Open Door BrewerySix Pack

Pay-Per-Click and Sister Companies

Uncommon Consumer base SituationGoals, situation, audience non-traditional•College Town, aiming for cult following, visibility with limited budget, etc.

Parallel Cases•Southwest: Small yet competitive through cult following.•Firefox: Success in a saturated market (Internet Explorer had 96%) mainly through “Brand Communities”.

Firefox Lead Superior Strategy: Complacent Competition,

product superiority, presence of marketing leader, and volunteer support.

“Brand Communities”: See and use consumers as an active recipient rather than a passive one.

Consumers Users

Aggressive role Interest in product, rather than corporation

SituationLimited resources

◦Plan of action must be highly cross-effective.

Complacent competition◦Target core users combined with

realistic overall expansion as a local / regional market leader.

Situation Pay-Per-Click

No visibility in Search EnginesPossibility of limited nation wide

visibilityBeer ‘tasters’ and ‘drinkers’

◦Nearly impossible to target ‘tasters’. Visibility is essential

◦Missing out on much bigger consumer pool

Pay-Per-Click LogisticsChose keywords that list site at

the top of search engine resultsClick based costingBid based at timesIncredible flexibilityClear tracking on the

effectiveness of your ad campaignConcerns: Correct keyword, bid

knockout.

Further SupportSearch(ing) / Search Engines

dominate Market Share in effectiveness and reaching customers.

Effectiveness Revenue =

Clear Choice

Sister CompaniesFeasibility lies in cult aspect.Companies similar to us will have

a user base similar to ours.◦Talk about Beer, tasting events,

ordering Beer.◦Actions similar to any enthusiast.

Concerns: DistanceBenefits: Cross-Marketing at no

cost

Integrated Marketing Strategy

Why Individual Site and Not Facebook

Not tied down to Facebook Failures

Improve Online Reputation Management

More Power and Control over Content and Features

Member's Site FeaturesArea for comments: Will allow members to

discuss the brewery and its products. 

(Porter or Pint) Points: A point system that will rank members on the basis of products bought and insightful comments. 

Featured Contributors: Members of the site that have a high level of Pint Points and start really good discussions.

Sponsorship of EventsGreat exposure to target market

Build community among current users

Brand out to local area restaurants and bars

ConclusionOnline marketing to build

awareness of site.Events to build awareness of siteBlog area to build communityNew Brews Section of Seasonal

BrewsBuilding value and interaction

with users will build company.