BMTC20 Opening: Current State of Craft Beer Marketing

Frequency
VIDEO is queen and king
TOMA (Top of Mind Awareness) gained from comfort/familiarity
The end customer is the HERO and YOU are the AUTHORITY
‘Fans’ and ‘customers’
Reinvent your brands to stay fresh

Transcript

1. Current State of Craft Beer Marketing February 4, 2020 Julia Herz @HerzMuses
2. Brewers Association - Boulder, Colorado 2
5. Learnings and Landscape
11. The Nature of Today’s Marketing
13. Source: Multiple sources shared by Sterling Rice Group 2019
18. What Marketing Practices Do You Practice… Consistently
19. 19 Comfort leads to confidence Confidence leads to sales. The Realtor Model of Marketing
20. StoryBrand.com “What if your ‘product’ is just fine? What if the problem is the way that you are talking about that product?” Donald Miller • Book Contents Chapters Include: • A character has a problem and meets a guide who gives them a plan and calls them to action that helps them avoid failures and ends in success.
22. System 1 Two ways human beings make decisions. The quick, instinctive way is called System 1 and the difficult, considered way System 2. False premise – assumes people use System 2 to deliberate over the choices they make. In most cases, they don’t. It’s a System 1 world.
23. System 1 1) Feeling = Happiness 2) Fluency= Speed and ease 3) Fame = Availability Heuristic: The more a brand comes to mind the better choice it is. • Feeling predicts future growth • Fluency – creates brand value • Fame reflects current market share. Get on people’s short list. Three Shortcuts of Decision Making
24. EVERYTHING YOU DO Shapes Perception
25. Everything YOU DO Leads People to Their Feelings About Your Beer (or Baby…)
27. Photo by Omar Lopez on Unsplash
28. You Help Your Brand/s GROW And Remember… Everything you do lingers
29. What are the Values Tied to Your Brewery / Beers / Location?
30. The 5 Key Dimensions of Brand Personality – ala ImagiBrand • Brand Competence • Brand Sincerity <YOUR Ninja POWER> • Brand Excitement • Brand Sophistication • Brand Toughness Source: https://imagibrand.com/5-key-dimensions-brand-personality/
32. Examples of Post Birth
33. The Katy Perry Effect
34. Put It All Together
35. Marketing Muses • Frequency • VIDEO is queen and king. • TOMA (Top of Mind Awareness) gained from comfort/familiarity • The end customer is the HERO and YOU are the AUTHORITY • ‘Fans’ and ‘customers’ • Reinvent your brands to stay fresh
36. The Value of State Guilds BrewersAssociaton.org for the list
38. Julia Herz @HerzMuses Craft Beer Program Director