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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 050: Have passion and be persistent, with Craft Conscious.

MicroBrewr 050: Have passion and be persistent

Drew Dillman from Craft Conscious, in Cincinnati, Ohio, interviews all sectors of the craft beer industry. Rather than beer tastings or reviews, he pulls back the curtain on the business of beer.

Nearly 100 audio interviews are in iTunes and many more full video interviews are on the website.

“It’s something new every single time,” says Drew. “Ninety-four different breweries so far, and each one I keep thinking to myself, ‘I’m going to run into the same content over and over again.’ But I never really do.”

Craft Conscious interviews craft beer’s top experts, entrepreneurs, and innovators. In addition to breweries, they interview retail outlets, distributors, and media companies.

“What I’ve really found as a consistent thematic thread is to have passion and to be persistent with that and you’ll be able to turn that passion into profit.”

“I can’t stop liking beer.” [Tweet This]

 

Listener question:

From Beer Nerdette: What’s the weirdest beer you’ve ever come across?

Book recommendation:

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

Your Free Audio Book

An upcoming beer style:

India Pale Ale

Other resources:

You can reach Drew Dillman and Craft Conscious at:

You might also like:

MicroBrewr 040: Keep persevering to get to the end with Blood, Sweat, and Beer documentary.

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 039: Apprenticing in a brewery incubator program, with Ferndock Brewing Company.

MicroBrewr 039: Apprenticing in a brewery incubator program

Kyle Roth is just about to finish the brewing apprenticeship through Platform Beer Co.’s incubator program. Soon he, his brother and cousins, partners in Ferndock Brewing Company in Sandusky, Ohio, will venture out on their own.

We heard from Paul Benner, who told us about Platform Beer Co.’s incubator program, in MicroBrewr Podcast episode 026. Kyle is the first person to go through the brewing apprenticeship program and he’s so glad that he did.

The apprenticeship gave Kyle a jumpstart in everything he needs to know to open a brewery.

His advice to a homebrewer who wants to start a commercial brewery:

  • Start earlier
  • Make connections
  • Find a mentor
  • Talk to brewers

“Best idea so far has been joining Platform Beer Co. and taking this opportunity to go pro.” [Tweet This]

 

Listener question:

From Jimmy Batte: How do you get your percent cost mark up? Is there a typical 30% you apply to everything? What is the general guideline?

Book recommendation:

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

Your Free Audio Book

An upcoming beer style:

Gose

Other resources:

You can reach Kyle Roth and Ferndock Brewing Company at:

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher

MicroBrewr 026: A microbrewery, a taproom, and a brewery incubator, with Platform Beer Co.

MicroBrewr 026: A microbrewery, a taproom, and a brewery incubator

Paul Benner had been operating his homebrew shop for 2 years before he opened Platform Beer Co., in Cleveland Ohio. Platform is a microbrewery and taproom. It is also an innovative* brewery incubator. Although business incubators are popular across the world and in a variety of industries—especially in technology—none exist solely to assist brewery startups.

The program is free and, as you could imagine, there is already an extensive waitlist.

The 12-week brewery incubator program teaches and assists on every aspect of brewery startup including:

  • Apprenticing with a brewer
  • Guidance on financing
  • Sourcing equipment
  • Selecting a property
  • Designing the logo
  • Writing the business plan
  • Navigating regulatory issues
  • Connecting with investors

“You can’t just take your six pack of an imperial stout that everybody loves and sell it,” says Benner.

“You have to become incredibly leveraged, you have to open a brewery. And most people don’t have the business savvy, or the funds, or the resources, or even know where to start.

“We’re literally creating a platform for these people to have the public taste their beer, which is a dream come true for homebrewers! There’s no vehicle out there right now that allows for that.”

Paul’s advice to a homebrewer wanting to start a brewery:

  • Start making relationships with your local brewery
  • Volunteer, observe, haul kegs, clean stuff
  • Read like crazy
  • Go to a bunch of brewing trade shows
  • Be active in your local homebrew club
  • Perfect recipes, make sure each batch comes out similar to the last

* I wanted to say “first-of-its-kind,” but I found something online about The Brewery Incubator in Houston, Texas. Although it looks like it’s no longer operating. I was unable to confirm whether it ever got going at all.

Listener question:

From Cory Waller: What’s your favorite beer to drink?

Book recommendation:

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

Your Free Audio Book

An upcoming beer style:

Sour beer

Other resources:

You can reach Paul Benner and Platform Beer Co. at:

If you like the show, please subscribe in iTunes or Stitcher. When you subscribe, it’ll let you know when there’s a new episode, you won’t miss a thing!

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher