Sorting a Strategy
A Marketing Strategy is simply a plan of action designed to get you the results you want—be that selling more beer, getting your name out there or getting more people to look at your site.
Sure you can wing it; some people fly by the seat of their pants with great success, but with a tactical, targeted approach you’ll achieve results faster with less wasted resources. Some companies work out their marketing strategy for an entire year ahead, while others work quarterly.
Firstly work out what your objectives are. If one is to sell more beer, try to be specific on how much more beer you actually want to sell, as it’ll help you measure your results and return on investment.
You should have already worked out who your audience is from your previous brand building exercises. You should know what their habits are, all about their values, and how they like to be communicated to.
Now you need to work out where they are in order to reach them and get your message across. Do your research and discover where they hang out (is it certain geographic locations, certain areas of town, certain shops?)
Now put a plan in place to be wherever they are. Depending on what you unearth, this might mean you put your focus on having a physical presence (pop up bars?) a presence through advertising, an online presence, or dependent on your budget and resources, all of the above.
Now after reading this short dump of info we don’t expect you to be a marketing specialist (those guys exist for a reason), and while this might help you get started, you can get a lot out of having a professional come on board.
A marketing specialist can help you with your strategy and come up with all sorts of creative ways to reach your customers that you mightn’t have thought of. They can also help decode the confounding world of Google AdWords, SEO and keywords, not to mention have insider knowledge on how to get a billboard sorted.
Nailing your Tone of Voice
Your brand has a back story and a personality that sets it apart and it’s imperative that this personality comes through in the way you speak to your customers. Because back to that politician spiel (we know!), consistency and believability is everything when you’re asking people to jump on your fan wagon.
Remember to take into account who you’re speaking to and how they like to be spoken to. If your beer is aimed at craft beer novices, you’re going to overwhelm them if you start spouting brewery lingo. Same goes if you’re targeting Rotary folk, they’re probably not going to respond kindly to a slap-dash casual tone but might connect more keenly to a considered experienced voice.
It’s internal too
Your tone of voice and core values shouldn’t just be a public façade. Communicating your vision to your team and getting them to believe in it is the Holy Grail when it comes to employment.
When your own guys believe in the brand they become emotionally invested and united, working with enthusiasm, repping the company hard and helping to ensure every element of the customer experience is true to your vision.
Share your vision with the team (some companies create a brand bible to help tell their story to employees), outline your values and ensure any communications to them—whether in email, on payslips or face-to-face—remains true to your brand’s tone of voice.
Remember all touchpoints
Your brand is more than just the beer itself (although that’s obviously the most important bit), and you’ll soon find people will come in contact with the brand even more than they drink the beer.
For this reason, work out all the points that people will come into contact and tailor your messaging to suit each different touchpoint. With ads, for example, you have a limited amount of space (and time) to get your message across, so you need to be pointy, direct and punchy.
Your brand’s blog gives people an inside look into the brewery, so you can afford to be more long-winded and casual, and Instagram is a totally visual medium, so you’ll want to put your focus on inspiring and interesting pictures. Remember that every detail matters: your brewery tout, your web design and even your staff presentation all contribute to communicating your tone of voice and overall brand story.
They say any publicity is good publicity, but good (and free) publicity is best. How the media present you all comes down to how they perceive you, so put some effort into developing tight media relationships, communicating your brand story and getting them enthusiastic about what it is you’re doing.