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Digital Marketing - 28 Pale Ale

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by

Caro Steinmann

on 10 February 2016

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Transcript of Digital Marketing - 28 Pale Ale

28 Pale Ale
Inspired by the 28-day swell during the 70s
Style of the care-free 70s
It makes people want to grow their hair long
A flavourful beer with a complex, fruity character - citrus, grapefruit, passionfruit and lychee notes
Value Proposition





Founded in 2006 (40 employees)

Brewing hand-crafted beer
original principles of brewing beer

8 different kinds of beer
The surf phenomenon might never be repeated, but you can always order another 28 Pale Ale.
Take a trip back to the 70’s and feel the freedom of the distinctly unique taste of 28 Pale Ale.

Handcrafted using only quality natural ingredients and aged during the brewing process to create our classic taste, 28 Pale ale is for Australian’ seeking an alternative premium product.

Burleigh Brewery
Channels
Goals
Measurements
Google Analytics
How visitors come to your site?
How do they navigate it?
Where do they exit?
Is the content effective?
Which campaigns bring customers?

YouTube
YouTube watch, YouTube Analytics, AdWords for video performance

Facebook
Page insights, Adverts Reporting

Instagram
Account Insights, Ad Insights
Ad Staging
Social Media
Facebook
Instagram

Mailing Lists

Online Craft Beer Community
Forums
Blogs
Associations with groups/events


Market Situation
Socio-Cultural Trends
Healthy
Organic
Local
Authentic
Tells a story
Target Market
25-34 years old
East Coast of Australia
Market Positioning
Competitor Analysis
Low Costs
High Costs
YouTube

Video Production

SEO


Upload a picture to Facebook in the 70's beach style
Get the most 'likes'
Win a weekly prize
That 70's Shot
4th biggest beer drinking nation in the world
109.9 liters per person
Decreasing demand for traditional beer 7%

Increasing demand for craft beer 3%
2010 2014
592,000 1,040,000
Will grow 5% annually until 2018
"It's all about the flavour and drinking local"
....Something different
Increasing Brand Awareness by 20%

Website
Increasing traffic by 200%

Social Media
Facebook 5000 likes
Instagram 3000 follower

70's shot competition
1000 participants
Malt Showel
Brewery
Stone & Wood
Brewery
Matilda Bay
Brewery
Fortitude
Brewery
Little Creatures
Brewery
Handcrafted
Innovative
Locally produced
High quality
Full transcript