What craft breweries can teach us about B2B marketing
Robert Pease
Managing Director, Cascade Seed Fund, Solver of Problems, Startup Vet, Early Stage Investor
I am a huge craft beer fan both because I like beer and because I love the local aspect of each craft brewer’s story. Storytelling is such a critical part of great marketing and I see over and over companies struggling with wanting to explain more about how their product works and its features versus creating an experience around their product aligned with prospect needs and outcomes.
One of my favorite breweries is Full Sail Brewing Company in Hood River, Oregon. Their beer is great but their story and my experiences with them are what make me buy their product when I see it and tell others about them (like this post).
Hood River is one of the most spectacular places on the planet as the Columbia Gorge cuts through the Cascade Mountains with the mighty Columbia River running through it. There are so many beautiful waterfalls and it is a top destination for kiteboarders and wind surfers given how the wind blows up river against the current creating a perfect combination of wind and waves on many days. I have spent many days on their deck enjoying their beer and watching all of this around me. It creates a memorable experience around the beer each time.
When I see their product in a store or at a restaurant, I think first of that experience then whether or not the IPA or Amber Ale sounds best or what type of hops were used in the brewing process.
As marketers, we can learn a lot from the craft beer industry about storytelling and creating experiences. Rather than be a mass produced, watered down, and bland marketer (like some big breweries) focused on product differentiate yourself by being more of a small batch, hand-crafted marketer focused on your story.
What sort of experiences are you creating around your product or service? Do you spend more time focusing on the “ingredients” or the prospect’s needs?
Cross posted from the Heinz Marketing blog.
Director of Marketing & Development at Atlanta Lyric Theatre, Inc.
8yHello Mark - we haven't communicated in quite awhile, since I was with The Lyric and doing all their Marketing and Development work and you were part of the MDJ - but if you also like craft beers, I hope you'll check out the local brew of young friends of mine at MONDAY NIGHT BREWING!! You can visit their brewery off Howell Mill Road, in-town, and also get their brews at many local pubs in Atlanta metro area! Warm regards, and hope you are doing well - Dianne Butler
Blog Writer & Content Marketing Strategist
8yGreat reminder on the importance of building that story or experience when it comes to successfully marketing and selling products.
ARTIST: CONTEMPORARY ABSTRACT PAINTING + BOOK DESIGN
8ySome of the big breweries try to create the illusion of craft beer, but you can usually see through that. Duval, from Belgium, bought our favorite Kansas City craft beer, Boulevard Brewery, a year ago. KCs big concern was Duval might water down the Boulevard story. Belgians understand the importance of the small guy, with big quality and a story. Boulevard is doing well with the merger. Nice article!
Managing Partner, CEO
8yTrue that, it all boils down to what your story is.
Interesting post. I've been to Hood River numerous times many years back as I worked for a company near Portland. Yes, I too recall the windsurfers and kite boarders and how they cut through the wind and water, and I loved it. I also love craft beer, and the art of brewing it. But I'm sorry, I don't see how this post tells me anything about what craft breweries can teach me about B2B marketing. Storytelling. OK. Hood River, and an experience you have to be part of to really "get"? Where does the B2B come happen? To me, FSBC's story is B2C more than anything. (Virtually) taking the user to the Gorge, and letting the consumer experience the view from the deck below Mt Hood. And you will appreciate in full, like so many others here that have, and then indulge in craft brew. But where's the B2B lesson?