How Does Digital Marketing Support Brewery Sales?
Have you ever asked yourself what motivates a person to choose a particular beer instead of another? It’s an interesting question to ponder the next time you're sitting around a fire and sipping on an imperial stout. The psychology of choice… Deep.
People make these kinds of decisions for a variety of reasons, and by no means are we claiming to be experts in human psychology. However, there are three core concepts that we base our marketing strategies on.
1. More Reach = More Opportunity For New Customers
This one is pretty straightforward when you think about it. If you show your brand to more people, it’s likely that a good chunk of those people are going to be interested enough to take action. Concept 1 is all about numbers, but with a very important caveat.
Not all reach is good reach. You can’t just show your brand to more people for the sake of more people. You need to reach the RIGHT people.
2. Identify Target Audiences and Stick With Them
People don’t make decisions after seeing a brand one time. Think about how much advertising noise is out there on social media, search engine results pages, and pretty much everywhere the internet is. Everyone is fighting for the attention of your patrons.
In order to be remembered, you need to be consistent.
Notice that we mention audiences, with an ‘s’. You don’t just have one target audience, you have several, and each with its own nuances of interests and behaviors. Structuring your marketing to serve each segment independently ensures that your message is relevant and resonates.
3. Right Message, Right Frequency
First, your message needs to be value-driven. You can’t just say “we have beer” and expect people to want to come visit you.
Why is your beer worth their time?
What makes your taproom different from other places where they could get a beer?
In other words, why should they care about you?
If you focus your message on the value you bring to someone’s life, then you’re going to attract people to your brand.
Second, Consistently deliver that message over a period of time. Similar to concept 2 (sticking with an audience), but we’re also talking about sticking with a specific message. Delivering your message multiple times to the same people will help it stick in their minds, and living in someone’s head is a great place for your brand to be.
Note: we’re not suggesting that you literally use the same exact message every time you post or run an ad. Think about what your overarching message is, and then create variations of that message. For example: if you have the juiciest NEIPA’s in the city then keep reinforcing that with variations of copy and imagery about how juicy your NEIPA’s are.