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Found 47 results

  1. Seth Watson

    Building a team in Atlanta

    In process of building a solid management team for new distillery/tasting room/events space in Atlanta. Please email me with interest! Looking for all positions : Assistant Distiller Director of Sales Director of Marketing Floor Manager Beverage Director
  2. Hey Gang, I've been doing a lot of reading on the sales forums and I noticed that one of the most critical pieces of developing your brand, was not being covered - POS So I've taken it upon myself to start chipping away at some fundamental and easy things that can help build your brands without breaking the bank. who the heck are you, and what makes you the 'expert?' Glad you asked. I have almost a decade of industry experience ranging from bar and restaurant purchasing, distilling, brand development, market management and new market arrival - all the way to distribution and portfolio management in Illinois. I have quite literally seen brands develop from the field to the bartop, with every ugly little step in between. Trust me. So, with that out of the way, let's move on to the sell sheet: You have now made the greatest distilled product since (insert your role model here). You need to now find and choose a distributor (this is a WHOLE different thread) and get out into your first market. Usually the first market is your home market, so lets pretend we're looking at a second market, perhaps a large rural state, with a bustling city-suburb center and some sports teams... HEY! How about IL! (mind you the sell sheet is crucial for control states as well, I am using tier for now) For visual aid, I have attached an example of a sell sheet that I find to be a very good example of a successful sell sheet **YES I KNOW IT'S AN LDI/MGP THING! THIS ISN'T WHAT THIS IS ABOUT, SAVE IT FOR ANOTHER THREAD** This is simply, from an organizational and visual perspective a good example. The 5 most important pieces of a good sell sheet: 1. A PICTURE OF THE BOTTLE I, I cannot tell you how many sell sheets I've seen, without a picture of the bottle. I think suppliers (you guys) think that the sales staff will always carry a bottle of your product in their car or bag, and the customer then, will see it and hold it and taste it. WRONG. I know some places where the sales staff are limited to 2% of the previous months sales allotted in samples. These guys cant pull a bottle whenever. They cannot have a rolling liquor depot in their car and they dont always have time to taste with a customer. The bottle image is KEY to sparking the interest in the brand that will have the buyer ask to taste it on a follow up visit, if at all! The sell sheet is also a "FIRE AND FORGET" type of POS, you cant be leaving bottles at every account, on every call. Most of the time, you just leave a sell sheet after the pitch as a constant visual reminder that they want to buy this brand. 2. BULLET POINTS/BUZZWORDS This part ends up being more for the sales person, who is overloaded with quotas, deadlines, information and stress, than for the buyer; It does have relevance beyond that though. These are words/points/one-liner's/pillars that the brand identity is based on. This is the MUST-SAY list when pitching the brands. When we present our own brands, we do it with the type of confidence and pride that only we can exude. Your sales rep, in your absence, will not be you...but he can at least say the type of this you would say! Reps dont know what a dephlegmator is, or why spelt is trending on twitter (it's not by the way) - Good news! Neither does the buyer! Just a few keywords and practice is all the average rep needs. 