement, usage)
46. Influencer Measurement Goal: Visibility • Post impressions • Measure overall reach
47. Influencer Measurement Goal: Engagement • Cost Per Engagement (CPE) • # likes, comments, shares influencer posts received
48. Influencer Measurement Goal: Sales / Usage • Track sales directly if influencer is linking to a “Shop Now” page (purchase tickets here, etc). • Can use influencer promo code • Ridership increases during campaign
49. Next Steps
50. Now what? • What makes you uniquely better? • Start small • Know your target audience • Utilize influencer search tools & prepare prior to outreach • Get creative with partnerships!
51. Questions? Elle Tedder ETedder@BowStern.com 850.509.4833