BALD TOP Brewing Company: Awareness Campaign
THE ASK: Increase beer sales by brinGing in new drinkers
Step 1. UNderstand the SITUATION
Bald Top Brewing Company is a historic farm brewery in Central Virginia. After being open for a year, they were in an interesting spot. Either people in their town were fiercely loyal, regular customers or they had never heard of the brewery. While the owners had done some social media and event marketing, they had no consistent awareness tactics.
Step 2. DEFINE THE TARGET AUDIENCE
Initially, the owners were interested in attracting urban millennials.
So we did the math on yearly customer value...
Urban Visitor: 3 Visits a Year x 4 Beers a Visit = 12 Beers a Year
Local Drinker: 12 Months a Year x 4 Beers a Month = 48 Beers a Year
For the greatest return on Bald Top's marketing investment, we needed to focus on the 90,000 legal age drinkers within 30 miles.
Step 3. Create a madison county persona
Bruce is a 37 year old agricultural engineer from Madison County, VA. He was born and raised in the town, he met his wife at the local high school, and his mom lives two miles down the road. He's proud of both the land and the community he comes from. He owns their house and their two cars but he worked hard to pay it all off. You'll catch him chatting with the cashier at the town's hardware store or eating breakfast with his daughter at his best friend's diner. He shops local because he'd rather support people he knows than buy from a big box store. On the weekends, he's watching football with his buddies in the basement.
Barrier: Bruce is a self-proclaimed porch drinker. Why go to the party if the party can come to you?
Delight: It makes Bruce's day when he runs into people that he hasn't seen in a while.
Step 4. strategy
Position Bald Top Brewing Company as the "Cheers" of Central Virginia.
Where everyone knows your name.
STEP 5. GEnerate local Awareness
Meet Bruce where he is - scouring the paper for good deals and commuting to work.
Empower the Bald Top lovers to spread the good word.
Create a consistent calendar and enhance the on-premise experience through low-budget purchases.
Focus geographically targeted digital ads on promoting events.
STEP 6. generate broader awareness
Collaborate with other craft breweries beyond Madison to grow additional awareness.
this project won the client pitch.
Some work is not shown because of the confidentiality agreement.