Fulton
Transcript: Google+ Utilizing a Google+ social page has shown to increase a company's result ranking on Google search analytics By actively "+1"-ing online content (particularly items that are relevant to the microbrew industry and product offerings), the Fulton brand will gain increased visibility to internet users A greater number of +1’s increases a link’s potential for a high CTR (click-through-rate), which leads to increased social sharing, and in turn, will increase its Google search rank Promotions Twins Jersey "Pinterest referrals are more likely to result in actual sales than those from other social media outlets, according to Wayfair executives(formerly CSN Stores, the second largest home goods retailer by revenue). The home goods retailer reported Pinterest referred consumers to be 10% more likely to make a purchase and spend an average of 10% more" 64.7 % of respondents choose their beer based on QUALITY over PRICE Overview http://mashable.com/2012/02/21/google-plus-1-seo/ "Mug Shot" 70.2% of respondents said that TASTE was the most important factor when purchasing beer Early Successes http://mashable.com/2012/04/02/pinterest-wayfair/ The Mug Shot Began keg sales three years ago Quickly gained loyal following in Twin Cities' bars Growler sales since November 2011 Newly-opened tap room - March 2012 No paid advertising Brought to you by: Major Focus The Coaster Results 1.4 million users daily Focuses highly on female market segment Provides Fulton with a visual, branded personality Feature each Fulton flavor Recipe suggestions to complement beer enthusiasts' tastes Tips on crafting microbrews at home Beer recipe kits Critical Analysis Enjoy your beer :) Pinterest Current Situation Emphasize recently-opened taproom Encourage increase of bottle sales Maximize sales of Sweet Child of Vine at Twins' games Utilize social media that hasn't been approached yet Invite reporters (and a +1) to visit the Tap Room before a Twins game Each reporter and guest will get 2 free beer vouchers A short informational presentation / Meet & Greet will occur once the game begins. This will cover the Fulton brewing process, future plans, and how the brand fits within the Twin Cities and surrounding communities Questions? [at a glance] Every home game Twins fans and Fulton drinkers have the chance to be entered into a drawing for a free growler fill, Fulton shirt, six pack coupon and more! Results: 57.8% No 42.2% Yes Townball Tavern http://mashable.com/2012/02/25/pinterest-user-demographics/ Opportunities Raises awareness for the Ful10 Fund Creates a lasting association between Fulton and The Twins Thirsty enthusiasts visiting the Townhall Tavern can tweet a branded photo to @fultonbeer for a chance to win promotional prizes Pinterest Trial: Lack of awareness among consumers in the Twin Cities regarding bottle sales specifically USP: Fulton bridges the gap between craft beer and domestic beer. It's approachable. Not to mention: millions of Twins fans, just a few blocks from the taproom! 62.7% of respondents enjoyed trying craft beers The Lonely Blonde Pete Child of Vine Edward Growler Hands Worthy Adversary Mollibertine Thank You! Company Background Survey Conducted research among 21+ target Identified new sources of social media Created a number of promotional opportunities Strategized a focused public relations campaign High competition within the microbrewery industry Pressure to differentiate from competitors Lack of resources/manpower Finding a way to make the most of proximity to Target Field Busy, yet warm and friendly environment Food trucks (i.e. Fork in the Road; Gastro Truck; Natedogs; Barrio Taco Truck; Hola Arepa; Vellee Deli; Potters Pasties; Get Sauced; Simply Steve's; Saucy Burt's) outside of taproom to complement beverage offerings Television behind bar to keep fans posted on Twins score Favorable coverage through Star Tribune, City Pages, WCCO, KARE 11, KSTP, and more Goal: To increase Fulton consumption outside of the Tap Room and create loyal consumers Category: Microbrewery Culture: Local Beer Enthusiasts & growing microbrew market Strengths: Close to Target Field, keg sales, taproom, Weaknesses: Lack-of-resources for tastings, would like to grow bottle sales, tapping into Dinkytown culture Consumer: 25-35 year old male, not limited Seeking taste variety and a change from mainstream offerings (Budweiser, Miller-Coors, etc.) Core Conflict: Content vs. Consumer We targeted consumers (those 21 years and older) with aim to gain insight on purchasing habits and microbrew preferences. Media Day at the Tap Room Public Relations Campaign *Sole location at Target Field to sell Fulton offerings Press release that tells Fulton's story and positions it as a hot spot before (and after) Twins games Geared towards local publications which haven't yet covered the tap room (i.e. Vita.mn; Pioneer Press; MPR; Fox 9) Additionally, shared with Duluth News-Tribune, Mankato Free Press, St. Cloud Times, and Rochester's Post-Bulletin as