{"id":4494,"date":"2018-01-02T07:00:27","date_gmt":"2018-01-02T12:00:27","guid":{"rendered":"http:\/\/www.beerbusinessunplugged.com\/?p=4494"},"modified":"2018-01-03T16:21:14","modified_gmt":"2018-01-03T21:21:14","slug":"nowadays-social-media-is-the-easiest-place-to-go-to-find-something","status":"publish","type":"post","link":"https:\/\/www.beerbusinessunplugged.com\/?p=4494","title":{"rendered":"Nowadays, social media is the easiest place to go to find something.."},"content":{"rendered":"

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Editors note;\u00a0 We are having server problems but should have them fixed soon.\u00a0 Sorry for all the issues.<\/p>\n

The highlight of any annual brewery convention has traditionally been the unveiling of the next year\u2019s new ad campaign.\u00a0 This was especially true when a brewer had experienced slowing sales in its main brand, typically the result of the brewer having changed either management or ad agencies, or sometimes both.\u00a0 Effective ads not only meant that the brand would respond, but effective ads aided in building confidence in the brewer\u2019s wholesalers.\u00a0 That alone was important, if not more important, for the brewery than how the consumer viewed the product.<\/p>\n

As we start 2018, this decade has seen a revolution in how breweries, especially crafts, have changed their marketing and media programs.\u00a0 Social media, not traditional media, has become the main and sometimes only means by which crafts, especially startups, market their beers to the consumer.<\/p>\n

If a brewery uses social media as its only form of marketing, it becomes incumbent on the consumer to find<\/em> the brewery.\u00a0 Sure, brewery labels, other forms of p-o-s, and other social media outlets (Twitter, Facebook, Instagram, etc.) will have the website address for the product.\u00a0 But ultimately, the consumer has to find<\/em> these addresses and look up the brewery.<\/p>\n

Traditionally, above the line media functions just the opposite by seeking out<\/em> the consumer.\u00a0 If the message from the brewery is on target, the consumer will seek out the brand or information about the brand.\u00a0 Take, for example, the current, and quite successfully AB Dilly Dilly<\/em> ads.\u00a0 It is somewhat doubtful that this tagline would be such a hit if it had been used only through social media forms of marketing.\u00a0 No doubt, AB has hit on something with Dilly Dill,<\/em> yet it is a little too early to see if it has a positive effect on sales for Bud Light.\u00a0 Either way, AB\u00a0is on to something.<\/p>\n

Then there is the question of cord cutting by Millennials.\u00a0 With ESPN losing millions of subscribers, as has commercial TV, the question of how traditional advertising will function in the coming years is worth of discussion.\u00a0 There are now a plethora of choices: Netflix, Hulu, Apple TV, YouTube TV, and others. That, combined with Disney\u2019s purchase of Fox\u2019s assets, means that changes are coming.<\/p>\n

Much of the blame for the volume losses experienced by AB and MC has been attributed to ineffective ads that do not resonate with consumers.\u00a0 Miller changes ad agencies almost every year, and AB has recently changed, too. Yet both breweries continue to pump millions into traditional media marketing along with extensive social media platforms.<\/p>\n

For those local, and successful crafts, who are experiencing difficulty in expanding their footprint outside of the 300-mile local radius, those breweries\u2019 marketing techniques might be better suited by a traditional campaign instead of solely relying on social media which forces the consumer to find the brand. And why should the consumer go to the trouble of finding another brand if that consumer already supports the areas local brands?<\/p>\n

Breweries that have designs on aggressive growth and survival need to support both social and<\/em> traditional media programs.\u00a0 Without using both means, breweries limit themselves, somewhat like a brewery that only offers their products in bottles and kegs.\u00a0 In doing just that, the brewery sells to less than half the market.<\/p>\n

Nowadays, social media is the easiest place to go and find something\u2026<\/p>\n

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 <\/p>\n","protected":false},"excerpt":{"rendered":"

Editors note;\u00a0 We are having server problems but should have them fixed soon.\u00a0 Sorry for all the issues. The highlight of any annual brewery convention has traditionally been the unveiling of the next year\u2019s new ad campaign.\u00a0 This was especially true when a brewer had experienced slowing sales in its main brand, typically the result […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_s2mail":"yes","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[1],"tags":[],"jetpack_publicize_connections":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2xRTi-1au","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/4494"}],"collection":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4494"}],"version-history":[{"count":11,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/4494\/revisions"}],"predecessor-version":[{"id":4522,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/4494\/revisions\/4522"}],"wp:attachment":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4494"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4494"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4494"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}