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MicroBrewr 092: Email marketing for breweries

MicroBrewr 092: Email marketing for breweries

Alex Standiford in Akron, Ohio started Fill Your Taproom to help breweries attract more customers. He does that through website development, social media management, branding, and email marketing.

“It’s not about trying to get people to buy your stuff. It’s about building the relationship and then providing the information that empowers them to make a decision.” [Tweet This]

Email isn’t dead and it’s not just for online digital businesses; email is important for “brick-and-mortar” real world business, too. In fact, email is an ever more important part of your overall marketing plan.

Ninety percent of email gets delivered to an inbox whereas just 2 percent of your Facebook fans will see your post in their news feed.

“You don’t have to think about email as generating sales directly,” says Alex. “If you think of marketing as getting someone to know, like, and trust you, and then making sure you’re top of mind whenever [that person] goes into a grocery store, you’re doing fine. That’s really most of the goal.”

Your brewery can use email to:

  1. Build relationships and learn more about your customers.
  2. Educate your customers and empower them to make a decision.
  3. Fill your taproom by offering special deals or promoting events and beer releases.

RELATED: 51 things your brewery can do with email

“Especially if you already have a decent sized following online,” Alex advises, “it would be wise to start trying to migrate these people into your email list.”

Focus less on where you get people to sign up to your email list, and more on what you do to get people to sign up. Offer them a reason to give you their email address, which many people keep very private. “People don’t give away their email address for no reason anymore,” says Alex.

Alex advises you start growing your email list 8-12 months before opening your brewery. You can use the Facebook call-to-action button or a simple website that says “coming soon.” Then offer something that’s worth the exchange of their email.

A couple ideas are:

  • A PDF to teach customers about tasting beer
  • The promise of VIP access to events

Book recommendation:

Check out the entire list of recommended books, click here.

Your Free Audio Book

An upcoming beer style:

Gose and lighter beers

Other resources:

You can reach Alex Standiford and Fill Your Taproom at:

Sponsors:

Beer Exam School, free study notes and flashcards for the Cicerone Certified Beer Server exam.

Support MicroBrewr

Help keep MicroBrewr on the air. CLICK HERE for ways you can help.

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MicroBrewr 062: Cohesive brand development for your brewery, with Measured Methods.

MicroBrewr 062: Cohesive brand development for your brewery

Measured Methods is a multi-purpose agency focusing on craft breweries and other artisanal crafts. They’re based in Burlington, Vermont, but they can provide a variety of services for breweries anywhere. They focus both on the front end, such as branding and anything a customer would see, and also back end, such as processes and supply chain issues.

In this episode, Eric Lussier and Bethany Baker, talk with us about branding, how to develop a look and feel to your company image.

“Behind your product quality,” says Bethany, “the single most important thing about your brand is to have a cohesive look and feel.”

A lot goes into a cohesive brand, such as:

  • Shelf-appeal
  • Color palate
  • Style
  • Event selection

When picking names, whether it’s your brewery, or your beers, think of something that sounds great.

“I often like to tell people that naming conventions are like tattoos,” says Bethany. “Everyone loves a good back story & meaning behind it, but sometimes it’s just because you enjoy the sound of it.

A name should also have a story behind it. And this long-term about the themes that you convey. You don’t want to alienate your audience by mixing it up too much, but you also don’t want to pigeonhole your brand by sticking to strictly to one theme.

“Before you brew your first batch, start promoting your brand.” [Tweet This]

 

Listener question:

From MoonFace on Twitter: What’s your go to beer or brewery?

Book recommendation:

Check out the entire list of recommended books, click here.

Your Free Audio Book

An upcoming beer style:

Sour beers

Coffee-infused beers

Other resources:

You can reach Eric Lussier, Bethany Baker, and Measured Methods at:

Eric Lussier on Twitter:

Bethany Baker on Twitter:

Sponsors:

Audible

Download a free audiobook.

Audible. Download a free audiobook. http://microbrewr.com/audible

Support MicroBrewr

Help keep MicroBrewr on the air. CLICK HERE for ways you can help.

Subscribe on iTunes             Listen to Stitcher

MicroBrewr 061: Use social media to directly interact, with your customers with Untappd.

