BMTC20 Opening: Current State of Craft Beer Marketing

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

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Zephyr Conferences

February 04, 2020
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Transcript

  1. Current State of Craft Beer Marketing February 4, 2020 Julia

    Herz @HerzMuses
  2. Brewers Association - Boulder, Colorado 2

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  5. Learnings and Landscape

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  11. The Nature of Today’s Marketing

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  13. Source: Multiple sources shared by Sterling Rice Group 2019

  14. 2019

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  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.
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  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…)
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  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/
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  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

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  38. Julia Herz @HerzMuses Craft Beer Program Director

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