Presented ByMichelle BakerPrajakti Akarte

Christopher Serio

Feras Bseiso

AGENDA – MAY 13, 2010

Section I: Company Overview & Current Events

Section II: Guerrilla Marketing Strategy Section III: Guerrilla Weapons & Tactics Section IV: Fat Tire Summer Campaign Section V: Calendar & Budget Section VI: Appendix

OVERVIEW & CURRENT EVENTS

COMPANY OVERVIEW

Located in Fort Collins, Colorado Established in 1991 Flagship beer of New Belgium Brewing

Company Originated from a bicycle trip in Belgium Distributed in 18 states Social responsibility and low environmental

impact

CURRENT PROMOTIONAL EVENTS

Tour de Fat – bike tour though 13 western cities.

Team Wonderbike – members promote using a bicycle as their primary means of transportation.

Urban Assault – city tour, bicycle team scavenger hunt (Berkeley in early May).

Bike-In Cinema – summer drive in movies at Fort Collins, CO.  Ride your bike (no cars allowed) to a drive-in movie.

Facebook, New Belgium Brewing Co Website.

GUERRILLA MARKETING STRATEGY

PURPOSE OF GUERILLA MARKETING

Need to promote the environmentally sustainable business practices.

Increase visibility of company core values. Support healthy and active lifestyles. Increase brand awareness and sales

TARGET CONSUMERS

Men and women Ages 25 to 45 Living in urban dwellings. Youthful but professional mentality Affluent, well educated Care about green practices and sustainability Active lifestyles.

COMPETITIVE ANALYSIS

Large scale brewing companies – InBev, Molson Coors, and SABMiller

Craft breweries – approximate 1,500 craft breweries across the U.S.

Sustainable breweries – Sierra Nevada (Chico, CA) and Eel River (Fortuna, CA). 

Eel River is micro (15,000 barrels) and Sierra Nevada is national (relative to Fat Tire).

SWOT ANALYSIS

Strengths• Sustainability• Promote healthy lifestyles• Youthful• Community oriented• Good product packaging

and design

Weaknesses• Majorly dependent on Fat

Tire• Environmental and

Business Practices not promoted efficiently

Opportunities• City of San Francisco• Partnerships with local

businesses• Increasing number of

bikers• Increasing trend towards

outdoor activities

Threats• 15,000 competitors not

including the mass-production breweries

• Environmentally friendly practices can increase costs

GUERRILLA WEAPONS & TACTICS

WEAPONS & TACTICS

Mini-Media Canvassing – to spread the word of the summer

campaign and promote our sustainability Business Cards – used as brochures and given to

local sustainable businesses and pubs Personal Letters – sent monthly to each sustainable

business promoting our cards E-Media

Blogs – posts about Fat Tire events and other sustainable practices

E-Newsletters – consumers and companies SEM – increase search rankings and discovery Social Media – engage the consumer

WEAPONS & TACTICS (CON’T)

Maxi-Media Radio Ads – used to promote “centipedes” and beer stands

at summer festivals Human Media

Affiliate Marketing – on other sustainable websites or relevant landing pages

Networking – attending Meet-Ups and other free events throughout San Francisco

Non-Media Word of Mouth – ask people to refer friends to Fat Tire,

create campaign buzz Product Placement – Fat Tire placed at summer events

Company Attributes Positioning – to consumers and businesses Location – increase accessibility and reach

FAT TIRE SUMMER CAMPAIGN

PROMOTIONAL ACTIVITIES

Bay-to-Breakers – launch the centipede! Fat Tire Bike Paths Spray Painting Competition San Francisco Bike Rentals Sustainable Organizations & Partnerships Social Media - Twitter & Facebook Stern Grove – Sunday Concerts San Francisco Summer Festivals Google Ad Campaign

BAY TO BREAKERS

High alcohol consumption at event

Cheap used tires Promote Active/Fun

Lifestyle Word of mouth Promoting brand

visibility

FAT TIRE BIKE PATHS

Arrows that direct you to the nearest Fat Tire seller

Easy visibility Promoting Sales

SPRAY PAINTING COMPETITION IN ART SCHOOLS

Many art schools in San Francisco

Competition for the best spray paint design for Fat Tire

Supply paints etc. Judged by members

online – highest ‘like count’ on Facebook.

