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Your Brewery’s
Next Big ThingPresented to: Roy Frostenson
Presented by: Mara BensingThe Local Life
The following presentation will look at a
newspaper marketing outlet that will help accomplish your company’s focal objectives:
Increase brand awareness Introduce more consumers to your products Establish quality in consumers’ minds Continue growth / expand market
Advertising Objectives
In order to maximize your company’s success in
the beer market, we need to maximize your many competitive advantages:
Exceptional taste / quality Reasonable price Customers see value in product
Competitive Analysis
On the other hand, it is also important we minimize your company’s few competitive
disadvantages:
Relatively new Lack variety Craft beer is more expensive than mainstream
choices
Competitive Analysis
The following research further examines your marketing
goals, and how they can be reached:
Objective: Increase market share / establish brand in competitive craft beer industry
A study done this year by Saratoga Resort says appealing to local businesses and consumers can help enhance a brewery’s reputation.
According to an alcohol advertising website, many professionals agree that effective alcohol advertising only increases market share and brand loyalty.
Research
This media analysis describes your current advertising mix, along with some advantages and disadvantages:
Broadcastaudio, but can be broad / radio lacks visual
Printthorough, but can be overlooked
Onlineaccessible, but difficult to gain reach
Media Analysis
Print media, such as newspapers and magazines, has a large reach potential across groups of targets.
As for the specific marketing strategies and goals of your micro-brewery, continuing advertising in print media can help gain consumers and enhance your name.
However, advertising in an even more specific medium can further aide in your market share increase and competitive brand…
Benefits: Print Media
The Local Life newspaper reaches a local, but large
population: those interested in nearby events, festivals, concerts, etc.
Advertising in The Local Life can help accomplish your overall objectives:
Objective: Increase market share / brand awareness
The Local Life is highly accessible to the local community. Therefore, your company’s target audience is an inevitable group to attract, increasing potential readers and consumers
Benefits: The Local Life
With your goals in mind, the newspaper has the market
position to maximize your company’s strengths:
Competitive advantages: Taste / quality, reasonable price, value association
Your micro-brewery has positive factors that have added to its success. It is important to advertise those strengths in a newspaper that strives solely on small businesses and local involvement.
Benefits: The Local Life
Along with the several benefits of advertising with The Local Life, the newspaper also has the market position to minimize
or eliminate your company’s challenges:
Competitive disadvantages: relatively new, lacks variety, craft beer is more expensive than mainstream
Being rather new to the market is an advantage in this newspaper because your company will be seen as unique and intriguing.
Offering fewer seasonal options than your competitors allows you to focus on the options you do have.
The target audience of The Local Life understands the more expensive pricing compared to major brands.
Benefits: The Local Life
Your newspaper advertisement in The Local
Life will clearly and effectively relay key consumer benefits.
Creative Strategy
Newspaper Campaign: 52 weeks (1 year) 5 advertisements weekly Advertisements vary slightly for each day Total reach with days & times
At client’s discretion, heavy advertising can be done in weeks / months of seasonal promotions
or new brew kick-offs.
Recommended Schedule & Investment
Start End Descriptio
nDaypart Week
sAds Rate Total
11/24 11/23 NewspaperCampaign
Mon. – Fri.(can vary)
52 5 $150 $39,000
Recommended Schedule & Investment
Campaign Total: $39,000
Company Budget: $85,000
* Offer expires in 7 days
I want in! My company, _________________________, agrees toinvest $40,000 in the program outlined previously. This advertising plan shall begin on ____________________________.
Name: _______________________________ Date: ____________
Title: _____________________________________________________
Address: _______________________ City/State: _____________
Zip Code: _______________ Phone: _______________________
Newspaper: ___________________________ Date: ___________
Agreement