The Components of a Brewery Marketing Plan
Much of your business will hinge on a good marketing plan. Getting funding from a business loan depends on it. Not to mention actually running a successful business too. No pressure…
Whether you’re preparing to launch a new brewery business or planning an expansion, dedicating time towards the marketing plan is required… But what actually goes into a marketing plan?
We’ve put together some resources for 2 scenarios:
Starting a new brewery business
Planning an expansion of your current brewery business
Marketing plan components for starting a new brewery business
One of the best resources for this topic is sba.gov. In fact, many breweries (and many small businesses for that matter) will get their initial business funding from the SBA. So let’s take a look at what they suggest to include in your marketing plan. (for the full list and more info, head to this sba.gov webpage)
Target market
Competitive advantage
Sales plan
Marketing and sales goals
Marketing action plan
Budget
The list is pretty straightforward when you think about it. Figure out who you can potentially sell your beer to and what makes your product special. Then, outline a plan for selling it. Sounds simple but it’s super important to really think through the different components, especially when setting goals. It’s very easy to overestimate your actual target market and sales potential. To get a more accurate idea of what is really possible for your business, talk to other small businesses in the area and other brewery owners in other areas. The Facebook group Brewery In Planning is a great resource.
Marketing plan components for expanding your brewery business
Growing your business is exciting, congratulations on being successful so far. But remember that many businesses fail during the scaling phase. It’s very possible to overextend and be drowned in costs. It’s just as possible to not be aggressive enough and miss your opportunity to scale at all. So when it comes to designing a strategy for expansion, there are different components to include in your marketing plan.
Re-Discovery Process
Outline your existing brand values, differentiation factors, and marketing process
Data Analysis & Audit of Your Brewery
marketing channel performance
Content performance (e.g. social media content, ads, etc)
SEO & local ranking performance
Email marketing performance
Website performance
Competitive Analysis and Opportunity Reports
Key competitors in your market
Marketing channel performance
Content performance
SEO & local ranking performance
Opportunity Report
Based on the competitor analysis, where are there opportunities to win market share
Key Performance Indicators for measuring marketing success
Marketing and Sales Goals
Advertising Budget Plan
This is where working with a consultant or marketing agency can help. Marketing technology has evolved a lot in recent years, giving us the tools to better analyze competition and market potential. You can also save a ton of time and money by working with a firm. A marketing plan of the nature outlined above will take at least 15-20 hours to complete. The money wasted by not moving forward with a solid plan will outweigh the costs of paying for the plan to be developed.
If you’d like help with your marketing plan, or just have questions, we’re here to help.
More information about our marketing plan service.
Drop us a line with questions here.