CBAM Aug 20

AUGUST 2020 • VOL 4 • ISSUE 6

The Voice of Craft Brands

Family. Country.

Great Beer.

Inside the story (and magic) of Texas’ 12 Fox Beer Co. Aaron Luelling and Joe Hogge, co-founders of 12 Fox Beer Co.

contents

6

VOL. 4 : ISSUE 6 : AUGUST 2020

FAMILY. COUNTRY. GREAT BEER.

Inside the story (and magic) of Texas’ 12 Fox Beer Co.

IN EVERY ISSUE: 3 EDITOR’S NOTE Craft the vote 4 INSIGHTS Industry News

14 2

CRAFT BRAND AND MARKETING

AUGUST 2020

THE CALM IN THE STORM 5 pandemic changes that can help your brand grow

CBAM-MAG.COM

16

PULL THE TAP 6 low-cost marketing ideas for your brewery

editor’s note

Craft the vote

O

Ohio Secretary of State Frank LaRose is all of us in the craft spirit world right now. Beer in hand, he lifted a glass to make a toast at the Phoenix Brewing Company in Mansfield, Ohio. LaRose’s toast came from a few of different angles. Paying homage to a local craft beer establishment and passing a little self-publicity were second nature to the true spirit behind his appearance—he was toasting democracy.

LaRose’s efforts are part of a statewide campaign to convince more Ohioans to register to vote — some 7.8 million of the state’s 11.6 million residents are registered. While Ohio’s percentage is higher than most states, political activists are hoping to get people in the state’s rural areas—where there is a high number of residents who are eligible but unregistered—involved.

Why not breweries? With a personal and historical relevance in towns across the United States for ages, local pubs are the place where people gather and share stories about changing the world. As LaRose stated: “Beer drinking and democracy go together.” He delivered his soliloquy holding a bottle of beer labeled “Every Vote Counts.”

To help keep inspire Ohioans to vote, LaRose’s office worked with a local manufacturing company, RB Sigma LLC, to provide 463,000 masks, which will help keep election workers and voters safe on Election Day, Nov. 3.

All in all, 48 Ohio breweries are working together to help promote the voter-registration campaign. Craft establishments like Rhinegeist Brewery in Cincinnati (which has been featured on the pages of Craft Branding and Marketing) helping market the “Raise a Glass to Democracy” campaign to craft beer drinkers between the ages of 21 and 44.

The big question is what are you doing (and what can you do) to help

push the premise? In a time when everybody, everywhere is pulling together to fight their way through this pandemic, keeping institutions like voting are of upmost importance. Serving your community and being a voice for our most sacred institution (nobody what aisle you sit on) is what helps separate you from other businesses.

Michael J. Pallerino

Serving your community and being a voice for our most sacred institution (nobody what aisle you sit on) is what helps separate you from other businesses.

As we continue to be a voice for what craft spirit makers are doing in the way of marketing and branding, we’d love to hear from you—whatever it is you are doing to stand out in your community. Working inside, on the grassroots level, is what keeps you in step with the people who support your every move.

So send us note, reach out to us on social media, and let us know how we can tell your story.

And, more than anything, rock the vote. It is your brand’s chance to help make a difference.

CRAFT BRAND AND MARKETING

3

insights

There’s an app for that Brewers Marketing helps Texas Craft Brewers Association during pandemic

Zoom this North Carolina Craft Brewers Guild holds first virtual tasting

Looking for who's doing what in the Texas craft beer market during the pandemic? You are not alone. The Texas Craft Brewers Guild has partnered with Brewer’s Marketing, a Boca-Raton, Florida-based designer of custom mobile apps for the craft brewing market, to keep Lone State beer lovers in the loop. The app will enable people to find breweries near them, map out tours to breweries and earn and redeem prizes for visiting participating breweries.

Breweries can easily add or update their information through a user-friendly, secure online portal.

In Texas, only a limited number of breweries can be open during normal business hours—only those with significant food service or a big proportion of sales coming from other merchandise. Enter online ordering for take-out orders.

Brewers Marketing creates mobile loyalty apps specifically for the needs of the craft beverage industry. Leveraging cutting-edge technology, best practices in marketing, and an understanding of the fast-growing craft beverage industry, it creates attractive, high-impact custom apps for independent breweries and cideries with guilds, festivals, and craft summits. Their mobile apps run on Abinko, a cloud-based marketing platform built by Daruma Tech.

