Free Powerpoint Templates

Free Powerpoint TemplatesPage 1

Free Powerpoint Templates

NEW BELGIUM BREWING


CHAMBUU

BATTULGA

巴圖M997Z207

MARIE

NIKKI

MARTINEZ

馬妳琪M997Z208

SUDIANA

COLYN

許毓殷M997Z237

MARKO

MARINIC

馬可M997Z206

ANJA

GRGIC

安利敏 M997Z205

TRAN THI

THANH

LOAN

陳氏青鑾 M997Z215

GROUP MEMBERS


CONTENT

Background New Belgium´s Marketing strategy Developing a Brand Manifesto Media tools Message development New Belgium rolls out icon to Fat Tire beer “Follow your Folly. Ours is beer.” The theory According to Bob Mikulay Conclusion Continuation


1989 Jeff Lebsch rides his bike through European villages famous for beer Basement-brewed creation1991 brewery goes commercial Kim Jordan began marketing proces by knocking on neighbors doors Company core Values and Beliefs

BACKGROUND


BACKGROUND (cont.)

Empolyee ownership The third largest “Regional craft brewery” Distibution in 7 states Brands: Fat Tire Amber Ale, Ranger India Pale Ale, Sunshine Wheat, 1554, Skinny Dip, Mighty Arrow... Philantrophy program Alcohol responsability


NEW BELGIUM´S MARKETING STRATEGY

Begining strategy- word of mouth, beer festivals, free samples In 1996 Greg Owsley became marketing director- more marketing efforts Festivals, sponsorships and print media ads increased sales Tour de Fat, Beerstream, contest “ What´s your Folly?”


DEVELOPING A BRAND MANIFESTO

2003 NBB expanded to California- new tactics for new market Douglas Holt- expert for “cultural branding” Holt became NBB consultant in 2003 Brand manifesto on 70 pages


MEDIA TOOLS

Radio shorts Theatrical screenings Other media: which customers

expected to see interwoven with entertainment


MEDIA TOOLS

Television: low cost per viewer and wide reach.

the power of television could work to bolster or undermine the brand with equal efficacy


MESSAGE DEVELOPMENT The advertising should be implementing with moderate budget The ads film should bring timeless feel, reflect the company’s Manifesto and cultural tension of The mountain local lifestyle, which can be seen as the compromise between live the life one person wants with balancing the economic needs of existing within a technology


NEW BELGIUM ROLLS

OUT ICON TIED TO

FAT TIRE BEER The TV Commercial titled TINKERER was done by RSA USA advertising agency Fat Tire Beer company (for New Belgium Brewing Company) in USA. It was released in January 2005


“ FOLLOW YOUR FOLLY...OURS IS BEER”

New Belgium is rolling out a new logo that pays homage to the well-known Fat Tire brand bicycle. The new icon -- based on a 1952 Schwinn Hornet -- is gracing bottle caps, six-pack carriers, signs and trucks. The company is touting its products via a new ad slogan: "Follow your folly. Ours is beer."


Even as NBB decided to speak to a wider audience through a new medium, the roots-style marketing that launched the company could not be abandoned

It became even more important to speak to the insiders who helped build the brand in the same authentic and personal tone they had come to know and embrace


Rather than redirect energies from event sponsorship to media, events became an even greater opportunity to maintain that vital dialogue

Rather than test the spots on focus groups, NBB turned to insiders in the bike community and friend of the brewery with some personal history and knowledge of the brand

http://www.newbelgium.com/Community/videos.aspx?id=bda4497c-1bb9-4099-80bd-992a9307ff03


THE THEORY

Medium of television would

reach those faraway outposts

where ranger sales staff

penetration was difficult and

not cost effective. In mature

markets, the personal touch

would be REDOUBLED


ACCORDING TO BOB MIKULAY

Beer has to be about fun. In advertising, brewers have always added irreverence, quirkiness and silliness but with strong instinctive understanding of their own brand. Like NBB, other brewers are showing signs that they are ready to fulfill their role in the industry better than ever


CONCLUSION

NBB’s first television-based advertising campaign, approached with great deal of inner reflection, mirrored well the craft brewer’s personality. It aimed directly at a youthful demographic. NBB positioned itself as whimsical, thoughtful and reflective


CONTINUATION...

At a time when marketers are seeking ever-more insidious means to cut through the clutter, NBB chose to redefine a category in a very traditional medium where ads are acceptable and the rare good ones can still be groundbreaking, thoughtful and effective

Documents

Free Powerpoint Templates