3. A HOOK! Now I encourage you to look at the example. Notice that the brand/company name isn't the header. If you have high quality bottle shots, the brand name is clearly legible already... no...the header in this case is the hook. INDIANA BOURBON **WHAT DID I TELL YOU EARLIER... SAVE IT FOR ANOTHER FORUM** This, historically, has had two distinct effects on almost everyone who has read it "i thought bourbon only came from Kentucky!" and "what is Indiana bourbon?" CONGRATULATIONS, YOUR HOOK WORKED! The purpose of the hook isn't just to catch the eye visually (if your brand is based off of a visual hook, you are already in trouble) it forces the buyer, consumer, sales rep or other reader to ask a question. It gives you or your rep the window of opportunity to dive into those buzzwords or key points that you worked so hard on! Its the foot wedged in the door of conversation. In this case, you've affronted a widely held public belief and now you have the opportunity to prove it, while developing a conversation about the product. Pushing the conversation into a dialogue instead of a monologue is like... sales 101 folks; Let your Sell Sheet help. 4. SUPPORT/FURTHER INFO In the wild world of social media, I cannot stress how important it is for an emerging brand to have a solid, well managed presence in social media and the web. A bad website, to me, as a portfolio manager is the end of the discussion for me. It is officially 2013, if you arent at least on facebook and ACTIVE (cant stress that enough) you are doomed. If your website looks like a geocities relic. I will not even bother to taste the product for consideration, and neither will the world. I will get to that more in a different post, but for the sake of your sheet, I think my example sheet could have done it more simply, but the idea is there. This is also useful if you are making a .PDF version which can be sent ahead or as follow up to your pitch. It shows that your brand has a reach beyond just paper and ink. 5. EMPTY SPACE! This is my lame attempt at an M. Night Shyamalan twist - Empty space on a sheet is a tenant of good design; No one likes an overcrowded and visually assaulting page. Empty space can offer two important advantages: A place to take notes, write down the pricing (since it may differ slightly state to state) record flavor notes, or follow up questions during the presentation. The other aspect is it keeps the readers focus on the important parts of your brand. I think my example sheet could actually do a slightly better version of this as well, but there is still a place for notes on the sides. Whew... okay that was a lot. I know, but feel free and encouraged to ask questions, discuss this post and hell, post your own sell sheets here to talk about them. I may be on the distribution and sales side but I always have time to chat or lend a hand to this community when I can. This is your most vital, simple and cost effective option in augmenting your marketing attempts. I'd love to help you work them out. -H
  3. Small Crafty Start-Up looking for like minded entrepreneurs. We seek to grow it small and grow it strong Quality essential to success
  4. Hello friends in craft We have a very limited number of advertising slots available in our soon-to-be-released mobile application. If you are interested, give us a shout at growth@microshiner.com cheers - cobey
  5. I own my own marketing communications company, aW Marketing, LLC. For nine years, we’ve been knocking clients’ socks off with smart, relevant marketing and communications for small and medium-sized companies as well as global brands. And our passion for great marketing means we challenge ourselves to make sure you’re getting the freshest, most-relevant creative thinking—without the large-agency invoice. Tradeshow video? Responsive web site? Radio campaign? PowerPoint? Brochure? We do them all, every day. Talk to us in person, on the phone or on email. Thanks, Jason. jason@awmarketing.net 585-802-2173
  6. DigiMarCon - The Premier Digital Marketing Conference Series Worldwide 2018 Calendar of Events has been released. Check out the calendar here - https://goo.gl/mQX1X6 UPCOMING 2018 EVENTS - DigiMarCon Cruise 2018 - https://digimarconcruise.com - April 22-29, 2018 (Orlando --> Caribbean) - DigiMarCon East 2018 - https://digimarconeast.com - May 10-11, 2018 (New York, NY) - DigiMarCon Canada 2018 - https://digimarconcanada.ca - May 17-18, 2018 (Toronto, ON) - DigiMarCon South 2018 - https://digimarconsouth.com - June 6-7, 2018 (Houston, TX) - DigiMarCon West 2018 - https://digimarconwest.com - June 13-14, 2018 (Los Angeles, CA) - DigiMarCon Midwest 2018 - https://digimarconmidwest.com - June 20-21, 2018 (Chicago, IL) - DigiMarCon Australia & NZ 2018 - https://digimarconaustralia.com - August 22-23, 2018 (Sydney) - DigiMarCon Europe & UK 2018 - https://digimarconeurope.com - September 5-6, 2018 (London, UK) - DigiMarCon Asia Pacific 2018 - https://digimarconapac.com - September 19-20, 2018 (Singapore) - DigiMarCon Middle East 2018 - https://digimarconmiddleeast.com - October 23-24, 2018 (Dubai, UAE) - DigiMarCon Africa 2018 - https://digimarconafrica.com - November 8-9, 2018 (Johannesburg) - DigiMarCon World 2018 - https://digimarconworld.com - November 27-29, 2018 (Online) DigiMarCon Conferences is your chance to ... - Hear from the most audacious and provocative speakers in the digital marketing industry. - Gain insight into emerging strategies, the latest innovative technologies, and best practices. - Network with thought leaders, build your network and collaborate with your peers. Whether your goal is to reinforce customer loyalty, improve lead generation, increase sales, or drive stronger consumer engagement, the DigiMarCon 2018 program has been specifically designed to help attendees develop their audience. Immerse yourself in topics such as digital strategy, programmatic advertising, web experience management, usability / design, mobile marketing & retargeting, customer engagement, user acquisition, social media marketing, targeting & optimization, video marketing, data science & big data, web analytics & A/B testing, email marketing, content marketing, conversion rate optimization, search engine optimization, paid search marketing, geo-targeting, predictive analysis & attribution, growth hacking, conversion rate optimization, growth marketing tools, marketing & sales automation, sustainable growth strategies, product marketing & UX / UI and much, much more! Super Early Bird Rates - Save $300! Register today For more details visit https://digimarcon.com/events/
  7. Hi all, Currently working as a Master Distiller overlooking all operations in a rather big grain to glass distillery (vodka, gin, whisky, etc). I am looking for the right partner/investor to create 2 brands (to start with) as a distributor company. The point is to have no building and no equipment! I find there are already too many distilleries and some of them are struggling reaching ends but there is still a lot of room for new products so we might as well all work together. And plus I'm no fit to work between walls, I need to be out there talking to people and showing my product! I have 2 brands with a huge worldwide potential, have the bottlers on the East coast and West coast and all suppliers, all is left to do is the branding and finishing my recipes well under way. I have extended experience in entrepreneurship and in the spirit industry (sales, distilling, consulting ...) Maybe someone with cash and no time/knowledge or someone with experience in marketing strategies/sales/distribution or someone living on the East coast with plenty of time and sales skills... the most important thing to me is vision and passion. I'm looking to relocate to the US West coast but am in no rush and don't NEED a partner. I give myself 1 year to make the move but am open to speed up the process with the right partner! I'm a free spirited person with a big work ethic and very hardworking. I'm a Canadian citizen.
  8. We are super excited to announce the launch of our latest channel for content marketing, the audio podcast version of our 360 video YouTube webcast - Life, Distilled. Podcasts are huge right now, and there are few better places for connecting with millennial audiences. With the Life, Distilled podcast we have created a platform for introducing this important population to craft spirits and the small batch lifestyle, tapping into their desire to find and connect with brands that share their values. Please give it a listen, share it on social media, and let us know what you think. On iTunes: https://itunes.apple.com/us/podcast/life-distilled/id1312985660 On Stitcher: https://www.stitcher.com/podcast/microshiner/life-distilled/e/52215718?autoplay=true If you're interested in seeing (and hearing) your business and products discussed and promoted on the show, drop us a line at growth@microshiner.com Cheers, and thanks for listening!
  9. There seems to be a lot of opinion around this, so we thought we would open ourselves to your abuse. Perhaps this way our other posts can be consider on their own merit. Fire away.
