Let's grow your Beverage Brand
As a marketing advisor to the craft beverage industry, I'm as passionate about disrupting the status quo as you are. Which is why I started an LLC focused on telling the unique stories of brands ready to stand out versus blend in. I'll help you build a blueprint that can be immediately put to use to successfully market your product:
Write your brand story in 3 sentences
Customers purchase from businesses they believe in. Show you stand for something with a strong mission, vision, product and brand story.
Talk with customers like you would family
Whenever you’re in front of the customer, cut through the clutter with messaging that recognizes their needs and values what matters most to them.
Outsmart competitors by spotting opportunities
Study your competition and what they’re doing to attract buyers in your market, then strategize to gain share by telling a more engaging story.
Define content worth discovering & sharing
Clear the path for fans and prospects to love your brand. Reduce the guesswork with a deliberate plan for maximizing each storytelling moment.
Build a budget without breaking the bank
Successful marketing is an asset to business. Support your plans with a clearly-defined budget that learns and grows with you over time.
Identify best-in-class resources to execute
Develop a marketing focus within your organization and determine what inside and outside resources are needed to bring your plans to life.
Marketing that doesn't fall flat
What if there was an individual who hand-crafted a career on marketing national and global beverage brands. Someone who left a corporate role to help open a brewery as an assistant brewer before telling the untold story of one of the nation’s largest. That’s a marketer who understands the opportunity in front of you.
What do Jim Beam, Sierra Nevada Brewing Company, BJ’s Restaurants and Oakley all have in common? Brilliant storytelling. After 20+ years working for some of the most iconic brands in their respective industries, I’ve learned what differentiates brands in crowded markets is their ability to connect with the customer in a real and meaningful way. Which is what I’m now offering to beverage brands looking to break through the clutter:
- Uncovering your stand-out story
- Knowing where and when to tell it
- Planning and budgeting for being heard
- Navigating social, digital and advertising
- Developing a best-in-class website
- Creating engaging visual content
- Reporting performance and ROI
- Growing and retaining a customer base
- Brainstorming names and campaigns
- Managing news and public relations
Paterno Wines International, Jim Beam Brands, BJ's Restaurants (both as a marketer and an assistant brewer) and Sierra Nevada Brewing Company. Don't forget 10+ years of award-winning homebrew!
I cut my teeth in the software industry on the brink of the dotcom boom/bust, building an ecommerce and customer self-service platform at InstallShield Software.
Loyalty and Engagement
Tens of thousands of retail sales associates were incentivized to learn about Oakley technology in eight different languages. Few brands garner that level of fanatacism.
You should expect a superior level of project management, which is why I obtained my formal project management certification (PMP) in 2013.
Brands and stories worth tracking.
Last time we took control of search ranking and performance for your brand, so now it’s time to address a question that I’ve gotten a lot lately: how do I make social work for me (and not against me)? It’s a question that’s challenging many industries, not just craft beverage, but the answer is even[…]
At this point in our series on optimizing and improving your brand’s ranking in search, you have the tools needed to make a big difference for your brand. The best part of all: you did it without spending a dime on outside agencies! I always knew that the craft beverage industry was built by resourceful[…]
There are a number of ways to approach improving your ranking in search engines – finding what’s right for your brand may take some trial and error and that’s okay! This week I’m going to share some favorite Bing and Google search tools for helping brand owners like you win the search game. Top ten[…]
Last time we talked high-level about scoring free advertising by upping your search engine ranking. One way to do that was increasing your page load speed, using my own site as a turnaround example. Today I’m sharing a quick how-to on creating brand content that your customers (and search engines) will love. Show me the[…]
It’s been a while since I’ve thought/cared about New Belgium Brewing Company. Today I got to thinking, what’s going on with them, anyway? Here starts the rabbit hole I found myself in. It started out with an email from them this week with the “100% Employee-Owned” message front-and-center along with a main story feature on[…]
I’m definitely interested in where the kombucha industry is headed. It seems like ten or so years ago was when the industry started to gain momentum in the US, only to be slowed by issues with continuing fermentation in the bottle, making the 0.5% ABV beverage by label more like 2.5% after sitting on the[…]
The photo of the SpaceX shuttle seemed timely and appropriate for this newsletter on improving your search presence. Recently NASA named the astronauts that would be crewing the competing shuttle providers, SpaceX and Boeing, both due to test in 2019. It seems there’s a fair amount of trash-talking between the two companies who are racing[…]
I’ll give Jeff Hirsh from The Right Brain Studio credit for posing the question about storytelling, though I don’t entirely agree with his assessment. In his recent article, “Enough About Storytelling,” he talks on the one hand about the importance of storytelling to building brands, both today and historically. On the other hand, he talks[…]
I liked this article for a number of reasons. First, I used to live in SoCal and when I worked with Oakley we were really active in the skate and surf communities. I miss that! The co-founders/-funders of Saint Archer were deep into action sports, which not only influenced the beer and guest experience but[…]