brewing more business - social media marketing basics for microbreweries and craft beer brands
TRANSCRIPT
BREWINGFOR MOREBUSINESS
KFGLOBAL
PRESENTS
SOCIAL MEDIA TIPS & TRICKS FORMICROBREWERIES AND CRAFT BEER BRANDS
So you decided to get into thebrew business, huh?
You came up with an excellentrecipe,
packaged it into asmooth new brand,
and gave it a nifty name that beerlovers everywhere can relate to.
Now what?
SOCIAL MEDIA
All Over
CRAFT BEER
YOUR BRAND
PREMIUM
Now you want your brandshared, promoted, and sold
The best way for small businesses andgrowing brands to do that is -
you guessed it,on the interwebs.
Forget social medianumbers.
A ton of followerswon't get your
sales up.
THE ONLY NUMBER YOU SHOULD BELOOKING AT IS
THE BOTTOM LINE.
The Problem
Youronline presencelooks just likeevery other
microbrewery orcraft beer brandout there.
Nice pic.Can you tell which brew it is?
Confession...
We swiped all of the photos usedhere from a
small brewery that has a logodesigned by a master of his craft,previous business and marketingexperience, and with labels present
in several markets.The Brooklyn Brewery obviouslydevotes several hours every dayto their social media presence -so why haven't they incorporatedtheir offline marketing sense intotheir social media presence? And here's what that photo should have looked like
on social media.
Now, don't get us wrong. We're not saying that TheBrooklyn Brewery or othermicrobreweries and craft beerbrands aren't doing a good job
on social media.
But, honestly, are your socialmedia efforts bringing in
business results?
Results?
Photo of Brooklyn Brewery labels. Nice, butdoesn't give the viewer any incentive foraction. Also, this image can be downloaded,
modified, and re-used by anyone.
Better?
on INSTAGRAM
Your BrewInstagram is a great platform for visual
presentation and has especially been successfulfor food and beverage brands.
TIP #1
Put your logo, website URL, and/orsales email and phone contact
EVERYWHERE. And hashtags. Peoplesearch for hashtags.
Make sure they can find you.
Important: all images belong to The Brooklyn Brewery. Some were modifiedby Krazy Fish using logo and text for case study purposes. The Brooklyn
Brewery retains all rights to images.
on FACEBOOK
Your Brew
TIP #2
A Facebook fan page itself won't do much to boostyour brand or your sales unless you launch well-
targeted Facebook Ads.On the other hand, if you're going to do that, youneed a good looking page with loads of information.
Forget hashtags on Facebook. Go for richimages and video, and always includelinks. Facebook is also a great place forcross-brand marketing with businesspartners, like bars and restaurants. They'll
appreciate the mention.
on TWITTER
Your Brew
TIP #3
Running a Twitter brand account takes takes plentyof time and effort. But if you want to focus on B2C
communications, then Twitter is (still)the place to be.
Hashtags again and links, witha catchy headline. Twitter ismore real-time and fasterthan Instagram, so stick tocurrent events. Images arecool too, but Twitter is stillmore about text and offeringusers valuable info than
anything else.
This is not a real tweet.But yes, the link and article included are real.
for Social Media
GENERALTIPS
TIP #4
Talk to people. Search for hashtags thatinterest your brand and comment.
Seek out food and beer bloggers and haveyour social media manager leave valid,informative comments, with links back toyour website or Facebook fan page.
Communicate with the official social mediaaccounts of bars and restaurants that youdistribute to and mention them on social
media. Just be nice and invite people over fora beer. It's that simple.
This is not a real Facebook post. UseFacebook as your Facebook pageand "like" and tag the businesses and
events you collaborate with.
for Social Media
GENERALTIPS
TIP #6
Focus on visuals. We can't stress this enough.One of the things that does and must set youapart from any other brand are your labels.Show them off. Brand anything you can getyour hands on and share prolifically, but also
offer valuable information related to your labels.Is there a history to it? Is it an old brewrevamped or a never-before-tasted new
brew? Film brew tastings like you'd film the unboxingor unveiling of new products if you were atech brand. Use that material at the time andthen later to look back on your quarter or yearwith fans and business partners. Mention them,
tag them, talk to them.
Speaking of The BrooklynBrewery, they have a pretty coolYouTube account that we havenothing to do with. You should
take a look at https://www.youtube.com/user
/TheBrooklynBrewery
These are really very basic tips, but we hopethey help. Sit back, pour yourself a brew, andthink about what you could be doing to
represent your particular brand better on onlinechannels.
Be as bold, chill, and unique as your beers. Hey,you made a whole new beer, we're pretty sureyou can pull of talking to people on social media.
And if you don't have the time or feel you needsome help, give us a call. We just so happen to
have some pretty nifty online brandrepresentation packages for the food and
beverage industry. Go figure, huh?
Hit us up for a beer sometime. We'd be happy tohelp.
PREMIUM
marketing
