Beerlines

Insights on beer marketing & PR by a beer-war vet

Archive for the 'Speak Human' Category

29 July
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Speak beer: speak human

Beer marketing is changing. For over a century its been exclusively – expensively – the province of big-brand breweries.

Big everything. Big commercials; big sponsorships; and all that. They can afford big.

But as markets go online and social media empowers direct conversations between brand and consumer, ‘big’ ain’t cutting like it used to.

Conversation is king

The emergence and growth of craft brewing has relied heavily on word-of-mouth.

With social media this conversation is turbo-charging into what some call ‘world-of-mouth’.

Enlightened craft breweries get this. They’re becoming mini media outlets in their own right. Don’t get me wrong. It’s not about broadcasting; it’s about narrowcasting. Read more…