Short's Brewing: A Digital Marketing Strategy
•Download as PPTX, PDF•
1 like•781 views
A digital marketing strategy for Short's brewing, a craft beer company in Bellaire, MI
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Short's Brewing: A Digital Marketing Strategy
Similar to Short's Brewing: A Digital Marketing Strategy (20)
Recently uploaded
Recently uploaded (20)
Short's Brewing: A Digital Marketing Strategy
- 1. Digital Marketing Strategy BY NIKKI DUJARDIN
- 2. What is Short’s? • Craft beer from northern MI (Bellaire) • “Hands-on, mom-and-pop approach” • “Power of smallness” = Michigan-only brewery • Just celebrated 10th anniversary
- 3. Target Audience Michiganders ages 21-35 Not your run-of-the-mill beer drinkers Crafty, unique individuals with different taste Desirous to help a local business
- 4. What’s the big idea? • Social media will put you in the hands of your target audience, casual and enthusiastic craft beer lovers, allowing them to interact with you and each other. • Google AdWords will put your brand in both passive and active searches.
- 5. Get Social No problem! Michiganders love craft beer. Twitter: @ShortsBrewing + #BeerLiberation engaging, interactive content that’s to-the-point & easily shared!
- 6. Get (more) Social The freedom of Facebook create a poll, share a video, post release date updates
- 7. Get (even more) social INSTAGRAM • People love taking pictures • People love “likes” • People love beer • People love hashtags #SOFTPARADE Photo credit: mmmitch1123
- 8. Google AdWords Budget: $25.00 a day at $0.50 per bid for 6 months, then change budget accordingly! Short’s Brewing: Michigan Craft Beer shortsbrewing.com/beer/portfolio Bold flavors from the best ingredients Experience this creative brewing! (Keywords: craft beer, michigan breweries, michigan beer, short’s)
- 9. Then what…? Once you know how AdWords works Create more ads Invest in the best keywords remember to pick keywords based on what’s currently brewing! Track progress in Google Analytics
- 10. Sum it up • Social media is your niche --it invites, includes, and allows sharing! • Social presence works perfectly for a pub-culture • What better place to advertise than Google?
Editor's Notes
- Since 2004, a lot of blood, sweat, and tears has gone into the success of Short’s Brewing Company, a pub, deli, and music venue in Bellaire, MI. These passionate individuals brew craft beer for the entire state while maintaining the mom-and-pop approach by including a lot of love in every bottle.
- With over 240 beers in their portfolio, Short’s appeals to any crafty Michigander’s taste buds. They love people who love to support local economy! Since the craft beer craze is relatively new, Short’s targets individuals in mid their 20s or 30s.
- A well-crafted digital strategy will increase brand awareness and loyalty, therefore increasing sales. With the help of social media and web advertising, Short’s digital presence can put a frosty bottle of beer in the hands of everyone with Internet (or friends with good taste). Here’s how…
- Twitter is one of the easiest ways to get your name out there. It’s quick, it’s viral, it’s to-the-point. Short’s prides themselves on being different and their beer being a liberation. A catchy, relatable hashtag like BeerLiberation could get Short’s trending while connecting their followers to one another. The ability to follow other local businesses, supporters, or investors means giving them the power to help influence your brand awareness as well.
- Gaining Facebook likes will have a snowball effect. Having a decked out Facebook page is pivotal to the success of your digital strategy. Make content interactive by posting polls, personalize the brand by sharing videos or pictures of the pub and its workers, hold contests, use status updates to promote events or beer releases, and remember: the more people care, the more they share.
- Join one of the biggest photo sharing social media outlets there is: Instagram. This artsy app is already being used by all the fancy beer lovers. People take pictures of everything; of course they’ll take a picture of themselves or their friends enjoying a Short’ brew, slap a Lo-Fi filter on it, and wait for the likes to roll in. This puts your logo, your labels, and your beer in the minds of everyone who scrolls past it. Not to mention you can hashtag, yet another way to increase brand awareness.
- Here’s an example of an ad that may help brand awareness. Use Google AdWords to assure your website is appearing in Google searches and use keywords like “craft beer” or “Michigan breweries.” Short’s success doesn’t rely solely on advertising via Google, so set a low budget to find out which keywords works best. Then, six months later, adjust it accordingly by putting more money on more commonly-used keywords.
- Once you’ve found the lay of the AdWords land, decide 1) what works best, 2) create three more ads catering to specific keywords, 3) invest more money into those, changing them based on business and keeping in mind, for example, you don’t want to place all your funds in the keywords “winter beer” in the middle of July.
- The Michiganders who love craft beer are hip enough to be on Twitter, making each 140 character post a key factor to success. The participatory culture Twitter and Facebook provides will include fans and entice new ones. It’s easy, free advertising…and you can count on your customers to do half the work for you from their phones. As far as web advertising, who doesn’t use Google!? AdWords caters perfectly to your needs and budget.