What’s Difference Between Marketing, Branding, And Advertisement?

What’s Difference Between Marketing, Branding, And Advertisement?

What’s Difference Between Marketing, Branding, And Advertisement?

What’s Difference Between Marketing, Branding, And Advertisement

July 21, 2020 By Pedro Meneses

It’s no secret that there’s a lot of confusion between branding, marketing, and advertisement.

Part of the problem is that marketers (including myself) tend to get caught in a cycle of “marketing terms” that honestly, can become very confusing to others.

I know, I’ve done it and I’m trying to break the habit!

So I thought I’d put this article together to help you understand each term and identify which of the three are you lacking in your efforts to generate more customers and grow your sales.

So What’s the difference between Branding, Marketing, and Advertisement? 

Branding = Understanding Yourself

Who are we? Who do we serve? How are we different? What problem do we solve for our customers? These are the fundamental questions of Branding.

Branding or Brand Development is the internal work and foundation for everything else you do in your business, and it all starts with you.

Before you can determine who you serve and what problem you solve, before you can build upon that foundation to grow your business, you have to understand what your business is all about.

In other words, you have to know your story.

Sure, you make beer. But what makes your beer different or better than all the other beers out there? Superior quality? Low-cost? A unique recipe?

Are you carrying on a family tradition of service to the community? Are you focus more on traditional styles or you more on the latest trends?

Your story is what gives your business identity, purpose, and sets you apart. It’s what inspires your team and connects you to your customers.

Essentially, all comes down to figuring out who you are, what you stand for, and what you offer to your customers.

But you can’t tell your story until you know your story. Your story is the core of all your branding efforts, and I’m not going to lie, it’s just the surface of branding.

Things like brand strategy, logos, color-schemes, messaging, and maintaining that work are all part of the branding equation.

Marketing = Understanding Your Customer

“Marketing” is such a confusing term because it is so broad and covers a variety of disciplines.

Market research, product development, pricing, customer support, websites, social media, SEO, public relations, event planning, blogging, community outreach, etc., are all subdivisions of marketing. As are branding and advertising (hence the confusion), and while they all fall within the marketing bucket, they are each different discipline that uses different skill sets.

In other words, “Marketing” is the whole enchilada!

What is good to remember is that marketing is the process by which your business gets and keeps customers.

How your business gets and keeps customers are going to be different from how another company gets and keeps theirs, and it all comes down to knowing your customer:

  • Understanding who’s your perfect customer and what they need/want
  • Developing products and services that will appeal to them
  • Positioning those products and services in a way that will resonate with them
  • Communicating and promoting those products and services to them

So when Branding is about you, marketing is about them.

Advertising = Paying Someone to Tell Your Customer About You

People tend to use “advertising” and “marketing” synonymously, but advertising is not the same as marketing.

I’m going to say that again; ADVERTISING IS NOT THE SAME AS MARKETING!

Like social media, SEO, websites, etc., advertising is a subdivision of marketing.

Oftentimes, when I hear businesses say, “We’re not ready to market,” what they mean is, they’re not ready to spend money on advertising. Usually, they’re right, they’re not ready to advertise.

In simplest terms advertising is:

  • The vehicle to deliver your message to your audience
  • Creating ads
  • Paying a third-party to run that ad on their platform

One of the reasons for the confusion is that advertising used to be a much larger and expensive piece of the marketing pie. If you wanted to promote your business, you had to pay to run an ad in someplace. And that place was usually TV, radio, print, direct mail, and billboards.

The Internet and Social media changed all that. The available options for how you can get the message out have exploded.

There is now an abundance of tools and tactics you can use in promoting your business. From running Ads on social media, maintaining a blog on your website, taking your photos, and uploading them on Instagram, none of which requires breaking the bank paying traditional channels to run an ad for you.

So here’s the Conclusion

  • Branding = You
  • Marketing = Customers
  • Advertising = The vehicle to deliver your message to your customers.

Is there an overlap between the three? Sure. Do the lines still get hazy sometimes? Absolutely.

And while marketing, advertising, and branding in practice are interconnected, the terms are not synonymous.

Why is this important to understand?

