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Ray Nally

on 24 March 2015

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Transcript of Introduction

Company profile
Estd. 2013
Based in Meath
Won multiple category awards
100% Naturally Brewed & Chemical Free
Reference Groups
Culture & Sub-culture
Personality & Perception

Rouse, M. (2011). What is search engine optimization (SEO)? - Definition from WhatIs.com. WhatIs.com.
Solomon, M., Bamossy. Gary J., Askegaard, S., & Hogg, M. (2014). Consumer behaviour. Harlow: Pearson.
Carpernter, A.J. (2015) et al. Craft Beer And Consumer Behaviour. 2013. Web.
Schiffman, L.G (2008) et al. Consumer Behaviour. Harlow, England: Prentice Hall/Financial Times,
Brubrewery.ie,. (2013). Bru Brewery – Premium Irish Craft Beers and Stouts» OUTLETS.
Mintel Group Ltd. (2014). Beer - Irish Series

Websites domains:

Social Media
454 (fan page)
Lack of customer interaction
No posts to page
Seasonal Competitions
Re-blog or sharing dominant communication
No original content
Poor in comparison to competitors

Lack of customer interaction
No direct tweets
Re-blog or sharing dominant communication
No original content
Stronger in comparison to competitors

Other forms of Social Media

No Instagram account
No independent YouTube channel
No Google + account
No Pinterest account

Competitor Comparison
Search Engine Marketing Evaluation
Content Marketing
McGargles Craft Brewery Social Media Comparison
Facebook : 12,158 likes
Daily consumer feedback on Facebook page
Twitter: 962 followers
No customer interaction
B2B communication
Website: Professional presentation, informative on brand & products
Website lacks depth
Instagram presence
SEO- Search engine optimization
Search engine optimization (SEO) is the practice of manipulating aspects of a website to improve its ranking in search engines. Various approaches are taken to achieve that goal, such as submitting the website to directory services, and addressing website architecture and content (Rouse, 2011).
What do people search for?
Keywords: Irish craft beers
Low ranking page 3

Content Marketing
The technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience in order to drive profitable customer action (De Clerck, 2015)
Owned media - voice platform for a brand

“In a consumer behavioural context, an attitude is a learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object.”
Strongly influenced by personal experience, family and friends, direct marketing, mass media and the internet.
Bru Brewery want positive consumer attitudes towards their product - achieved through DMS
Culture is part of the external influences that impact the consumer by other individuals
Sub-culture: Craft beer culture
emerging craft beer culture in Ireland
unique ideologies, philosophies, beliefs and behaviours
Irish craft beer festivals and specific venues
Wetherspoons, Against the Grain, Brew Dock etc.
Craft beer - 10% of Irish beer market
The name for the brewery, ‘Brú’ is derived from the Irish for Newgrange, ‘Brú Na Boinne’, meaning ‘Place on the Boyne’

Personality & Perception

To increase their level of interaction with online followers and fans.
To create content relevant to their products and company
To improve and/or expand other forms of social media
Fully optimize website
Hold online competitions
2. To create content relevant to their products and company.

Original content
tasting notes and food pairing
Recipes using products - dubh stew
Promote responsible drinking
4. Fully optimize the website

Create a Google Ad-words account.
Search engine optimization
become first port of call in irish craft beer market
Identify keywords for searches.
5. Hold online competitions
3. To improve and/or expand other forms of social media.

Entice users to share and generate their own content
Youtube channel – start showing process, brewing recipes, creative content
Instagram – show products with meals
Synergy across all platforms
Motivation is the driving force within individuals that impels them to action.

Why buy a Bru Brewery craft beer?
Appreciate the beer and the craft.
Spontaneous Purchases
Loyal customer of craft beer.
To show off to generic beer users
Everyday drinkers, not fussy.
To criticize the drink itself.

1. To increase their level of interaction online.

Craft beer is based around interaction
Interact with customers by tweeting back or posting on their Facebook pages
Hold events and publicize them
Gain exposure
Request and share fan pictures of them enjoying products
Greater level of content
Facebook Video
the new viral
Professional presentation
Informative on brand & production process
Product descriptions not prevalent
Facilitates direct communication
Experiential marketing
Offers tours
Details list of stockists
Builds brand personality

Social media evaluation
More active on Twitter than Facebook
Not using Facebook to its full potential
FB features
Synergy across all platforms
Other forms of social media need to be expanded upon
Brand Personality
Brand Personality
Can be categorized into four customers
The Explorer
The Enthusiasts
The Loyalist
The Novice.
Peer & Reference Groups
Craft beer made to be enjoyed
Social product
Based around interaction

Peer & Reference groups
Family, friends & colleagues
Chatting about the product - better attitude + more motivation

What does the brand communicate?
"Irishness" - heritage, history, folklore
Modern - labeling, clean, fresh, new
Quality - premium, high end, luxury

Content marketing builds familiarity and affinity with the brand
Culture & Sub-Culture
Gavin Nolan : C06551467
Mark Heffernan : D10124699
Raphael Nally : C10336757
Brian Lynch : C10344959
David Loughnane : C10380535
Emma Gleeson : D11124837
Digital Marketing Strategy
Full transcript