4

CRAFT BRAND AND MARKETING

AUGUST 2020

CBAM-MAG.COM

Who says you cannot do a beer tasting these days? Not the North Carolina Craft Brewers Guild (NCCBG). The not-for-profit advocacy group supporting North Carolina’s independent craft brewers invited statewide beer fans to its State of Southern Beer virtual tasting event.

The first two featured breweries were Brown Truck Brewery (High Point) and Archetype Brewing (Asheville).

The inaugural experience enabled attendees to choose from two award-winning tasting experiences, or make an evening of it and opt for both. Each session, held via Zoom, featured a guided tasting experience hosted by an award-winning North Carolina brewery. Each participant receive two 16 ounce cans per featured style (a total of four cans), shipped to them directly.

A portion of the event proceeds benefits the NCCBG’s work to support and promote the independent breweries of North Carolina, as well as positioning the state as a national craft beer leader. North Carolina features more than 330 independent craft breweries and brewpubs.

Yes, it’s the new normal 4 strategies you should know As the pandemic continues to tear through every norm we know, it takes everything we have to push forward.

It is not secret that things will not be the same. So what should we expect? Here are several trends from the Forbes Business Council that you can put on your radar:

Craft beer + voting = Democracy Forty-eight Ohio breweries are on tap to help promote the state's voter-registration campaign — "Raise a Glass to Democracy." With an average of 7.8 million registered voters, Ohio's percentage is higher than most states.

Still, state officials want to see that number increase, especially in rural areas where residents are eligible, but unregistered. To help protect Ohioans on Nov. 3, the state's Secretary of State office negotiated with RB Sigma LLC, a Mentor, Ohio-based manufacturing company, to provide 463,000 masks for election workers and voters.

1. Renewed emphasis on digital Technology and digital allowed us to stay connected, even while social distancing.

2. Protection & prevention People will be extra cautious going forward, even when they return to work. Take extra care with your operations and interactions.

3. Thinking ahead Strategies that were implemented during the pandemic will continue to be used in the “new normal.”

4. Ready for change The only thing that’s certain in uncertainty is that change is inevitable, so be ready for anything.

Book Rec

Made to Stick: Why Some Ideas…

By Chip & Dan Heath How do you make an idea stick? Seems like a pretty easy questions to answer. In “Made to Stick,”” Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier. The human scale principle. The Velcro Theory of Memory. Curiosity gaps. If you want ideas, they have ideas.

Along the way, you will find that sticky messages of all kinds—from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship and a vision for a new product at Sony—draw their power from the same six traits.

Featuring fast-paced success stories, “Made to Stick” will transform the way you communicate. Provocative, eye-opening and often surprisingly funny, the Heaths show us the vital principles of winning ideas—and tells us how we can apply these rules to making our own messages stick.

It is a book every craft brewer should add to their read list.

CRAFT BRAND AND MARKETING

5

The Voice of Craft Brands

Family. Country.

Great Beer.

Inside the story (and magic) of Texas’ 12 Fox Beer Co.

6

CRAFT BRAND AND MARKETING

AUGUST 2020

CBAM-MAG.COM

By MJ Pallerino

Whiskey. Tango. Fox (Trot).

Their friendship was formed in the place where young men are expected to grow up fast. Back in 1994, Aaron Luelling and Joe Hogge met at basic training at Fort Sill, a US Army base in Lawton, Oklahoma, 85 miles southwest of Oklahoma City. Forming what would end up being an unbreakable bond, they soldiered through their military training, eventually ending up together stationed in Bamberg Germany. It was there—the place often referred to as the Motherland of Biers—that their palettes were introduced to the sweet sanctity of German beer.

After leaving the service, it would be several years before Luelling and Hogge caught up again. This time, Luelling’s passion and talent for home brewing became his calling. While living in Las Vegas, Luelling was working as a CPA by day and moonlighting as a home beer brewer at night. His hobby quickly caught the attention of fellow brewers when he started receiving numerous accolades and awards for his work. In one competition, in Corona, California, Luelling walked away with the “Best of Show,” besting the other 272 entries.

The sidebar to this story is that with each brew Luelling made, he would send a sample to his old friend Hogge to try out. And the idea hit them. Why not start their own brewery? Making the move from Vegas to Texas (after intense conversations with his family), Luelling and Hogge eventually opened the 12 Fox Beer Co. in 2019, creating a Cheerslike atmosphere that the locals of Dripping Springs, Texas cannot stop talking about.

