March 4th, 2016
Must be 21 years of age or older to read this.
By your craft beer loving Brokaw-ite and Account Executive, Jess Schiele
Hopefully you’re already dreaming of a delicious post-work beverage to help you unwind after the long week. If you’re anything like me, you’re dreaming of trying some new and different craft beer, no matter how ridiculous it might sound (Mango Astronaut Ale by Rouge anyone? Yes, it’s a real thing, and no, it doesn’t taste like astronauts). And now, on top of all the beers out there, FMBs (Flavored Malt Beverages) are stepping up their game and adding even more delicious variety to the marketplace, from Palm Breeze sparkling alcohol spritz to Cayman Jack’s bottled margarita.
While this new explosion of craft beers and FMBs might be the greatest thing to ever happen (at least for me), how can brands differentiate themselves and stand out in such a crowded marketplace?
- Well let’s start with the easiest (and prettiest) solution first. Packaging and labels! Need I say more? Just look at some of the amazing, eye-catching designs out there. There goes your productivity today…you’re welcome.
- Another important way to differentiate yourself, and to make your advertising stand out, is to add value for the consumer (isn’t this the golden ticket of advertising nowadays anyways?). Just as we helped Great Lakes Brewing Company do with their Beerginner’s Guide—which helps beer drinkers get back to basics in an overcrowded, and often confusing, craft beer world—providing relevant information to consumers gives them a reason to interact with your brand or ad.
- Finally, let word of mouth (WOM) marketing do (some of) the job for you. After all, according to Nielsen, 92 percent of consumers believe recommendations from friends and family over all forms of advertising. And in the craft beer space, Untappd—an app that allows users to check into and rate beers as they drink them, sharing their check-in and locations with friends—is the perfect example of a tool that allows WOM marketing to shine. But don’t just sit idly by, be part of the conversation about your brand. “Toast” (in Facebook terms, “like”) when someone checks-in your beer. Make your customers feel special. Let them know you’re listening. Give them reason to continue talking about your brand.
Now with the explosion of craft beers into the marketplace, these rules are more important than ever, but remember that these can apply to any product.
Raise your glass, and cheers to the weekend (and effective advertising), everybody!