Post on 22-Nov-2014
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Beer & Banter
- Jeff Lough
Who and Why?
• Target Audience– 21+– Specifically Mid-to-Late 20’s• College kids drink cheap• Older generations already have beer of choice
– Areas with craft beer presence
Key Performance Indicators
• Awareness Increase – 5% by 6 months
• Sales Increase – 10% by 6 months
• BrewMaster’s Project Twelve– Move to yearly product
if….• Monthly Sales Increase
first 3 months
The Big Picture
• Create more communication with targets– Social Media/Blogs– Contests– Reoccurring Themes– Suggest Product Usage– Budweiser products as a
talking point
Tools & Tactics
• Twitter– “Hanging With the
Brewmaster”– Weekly contest of
pictures using the product
– Win clothing, signs or accessories.
Tools & Tactics Cont.
• Facebook– Updates on Event
sponsorships• “Tailgate Tour” –
Travel to one of the week’s marquee matchups. Campus Location and Times, Food and Beverages, Games that will be available
• Alerts on promotions and specials at local bars/restaurants• Follow up with
pictures, videos, and quotes from each event• End of season blog
with some of the most memorable highlights
$ Budget $
• Twitter “Hanging With the Brewmaster– Strategy and planning – 4 weeks – 160hrs. =
$40,000– Daily overview of accounts : content building –
team of 5 on full time. – Total team hours – 4,800 * $250/hr = $1,200,000– Winnings : 24 wks (weekly for 6months) * $100
in Merchandise * Top 5 contestants = $120,000
$ Budget $
• Facebook and Blog: “Tailgate Tour”• Planning and strategy: 8 weeks prior to
football kickoff. – 320 hrs. = $80,000• Build & implementation: Posts, content
generation, and event travel with 15 Full time employees – 15 weeks of season = $2,250,000
$ Budget $
• Paid Media– 1.5 Million total– Digital marketing calculator: • 60% Pay Per Click• 20% Social Media• 15% SEO • 5% Content (blog)
Summary
• Remember Our Goals– Increase
Communication – Build brand awareness– Boost Sales– Recognize consumer
creativity– Sustain positive image
and industry position