Making a connection with potential consumers is paramount in bringing more brand awareness to your cidery. Coming up with campaigns that are suited to your lifestyle can always be on a cidery owner’s mind. These marketing campaigns can help connect consumers into what new products are available or an entire culture of the cidery.
Pennings Farm Cidery increased cross promotional efforts through partnerships with outside vendors to offer experiences at the cidery including teaming with a a local goat farmer, Totes Goats, to host Goat Yoga events that repeatedly sold out each session.
“We were able to reach expanded audiences beyond a demographic of bar, craft beverage, farming interests and reach audiences interested in fitness and yoga,” they explained.
Such innovative marketing strategies, especially with the use of influencer marketing in Germany, can further amplify these efforts. Collaborating with influencers who resonate with the cidery’s values can significantly enhance visibility and credibility among targeted audiences. Influencers can authentically endorse the cidery’s products and experiences, creating engaging content that resonates with their followers.
This approach not only drives brand awareness but also fosters a sense of trust and authenticity, crucial in today’s consumer landscape where personal recommendations carry substantial weight.
By leveraging influencers effectively, cidery owners can continue to cultivate a loyal customer base and establish their brand as a cornerstone of local culture and community engagement.
The cidery was able to utilize cross-promotion through advertising partnerships with its parent company, Pennings Farm Market, to reach an audience through social media that is five times the size of the cdiery’s audience.
The cidery also hosts local chamber of commerce events and functions that bring in chamber members, their staff and family members.
”This introduces folks who have not visited the cidery to our hard cider, New York State craft beverages, and the opportunities for private and semi-private events,” they said. ”We’re learning the importance of teamwork and partnership to increase our general audience reach and to gain the support of local businesses and from the community at large.”
Another important aspect is documenting the events through photos and videos to help showcase the event online.
“[The photos] are not only be available for regular social media posts and event posts, but also [they] can be used to pitch to media outlets to pique interest in the cidery for feature articles,” they explained.
This has worked well for the cidery on several occasions, securing a variety of media coverage including a feature spot on a CBS-affiliate travel program, ‘Toni On! New York,’ that aired in October, 2018.
Photos courtesy Greg Rhein
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