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 and Sierra Nevada Brewing Company (in addition to 10+ years of homebrewing).
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.
Good little update from Red Bus this week. The logo really pops at the top of this email. Text formatting could be a little tighter, but not awful. Would have liked to see individual beer shots with the accompanying descriptors/stats. Some redundancy in the footer with the MailChimp default address and unsubscribe info.
Really liking the images in this update from #FieldworkBrewing. Good use of quick links at the top of the email. Thumbnails of the can release happening this week work well, but I would format the list of available beers either in multi-column or link to an up-to-date list on the website. Like the ecomm crowler[…]
Good update from #CoolBeerwerks. Just the right length for the content. I would have preferred to see it formatted as an HTML email versus a single image…but there’s a lot of formatting going on in there with colors, fonts and images, lol.
Good little update. Would prefer to have the email formatted with a balance of HTML and imagery for mobile legibility sake. But this is a quick hit that gives the information in a concise, well-formatted way.
Great email with great updates about a timely and topical event: the Capitol Beer Fest on March 3, 2018! I like the imagery and the formatting, and it not only highlights the upcoming fest but other events on the calendar. Just the right length, with good behind-the-scenes imagery to balance out the copy.
This is a great weekly announcement about the planned events and activities at the brewery. However, I would suggest that an HTML formatted email might serve the audience better. It might also allow for some images to break up the copy a bit. Good use of the default MailChimp footer functionality.
I love the imagery in this email! Not sure what header is supposed to be in the white space at the top, but this is a very informative email. The length, however, is a bit long for normal subscriber’s attention span. Good formatting and great use of MailChimp’s default footer unsubscribe and other preference information.
Great information and good formatting, but this email is SO LONG…in general, use email and social as a compass pointing to long-form content on the website. If there is this much information in the email, consider an anchor-tagged index or table of contents at the very beginning of the email. Lots of dead white space[…]
Good announcement from Mraz Brewing, but it takes up 3x the space necessary. Unfortunately, you will lose some mobile email readers with the length. Key is testing early and often before blasting out to the list. Also, watch for the redundancy with addresses in the footer area: ConstantContact is going to want to pre-populate that[…]