We sat down with Hogge to get his insights on how the duo turned a hobby into one of Texas’ most sought after beers, and what the future holds for today’s ever-changing craft landscape.

What are some of the adjustments you made with/to your business model surrounding the recent state of events?

Coming from an Army background and a military family, our business and daily life model has always been to improvise, adapt and overcome. That is exactly what we did with the onset of the recent state of events. We found ourselves tuning in for updates on a regular basis, so we could assess the situation, reconvene and make our next plan of action.

Our most important focus was additional sanitation efforts and focusing on what needed to be done to continue serving our community in a safe and effective manner. In an effort to continue being considered an essential business, we quickly opened a market carrying

products from several local businesses, as well as fresh produce and pantry staples from Sysco and Restaurant Depot. The gesture was an effort to make sure our customers and neighbors would have access to fresh products and not have to wait in a long line at the local grocery store to get what they needed. Essentially, we saw a problem within our small community and found a way to fix it.

Another huge pivot was changing our hours of operation. We went from only being open on the weekends to opening seven days a week. We are under a year old, and we wanted to make sure we could continue paying all the bills a new business faces as well as make sure our neighbors had food readily available.

We also stuck our necks out and double down on purchasing a Growler machine so we could can beers to go on demand. We knew we were throwing the dice by spending money on the brink of the unknown, but it was a gamble we felt safe taking. This purchase was one we

do not regret. Offering to-go, canned beer actually made our sales go up during the month of April. We attribute this to our customers showing up for groceries and taking four to six beers home.

What kind of conversations are you having with your customers?

The same ones that we all have had. The majority of our customers are actually retired and have been through much scarier times than this. Most are veterans have been through multiple wars and plagues. They are of the age that where they are supposed to be hunkering down, when in fact, they were following the recommendations.

CRAFT BRAND AND MARKETING

7

12 Fox Beer department head

Other conversations included: When will this end?

How are you holding up? Can we help in any way? What made you decide to stay open? Why did we close down the entire country?

What role should a brand play in being a leader in a distressed market?

I think we should lead from the front. I would not ask you to do anything I would not do myself. The Army taught us that people need a strong, focused leader who keeps the wellbeing of all involved in consideration, then moves on with their mission without hesitation.

What is the best piece of advice you can offer to other brands in how to deal with the unthinkable like this?

Everyone is different. We all come from different backgrounds. You have to do what you think is right for you and your business. Unthinkable times like this require you to think outside of the box as a business owner and consider business decisions that make you a little afraid or uncomfortable. But if you believe your only option is to

close the doors and hope you can make it through the unknown, you have to be alright with the end result.

We live in a free country. That means we have the freedom to choose our own destiny. But it does not mean we have to fold without considering a Plan B or Plan C that can open the doors to a different avenue of income for our business and enables us to survive—even in a pandemic.

We are all small business entrepreneurs, which means we are accustomed to taking chances on ourselves and our businesses. We encourage our peers to research their options, find opportunities and, most importantly, improvise, adapt, overcome.

Give us a snapshot of today’s craft spirits market from your perspective.

The market is a continuously growing unique platform that involves a combination of business smarts and quite a bit of art for your craft. I often compare brewing to cooking—you can give 100 people the same recipe and all of the end products will turn out differently. The most important aspect of this market is finding your niche— producing top quality products that make you proud to serve and create a way to help your business stand out from the rest.

8

CRAFT BRAND AND MARKETING

AUGUST 2020

CBAM-MAG.COM

12 Fox Beer department head

Everyone is different. If you are focused on growing your community and your business, you will not have time to worry or think about what everyone else is doing. I might sound like a broken record, but you need to do you!

What is likely to happen next?

For the most part, I think things will go back to the way they were, but there likely will be a few new restrictions to work through. People will still want to come out for the experience of going to a brewery so they can sit in the Biergarten and drink craft beer (in a glass) with their friends and family. We will keep our tables separated, and continue to clean the bar top and credit card machine between patrons.

What trends are defining the space?

Although the trends of fruit-flavored, low calorie beers are still in full effect, we believe there will always be a space for high quality traditional brews. We also foresee the desire to support your local brewery taproom. Creating a social environment that encourages your customers to choose your place over others is extremely important.