MicroBrewr 061: Use social media to directly interact with your customers

Tim Mather was just getting into craft beer when he and a friend created the highly-popular mobile app for beer drinkers, Untappd, based in Los Angles, California.

“Neither of us really knew anything about beer,” admits Tim. “I knew that I wasn’t too big into macros. I was just starting to get into larger craft brands. We were both really into social media.”

Tim and his partner, Greg Avola both work full-time jobs during the day. Yet they keep Untappd going in their spare time.

With over 2 million users who “check in” beers that they drink, Untappd is a unique, highly-targeted way to market your beer.

“Social media is important to any business’ marketing campaign,” Tim advises. “If you want to reach someone, you gotta be there. And honestly you gotta be active too. Because if you just do, once in a while you post something, people aren’t going to see you.”

RELATED: My #1 tool for growing an email list

Tim has some tips for interacting with your audience on Untappd or any social media:

  • Take criticism well
  • Toast people’s check-ins
  • Ask for feedback

It is extremely important to take criticism well. Remember, as Tim says, “Your comments are representative of your brand.” So don’t be a jerk, do be professional at all times, and remember that people have different tastes.

It’s okay if someone doesn’t like your beer. Ask the person some questions to get to know her tastes a little better, then think of a different beer to recommend.

Social media is all about relationships. Build relationships to sell more beer and make new friends.

SUPPORT UNTAPPD:

Become an Untappd Supporter

Untappd is run by just 2 people who both have full-time jobs during the day. Yet they work tirelessly to bring us this great app called Untappd. Become an Untappd Supporter to keep it going, say thanks, and help make the app better. Click here to become an Untappd Supporter now.

“Social media is important to any business’ marketing campaign.” [Tweet This]

 

Listener question:

From Mike B.: Was it worth it?

Book recommendation:

Check out the entire list of recommended books, click here.

Your Free Audio Book

An upcoming beer style:

Session IPA

Other resources:

You can reach Tim Mather and Untappd at:

You can reach Tim Mather and Greg Avola on Twitter at:

Sponsors:

InMotion Hosting

“Fast, reliable, affordable, web hosting.”

advert-inmotion-hosting_250x250

Support MicroBrewr

Help keep MicroBrewr on the air. CLICK HERE for ways you can help.

Subscribe on iTunes             Listen to Stitcher

MicroBrewr 060: How to make a website that people find, with UnEarthed Creative.

MicroBrewr 060: How to make a website that people find

Allan Wolfe is a beer writer who started UnEarthed Creative in Chicago, Illinois. His online marketing firm helps small businesses in the new world of online marketing. They specialize in marketing for small breweries.

“If you’ve got the best beer, but nobody knows it exists, what’s the point?” says Allan.

“As the craft beer industry becomes so much bigger, every market has a certain point where it’s saturated,” Allan explains. “The craft beer market is heading directly toward the saturation point. I think that’s when the market is going to get really competitive.”

As competition among breweries increases, it’s more important to have a meaningful web presence.

“The easier you make it for people to find you,” advises Allan, “and then once they’ve found you, the easier you make for them to buy things from you, the better off you’re going to be absolutely.”

Allan says the first thing to consider when you make a website is to use an easy platform that a lot of developers and content management specialists are familiar with, such as WordPress. Next you need to create helpful, useful content. And make a website that uses a “responsive,” mobile compatible design.

RELATED: My #1 tool for growing an email list

Because search results are moving toward helpful, useful content for the user, your website must have a lot of content. Allan says every website must have a blog and he offers these ideas for writing new content:

  • Brewery updates and events
  • What you’re doing
  • New releases
  • New equipment
  • Any sort of update or message you want to communicate with your customers

“If you’ve got the best beer, but nobody knows it exists, what’s the point?” [Tweet This]

 

Listener question:

From TastingNitch on Twitter: What is your preferred beer drinking vessel and why?

Book recommendation:

Check out the entire list of recommended books, click here.

Your Free Audio Book

An upcoming beer style:

Experimental beers

Other resources:

You can reach Allan Wolfe and UnEarthed Creative at:

Sponsors:

Audible

Download a free audiobook.

Audible. Download a free audiobook. http://microbrewr.com/audible

Support MicroBrewr

Help keep MicroBrewr on the air. CLICK HERE for ways you can help.

Subscribe on iTunes             Listen to Stitcher