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Fulton

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AA

Ali Aagaard

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

Early Successes

  • 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

Public Relations Campaign

  • 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 well
  • All who receive the release will also be encouraged to visit the tap room

Pinterest

http://mashable.com/2012/02/25/pinterest-user-demographics/

Company Background

Brought to you by:

The Lonely Blonde

Pete Child of Vine

Edward Growler Hands

Worthy Adversary

Mollibertine

  • 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

Current Situation

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

Critical Analysis

  • 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

"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"

http://mashable.com/2012/04/02/pinterest-wayfair/

Results:

57.8% No

42.2% Yes

Opportunities

Major Focus

Pinterest

[at a glance]

  • 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!

  • 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

  • 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

Overview

  • Conducted research among 21+ target
  • Identified new sources of social media
  • Created a number of promotional opportunities
  • Strategized a focused public relations campaign

62.7% of respondents enjoyed trying craft beers

http://mashable.com/2012/02/21/google-plus-1-seo/

64.7 % of respondents choose their beer based on QUALITY over PRICE

Survey

Media Day at the Tap Room

We targeted consumers (those 21 years and older) with aim to gain insight on purchasing habits and microbrew preferences.

The Coaster

Results

70.2% of respondents said that TASTE was the most important factor when purchasing beer

22% of respondents said PRICE

  • Goal: To increase Fulton consumption outside of the Tap Room and create loyal consumers
  • 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

"Mug Shot"

Townball Tavern

The Mug Shot

*Sole location at Target Field to sell Fulton offerings

  • 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!

Thirsty enthusiasts visiting the Townhall Tavern can tweet a branded photo to @fultonbeer for a chance to win promotional prizes

  • Raises awareness for the Ful10 Fund
  • Creates a lasting association between Fulton and The Twins

Thank You!

Questions?

Enjoy your beer :)