BIKE RENTALS

Bike Rentals Sponsor Maps Discount Coupons Global Tourists Promote Brand

Awareness

TWITTER – FOLLOW YOUR FOLLY

Based on Facebook profile

Post your follies Twitter will help

accelerate responses

Promote consumer participation

FACEBOOK AD CAMPAIGN

Launch 12 week ad campaign Highlight upcoming events Build up Fan Base Promote consumer contribution Promote brand Link to YouTube video Link to Twitter page “Follow Your Follies” Cross communication between

Facebook pages for both Fat Tire and New Belgium Brewing Co.

STERN GROVE – SUNDAY MUSIC CONCERTS

Sunday Concerts Donation Based Centipedes would

collect donations Beer booth

SF SUMMER FESTIVALS

May 29-30: SF Carnival 2010 June 13: Haight-Ashbury Street Fair June 13: North Beach Festival June 28: SF Pride Parade July 4: Fillmore Jazz Festival August 14: Outside Lands Festival

GOOGLE AD CAMPAIGN

Launch 12 week ad campaign Highlight upcoming events Introduce consumer Twitter page Introduce consumer to Facebook Fanpage Introduce consumer to YouTube video,

highlighting core competencies of company

Promote brand

CALENDAR & BUDGET

MARKETING CALENDARFAT TIRE MARKETING CALENDAR - SUMMER 2010 - BUDGET $50,000

Campaign Dates Marketing Method Total Cost Comments

Bay-to-Breakers 5/16/10Radio, Buzz, WOM,

Canvassing $4,450.00

Launch Fat Tire Centipedes - work events through summer.

Summer Festivals 5/28/10 - 8/14/10Radio, Buzz, Blog, SEM, E-Newsletter

$23,500.00 Spot centipede's, drink at FT booths.

Fat Tire Bike Paths 6/1/10 - 9/1/10Blog, Canvassing,

Buzz, Location $500.00

Paint arrows directing people to nearest Fat Tire beer.

Bike Rentals 6/1/10 - 9/1/10Product Placement,

Location $500.00

Rentals by tourists / others, bike thorugh city with FT logo.

Sustainable Organization Partnerships

6/1/10 - 9/1/10Biz Cards, Personal Letters, Networking

$500.00 Build awareness to community of FT sustainable practices.

Business Card Brochures 6/1/10 - 9/1/10Networking,

Canvassing, Affiliate Marketing

$300.00 Give to local pubs, restaurants, and green businesses

Twitter - Follow Your Folly 6/1/10 - 9/1/10Biz Cards, RSS Feeds, Affiliate, Networking

$4,675.00 Maintained by intern, interactive version of webpage.

Facebook - Social Media 6/1/10 - 9/1/10Biz Card, RSS Feeds,

WOM, Affiliate $4,675.00

Maintained by intern, build continuity through brand

PPC/SEM Campaign 6/1/10 - 9/1/10Blogs, Landing Page,

Positioning $4,500.00

Build brand awareness as a sustainable brewing co.

Stern Grove - Summer Sunday's

6/20 - 8/22/10Radio, Social Media,

Affiliate, E-Newsletter $4,500.00

Spor centipede's at concert, grow FT brand awareness

Spray Painting Competition 7/5/10 - 7/19/10Radio, Buzz, Chat

Rooms, Blogs $1,900.00

Flash tagging spray paint campaign.

Total Campaign Cost     $50,000.00  

METRICS

Prior to events – Number of fans and followers. After the event - Facebook and Twitter hits/fans. Code behind each Business card – coupon

$2 off each 6 pack Each event has different codes – see return

rate Bitly – Track website traffic Comparative participation between prior New

Beligium events and current proposed events Google Analytics – CTR and PPC

APPENDIX & QUESTIONS

REFERENCES

Reuters article, YouTube pricing - http://bit.ly/bfzItg Ad pricing - Stephanie Saporita, Local Sales

Manager, Alice Radio 97.3 (CBS Radio San Francisco)

Ad pricing - Paul E. Hoffmann, Jr., Local Sales Manager, Live 105 KITS (CBS Radio)

Paint costs - http://bit.ly/bqfxm2 Brochure costs - http://bit.ly/coGbWk Competition - http://bit.ly/cP1fG2 Targeting - http://bit.ly/cOd3E8 Segmentation - http://bit.ly/cDRQkR Positioning - http://bit.ly/8YocxA Bike paths - http://bit.ly/9i4gck