Think Cheers in 2020—people want a place to call home.

If they do not feel comfortable in your place, they will find somewhere else with the right welcoming vibe.

What is your story from a brand perspective?

We picked our name because my business partner Aaron and I met in basic training during the summer of 1994.

We were 12 Foxtrot’s (Combat Engineers). This sent us

10

CRAFT BRAND AND MARKETING

AUGUST 2020

to Bamberg, Germany, where we fell in love with traditional German brews. Prior to Germany, we were young privates who drank whatever was the cheapest at the class 6 each weekend.

Upon returning to the States in ’98 and ’99, we were in different places and both missed the German beer we had come to love. I returned to Texas with my wife and started drinking Shiner Bock, while Aaron turned to home brewing.

Unthinkable times like this require you to think outside of the box as a business owner and consider business decisions that make you a little afraid or uncomfortable.

Fast forward to a few years ago when Aaron started winning home brewing competitions, I asked him to mail us some beers. As soon as I opened the beer and smelled it, I was back to Private Joe in Germany at a bar just outside the base. When I tasted it, all I could say was, “Wow. How did he do that?” It was the best beer I had tasted since returning back to America. The beers he sent planted the seed for what would eventually become a joint venture to create 12 Fox Beer Co., on a beautiful backroad outside of our small hometown in Dripping

CBAM-MAG.COM

12 Fox Beer department head

Springs, Texas. We opened on Memorial Day weekend in 2019 and have since made a unique splash in the local beer market.

Walk us through your branding strategy.

Our branding strategy is multifaceted. We knew we wanted to create a brand that people will recognize and want to support—not overly patriotic, but still clear that we are soldiers and proud of it.

For merchandising purposes, our brand needs to appeal to both men and women, and should we decide to consider distribution in the future, we need it to be recognizable in the wild world of can art. One thing we all agreed on is that we did not want to have a cartoon character just because we have Fox in our name. It was important to include our personal taste and infuse it with clever ways to represent the Fox reflecting the artistic area where we live then finish it with a timeless nod to our service. This transformed into a logo suite that we will continue to use for many years.

What is the biggest issue today related to the marketing/sales side of the craft beer business?

Social media is how we market, so you must have someone who is on top of this every day. We all pitch in when we can, but to have someone who is up to date with what people are doing and searching for is key. As a small brewery that is self-funded, we do not have big money to invest in this, so having that person is key.

12

CRAFT BRAND AND MARKETING

AUGUST 2020

CBAM-MAG.COM

What is the secret to creating a branding story that consumers can buy in to?

Tell the truth. People want to know what, when, where and why. They like to hear how you started and what made you do it. We just tell them what really happened and they love it. You just need your story.

The Army taught us that people need a strong, focused leader who keeps the wellbeing of all involved in consideration, then moves on with their mission without hesitation.

What is the one thing that every craft beer brand should be doing in the way of marketing?

How to follow 12 Fox Beer

Facebook: @12foxbeer Twitter: @12FoxBeer Instagram: 12foxbeer

12 Fox Beer Co. Dripping Springs, Texas 512-626-4458 www.12foxbeer.com

What do you see as some of your biggest opportunities moving ahead?

To start doing all the beer fests. We were all lined up to do them this year with our new 5bbl system we put in over the holidays and then they were all gone. I cannot wait to show everyone who we are and the beers we make.

What is the biggest item on your to-do list right now?

To get the other 10BBL tanks in place so we can keep up with demand. We sell out fast, which is the best and worst problem to have.

Be on top of what you want to do. There are so many good beers out there now and more are coming, so you better be relevant and make sure you take care of your base customers. When you do, as we found out, they will take care of you. One question I get from our locals is that when we grow big will we still work the taproom?

When small breweries get bigger, they start to add employees and the owners never go back to the taproom.

They love your story and supported us while we were little, and watched us grow. So we will never forget them.

To me, that is the fun part.

Sitting down with …

Joe Hogge, co-founder, 12 Fox Beer

What is the most rewarding part of your job?

Being at the taproom and interacting with our customers, and watching people try our beer for the first time.

What was the best advice you ever received?

I would have to say “to follow your own path and do the right things in life” I know that sounds easy, but when you really think about it, it is not the easiest decision sometimes. Just because everyone is taking a left turn does not mean you have too. Most of the time, the easy road is not the best road.

What is the best thing a customer ever said to you?

