How to Keep Your Marketing Team Engaged

Although the season(als) can change, beer marketing can become the same, day in and day out.

The goal, of course, is to promote your brewery’s brand, find ways to draw in consumers and keep innovative and competitive in a marketplace that is always changing, and — even more so now — rapidly growing.

Peter Weiss is the Marketing Manager for Alltech Lexington Brewing & Distilling and has had a marketing team consisting of himself and four others for three years.

2016 Brewery Renovation

Brewer Magazine talked with Weiss recently of keeping his team engaged:

Q: What efforts have been made to keep things fresh, exciting and positive?

Weiss: As is the new normal in the beer business, we have to keep things fresh just to get the consumer to look at us on the shelf. With new brands, seasonals and one-off projects, there is always something new for us to do. My team and I thrive on a new challenge, and designing, releasing, and promoting new brands along with our flagship brands keep things fresh on a daily basis.

Q: How are problems handled? Do you work it out as a team or 1-on-1 with that individual?

Weiss: It really depends on the problem at hand. If it is a problem from an overall marketing initiative, I like to think that we can solve it as a team. There have been many brainstorming sessions in the office, or at a happy hour event that I am very proud of. If there are problems with individuals from an HR standpoint, I like to hit it head on. Deal with the issue at hand so we can get back to our team.

Q: What is the key to having a great team effort?

Weiss: Allow everyone to have a say. Each member, including myself, have individual responsibilities to make it all happen. We share openly what each of us is doing, and make sure that we are all moving in the same direction.

Q: What do you see as the goal of your team? Do you plan them out in meetings as a whole or by working with each individual?

Weiss: I think it is important for each member of the team to know what each other’s goals will be. That way we can help each other reach individual and team goals.

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