Can it be easier in marketing toward a crowd that knows you instead of advertising to those that have yet to come in contact with your brand?
Brewer asked craft beer managers across the country for input on how they approach both types of consumers.
“I think it’s easier to market towards a crowd that already knows you,” admits Amy Martin of Stormcloud Brewing.
“They know your story and can become your greatest brand ambassadors. Familiar customers are also very good at celebrating your wins, big or small. If they are fans and positively drink your beer around others unfamiliar with your brand, that’s some organic marketing right there.”
Living The Dream Brewing doesn’t do much in terms of traditional advertising so GM Micahel Acerra said they rely on our social media, weekly newsletter emails, mobile texting, and its website to inform and excite the existing customer base about events, new beers, and fun activities.
“In the last year our distribution has greatly expanded with the help of Colorado Craft Distributors,” he said. “This puts our beer in the hands of consumers from the Front Range all the way out to the Western Slope of Colorado. We certainly hope that not only will they love our beer, but also love the lifestyle that the brand suggests.”
READ MORE: Ideas to Expand Marketing to Downstream Consumers
When approaching marketing towards an audience that knows your brand, Martin really likes playing off nostalgia.
“If they have a favorite beer or annual event, and you actively celebrate those things, they’re going to get excited,” she explained. “It’s also fun to share photos of folks who support your brand — it makes them feel part of your company community.”
There are pros and cons to both situations in marketing but marketing towards new customers can be a bit more difficult just because they don’t have the history with your brand, explained Kyle Park of Neshaminy Creek.
“They may not understand our weird little idiosyncrasies or references that our longtime customers have come to expect,” he said. “The upside to new customers is that everything is fresh to them so it can be a bit easier to get them excited about something that our regular customers are used to.
“We just try to be authentic to who we are no matter what customer base we’re trying to reach.”
Dark Sky Brewing has recurring events like yoga and Local’s Monday to help bring in both old and new crowds. The Dark Sky Community nonprofit organization always has a philanthropic effort in the works, usually with an associated beer.
“Creating the same fun experiences for both the return customer and a new customer is important to keep the same community feeling for everyone,” said co-owner Larami Sandlin.
When approaching marketing towards people who have not come in contact with the Stormcloud brand, Martin says they go back to marketing basics — figuring out who they are (both demographic-wise and consumer archetype-wise) and catering to what motivates them.
“One example is if we were trying to draw people in from bigger cities in our state and become more of a ‘destination’ brewery, we would first identify what type of destinations folks are looking for,” she said. “Say we identify that potential consumers are willing to travel for outdoor adventures in beautiful spaces. Then our advertising would focus on promoting swimming, kayaking, fishing, hiking, cycling, and such, that we have around us here in northern Michigan.”
Photo courtesy Stormcloud Brewing
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