It is not what they say, it is the look on their face the first time they try our beer.

What is your favorite brand story?

I think it is the whole story. There is not just one thing that makes us, us. It is all the little things that make the story and how they all came together to make a new story.

CRAFT BRAND AND MARKETING

13

business

By Anne E. Beall

The calm in the storm 5 pandemic changes that can help your brand grow

“We’re all in this together.” “We’ll get through this and emerge stronger.”

By now, the entire nation is familiar with these COVID-19 era mantras that brands are repeating on the airwaves, social media and around the retail landscape. But have consumers had enough of COVID-19 communications? And are these messages really helping brands—not just in the moment, but also with the future in mind?

Because emotions drive consumer behavior, we must look at how consumers are reacting emotionally to each message to answer these questions. From several major studies with thousands of consumers my firm has conducted, we have seen that the brands that connect with consumers emotionally, and in particular have a positive impact on how a person feels about themselves, are the ones that are most likely to be purchased in general.

We also have seen that during this period when people’s work and personal lives have been upended and worry, stress, frustration and anxiety are running high, brands that make consumers feel better are the ones that will gain market share, and be recommended during and after the pandemic.

Product offerings are one way to make people feel better. Brands are certainly stepping up to the plate by providing products and services that help people feel better by fulfilling a need for indulgence, self-care and control.

Just as important is what brands are saying and doing. Messages of togetherness and reassurance—

14

CRAFT BRAND AND MARKETING

AUGUST 2020

such as in State Farm’s Ad announcing, “For now, we’re all living a new normal…we’re here to make this new normal feel just a little more normal,”—are indeed helping. So are the actions that back these messages up, such as offering 0% financing, delivery and generous return policies.

Some actions and messages are more effective at making people feel good than others. They are the ones that will help move the needle as far as retaining and growing market share. In a study of 1,000 consumers, my team and I uncovered the following five things brands are saying and doing that increase the chances of purchases and customer loyalty now and in the future by making people feel good:

No. 1 — S aying we will get through this and emerge stronger A full 70% say that since the start of the COVID-19 crisis, they have developed a more positive opinion of brands that remind them “We will get through this

CBAM-MAG.COM

and emerge stronger.” Two-thirds (66%) say they will definitely purchase the product when this crisis is over, while 45% say that hearing this makes them feel very good about themselves.

Of course, there are different ways to convey this message. Guinness ads acknowledged that St. Patrick’s Day was going to feel a bit different this year, adding, “We’ve learned that over the years, “We’re pretty tough when we stick together” and “We’ll march again.” This Coca-Cola ad reminds us that for every loss, there is a gain, that for all the scare mongering there also is care mongering, and for every virus, there is a vaccine—implying humans are ultimately positive and resourceful.

No. 2 — Offering exclusive hours for at-risk groups It makes good, practical sense that numerous retailers such as Whole Foods, Target, Walmart, Publix and Stop & Shop are offering special hours to those who are most at-risk of contracting the virus such as the elderly, because these groups are less likely to leave their homes to make purchases.

But these actions and the messaging behind them are also helping from a short- and long-term marketing perspective. Four-fifths (80%) of the people we polled say they have developed a more positive opinion of brands that offer exclusive hours for at-risk groups since the COVID-19 crisis began. Almost three-quarters (73%) say they will definitely purchase from these providers when this crisis is over.

No. 3 — R eminding consumers that we are all in this together

And it is working. Of the people we surveyed, 73% say that since the start of the COVID-19 crisis, they have developed a more positive opinion of brands that remind them “We are all in this together,” while 67% say they will definitely purchase the product when this crisis is over. Hearing this makes 42% feel very good about themselves.

No. 4 — S haring reliable updates about the COVID-19 situation Apple has released a new screening tool that allows people to determine if they potentially have the virus and if they should seek medical care. They created a new COVID-19 website and app with the CDC to help them understand how to manage the virus, and a Contact Tracing App with Google to help curb the virus’ spread. Quest Diagnostics’ website provides information about COVID-19, and consumers can sign up for email alerts for news and testing information.

While it is helpful in the moment, being a resource for consumers also is likely to pay off over time: 81% of the respondents say they have developed a more positive opinion of brands that share reliable updates about the COVID-19 situation; 49% say that purchasing from such brands makes them feel very good about themselves, and 60% say they will definitely purchase from these brands when this crisis is over.

