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Open Door Brewery

MARKETING. Open Door Brewery. Six Pack. Pay-Per-Click and Sister Companies. Uncommon Consumer base Situation. Goals, situation, audience non-traditional College Town, aiming for cult following, visibility with limited budget, etc. Parallel Cases

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Open Door Brewery

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  1. MARKETING Open Door Brewery Six Pack

  2. Pay-Per-Click and Sister Companies

  3. Uncommon Consumer base Situation Goals, situation, audience non-traditional College Town, aiming for cult following, visibility with limited budget, etc. Parallel Cases Southwest: Small yet competitive through cult following. Firefox: Success in a saturated market (Internet Explorer had 96%) mainly through “Brand Communities”.

  4. Firefox Lead • Superior Strategy: Complacent Competition, product superiority, presence of marketing leader, and volunteer support. • “Brand Communities”: See and use consumers as an active recipient rather than a passive one. Consumers  Users • Aggressive role • Interest in product, rather than corporation

  5. Situation • Limited resources • Plan of action must be highly cross-effective. • Complacent competition • Target core users combined with realistic overall expansion as a local / regional market leader.

  6. Situation  Pay-Per-Click • No visibility in Search Engines • Possibility of limited nation wide visibility • Beer ‘tasters’ and ‘drinkers’ • Nearly impossible to target ‘tasters’. • Visibility is essential • Missing out on much bigger consumer pool

  7. Pay-Per-Click Logistics • Chose keywords that list site at the top of search engine results • Click based costing • Bid based at times • Incredible flexibility • Clear tracking on the effectiveness of your ad campaign • Concerns: Correct keyword, bid knockout.

  8. Further Support • Search(ing) / Search Engines dominate Market Share in effectiveness and reaching customers. Effectiveness  Revenue = Clear Choice

  9. Sister Companies • Feasibility lies in cult aspect. • Companies similar to us will have a user base similar to ours. • Talk about Beer, tasting events, ordering Beer. • Actions similar to any enthusiast. • Concerns: Distance • Benefits: Cross-Marketing at no cost

  10. Integrated Marketing Strategy

  11. Why Individual Site and Not Facebook • Not tied down to Facebook Failures • Improve Online Reputation Management • More Power and Control over Content and Features

  12. Member's Site Features • Area for comments: Will allow members to discuss the brewery and its products.  • (Porter or Pint) Points: A point system that will rank members on the basis of products bought and insightful comments.  • Featured Contributors: Members of the site that have a high level of Pint Points and start really good discussions.

  13. Sponsorship of Events • Great exposure to target market • Build community among current users • Brand out to local area restaurants and bars

  14. Conclusion • Online marketing to build awareness of site. • Events to build awareness of site • Blog area to build community • New Brews Section of Seasonal Brews • Building value and interaction with users will build company.

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