  10. The alcohol beverage market is a closed system. In the US what this means is that that ~136.8 million people account for the ~211.6 billion dollars in alcoholic beverage sales each year. It is important to note that this number of drinkers has remained essentially unchanged for over 40 years, despite an onslaught of alcohol advertising. What that means if you are an alcohol beverage producer is this - you are stealing your customers from somewhere. The question is where. Now here, there are a number of options. If you are producer in a certain category, perhaps you are winning over some drinkers from another category - say beer to wine, or vodka to gin. But the switch we are most interested in is this one - commodity to craft. Surprising as this may seem to some, the person who determines what somebody is going to buy isn’t the guy who made it, or some marketing exec, or social media influencer, brand ambassador, bartender or distributor. The person who determines what alcoholic beverage they are going to ask for is, guess what, the consumer. So, in a closed system where success is measured by winning a consumer from someone else’s product over to your own, it comes down to one thing. The value proposition. One such value proposition is simple and straightforward - price. The top 10% of drinkers, or 14 million people, account for almost 75% of all alcohol consumption. They only care about one thing, and that is cost. If you are a craft producer, forget these people. They are not your customers. That leaves you 25% of the drinkers to fight over. Right now, craft spirits account for 3.8% of market. That means there are 21.2% more commodity drinkers available for you to win over to craft. In that conversation, what is your value proposition? If it’s that you make great spirits, then you are missing the point. All your competitors make great spirits, even the commodity ones. Especially the commodity ones. They make better spirits and a larger variety of expressions too. You can’t win anyone over with that value proposition, because they can make them cheaper too. Your value proposition is that you are craft. And micro. And local. These are all qualifiers that set you apart. They are conditional terms a consumer can use when asking for a product, and they simply cannot be met by a commodity brand. If we can get 1% more people asking for craft at the bar, restaurant, and liquor store, that is 1% more sales for every craft producer in the market. How do we do that? Through content marketing that communicates the value proposition of craft.
  11. NateKThompson

    Aspiring Distiller/Operations Manager

    To Whom It May Concern: My name is Nate Thompson. I recently finished an MBA program at the University of Southern California. My long-term career goal is to open my own distillery. In the meantime, I am looking for an opportunity to work full-time as a production operator and work toward becoming an operations manager to further hone my skillset and continue my education in the industry. My experience in spirits to date includes a work-study exchange with Hakkaisan Sake Brewery in Niigata, Japan, where my team reviewed the company’s struggling U.S. strategy, ultimately encouraging them to break ties with their current distributor, target fine-dining on-premise accounts, and invest heavily in exporting their shochu portfolio. I then worked for Castle Brands in New York as a summer intern, ostensibly acting as the assistant brand manager for Knappogue Castle and Jefferson’s Bourbon. I primarily worked to create a long-term brand plan for Knappogue 1951, retarget on-premise accounts, establish a sales incentive program, and pitch unorthodox marketing events. Following graduation from USC, I spent several weeks as a production intern at Smooth Ambler Spirits and PA Pure Distilleries to compliment several years of experience as a hobbyist. I have also recently started taking courses in thermodynamics, microbiology, and process mecahnics. Coupled with my graduate coursework and experience as a data analyst, I can assist with everything from mash cooks to sales reporting. Please take a look at my resume attached, and feel free to reach me at the contact info below if you have any questions. I am temporarily living in Portland, Maine, but willing to relocate. Thank you very much for your time and consideration. Sincerely, Nate Thompson natekthompson@gmail.com M: (207) 669-2687 Thompson Resume 10-6-2017.docx
  12. You are a total spirits sales badass. You're a strategist, with experience moving selling at a national level in closed and open states. You're comfortable managing a team and want to help a brand go from moderate sales to over the moon sales, without sacrificing values. You've had some great learning opportunities in the past but perhaps haven't found the company that allows you to spread your wings the way you want to. You also like floating rivers, making time for shenanigans and know that the best way to live a life is to create that balance between working hard and playing hard. We're a distillery with great products, a great production team, an excellent team of sales personnel and an ability to produce our own distilled products on a high volume basis. We're the largest distillery in the great State of Montana and we're looking to grow the success we've seen here and in other markets. We're looking for someone who wants to live in Montana, manage the sales and marketing objectives and grow our sales with strong attention to strategy development as well as execution. Someone who understands the balance between quality relationships and quantity of cases moved. This isn't a seat of the pants kind of operation. This is a darn fine business with a history of success. If we align on values: community, passion for Montana and the belief that a rising tide lifts all ships, then you should reach out to us about the opportunity to align forces. The position will be open until it's filled. Compensation will be part salary, part commission, DOE. Medical Insurance, PTO, 401(k) and more. Please submit a resume and references to work@headframespirits.com 2017 Job Description Sales & Marketing Manager For Publication.pdf