Because skipping the work of branding keeps you from setting yourself apart. Without knowing your story, without knowing who you are and why you’re doing what you’re doing, you can’t communicate with your customers and tell them why you’re different from your competitors.

Because “we’re not ready to market” can keep your business stuck. Not engaging in the marketing activities that will help keep your business open can hurt you badly.

If you need help putting together a strategy that can help you crush your sales, make sure you Sign Up for a FREE audit of your current marketing and sales strategies.

Do You Have A Bullet Proof Business?

Do You Have A Bullet Proof Business?

Do You Have A Bullet Proof Business?

Do You Have A Bullet Proof Business?

July 14, 2020 By Pedro Meneses

How your business can thrive during a crisis? 

Through one way and one way only, your online marketing.

Remember, marketing is a process by which your business gets and keeps customers, and now more than anything, it’s your most reliable allied to let more people know about your business.

Only through marketing, your business can be known by a broader audience. So if marketing is so important for any business right now, why isn’t a bigger thing you should be concern about?

I know you might be thinking, ‘Oh come on, man! How do you dare to tell me I need to put money towards my marketing at this moment?

Here’s the truth, you have two options to earn brand awareness. The easy way or the hard way.

The hard way is old school and ineffective techniques.

The new way is to leverage 100% of your social media through organic and/or paid advertising to gain momentum immediately.

Right now we can’t rely on other sources and assume that happy clients will send their friends and family through word of mouth. While this is one way that will eventually work for you, it’s a none existing option during this crisis.

The beauty of it is that it can be as simple as learning how to use paid ads on Facebook to help you increase your online sales way faster than any word of mouth or flyer could do.

Word of mouth spreads faster on social media anyways than it does when it comes out of people’s mouths.

But how can you implement a marketing strategy with what you have available?

Thanks to the internet and social media, you can start generating more sales with basically no budget or with as little as placing $10/day in Ads to get your brand in front of 1000s of potential customers.

And there are 3 things you need to have in place to make it effective:

  • Know who’s your audience
  • Craft irresistible offers
  • Have a system and simple steps to walk them through the ordering process.

I know these are hard times and while most business owners operate in fear of losing money on “marketing’ you can level up your game and get to the top of your market simply by adopting and implementing the right strategies.

Think about this, the brands that grow the fastest rely on their marketing.

The brands that last the longest rely on their marketing.

The companies that grow the biggest rely on their marketing.

If you DON’T rely on marketing, how can you EXPECT to grow and increase your sales during this season?

Sure, we’ve all been burned by putting some money in marketing and not getting the ROI we expected, mainly because we ignore the details and just threw a bunch of stuff waiting to see what it sticks.

When you invest in marketing you need to have all the details. If not, you could also blow your opportunities to make more sales due to a lack of knowledge.

There are a million reasons to market to your target audience, especially during this crisis, and you’re missing out on a massive amount of money if you’re not doing it.

There is a path to follow when it comes to your online marketing, and the more open-minded you are to learn and understand it, the cheaper it gets and the more results and positive ROI you’ll see.

The bottom line is if you’re not investing a significant amount of time, money, and effort into your marketing, you’re not building a bulletproof business.

If you need help putting together a strategy that can help you crush your sales, make sure you Sign Up for a FREE audit of your current marketing and sales strategies.

Why Building a Database Is Crucial For Your Business?

Why Building a Database Is Crucial For Your Business?

Why Building a Database Is Crucial For Your Business?

Why Building a DataBase Is Crucial For Your Business?

July 7, 2020 by Pedro Meneses

Building your database (subscriber’s list) is an important role in the growth and expansion of your business.

If you aren’t generating leads or subscribers, you will not be able to attract more people, convert them into loyal customers, and make more sales.

But why is building your database so important? 

First, data is one of the most valuable assets you can have as a business. Without it, you won’t have the contact details of potential customers, and you won’t be able to be in a position to market your business well and generate more sales.

If you aren’t able to keep consistent communication with your audience, you can’t build relationships or trust, which translates to fewer sales and frustration in your marketing efforts.

And NO, there’s nothing wrong with asking people for their contact information, as long as you are doing it professionally and protecting their privacy.

So how can you build your subscriber’s list to grow your sales? 

