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Keys To Actionable Taproom Marketing

There are over 8, 275 craft breweries in the United States as of 2019. As a craft brewery owner or taproom operator, the competition to gain the attention of consumers in your local market or multiple local markets is heating up.

How easy is it to find your craft brewery or taproom online in each local market you serve? According to a consumer insights study, 89% of dining research happens on mobile. What do you need to do gain the attention of and audience? What level of customer engagement do you need to convert, take control and own that relationship after the first visit?

6 Actionable Craft Brewery Taproom Marketing Tips

This guide will cover customer engagement data-driven tools and strategies you need in every phase of your craft brewery and taproom marketing journey.

After choosing a location, a concept and a brand name, it’s time to imagine the customer’s experience and journey. What do you want them to see and feel when someone searches for “craft brewery near me…” “taproom near me…” “best local beer near me…” “taproom and munchies in…” “European craft beers open late…”

1. Connect with your audience where and when they are searching

You need a responsive, search engine optimized website for your craft brewery and taproom. With 89% of adults searching for places to eat, drink and gather in their smartphones investing in a website is a must.

Reasons to launch your craft brewery and taproom with a responsive and mobile friendly website:
 
  • Create brand awareness. 
  • Establish your local market presence.
  • Connect with your audience and customers.
  • Share different ways potential customers can interact with your brand by booking a reservation, ordering online, inquiring about catering, purchasing gift cards, beer subscriptions or individual products and merchandise.

"The power of GoGoGuest gives us full control of our customer engagement, starting at the first customer visit on our website, after joining our beer club, after purchasing beer subscriptions or a visit to our brewery and taproom.

Nicole Smith, Owner
South Lake Brewing Company
Tweet

2. Grow brand awareness with social media

Visual and compelling foodie and beer photos, entertaining, fun and funny hashtags is a great way to build an audience online. 

If you’re not active on Facebook or Instagram yet, you may want to change that. Another essential and free tool for local businesses is Google Business.

Reasons to use Instagram and Facebook as your main social media channels

  • It is free and easy to set up an Instagram and Facebook account.
  • It is easy to integrate with your website. This gives you the opportunity to showcase new content in both places.
  • Build a community around your brand.
  • Engage directly with your customers.

For many users, social media is part of their daily routine. Roughly three-quarters of Facebook users – and around six-in-ten Instagram users – visit these sites at least once a day.

See what is possible.

Talk to sales.

3. Take control of your customer's journey

It is important to know that creating an online presence is not the end of your customer’s journey. You need to connect the customer’s experience back to your craft brewery or taproom’s physical presence.

Why? After getting to know your brand online, you’ve created interest and curiosity. Enough for that person to submit their information on your website, better yet they walk-in, book a reservation or simply order online. 

What do you do with that information you’ve captured? These days, customers love it when a brand brings humanity and personalization to every step of their customer journey. Customers are willing to pay more for a better experience

Reasons to use a data-driven cross-channel customer engagement platform 

  • Easily take control of your customer data from your website, POS, WiFi eCommerce and third-party apps in one place.
  • Gain access to behavioral data like frequency of visit, average order spent, which channels they prefer when interacting with your brand?
  • Get to know your different customer groups or segments.
  • Know which combination of menu items are purchased frequently with the power of basket analysis, deep analytics and AI.
  • Craft personalized marketing automations in every step of your customer lifecycle
  • Send cross-channel campaigns on email and SMS.
  • Offer milestone based rewards and loyalty programs that is associated with purchases in-store and online.
  • Use your data to inform your decision on where to advertise and audiences to target.

Part of actionable taproom marketing is about understanding what an individual goes through during the initial decision-making process. Personalizing your brand’s engagement in every step of the customer lifecycle is a big part of the experience.

 A data-rich customer engagement platform makes it easy to personalize the customer’s experience, regardless of whether the individual is a first time customer, a 2nd time customer or a super loyal customer.

The AIDA marketing model and how to apply it in real world and online world.

4. Elevate your guest usable craft brewery and taproom space

WiFi marketing and the use of captive portals is not a new concept. Depending on the concept of your craft brewery or taproom, WiFi marketing could prove to be a useful taproom marketing tool for you. 

Reasons to use WiFi marketing as part of your craft brewery and taproom marketing strategy

  • Quick service retailers like specialty coffee shops, cafes, craft breweries, taprooms, wine bars and multi-mix concepts are using WiFi marketing to better manage their limited guest usable space by requiring a purchase for access to your guest WiFi amenity.
  • Craft breweries and taprooms can also use WiFi marketing to grow subscribers by offering guest WiFi in exchange for permission based personal contact information.
  • WiFi marketing can be useful to learn about anonymized location analytics and real-world behavior including foot traffic rate per day in your location, where are customers spending the most time when in your restaurant, repeat visits, type of devices and more!
  • WiFi marketing solutions offer a built-in email marketing and SMS marketing and deeper integrations with your POS and eCommerce systems.

5. Grow customer loyalty

At GoGoGuest, we view customer loyalty programs differently. While POS systems and other third-party loyalty programs focus on point based systems $1 = $1 pt., GoGoGuest offers a milestone based loyalty program that can flex and scale to your taproom’s  customer loyalty goals. For craft breweries and taprooms, loyalty programs must be implemented in compliance with State rules and regulations.

Reasons to use a milestone based customer loyalty or rewards program

  • Milestone based rewards programs are designed for your best customers to aspire to status and exclusive experiences with your brand.
  • Rewards are computed across available channels in-store, online orders and eCommerce.
  • Craft breweries and taprooms are able to set the start and redemption timeframes. As an example, points do not accumulate forever. This approach to rewards program design encourages customers to aspire to a milestone every 6 months or yearly to gain access to exclusive experiences.
  • Add points for specific guests and customer groups to encourage more purchases.
  • Communicate rewards by email or SMS.
  • Directly integrate with your POS, online ordering channel and eCommerce.
  • No third-party hardware is needed.
  • No plastic or digital reward cards needed.

6. Measure performance

Actionable craft brewery and taproom marketing does not end in implementation and execution. Measuring the performance and iteration of each customer touchpoint is key to your success.

Reasons to measure the performance of each actionable craft brewery and taproom marketing tactic

  • Use deep analytics and insights to know which customer touchpoint is performing well or not.
  • Learn from the successful engagement for each customer group. 
  • Iterate on under performing touch points.
  • Measure ROI.

Next Steps

Don’t take our word for it. We encourage you to dive in and dig deeper. Have you read The Email Marketing Playbook? Produced by the GoGoGuest team, it offers actionable next steps and best practices on how to implement these actionable taproom marketing tips from creating awareness, customer engagement to growing customer loyalty that drive value.

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