This three-hour course will cover advanced marketing topics in the beer industry. Participants should already be familiar with the fundamentals of modern marketing. Our presenters are Kevin York of Kevin York Communications, who runs his own marketing company dedicated to the craft beer industry, and Neal Stewart, VP of Marketing for Deschutes Brewery and former VP of Marketing for Dogfish Head.
Participants will be asked to bring a specific marketing challenge with them: grow my customer base in a new age group; increase engagement among our community; etc. We will cover the five different areas of marketing listed below. After each area is addressed by our presenters, we will have five minutes of Reverse Q&A in which our presenters ask the audience for their experiences, followed by five minutes of Individual Application in which you write down how you will use your new knowledge to address your marketing problem. You will walk away with the outline of a plan as well as a Certificate in Beer Marketing.
Often too much focus is placed on tactics and specific channels, so we’re starting with where every marketing decision should start – the strategy. There are many systems for strategic planning but all include identifying your challenge or goal, being clear about your audience, and outlining how you are different from your competition.
Most people understand the importance of a visual look, but branding is more than a logo, colors, and labels. Just as important are how you talk about your company and the consistency in how people experience your company at different interaction points.
Content is king and covers pretty much all types of marketing. A balanced content approach is often the best way to put a strategy into action. Our discussion will cover owned content (website, blog, email, on-premise), earned (PR, influencer relations), shared (social media), and paid (ads, search engine marketing, sponsored influencer relations). We’ll also discuss content management planning, calendars, and systems.
You can create a great plan and execute it but if you don’t track the results, you will have no idea whether it was worth doing or not. We’ll discuss aligning your metrics to your objects, qualitative versus qualitative analytics, and benchmarking. We will cover Google Analytics, social media impressions and interaction, email open and clickthrough rates, etc.
No one has enough time! Automation helps you fit your tasks into your available time. We will cover automation in email, using sites such as Eventbrite, and social media.
How to Register
Attendees must be registered for the conference to participate in the Beer Marketing Certificate Course. The fee for the course is an additional $95. You can register for the entire conference, including this Course, or if you are already registered for the conference can register for the course separately here.