Landing Pages 

One of the best ways to generate more customers is through landing pages. The purpose of these pages is to create an offer that can give something of value to your audience in exchange for their information.

You need to design them in such a way that your visitors will be convinced to give you their information. After you collect this information, you can trigger your retargeting campaigns, monthly newsletter, and keep them informed of your future events and releases.

Video marketing

YouTube reports that users watch 1 billion hours worth of videos every day. That’s a staggering number, especially if you take into account that YouTube is just one of many video-supported channels out there.

Instagram, Twitter, and Facebook, all support video content, and many are transitioning to become “video first” platforms.

Businesses that learn the skills behind creating engaging videos, will have a leg up over those that only write text-based posts.

Virtual Events

Another great way to build your subscribers list is through your virtual events.

During the pandemic, we saw a good amount of breweries taking their trivia nights, new releases, and tasting events to online platforms, and the positive response from their audience was incredibly high.

These virtual events serve as a great way to establish your credibility and building brand trust among your potential customers, and it helps you interact with your audience at a more personal level too.

The best part about having virtual events is that you can communicate with your attendees in real-time and this helps you build a rapport with them. In return, this can improve the chances of them purchasing from you.

When people can’t attend your events at the taproom but they can attend your online events, you can ask them to register to participate in some giveaway, free merchandise, gift certificates, or anything else that can entice them to provide their information.

People interested in your events tend to be high-quality prospects because they intend to set aside time to attend your live virtual events.

Chatbots 

This is my favorite way to generate subscribers. You can integrate chatbots into your website, app, and social media to be available for your customers 24/7.

The best part about chatbots is that they work atomically without any need to intervene manually. They can respond to the questions posed by your prospects instantly and can handle multiple conversations at once.

This can help you resolve problems quickly and deliver better customer experiences.

Imagine having your business open 24/7 with options for your customers to even place orders after hours to pick up the next day?

You can also use chatbots to collect information from your prospects in a conversational manner. You can also link the chatbots directly to a CRM and email campaign provider so that the lead generation process can be completely automated.

While customers prefer to interact with humans over chatbots, there’s little question that a chatbot is superior in terms of user experience to a “contact us” form.

Lead magnets 

A lead magnet is a marketing term for a free item or service that is given away to gather contact details; for example, lead magnets can be trial subscriptions, samples, giveaways, coupons, gifts, and other freebies.

As a result, they can be of immense value to your prospects and if they can get them in exchange for their email address and name, many might be happy to do so.

Your prospects may not want to give out their information. However, you can increase the chances of them doing so by incentivizing them with lead magnets.

Make sure that you highlight the lead magnet well. Let your prospects know that they can get their hands on the incentive if they share their contact information with you. This can help you boost your lead generation efforts.

These are some of the many ways you can get creative now that many industries are entering the digital era of business. A combination of these and several other tools, it is what I like to call a fine-tuned sales machine.

This sales machine not only can help you get in front of more people but skyrocket your sales and your presence in the market place.

If you need help putting together a strategy that can help you crush your sales, make sure you Sign Up for a FREE audit of your current marketing and sales strategies.

Top Reasons Why Most Breweries Have a Hard Time With Their Marketing Strategies

Top Reasons Why Most Breweries Have a Hard Time With Their Marketing Strategies

Top Reasons Why Most Breweries Have a Hard Time With Their Marketing Strategies

Top Reasons Why Most Breweries Have a Hard Time With Their Marketing Strategies. 

June 30, 2020 By Pedro Meneses

With the economy starting to reopen, I can’t stress enough how important it is to have an effective marketing strategy in place to execute your summer plans perfectly and get your sales through the roof.

When it comes to marketing, especially in the virtual world we live in, you have to be very intentional and specific on how you put your campaigns together.

That’s why I’m bringing you the top reasons why most marketing strategies fail big time so you can adjust accordingly.

Not planning your marketing campaigns around your business goals

This is probably the #1 reason why most marketing strategies failed miserably.

Posting on social media and paying for some Ads without planning, is like throwing spaghetti against a wall and seeing what sticks. Most likely you’re going to lose money and end up pissed.

The best way to create a successful campaign is to have clear business goals and build your digital marketing strategy around them.