Four-fifths (80%) of the people we polled say they have developed a more positive opinion of brands that offer exclusive hours for at-risk groups since the COVID-19 crisis began.

This is another phrase we are hearing from brands over and over again. In just one example, Hershey’s recent ad “Heartwarming at Home” begins by saying that we are in this together and that these experiences give people a chance to come together in meaningful ways. It ends with pictures of people connecting through windows, several feet away, and with family members at home sending a clear message: You are not alone.

No. 5 — Reminding consumers to take care of themselves

Surprisingly simple messages such as Uber thanking people for staying home and not using their service, and Sesame Street explaining that “taking care of yourself is also taking care of others” during a campaign that features Elmo and three friends washing their hands to upbeat music are proving extremely effective for brands. A full 77% of those polled say they have developed a more positive opinion of brands that remind consumers to take care of themselves, while 57% say they will definitely purchase from these brands when this crisis is over.

Anne E. Beall, Ph.D., is founder and CEO of Beall Research Inc, a marketing-research consulting firm that uses research to create solutions for Fortune 500 companies. She also is the author of “Strategic Market Research: A Guide to Conducting Research that Drives Businesses (3rd Edition)” and seven other books. She previously worked for the Boston Consulting Group (BCG).

CRAFT BRAND AND MARKETING

15

marketing

By Ashlee Brayfield

Pull the tap 6 low-cost marketing ideas for your brewery Many businesses are struggling with decreased revenues, fewer customers and increased costs. But, this does not mean you should stop marketing simply because your marketing budget has shrunk. There is a lot you can do to grow your business —even during a pandemic. Try these inexpensive marketing tactics to get you started.

No. 1 — Develop a focused marketing strategy Marketing is the lifeline that helps your small business to reach and connect with your target audience. And, it is ultimately the driving factor in long-term growth. For your business to grow, it must be seen. But, you cannot market your business effectively without a strong marketing plan. You cannot fire blindly and hope for the best. Unfortunately, most small businesses make that mistake.

The result: You will end up spending lots of money and get little value for what you spent. You need a marketing plan that lays out your goals and a clear strategy.

And, if you are just starting a business, this is the perfect time to build your marketing plan. In fact, as you write a business plan, your marketing strategy will be one of the core topics you will research and include in your plan.

If you already have an established business but struggling to grow it, this is your chance to put your business back on a strong path to success with low-cost marketing tactics that can be executed on a shoestring budget.

A strong marketing strategy should: > Build on your company’s brand identity by answering the “who” and “what” questions of your business. > Think holistically to engage both new and existing customers. > Establish a digital presence and prioritize a professionally designed website, blog, and social media presence. > Create high-quality content that is useful, relevant, and actionable. > Generate and convert new leads consistently.

No. 2 — Create a company blog If your company does not have a blog, you are missing out on leads, sales and other valuable benefits.

When planned well, blogging can: > Boost SEO: Search engines gravitate toward fresh and valuable content. > Drive traffic to your website: This traffic then turns into leads and new customers. > Establish authority: Your company’s expertise positions you as subject matter experts.

16

CRAFT BRAND AND MARKETING

AUGUST 2020

> Connect you to clients: Blogging gives you a space to connect with seasoned, new, and potential customers all at once.

You can launch a blog for your business with very little money. And, it is relatively simple to do. You will need to decide on a name, a blog design, and the best platform to host your blog. Then write about what you know best.

Your content must be high-quality Strong blog content will build trust, brand awareness, and convert leads to customers. Weak content only takes slightly less time to create but will yield none of the benefits.

Aim for your content to be: > Relevant: By focusing content on brands, projects, services, or needs that relate to your business, you will yield maximum results. > Valuable: Your content is valuable when it teaches its audience how to do something, helps them to make a decision or fixes a problem. Such content will position you as a subject matter authority and inspire loyalty to your brand. > Consistent: Prospects will show up when you are consistent. If you show up consistently, they will too.

No. 3 — Capture and hold attention with video Video marketing is not new. Marketers have used video successfully on blogs, websites and social media for years. What has changed, however, is how important video has become. Viewers today consume video content for longer periods of time than other forms of online marketing.

And, there are ways to create great video at a reasonable cost. Here are three tips to help you produce effective video content without breaking the bank: > Go live: Use Facebook and Instagram live feeds to share videos using your webcam or smartphone. Viewers can immediately like and share your content, driving immediate traffic to you. Be sure to save, though, or you won’t reap the long-term benefits!

