The Power of Word-of-Mouth Marketing

Word-of-mouth marketing is a powerful and influential marketing tool that requires current customers to share their positive opinion and recommendation of your product: the craft beer and taproom. Still trying to decide if this marketing tactic is right for you? Here are some reasons why you should consider it.

Cost Effective

Word-of-mouth marketing is a cost-effective strategy compared to traditional advertising. Traditional advertising on search engines and social media platforms often requires significant monthly financial investment; however, word-of-mouth marketing relies solely on satisfied customers voluntarily spreading the word about your brewery.

Limitless Reach

Word-of-mouth marketing has the potential to reach a large number of people. When individuals share their positive experiences with others, the review can spread rapidly, especially since most people share where they are and what they do on social media. A positive recommendation can spread quickly and reach a wide audience, increasing brand exposure and awareness.

Creates Credibility

Word-of-mouth marketing works because it’s based on trust. People trust others they know over reviews online or traditional marketing messages. We are more likely to visit a venue if a friend, family member, or coworker recommends it to us.

Long-Term Impact

When people have positive experiences and share them with others, it can lead to repeat business and brand loyalty. Satisfied customers are likelier to become brand advocates, consistently recommending your beer and taproom to others.

How to Make Word-of-Mouth
Marketing Work for Your Brewery 

Exceptional Service

The foundation of word-of-mouth marketing is exceptional service and products. Every customer that walks through your doors is important – from the beer to the atmosphere to the staff – the entire visit must exceed every customer’s expectations. Stick to who you are, and be unwavering in what makes you unique. Have all staff on board with the standard procedures for caring for each customer.

Promote UGC

User-generated content (UGC) is photos or videos that visitors post on their social media accounts and tag you in it. People love it when brands re-post their content on the brand accounts. Always ask for permission first. 

Host Events

Host in-house and private events. In-house events with competitions, trivia, and community outreach, such as pet adoptions, attract people who may not have necessarily been looking for a brewery. For every private event you execute, the party host brings you an entirely new group of people to impress and become happy customers.

Getting Started:

• Include your handle and hashtag in multiple places (menus, tabletop signs) to encourage people to share. 
• Run a contest for a growler for visitors who post how much fun they had visited the brewery. 
• Sell fun branded merch that can be conversation starters.
• Create Instagramable spaces to encourage selfie-taking. 

Word-of-mouth marketing allows your business to leverage the trust and connections you build with your community to a broader audience of potential customers than your traditional marketing channels can, all without a budgeting line item needed. Providing exceptional service to every customer creates happy customers that turn into your biggest advocates.