Your Brewery’s

Next Big ThingPresented to: Roy Frostenson

Presented by: Mara BensingThe Local Life

The following presentation will look at a

newspaper marketing outlet that will help accomplish your company’s focal objectives:

Increase brand awareness Introduce more consumers to your products Establish quality in consumers’ minds Continue growth / expand market

Advertising Objectives

In order to maximize your company’s success in

the beer market, we need to maximize your many competitive advantages:

Exceptional taste / quality Reasonable price Customers see value in product

Competitive Analysis

On the other hand, it is also important we minimize your company’s few competitive

disadvantages:

Relatively new Lack variety Craft beer is more expensive than mainstream

choices

Competitive Analysis

The following research further examines your marketing

goals, and how they can be reached:

Objective: Increase market share / establish brand in competitive craft beer industry

A study done this year by Saratoga Resort says appealing to local businesses and consumers can help enhance a brewery’s reputation.

According to an alcohol advertising website, many professionals agree that effective alcohol advertising only increases market share and brand loyalty.

Research

This media analysis describes your current advertising mix, along with some advantages and disadvantages:

Broadcastaudio, but can be broad / radio lacks visual

Printthorough, but can be overlooked

Onlineaccessible, but difficult to gain reach

Media Analysis

Print media, such as newspapers and magazines, has a large reach potential across groups of targets.

As for the specific marketing strategies and goals of your micro-brewery, continuing advertising in print media can help gain consumers and enhance your name.

However, advertising in an even more specific medium can further aide in your market share increase and competitive brand…

Benefits: Print Media

The Local Life newspaper reaches a local, but large

population: those interested in nearby events, festivals, concerts, etc.

Advertising in The Local Life can help accomplish your overall objectives:

Objective: Increase market share / brand awareness

The Local Life is highly accessible to the local community. Therefore, your company’s target audience is an inevitable group to attract, increasing potential readers and consumers

Benefits: The Local Life

With your goals in mind, the newspaper has the market

position to maximize your company’s strengths:

Competitive advantages: Taste / quality, reasonable price, value association

Your micro-brewery has positive factors that have added to its success. It is important to advertise those strengths in a newspaper that strives solely on small businesses and local involvement.

Benefits: The Local Life

Along with the several benefits of advertising with The Local Life, the newspaper also has the market position to minimize

or eliminate your company’s challenges:

Competitive disadvantages: relatively new, lacks variety, craft beer is more expensive than mainstream

Being rather new to the market is an advantage in this newspaper because your company will be seen as unique and intriguing.

Offering fewer seasonal options than your competitors allows you to focus on the options you do have.

The target audience of The Local Life understands the more expensive pricing compared to major brands.

Benefits: The Local Life

Your newspaper advertisement in The Local

Life will clearly and effectively relay key consumer benefits.

Creative Strategy

Newspaper Campaign: 52 weeks (1 year) 5 advertisements weekly Advertisements vary slightly for each day Total reach with days & times

At client’s discretion, heavy advertising can be done in weeks / months of seasonal promotions

or new brew kick-offs.

Recommended Schedule & Investment

Start End Descriptio

nDaypart Week

sAds Rate Total

11/24 11/23 NewspaperCampaign

Mon. – Fri.(can vary)

52 5 $150 $39,000

Recommended Schedule & Investment

Campaign Total: $39,000

Company Budget: $85,000

* Offer expires in 7 days

I want in! My company, _________________________, agrees toinvest $40,000 in the program outlined previously. This advertising plan shall begin on ____________________________.

Name: _______________________________ Date: ____________

Title: _____________________________________________________

Address: _______________________ City/State: _____________

Zip Code: _______________ Phone: _______________________

Newspaper: ___________________________ Date: ___________

Agreement