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The Crafty Cask

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  1. The million dollar question! This is always a tough one because there are so many variables as others have mentioned and there's really no one size fits all. My best advice is to really sit down and plan out your marketing objectives and associated activities to reach those objectives. Just like you would with any other business goals. That's the only way to get an even remotely realistic number. We have two free resources related to this kind of work (scroll about half-way down the page for access) from our Craft Alcohol Marketing Bootcamp bonus content that can help you think through this. You won't have the background course content for the full context and guidance without taking the courses, but the downloads have clear instructions to help you make some headway on your own if you have at least some understanding of marketing. One is a Marketing Budget Planning Exercise (with instructions for how to do it at a conceptual level if you're not quite at the stage to put hard numbers down just yet) and the other is a Paid Marketing Tactics Overview and Campaign Planner. There are some general guidelines out there that for businesses 5 years or younger you should plan to spend 12-20% of your revenue (goals) on marketing and for businesses over 5 years old (assuming your hitting your revenue goals and are on track), plan to spend 5-15% of revenue. But I'm still a strong proponent of sitting down and doing the work for your business objectives vs. just using some random rule of thumb...especially since those are still pretty broad ranges. One other tip. I always encourage craft makers to create their ideal marketing budget first - the one that would help you hit your goals the most effectively and on time - and then layer on reality after that to rightsize it. Starting from a scarcity mindset doesn't allow you to see the opportunities and growth potential you may be missing by not finding creative ways to invest more heavily where it makes sense. I'm not saying go crazy with a dream marketing budget...but do the "really, really, what would it take to hit these goals in the timeline I've lain out" budget. Then figure out how to fit it back into your reality, make tradeoffs with other resource investment areas where it makes sense, and then go back and adjust your goals/timeline with your newfound understanding of how underfunded your marketing will have to be, if that's the case. Hope some of this is helpful! This is just some of that foundational work that takes some real dedicated time and brain power to do right, but it will pay off for years to come and minimize marketing waste if you do it early and revisit it often. Suzanne
  2. What kind of data are you looking for? I'm happy to share what I know of, but don't want to inundate you with crap that's off-topic. I have a few sources I've used while creating our Craft Alcohol Marketing Bootcamp that might be what you're looking for. Just let me know. Feel free to message me if easier too.
  3. We're planning an amazing craft alcohol exploration event for a non-profit animal rescue's fundraising gala and I still have a couple of spots open for craft producers to join us. Think of it like one of those big craft spirits festivals EXCEPT it's an audience small enough to actually talk to and convert and sell your brand to. With minimal competition since we're only having 8 distillers max. We're also programming content to actually force consumer learning and engagement throughout the night so it's almost impossible for someone to just come up take a sample and walk away. While this is a bigger event than usual we do events like this quite often - so if you're in the Bay Area and want opportunities (like a couple at The Palace Hotel!) to get in front of captive consumers who are pre-selected to be interested in craft alcohol leave your details below or email me at suzanne@thecraftycask.com. There's never any fee to particpate for distillers - just the cost of your own samples and time in return for brand building awareness and increased category interest.
  4. Social media can get super overwhelming fast...especially when you likely got into this to make amazing products, not be marketers! So I just wanted to offer up that we do social media audits and consulting exclusively for craft alcohol producers to help you design a social media process that works best for your brand and resources. We've set up past clients on scheduling tools and provided in depth trainings on things like using hashtags and other ways to grow your accounts and their effectiveness while greatly minimizing your time spent on social. As a brand with almost 10k craft alcohol enthusiast followers across platforms we can also be leveraged as an influencer for your brand if that's the approach your more interested in taking. Either way, our whole mission is to help craft distillers be successful and grow so we're always happy to talk and help support you in this crazy social media (or video or articles!) world. suzanne@thecraftycask.com
  5. We're in talks with something pretty exciting that's set to launch in the next few months...contract isn't fully executed so can't give details publicly but shoot me an email if you want me to keep you in the loop when we're ready to talk. National (within reason, but really good!) online coverage for sales and sampling plus if you get in through The Crafty Cask we'll be providing some free promotional support as it launches which will help raise awareness of all the distillers involved with us. I'm super excited about it...much needed in our industry! suzanne@thecraftycask.com
  6. We're loving this app and can't wait to see how it evolves and grows over time. Much needed addition to the craft industry if we want to get consumers to think about local spirits just as much as they do beer when traveling! Nice work.
  7. Hi all, While we're not new to ADI we are new to the forums so we thought we'd pop into say hi and introduce ourselves to those of you who don't know us. I'm Suzanne, the founder of The Crafty Cask where we celebrate the people, products and stories of craft alcohol. So what does that mean? Well we work with amazing craft distillers like all of you to support your success and growth goals. From social media training/consulting to video creation to feature articles or social media shout-outs and features. We do a variety of things to educate and entertain our ~10k craft alcohol enthusiast audience while helping spread awareness and interest in your distillery and brand. Think of it as an influencer meets a marketing agency...but only focused on craft alcohol. You'll definitely see us contributing quite a bit on the Marketing forum here but if you have any specific questions feel free to reach out directly to suzanne@thecraftycask.com or join our newsletter at http://bit.ly/joinTcc for marketing and social media tips/tricks and other helpful support as you get your distillery known to the world!
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