Cider Corner: Successful Marketing Campaigns

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.​

​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 host​s​ 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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