CBAM-MAG.COM

> Be the teacher: Position yourself as a subject matter expert by offering live webinars. Save the webinars and promote them via social media or as gated lead generation content that you can deliver via email. > Keep it short: You are passionate about your content, we know. Keeping your videos short is the best strategy.

There are varying studies over how long a marketing video should be, but the consensus is that engagement starts to lessen around the two-minute mark.

No. 4 — Engage in social media It is estimated that there are 3.8 billion active social media users, which is quite an evolution from the early 2000s when social networks first took off. Social media marketing is a cost-effective way to harness all the social media buzz into quantifiable marketing leads. This methodology works because it meets your customers where they are at—a move that pays off big.

Invest your time in the right platform The question is never if you should do marketing with social media, but instead, which platforms make the most sense for your business.

After all, social media platforms are not created equal.

What works for a millennial-centric art studio may not be effective for a real estate firm. To leverage social media effectively, you should develop a social media marketing plan.

Here’s how you can do that: > Set goals: set social marketing goals that make sense for your business. > Know your customer: Which platforms are they on?

What times are they most active? What type of social influencing is most effective? > Research your competition: Determine which social networks their customers are on, and the type of content that appeals to those customers. > Set-up: Register and set up your social media platforms. > Audit: Consistently audit what is working and what is not. (This is where those metrics in the illustration above come in handy.)

No. 5 — Invest in a professional website design Today, consumers expect an interactive, well-designed, easy-to-navigate website experience.

A custom business website can do more for your business’ online marketing than any other digital marketing strategy.

Consider these important statistics: > 94% of first impressions on your website are

design-related. > A recent Stanford report found that 75% of people judge the success of a business based on how their website looks. > 38% of users will stop engaging in a website if the layout or content is not attractive.

Setting up your website can seem daunting; but, it is not as hard as you might think. We cannot emphasize enough the importance of good website design. With that in mind, even if your business is complex, your website design should not be. Professional web design is worth the cost—and it is less than you think. Most business owners worry about the cost of website design.

But, take a deep breath—you can afford to have an on-brand, revenue-generating website regardless of your budget. Custom website design does not have to cost tens of thousands of dollars. There are free, cheap, affordable, and expensive options. Take a look at this guide to understand how much website design should cost and see the many options available to you.

Your website is one of your most valuable marketing tools. It continues working for your business even when you’re sleeping. So, make it the priority it deserves.

No. 6 — Get involved in your community It does not take a massive marketing budget to communicate with your local community. But it can have a massive payout.

Community involvement can: > Increase brand recognition. > Boost your brand reputation. > Help you learn more about your client base. > How can you introduce your business to your community?

1. Host an informational event: Block party anyone?

Host an event to introduce yourself and what you offer to your community.

2. Take on speaking engagements: Share your expertise with the community. Your knowledge can benefit them and position you as a subject matter expert.

3. Apply for local business awards: Business awards are a great way to build brand awareness and credibility.

4. Give back: What can your business do for the community, which also can generate positive PR buzz?

Marketing on a budget takes effort, ingenuity, and constant testing to see what “sticks.” Start with these 6 budget-friendly marketing ideas.

Ashlee Brayfield is a Customer Support Specialist at crowdspring, one of the world’s leading marketplaces for crowdsourced logo design, web design, graphic design, product design, and company naming services. She helps entrepreneurs, small businesses and agencies with branding, design, and naming, and regularly writes about entrepreneurship, small business, and design on crowdspring’s award-winning small business blog.

CRAFT BRAND AND MARKETING

17

It’s easier to sell during a pandemic if everyone on your staff is selling Every one of your employees, from the brewmaster to the cellar workers, can and should be selling for your craft brewery.

Does your team know how to spot an opportunity to sell?

Do they know what to say when the opportunity presents itself?

In the Wall Street Journal best-selling business book Every Job Is a Sales Job, Dr. Cindy—also known as the First Lady of Sales—motivates your entire team, even non-sales employees, to bring in new business and nurture the customers you already have.

Visit www.DrCindy.com and get Every Job Is a Sales Job for your employees today.

Use promo code CRAFT to get a special bonus with purchase.

To contact Dr. Cindy for a personal consultation, visit www.OrangeLeafConsulting.com.

Dr. Cindy McGovern