The term Guerrilla Marketing was coined way back in 1984 as a way to describe unconventional marketing practices delivered on a low budget. Does that idea address any needs out there in the beer industry? We think so.
And who better to discuss unconventional marketing than Pete Slosberg of Pete’s Wicked Ale fame? Pete will give a talk at the 2020 Beer Marketing & Tourism Conference to present a modern version of this tried and true marketing technique, one that always takes a customer, not company view of the world. Pete will back up this theory with actual examples to bring the concept to life. Pete explains his philosophy.
“Most brewers I know would rather hug their fermenter than talk to an actual customer. But you always need to think of the customer viewpoint: why should the customer care about what you are doing?”
“All the marketing I’ve learned is on-the-job experience. I got a lot of scars while I was learning. Why not pass on the information so other people can learn without the scars?”
“I don’t do what I don’t like doing. Working for a corporation is work. Working for your own company is more hours but it doesn’t feel like work. While I loved running Pete’s Wicked Ales, it is kind of nice now to have work activities but time to go for a bike ride. Still, I put in 200,000 air miles last year.”