The team at Market Your Craft took some well-deserved time off for the holidays, but not before reflecting on the business year behind us. Much like you hold your team to a high standard, we set some lofty goals for ourselves this past year:
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- Where we were successful:
- Double sales
- Double email subscribers
- Create valuable content every day
- Where we came up short:
- Create packaged solutions
- Deepen prospect engagement
- Partner with 2 new clients/month
Continue reading for more on:
what we learned
Broadly speaking, craft beverage brands want a reason to say Yes! to working with a small marketing company. They know something is missing from their storytelling, but can’t put a finger on what or how to correct it. However, the thought of a long process with a huge price tag turns people away. Plus there are so many different ways to reach customers, it can get confusing! We’ve found the most success providing straightforward, storytelling tools that our clients can use immediately to drive tasting room traffic and sales, especially around social and digital media. And for those thinking 2-3 years out, we have workshops to give you confidence in your long-term marketing plan.
Market Your Craft has compiled a list of the top 5 articles you’ve read from our bi-weekly newsletters in the past year. Seeing what interests our readers gives us a better idea of what content is most valuable moving forward:
 | Marketing Services – what makes you different from others will be the 6-second elevator pitch that attracts new customers, with digital and social delivering the message. And while family members and friends have the passion, they don’t always have the experience to get you where you need to go quickly. That’s where we can help. |
 | Social Backlash for AB InBev – a social post from the craft division of the drinks giant AB InBev created quite a stir. What resulted was social backlash from the beer community; non-engagement from AB InBev; and ultimately removal of the post after hundreds of reactions within 24 hours. Let’s take a look at your social strategy and content calendar. |
 | Festival Economics – your decision to sponsor a festival could represent the single biggest marketing expense this year. How do you decide up front if it’s worth it to participate? And track performance versus expectations to help guide event strategy next year? We dig deep into the ROI of event sponsorship to help your brand work the festival economics in your favor. |
 | Nebraska Conference (Speaking engagement) – the conference provides pertinent educational information to regional hop growers and craft brewers; a platform for participants to build industry connections and relationships; and the resources, skills and tools for participants to contribute to the Nebraska hop growing and craft beer industries. |
 | Naming Tools – after shutting down the TTB for 35 days – the longest in U.S. history – the craft beverage industry will be playing catch up for a while. What is the TTB’s role in craft? What is the impact of the TTB shutdown and how can we streamline the process of securing meaningful (and available) product names that help tell your brand’s story? |
Marketing Services – what makes you different from others will be the 6-second elevator pitch that attracts new customers, with digital and social delivering the message. And while family members and friends have the passion, they don’t always have the experience to get you where you need to go quickly. That’s where we can help.
Social Backlash for AB InBev – a social post from the craft division of the drinks giant AB InBev created quite a stir. What resulted was social backlash from the beer community; non-engagement from AB InBev; and ultimately removal of the post after hundreds of reactions within 24 hours. Let’s take a look at your social strategy and content calendar.
Festival Economics – your decision to sponsor a festival could represent the single biggest marketing expense this year. How do you decide up front if it’s worth it to participate? And track performance versus expectations to help guide event strategy next year? We dig deep into the ROI of event sponsorship to help your brand work the festival economics in your favor.
Nebraska Conference (Speaking engagement) – the conference provides pertinent educational information to regional hop growers and craft brewers; a platform for participants to build industry connections and relationships; and the resources, skills and tools for participants to contribute to the Nebraska hop growing and craft beer industries.
Naming Tools – after shutting down the TTB for 35 days – the longest in U.S. history – the craft beverage industry will be playing catch up for a while. What is the TTB’s role in craft? What is the impact of the TTB shutdown and how can we streamline the process of securing meaningful (and available) product names that help tell your brand’s story?
Our website, marketyourcraft.com, has become a resource for craft beverage marketing. The team is adding content and storytelling tools daily to help prospects and clients alike. The top 5 visited web pages in the past year:
- Social Setting – monthly ideas for social posts; partnership with Sprout Social.
- BRAND VIBE – framework for building your brand [storytelling].
- Services – the benefits of working with Market Your Craft.
- Download – complimentary and for-purchase storytelling tools, resources, case and market studies.
- Non-Alcoholic – overview of our craft beverage experience and services.
what it means for you
We’re going to keep giving members you tools and information to help unleash your BRAND VIBE. More free resources will be made available on the site, in addition to do-it-yourself and guided workshop packages for purchase. We’ll continue the bi-weekly newsletter with a renewed focus on the topics of most interest to our readers and post relevant content on social media like LinkedIn and Instagram. And as the evolution of the craft beverage business continues, we’ll share best practices from similar companies to help yours adapt, survive and thrive.
Your business needs to evolve to meet the needs of your customers. Market Your Craft can take the guesswork out of your next steps by providing services in the following areas:
what’s ahead
The first quarter of 2020 will be especially busy for the team at Market Your Craft. In addition to client work, our goal is to deliver the following wins:
- Speak at industry events: we’re discussing marketing and branding topics at the Iowa Specialty Producers Conference, January 23-24, and the License to Steal National Wine Marketing Conference, March 10-11.
- Make mobile-friendly websites accessible: following the discussion around website best practices, craft beverage brands are asking for a quick and easy (DIY) way to manage an industry-leading website without breaking the bank. We’re on it.
- Write a book: team members have voiced interest in self-publishing a resource with storytelling tools for craft beverage. Very new to us, and very exciting!
- Research cannabis: understanding the impact of THC and CBD on the craft beverage industry is important to the community, so it’s important to us. Expect more case studies in this area.
MailChimp archive:
https://mailchi.mp/b03ac9712753/200102_focus?e=bd76eedb35
Download:
https://app.box.com/s/83g68coa77bt24o3al42b4n365epqtwu