  13. Scott @ Twenty2Vodka

    Case Art

    I'm considering adding artwork to our next order of cases. Do you have art work on yours? If so, have you found artwork to help sell more product? Lastly, I design my own stuff and I'm curious if others do too or if most hire it out? Thanks! -Scott
  14. Hi all. We are gathering interest for a seminar this Summer. Please have a look and let us know if you're interested: http://cardinalspirits.com/business-of-distilling We've been in business for 2 years, after 3 years of planning. During an intensive 3-day seminar we will open our financial records to you. We will skip theory and dive into actual numbers. We will cover startup costs, fundraising failures and successes, tasting room financials, distribution financials, equipment costs, build-out costs, marketing costs, labor costs, and actual revenue. We firmly believe that if we had access to this information before we began building and purchasing equipment, we could have saved a hundred thousand dollars or more. Please, come learn from our mistakes, and our successes! Where: Cardinal Spirits, Bloomington, Indiana When: June 2017 (dates TBD) Cost: $2,000 person + $1,500 each additional team member. Price subject to change. No deposit required at this time. We are in the planning stage of this seminar and as such will not require a deposit or commitment until date and cost are official.
  15. Hi There! My name is Zach and I am the Whiskey Wrangler for Black Button Distilling, the first craft distillery in Rochester, New York since Prohibition! I just wanted to take a a moment to introduce myself before I dive right into the discussions. My responsibilities at Black Button consist of marketing, social media, sales and anything in between! I started my craft distilling career probably how many others found their love for craft spirits, through the craft beer boom. I was working at a locally craft brewery and overnight I fell in love with the endless possibilities. At the time I did enjoy bourbon but was unaware of the boom that was going to hit my hometown, Rochester, New York. I met Jason Barrett, President/Distiller of Black Button Distilling at a presentation I was giving while finishing up my undergrad. I was the only one to hang back and talk with Jason and he explained to me all the exciting things going on at Black Button and how I could possibly help the company grow. A month later I was hired part time and a few months later I was hired to work for Black Button Distilling full time. And the rest is history! Black Button Distilling is now distributed in elven states with seven unique products to offer. If you ever have any questions regarding social media, marketing, or event planning feel free to reach out to me! Thanks for listening and I look forward to working with you all in the near future! Cheers, Zach zachc@blackbuttondistilling.com
  16. Recent article stating about very few of them making money. Ouch.. That is one of the differences of our workshop for the last 7 years. It is a business and planning for the bottom line is as important as that next recipe. Check out our facebook post on this here Still room in our March 14 - 18 workshop. Join Us!
  17. A lot has changed in the 7 years we have been doing training. One of the most interesting is how the market has changed. We used to have people attend that intended to make the spirit they like to drink and then sell it. That is not the case now. Even in other industries in the US; the make it and then go sell it has changed. Now more than ever targeting your customer base is important and recognizing those changes too. Take Millennials, They can order everything off the phone. They demand things Boomers never would think of. This includes the booze they drink. Take a look at our blog post Millennials Move Market Cheers, Deanna
  18. A lot has changed in the 7 years we have been doing training. One of the most interesting is how the market has changed. We used to have people attend that intended to make the spirit they like to drink and then sell it. That is not the case now. Even in other industries in the US; the make it and then go sell it has changed. Now more than ever targeting your customer base is important and recognizing those changes too. Take Millennials, They can order everything off the phone. They demand things Boomers never would think of. This includes the booze they drink. Take a look at our blog post Millennials Move Market Cheers, Deanna
  19. I'm wondering how much lead time distributors typically need to roll out a new brand. We'd like to have our branding and our marketing strategy as finished as much as possible before talking with potential distribution partners. That said, we don't want to wait too long because that might not allow our eventual distributor enough time to form their own sales strategies for our products once production gets under way. Any thoughts or experiences relating to this subject are welcome and greatly appreciated. Thanks, M.
