Also supporting a great story with a true purpose, Paul Evers, president and chief creative director of tbd Creative, stressed the importance of consistent branding. He believes that repeatedly asking yourself “why” questions helps expose the root of your efforts.
“We’ve been driven by working with people who had an authentic sense of purpose,” Evers said.
Once realizing that purpose, a brewer can land a fan base by standing out from the pack. Many companies seek consumers by boasting the merits of their products.
“When you’re in a social environment, you really don’t want to be sold anything,” he said.
Evers argued that by giving the consumer more, such as associating a product with a sport or a feeling, they tap into not just wallets, but psyches.
“Consumers thrive in an environment where they can be a part of something bigger than themselves,” he said.
However there are more ways to reach consumers than by simply finding a purpose and establishing your brand. Melani Gordon, co-founder and CEO of TapHunter.com, explained various platforms of social media and weighed their possible benefits.
One of her primary urges: never use the same website for computers and mobile devices. Catering to a specific format eases the consumer process and encourages their return.
“You really have one chance to grab this consumer. Don’t make it frustrating,” Gordon said.
She stated that every company should have a website and Facebook fan page to start, though she recommends tinkering with the copious free options available after an easy download. While describing Twitter as an effective and widely used tool, Gordon said she prefers photo-sharing application Instagram for its even greater number of users and ability to sell a brand in a different way.
“Use pictures to tell your story,” she said.
Gordon insisted that risks are necessary to rise from the dregs. Dale Katechis, founder of Oskar Blues Brewing Company, showed that risk was deeply embedded in his brand: on a PowerPoint slide at the beginning of his presentation, Katechis displayed an advertisement that showed a can of Dale’s Pale Ale used as a marijuana smoking device – a relevant joke considering Colorado’s recent passing of Amendment 64. With the full room laughing away, Gordon gave the risk two thumbs up.
When not showing off IV bags and illicit advertisements, Katechis took the time to discuss the risk he took in becoming the first craft brewer to can his products.
“At the time, it was laughable,” he said of the idea for cans. “In 2002, I took a little risk and it was luck. I got lucky.”
Cans have since become Oskar Blues’ trademark. Katechis displayed a few other sizes of cans, including a 19.2 oz. can suited for convenience stores.
“These packages allow our team to be creative and think outside the box,” he said.
Jordan and Magee then returned to the stage and joined Katechis and Brewbound.com editor Chris Furnari for a beer-fueled discussion on a number of subjects, including the friendly nature among competing craft brewers.
“There’s not this faux camaraderie. We’re healthy competitors,” Katechis said.
Jordan agreed with the sentiment and said that while resources will get scarcer as breweries sprout, this isn’t a cat-fight.
“It’s the beer business,” she said. “We are the luckiest people on earth.