BMTC20: Modern Guerrilla Marketing

The term Guerrilla Marketing was coined way back in 1984 as a way to describe unconventional marketing practices delivered on a low budget. Our speaker, Pete Slosberg of Pete’s Wicked Ale, will discuss a modern version of this tried and true marketing technique. The key to this modern guerrilla marketing is to always take a customer, not company view of the world. Pete will back up this theory with actual examples to bring the concept to life. Pete Slosberg started Pete’s Brewing Company in 1986 and created Pete’s Wicked Ale. The company grew over 100 percent annually for 10 years, produced the #2 craft beer behind Sam Adams, went public, and then was acquired. Pete not only lived guerrilla marketing but now travels the world teaching the concept to beer industry and other audiences.

Transcript

1. BMTC20 Guerrilla Marketing
2. How to Get More Than Your Fair Share of Mind Share (On a limited budget) 2
4. Def. of Guerrilla Marketing illa marketing is a marketing tactic in which a company uses surprise and/or unconventional tions in order to promote a product or service. Guerrilla marketing is different than traditional ing in that it often relies on personal interaction, has a smaller budget, and focuses on smaller of promoters that are responsible for getting the word out in a particular location rather than h widespread media campaigns. Per Investopedia illa marketing is an advertisement strategy in which a company uses surprise and/or entional interactions in order to promote a product or service.[1] It is a type of publicity.[2] The term pularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing. a marketing uses multiple techniques and practices in order to establish direct contact with the ers.[3] One of the goals of this interaction is to cause an emotional reaction in the clients, and the e goal of marketing is to get people to remember products or brands in a different way than they customed to. Per Wikipedia
5. My Definition: Multiply Your Voice -Convince Others to be your Support Structure -Create Advocates -Let Others Amplify your Messages and Benefits 5
6. 1986 6
7. Pete’s Brewing Co Accomplishments • Started 1986, public 1995, acquired 1998 • Multiple awards, including Gold at GABF • Created a new Beer Style: American Brown Ale • 10 Consecutive years over 100% annual growth • Inc.. Magazine top 100 3-years in a row • 500,000 Hectoliters in 10th year (number 2 behind Sam Adams) • Peak revenue $70M, sold 1 billion bottle equivalents 7
8. Trivia Question What is the Motto of the State of Missouri?
9. Answer: THE “SHOW ME” STATE 9
10. Is your Product/Service Great? - It has to be! - But, it is only the ante to get into the game - “If you build it, they will come”- rarely works 10
11. Why does this Matter? • Just because you think your product/service is great, doesn't mean others do • Assume every one is from Missouri • Prove and demonstrate why anyone should care • Assume everyone is a 12 year old, keep answers simple and concise • Avoid using too much industry jargon • Make people do a “double-take” / Be Memorable 11
12. Starting Concepts -Hone your Elevator Pitch -Who are you? -Why are you doing this? -Why are you different? -Why are you better? 12
13. Starting Concepts-continued -Come up with a Prioritized list of Benefits -Put yourself in the Other Person’s Shoes -Learn how to Handle Objections -People like to support David vs. Goliath 13
14. Who is Your Customer? 14
15. Who is your Customer? (e.g. A Beer Company) • Your employees • Your wholesaler and distributor principals • Your wholesaler and distributor sales forces • Your retailer principals • Your retailers sales force • Your Suppliers • Press and media • End customer 15
16. The Holy Trinity of Marketing • -Awareness • -Trial • -Repetition 16
18. Pete_SCORE_2018 18
19. Pete’s Brewing Company Beer Knowledge Test 1. Malts - What are the different kinds of Malt and how do you get them? Explain the difference in enzyme activity 2. Hops – Why are hops used in making beer? Describe the key types of hops and their characteristics 3. Brewing – Describe the brewing process; the equipment, and the time frame of the activities 4. Name three kinds of defects in beer and describe their characteristics 5. Beer Styles – explain the differences between Ales, Lagers, and Beers. Describe PBC beers, including specs, styles and lagers. Describe each style and give some historical. Describe three of your local competitive specialty beers – style and characteristics. Compare and contrast to the closest PBC Beer. 19
29. Cocoa Pete’s Chocolate Adventures Started in 2001 Sold in 2007 29
31. Pete_SCORE_2018 31
32. Sampling -Tasting is Believing -Sample with Personality and Memorability -We used Comedians and Actors(part-time) Chocolate Dinners -Chocolate as a savory ingredient -Got invited to the James Beard Foundation in NYC to present 32
33. Pete_SCORE_2018 33
35. Summary - Assume Everyone is from Missouri - Get your Messaging Developed - Education is Critical - Be Cognizant of all of your Touch Points / Customers - Apply The Holy Trinity of Marketing - Make People do a Double-Take/ Be Memorable