SPEAKEASY ALES & LAGERSBEN SHAN AND DARCY VILLERE

Guerilla Marketing Plan

Agenda

Business and Brand Overview Guerilla Marketing Goals & Strategy Guerilla Marketing Tactics Budget Analytics & Metrics

Speakeasy Ales & Lagers

Founded in San Francisco in1997 Website: www.goodbeer.com Brewery in the Bayview District of San Francisco Distribution Strategy

Kegs and bottles are sold direct to bars and restaurants and bottles sold to retail partners such as Safeway

Speakeasy owns trucks and also uses channel partners for distribution and remote sales

Current coverage: 15 states, Japan, UK, Ireland Competitors

Local microbreweries e.g. Gordon Beirsch National, international beers All other forms of alcohol e.g. wine, whiskey, etc.

Competency & Uniqueness

Commitment to High Quality Beer “A steam-fired brewhouse, designed for hands-on

operation to maximize consistency and shelf-life.” Company Web URL = goodbeer.com Flavorful, distinctive, hoppy tasting beer Critical Acclaim

SF Weekly: ‘Best San Francisco Beer’ 2002 Higher than normal alcohol content

Distinctive Branding Over 13 years invested Iconic “eyeballs” logo Consistent 1920’s Prohibition-era imagery

Positioning - In Their Own Words

“beers built for a more discerning palate”

From: www.goodbeer.com

Brand Image

Strong and consistent iconography and theme

Target Segmentation

Demographic Variables Geographic Variables

• 75M/25F; Age 26 – 45• Any race wanting to be hipster• HHI: $40k-$120k• Some college• Any occupation, any religion• Single, married or small families• Middle to Upper social class – don’t like cheap beer

• For freshness purposes, the geographic areas served are close to the brewery in San Francisco. • Bottled beer is also sent by distributors to 14 other states, Japan, UK, Ireland.

Psychographic Variables Behavioristic Variables• Beer Dorks!• Those that enjoy the taste of beer• Hipsters wanting to drink “better” beer• Drink beer more than more 2-4 times per week and eat dinner out more than 3 times per week

• Good beer is to be enjoyed, not chugged purely for intoxication purposes• Price Sensitivity is low for those who demand good beer

Guerilla Marketing Goals

To solve the following problems: The lack of awareness in un-served geographies Lack of loyalty in served geographies Slow growth of sales

On a budget of $50,000, execute guerilla marketing tactics to: Increase gross revenue by 10% Boost brand awareness by 50% Build brand loyalty Drive beer sales

As a result of this campaign, we want potential and current customers to: Try the beer Recommend the beer Go to a bar or restaurant that serves Speakeasy beers Buy Speakeasy beer from a store such as Safeway Ask for Speakeasy at bars and stores

Brand Alignment

Speakeasy Brand Personality Traits: Secret, Esoteric, Serious, Elite Sophisticated, Discerning, High Quality, Old-Fashioned Basic, Low-tech, hand-made

Traits That Wouldn’t Work Cute, Friendly, Open, Welcoming – All-inclusive

messaging Cheap, Easy – Any discounting or freebies High tech, Modern – Online, Facebook or email

messaging

Guerilla Marketing Strategy

Throw a Free Speakeasy Party Speakeasy parties in the 1920’s

style Themed dress up 5 parties in Bay Area

2 parties in San Francisco 3 in Outlying cities

Oakland Palo Alto Marin

Invitations for Contest Winners Bottle Cap Contest Bar Treasure Hunt

Bottle Cap Contest

Bottle Caps with a special code Enter code for validation – each

code can only be used once Collect email with each redemption

Code leads to a “Speakeasy Party” 1 Big Party

Party sizes are smaller for these 4 Oakland Palo Alto Marin San Francisco #2

Video Contest

‘Guess the Bar’ Scavenger Hunt Video contains hints to bars 5 pictures at 5 bars (their own

private party) Take a picture of yourself in front

of the bars hinted at in the video to get invited to a special party Emailed to us

Affiliate Marketing Opportunity Collaboration with key channel

partners: bars and restaurants

Online Tactics

Check out this video and my others at youtube.com/darcyvillere

[Embedded Video Slide]

Channel Specific Tactics

Facebook Advertise bottle campaign on Facebook Provide hints to participants for video

contest

Twitter Create a hash tag for the party Provide hints to the bars for video

campaign Photo updates as party goes is happening

Blog Write a blog to stir up interest in the

contest Hints to help people to find the bars

Online Tactics

Other Supportive Tactics Submit contest to Digg, Stumble Upon,

Reddit Online advertising through local

websites Sffuncheap.com Sfstation.com Sfgate.com Laughingsquid.com

????

Budget

Total $50,000 Bottle cap stickers, operational incidentals -

$5,000 1 Big Party - $15,000 4 Little Parties - $7,000 each Online Promotional Ads - $2,000

Analytics & Metrics

Contest Based Metrics Count bottle caps redeemed Count new email addresses collected from contestants Count photos submitted for Scavenger Hunt contest

Social Media Based Metrics Track the lift in number of fans on the Speakeasy Fanpage Track the lift to traffic to the Speakeasy site Track tweets related to Speakeasy and the contest

Sales Based Metrics Count new bar, restaurant and retailer customers Track lift in sales to existing customers

Brand Awareness, Recognition, Recall Based Metrics Online buzz metrics Survey bar customers for awareness, recognition, loyalty

Appendix: Speakeasy Definition

From: www.goodbeer.com

Appendix: Contact Info

Ben Shan benjaminshan@yahoo.com Business Development Manager, Sony

PlayStation®

Darcy Villere www.DarcyVillere.com Social Media Marketing Consultant