The Marketing Society – Star Creative Student of the Year Award 2017
In response to the Star Creative Student of the Year Award brief for 2017 I have developed a campaign to get Brewgooder’s Clean Water Lager into bars and restaurants. This is a Business-to-Business campaign directed at the managers, owners or main buyers of the selected bars, and is run in three main stages; The bar selection process, direct mail promotion, and an order and rewards scheme.
To create a successful campaign, we need to begin by deciding on a method for selecting which venues to target. After researching both Brewgooder and craft beer marketing I have concluded that there are two methods of bar selection that should be used to make this selection. First, targeting bars known for craft beers already is the most likely way of convincing their manager/purchaser to buy the beers, as their customers are more likely to try something new, and the association with Brewdog will help to convince them of quality. These bars are also more likely to take a chance on an unknown brand due to often having frequently changing menus, and if it sells well in their location it would be kept on as a regular beer. The second way of locating bars is through local artists and other creatives, as Brewgooder’s partner company (Brewdog) is a brand frequented by artists and designers, and they like to encourage growth in the art community, it is worth surveying art schools and design agencies in the cities they are looking to supply to see which bars this customer base would frequently visit. Using these methods ensures that the company is targeting the correct consumer base for their product and prevents wasting resources, therefore preventing a higher level of output costs in their marketing campaign.
Sample box design
Zine (8 page fold format)
Poster from back of zine
Branded filter bottle
Once bars decide to begin stocking the beer it is important to make them feel valued by the company to keep them coming back and continuing to purchase more. To do so I propose that a rewards scheme is implemented to give back to the bars who continue to support Brewgooder’s cause. After speaking to bar staff, I have found that they tend to get very excited when beer companies provide them with merchandise for the bars, and that they also see a link between displaying branded products and increased sales of the product in their bars. Upon the first order the bar would be sent a pack containing a set of 15 glasses, 30 beer mats, and a selection of vinyl stickers for display in the bar. This start up pack begins the advertising within the bar and makes the bar staff feel valued, all without a heavy price tag. After this, each order placed by the bar will earn ‘points’ which can be collected and used to claim back rewards once they earn enough for their chosen perk. These rewards range from the items in the sample packs, to bar blades and runners, to T-shirts for the bar staff, extra beers added to their order or even invitations to a brewery tour at Brewdog. This system of collecting more points to gain better rewards will encourage the bars to continue placing orders, and may even encourage larger orders. The products offered can also be produced/provided at a low cost to Brewgooder, which prevents their profit margins from dropping so that they can ensure they are still able to support their cause.
Merchandise available to clients
To facilitate a system for ordering and rewards directly through Brewgooder I feel that introducing a Stockists area to the website would be very beneficial, as online ordering is the most efficient and accessible method. this would be a private area only for stockists to access, which would contain an accounts page with previous order details, an ordering page to allow orders to be placed at any time, and a page to allow rewards to be viewed and claimed by the stockists. Making the ordering system as simple as possible for the bars will make them more likely to return to the beer, as if the process is quick and easy they will not be put off making future orders. This system being entirely contained within the main website also ensures that it is easy to find online with a simple web search and prevents confusion.
Login page for client area
Ordering page
Rewards page
*These designs feature the Brewgooder logo, can design and illustration, all of which are pre-existing designs, owned by Brewgooder. All designs are thoretical, for competition purposes only.