It’s a good practice to break down your big goals into smaller micro-goals to make them easier to accomplish.

Not knowing your target audience

After you have established your goals, you need to define who your perfect client is.

“Everyone” who likes beer is NOT your perfect customer.

I believe this is the most common mistake most people make with their marketing. You might be using the right channels, but if your marketing isn’t getting to the right people or you haven’t narrowed your target audience enough, you’re going to end up frustrated.

Knowing your perfect customer goes beyond demographics. You need to define who’s that ideal customer you’d like to see in your taproom every day, how they behave, their lifestyle, income, beliefs, jobs, and the list goes on.

Once you know who’s that ideal customer, then you’ll be able to maximize the tools available on your social media platforms that make it easier to reach the exact group of consumers you want to be in front of.

Platforms like Facebook allow you to target consumers by age, gender, interests, income, housing situation, marital status, pages they like and follow on social media, and pretty much anything you can think of.

Targeting accelerates your results and reduces your marketing budget waste, which is good for your wallet.

Not listening to your audience

When was the last time you talked to your customers?

When was the last time you did some research on consumers’ behavior trends or had a conversation with your customers to understand what’s going on in their lives and business?

Always stay in touch with your customer base and find out what their pain points and needs are. You must understand them so you can craft your message and marketing efforts to attract them over and over again.

Not working on your brand awareness

Staying in touch with your audience before they need you is good practice, why? Because people buy from people they know, like, and trust.

Did you know that only 3% of your target audience is ready to make a buying decision at the time they engage with your post or any other piece of advertisement?

If you are consistent with your content, when they do need you, they’ll remember you, and they’ll buy from you. But if you’re showing up only every once in a while, they won’t remember you, and they won’t buy from you.

Not being patient

Sometimes marketing doesn’t work because you gave up on it too quickly.

You’re not the only business trying to advertise and sell your products on social media. On average, we are exposed to 30,000 pieces of advertisement daily, which makes it difficult for your audience to remember you if you are not constantly getting in front of them.

Your Brewery can’t show up out of nowhere and instantly win new customers. You have to walk them through a buyer’s journey, be there with them until they trust you enough to buy from you, and this doesn’t happen overnight.

This is also why your brand awareness and consistency are very important too.

You’re not turning your customers into your brand advocates

In 2020, no amount of marketing can help you if you’re not influencing your audience at a personal level to create people that will advocate for your brand.

More than ever, consumers are aware of your practices and your social responsibility as a business, especially post COVID-19.

When you understand what your target audience expects from you as a brand, then you can create a strategy that shows your commitment to your community and environment, as a consequence, your word of mouth strategy will spread like wildfire throughout all social media.

You’re complicating the buying process 

Your brewery can be awesome, your beer can be astronomically amazing, and your marketing strategy effective, but if you make it difficult for people to buy, you’re losing money.

How many times have you found a great product online, but you didn’t purchase it because the buying process was too difficult?

Or how often have you tried to hire a company or get more information, but the process took too long?

We live in a world where people want instant solutions to their problems. You must keep this in mind when designing your buying process.

Remember that people (in this new normal world we live in), want to buy in different ways. Some may want to text you, make a reservation online, even pay online instead of swiping a credit card.

This is why it’s important not only to have an online menu, it also needs to be an easy process that can help your customers choose what they want and check out as quickly and simply as possible.

Don’t ever assume that everyone wants to buy exactly like you want to buy. Everyone is different. Make it easy for everyone to buy from you and you’ll make more sales.

Digital marketing isn’t rocket science, but it does take some careful planning. However, taking the time to build a successful digital campaign, can help you grow your bottom line fast.

Make sure you plan your digital marketing carefully and have an effective system that can help you make more sales.

If you need help putting together a strategy that can help you crush your sales, make sure you Sign Up for a FREE audit of your current marketing and sales strategies.

Do You Think Beer-To-Go May Be Here To Stay Forever?

Do You Think Beer-To-Go May Be Here To Stay Forever?

Do You Think Beer-To-Go May Be Here To Stay Forever?

Do You Think Beer-To-Go May Be Here To Stay Forever?

June 23, 2020 By Pedro Meneses

For the past few months, I’ve been diving into a lot of data, market research, and reading articles to have a better grasp of what the future may have for the Craft Beer Industry.

