Beer & Banter

- Jeff Lough

Who and Why?

• Target Audience– 21+– Specifically Mid-to-Late 20’s• College kids drink cheap• Older generations already have beer of choice

– Areas with craft beer presence

Key Performance Indicators

• Awareness Increase – 5% by 6 months

• Sales Increase – 10% by 6 months

• BrewMaster’s Project Twelve– Move to yearly product

if….• Monthly Sales Increase

first 3 months

The Big Picture

• Create more communication with targets– Social Media/Blogs– Contests– Reoccurring Themes– Suggest Product Usage– Budweiser products as a

talking point

Tools & Tactics

• Twitter– “Hanging With the

Brewmaster”– Weekly contest of

pictures using the product

– Win clothing, signs or accessories.

Tools & Tactics Cont.

• Facebook– Updates on Event

sponsorships• “Tailgate Tour” –

Travel to one of the week’s marquee matchups. Campus Location and Times, Food and Beverages, Games that will be available

• Alerts on promotions and specials at local bars/restaurants• Follow up with

pictures, videos, and quotes from each event• End of season blog

with some of the most memorable highlights

$ Budget $

• Twitter “Hanging With the Brewmaster– Strategy and planning – 4 weeks – 160hrs. =

$40,000– Daily overview of accounts : content building –

team of 5 on full time. – Total team hours – 4,800 * $250/hr = $1,200,000– Winnings : 24 wks (weekly for 6months) * $100

in Merchandise * Top 5 contestants = $120,000

$ Budget $

• Facebook and Blog: “Tailgate Tour”• Planning and strategy: 8 weeks prior to

football kickoff. – 320 hrs. = $80,000• Build & implementation: Posts, content

generation, and event travel with 15 Full time employees – 15 weeks of season = $2,250,000

$ Budget $

• Paid Media– 1.5 Million total– Digital marketing calculator: • 60% Pay Per Click• 20% Social Media• 15% SEO • 5% Content (blog)

Summary

• Remember Our Goals– Increase

Communication – Build brand awareness– Boost Sales– Recognize consumer

creativity– Sustain positive image

and industry position