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» Operations » Professional Services » Marketing

Marketing

Promoting your business and brands

Sponsored by Craft Beer Professionals

The Art and Science of Media Relations with Chad Melis of Turn It Up Media

posted Jan 1st, 2023 by Craft Beer Professionals

Led by experienced brewery brand builder Chad Melis, who spent over a decade elevating the Oskar Blues Brewery brand and now runs the marketing collective Turn It Up Media, this presentation will provide a roadmap for breweries to execute an effective media relations strategy.
Read more…

Sponsored by Craft Beer Professionals

How to Attract Sponsors for Events or Programs with Meghan Connolly Haupt of MCH Strategy

posted Dec 24th, 2022 by Craft Beer Professionals

Sponsorships can be an important revenue stream supporting diverse entities from national sports leagues to local brewery events. In this session, participants will learn essential elements for attracting sponsors and getting maximum revenue. We will cover how to identify good sponsors, how to create mutually beneficial relationships, how to sell sponsorships and more. Participants will leave with a general understanding of sponsorships and gain insight into best practices.
Read more…

Sponsored by Craft Beer Professionals

The Fundamental Brewery Marketing Strategy with Chris Overlay of Get Hoptimized

posted Dec 10th, 2022 by Craft Beer Professionals

During this session, I’ll walk you through our Fundamental Brewery Marketing Strategy.
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Sponsored by Craft Beer Professionals

How E-Commerce Can Take Your Brand To The Next Level with Jason Sherman of TapRm

posted Nov 26th, 2022 by Craft Beer Professionals

Alcohol e-commerce isn’t just a trend, it’s here to stay — but how can beer and hard seltzer brands fully utilize this sales channel and grow their businesses? Join Jason Sherman, CEO and Founder of TapRm, as he discusses the value of having your own customized e-commerce channel and the many ways it can help your beer brand scale.
Read more…

Sponsored by Craft Beer Professionals

Taproom By The Numbers: Why Data-Driven Breweries Succeed with Nancy Trigg and Kary Shumway

posted Nov 19th, 2022 by Craft Beer Professionals

Running a profitable taproom isn’t all flowing tap lines and good times. There’s a method to the madness, and it’s DATA!
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Sponsored by Craft Beer Professionals

Leveraging Events to Grow Your Taproom Business with Laura Lodge of Start A Brewery

posted Nov 13th, 2022 by Craft Beer Professionals

As brewery owners and taproom managers, you know you’re supposed to host events. You may even have a staff member dedicated to creating and booking events. But they never seem to live up to expectations – and your regulars and your staff hate them.
Read more…

Craft Beer Marketing Awards Announce 2022 Medal Winners

posted May 11th, 2022 by Tom McCormick

The 2022 Craft Beer Marketing Awards (CBMAs) “Crushie” winners have been announced. Part one was announced in a virtual awards ceremony on Thursday, May 28th and the final winners were announced on May 4th Live at the Craft Brewers Conference in Minneapolis, MN.

The Craft Beer Marketing Awards was established in 2019 to give recognition to the best companies in the marketing realm of the brewing industry.

Some notable winners were Starr Hill Brewery who won a gold medal in the Best Packaging Design for Bottles category for their Northern Lights IPA and Florida Beer Podcast which was awarded a gold medal in the Best Beer Podcast category.

Read more...

Today – March 14th is Last Day to Enter for the 2022 Craft Beer Marketing Awards

posted Mar 14th, 2022 by Tom McCormick

Today, March 14th is the last chance to enter the Craft Beer Marketing Awards.

The CBMA was developed to recognize and award the best marketing in the brewing industry across the world. Breweries, their agencies, artists, and marketing partners are invited to enter their work. The 2022 CBMAS include categories that recognize all aspects of beer–related marketing and are open to beer, cider, seltzer, mead and brewery-made RDT cocktails. There are more than 40 marketing and design categories in total.

For more information on the awards and to enter, go here.

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Tips on Upping Your POS Program

posted Nov 9th, 2021 by Tom McCormick

Nick Bartelme, Marketing Manager at CANarchy, sat down with CODO Design, a food and beverage branding firm, to lay out some important insight on how brewers can raise the quality and effectiveness of their POS program.

From where to start a POS program (four pieces of POS every brewery should start with) to emergent non-beer verticals breweries should be paying attention to right now, Bartelme also describes how CANarchy roles out their POS program and differentiates between sales and marketing.

See the full story here at Craft Brewing Business.

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Building your lunch business

posted May 14th, 2014 by Stan Hieronymus

The following article was originally published on May 15, 2014. It has been reviewed and updated as necessary by the ProBrewer editorial staff.

Related source on ProBrewer; Taproom Aesthetics: How To Design A Space That Draws In Customers

by Julie Slama

Read more...

Seven steps of branding building

posted May 14th, 2014 by Stan Hieronymus

by Tom McCormick

Successful beer brands require a balance of ‘push’ and ‘pull’ in the marketplace. Push is the term used for getting the brand placed on the retail shelf. This involves the many complexities of distribution and distributor management (see Distribution 101). But once the product is placed on the shelf, it must sell – or ‘pull’. If either push or pull are out of balance, you are not achieving optimum potential sales for your brand. For instance, if you have good distribution and many placements, but the product does not sell; those placements will quickly be substituted by the retailer for another brand, and your distributor will quickly become discouraged from placing your brand further. On the other hand, if you have built good brand awareness, but the consumer can’t find the product at retail, you are losing sales opportunity.

Brand building is creating pull for your brand. It is focusing on the “fourth tier” – the consumer. The foundation of good brand building is to provide a sufficient reason for the consumer to buy your product. Most craft beer consumers have a range of 5-10 beer brands that they buy on a consistent and repetitive basis. Two or three of these brands are favorites, which typically capture about 50-60% of their beer purchases. The typical consumer tends to buy beer brands that they know, recognize and are familiar with. Price and positioning also come into play. Very few craft beer consumers today buy a six pack of a beer they have never tried. Most first time sampling is done at on-premise retail or events.

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