We can’t be 100% sure how the future looks, but one of the most common patterns I have found is how convenient the consumer is looking at ordering beer online, which as I have mentioned before, we are at a point in time where at least 90% of consumers have created new buying habits.

These changes have been especially important for smaller brewers who don’t distribute to many stores and depend on people coming to their taproom. Plus, driving up to a brewery to pick up some beer or having a case delivered to your door, has become much easier and less stressful than a trip to the grocery store.

Curbside pickup and delivery have allowed many breweries to keep staff working, and also has allowed loyal customers to have access to the beers they love and keep supporting their local breweries.

Even though on average sales for most breweries were down about 50% or more, many have discovered how much customers like these services and may keep the systems in place for the future, which by all means you should!

I know many of you think curbside pickup and other ways to buy beer without entering a taproom will continue to be popular only for some time, but I believe those trends are here to stay.

I’m not saying it will replace other distribution channels or will reduce foot traffic into your taproom. However, like in many other industries, this opens the opportunity to add yet another powerful line of distribution.

We are only at the initial stage of how online sales will impact our industry. That’s why I believe it’s important to pay attention to how consumers’ behavior is changing, what they want, and what they expect from you, so you can adapt and implement the right strategies that will allow you to grow your sales.

One thing you should pay close attention to is your online marketing.

Remember, every single industry is pivoting towards e-commerce, as a consequence, consumers will be more exposed to more offers, pieces of advertisement, etc.

This makes it difficult for your audience to remember you if you don’t have a strong online presence.

There are so many distractions in the digital world, and every customer is being targeted with thousands of pieces of advertisement that our memories are shrinking! So your online presence and strategies to build brand awareness are going to be one of your main pillars to keep growing your sales.

The other main thing I believe you should focus on is making your online process more easy and effective. When we are exposed to many distractions, you want to make your online sales process quick and simple.

For example, imagine the time that it takes for a customer (and you) to make a call, wait on the line, place an order, provide payment information, and confirm your order?

I know many have a process like the one I just described and it’s working, but now imagine if you could implement the same steps through an automated system, that can reduce all those steps to seconds and increase the number of orders you can take?

How much could your bottom line sales and productivity increase? 

Think about it for a second…

We are experiencing huge changes in the world, and the Craft Beer Industry it’s not the exception.

I believe a great opportunity to build better and stronger breweries is coming, but we need to be open to the reality and the opportunities that are on our way, and learn.

Don’t sleep on this, the future of your business depends on the strategies you implement today.

If you need help putting together a strategy that can help you crush your sales, make sure you Sign Up for a FREE audit of your current marketing and sales strategies.

How E-Commerce Is Changing The Way You Sale Beer

How E-Commerce Is Changing The Way You Sale Beer

How E-Commerce Is Changing The Way You Sale Beer

How E-Commerce Is Changing The Way You Sale Beer

June 19, 2020 By Pedro Meneses

Here are a few opportunities I believe e-commerce will provide in the future

More opportunities to increase the number of times your customers buy from you

Having more convenient and easy options to buy online or on-premises can drastically increase the amount of repeating customers.

The opportunity to reach out to more people outside of your community

Even during the lockdown, a high number of craft beer drinkers were still traveling 20+ miles to find beer, imagine the possibilities to facilitate clear information about your Brewery and online ordering to markets outside your community?

Contactless on-premise orders

People will continue to take safety measurements in the following months. You can use your online system for your customers to order through their phones while sitting in your taproom and avoid contact with other humans.

Build Your Authority in the market place

90% of consumers now buy from businesses they follow on social media, having an easy step-by-step process for them to make a purchase can significantly increase your sales and build brand awareness.

These are just a few examples of what e-commerce can represent for the craft beer industry in the short and long term.

Again, I’m not implying people will stop visiting your taproom, but if I’m sitting in traffic or stuck in the office and sad that I’m gonna miss the trivia night, but I know at least I can place an order and have a beer ready to pick up on my way home, most likely I’ll be increasing my preference for such convenience.

If you need help putting together a strategy that can help you crush your sales, make sure you Sign Up for a FREE audit of your current marketing and sales strategies.