  20. Michaelangelo

    Terms

    Spoke to a few distributors out of state and getting some surprising responses. 60 day terms? really, in our home state we are Net 30 and very happy with our partner. Is this normal for sales outside of your home state?
  21. Happy Monday, ADI! Monday means the weekly Fuel NW marketing blog has posted. You can check it out here: http://www.fuelevents.net/#!fuel-blog/c22sz This week, we talk about the importance of marketing to bartenders, based on responses to our nationwide survey of distilled spirits drinkers. Check it out! As usual, we also feature two craft distilleries in this week's blog. This week's distilleries are from the home states of the NCAA finalists. Go Huskies! Go Wildcats! Cheers, Jen & Erika Fuel NW
  22. Greetings ADI! Thanks for all your support and feedback with respect to our Marketing Myth Countdown series! This week, we're starting something new ... Some of you may recall that Fuel NW published a nationwide survey of distilled spirits drinkers earlier this year. We've compiled the results from all over the US and now we want to share some of the results with you! This week we talk about a definite theme that grew out of the survey responses -- i.e., how much "local" matters. Take a look at the blog here: http://www.fuelevents.net/#!fuel-blog/c22sz If you haven't seen the survey, it is still posted on our homepage -- feel free to take a look so you can get a feel for the questions -- www.fuelevents.net. We are happy to share detailed responses with our clients and will also summarize some of the most poignant findings in our blog over the next few weeks. Also, please check out this week's featured distilleries from 2 of the Final Four towns: Old Sugar Distillery from Madison, Wisconsin (Go Badgers!) and Barrel House Distilling Company from Lexington, Kentucky (Go Wildcats!) As always, feel free to contact us with any questions of if we can help you out in any way. Cheers, Jen & Erika Fuel NW jennifer@fuelevents.net www.fuelevents.net
  23. ADI Members, Thanks again for all your support with your Marketing Myth Countdown series! It has allowed us to get to know many of you and we are grateful! We've just posted the final entry for this blog series. This week's myth is a two-headed monster: (1) "We Don't Have A Marketing Department"; AND (2) "We Have A Marketing Department." You'll just have to read this one for it to make sense … http://www.fuelevents.net/#!fuel-blog/c22sz Also, check out this week's featured distilleries: High Ridge Spirits from Alabama and Wood's High Mountain Distillery out of Colorado. Remember, Fuel NW is here to serve the Craft Distilling community. If you want to find out how we can help your distillery, contact us! There's a link for that on our website. Or, if you ever just want to talk shop, we're down for that too! Finally, if you're traveling through Portland and want to meet up for a cocktail, we love making new friends! Thanks again ADI! Jen & Erika Fuel NW www.fuelevents.net 971-678-2602
  24. Happy St. Paddy's Day, ADI! This week's blog is out! This time, we're debunking a myth we've heard from many start-ups: "We don't need a formal marketing plan." Or, said more eloquently, "We don't need no stinkin' marketing plan!" You can check it out on our site: http://www.fuelevents.net/#!fuel-blog/c22sz Also, if you know any bartenders just itchin' for something to do, we've published our Bartender Survey. It is aimed at learning from bartenders across the US what motivates them to sell (or not sell) craft spirits. We only want responses from actual bartenders, bar owners, managers, etc. So, please pass it on to your friends in the biz. We'll blog about the results down the line so we can help our comrades in the craft distilling industry get their products on as many shelves as possible! You can reach the survey from our homepage: www.fuelevents.net As always, thanks for your support! If you have any questions or ever want to chat about marketing topics, please feel free to contact me! Jennifer Anderson Fuel NW jennifer@fuelevents.net 971.678.2602
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