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

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.

Df3c4aee738300c91d8d5e7232bfea71?s=128

Zephyr Conferences

February 05, 2020
Tweet

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

  27. None
  28. None
  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)
  43. None
  44. None
  45. None
  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

  52. None