National Beer Wholesalers Association - Adventures in Digital Storytelling
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Adventures in Digital Storytelling was a talk given in Austin, TX at the Next Generation Conference on August 6, 2018.
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National Beer Wholesalers Association - Adventures in Digital Storytelling
- 1. Mike Aleo President & creative director @ LGND plus i really like beer Adventures in Digital Storytelling
- 3. you are more than just your logo
- 7. but You have a problem
- 8. People have no idea you exist or what you do
- 9. She thinks this came right from the people who made it People have no idea you exist or what you do
- 10. brewer distributor bartender Understanding the actual job Understanding of place in the supply chain Cool factor Emotional response Very cool What Very cool This is the coolest job ever. I wish I could do this. No seriously, who are you? Is this just truck drivers? The bartender is your best friend and therapist in one
- 11. 100 Americans ages 21 and over 48% female, 52% male 49% ages 21-34 41% ages 35-50 9% ages 51-65 1% ages 65+ 77% drink every week data takeaways
- 12. data takeaways Do you know what a brewer does? Yes, I know what a brewer does71% 29% I’ve heard of them, but don’t know much 0% No, I don’t know what they do
- 13. data takeaways Do you know what a beer distributor does? Yes, I know what a distributor does61% 35% I’ve heard of them, but don’t know much 4% No, I don’t know what they do
- 14. data takeaways Distributor Yes61% 35% A little 4% No Brewer Yes 71% 29%A little 0%No
- 15. data takeaways Able to identify what a distributor actually does 23% 77%
- 16. data takeaways What % of beer I drink does a distributor touch? 100% of the beer I drink41% 25% 0-50% of the beer I drink 75% 50-100% of the beer I drink
- 17. data takeaways Do you go out of your way to support local family-run businesses? Yes98% 2% No
- 18. data takeaways Do you go out of your way to support local family-run businesses? Yes98% 2% No both of these monsters drink 0 beers per week
- 19. we spoke directly to your customers 5 store owners 5 bar owners 1 stadium beverage manager
- 20. What are the most important factors when working with a distributor? 1. Cost 2. Dependability & trust 3. Relationship & history 4. Range of products
- 21. “It’s someone I see all the time. I can set my watch to when Brian will come. He’s always friendly, always smiling, and works hard. We depend on Brian to run our business.”
- 22. What if someone you have a history with wasn’t the cheapest option anymore? 1. Have a conversation 2. Consider raising my prices 3. Look for another distributor
- 23. “We’ve been working with them for almost forty years. It’s a partnership. When we make money, they make money.”
- 24. My distributor is my… 1. All said “partner” 2. Connection to our best selling stock
- 25. How did you pick a distributor? 1. I asked around 2. I knew someone already 3. I researched online
- 26. let’s talk about winning over hearts & Minds
- 33. what did you think about?
- 34. Psychological Science Journal Jeffrey M. Zacks, director of the Dynamic Cognition Laboratory at Washington University in St. Louis “ ” A new brain-imaging study is shedding light on what it means to "get lost" in a good book — suggesting that people create vivid mental simulations of the sounds, sights, tastes and movements described in a textual narrative while simultaneously activating brain regions used to process similar experiences in real life.
- 35. Oh a fun dock. Remember that time we went out on matt’s boat? That was awesome. Emotions: Fun, relaxing, carefree
- 36. this reminds me of the foo fighters concert first date with kate. Emotions: Fun, exciting, anticipation
- 37. That camping trip a couple years ago when I was the only one who knew how to start a fire. Emotions: Fun, pride, relaxing, exploration
- 38. Remember that hike we went on? we should have brought a celebratory drink! Emotions: Exploration, fun, excitement
- 39. That time we took the kids to their first baseball game and managed to stay for the fireworks after the game. Emotions: Love, fun, surprise, contentment
- 40. reminiscing about the past can make us spend more on products. Lasaleta, Sedikides & Vohs (2014) Nostalgia weakens the desire for money. Journal of Consumer Research.
- 41. Nostalgia weakens our desire to hold onto our money, instead fostering social connectedness. Lasaleta, Sedikides & Vohs (2014) Nostalgia weakens the desire for money. Journal of Consumer Research.
- 42. help your customers make the decision before they get here.
- 43. Von Restorff Effect: Items that stand out from their peers are more memorable
- 44. But different doesn't necessarily mean better. Being different is more memorable, but you need to be positively remembered for standing out from the crowd.
- 45. How?
- 46. Tell your story
- 47. for a couple of million dollars
- 49. you don’t have a million dollars? wait,
- 51. meet people where they live and tell them your story
- 53. Emotions: Fun, happy, laughing Seeing this post because it showed up as popular in your town Woah! That’s so cool. I wonder how long it took to make that? I should go take a picture in it. real instagram example
- 54. Emotions: Confused, unsure, disinterested … Seeing this post because you met some of the distributor employees at an event last year. real instagram example
- 55. Emotions: Fun, happy, thirsty Seeing this post because you liked their marketing before and it was interesting and unique. Mmm, meat. Remember that bbq a couple of weeks ago with the guys when it was a million degrees out? real instagram example
- 56. Dog! Ah man, oakley always looks that hot when we’re outside in the summer. i haven’t had lagunitas in a while… Emotions: Love, happy, peaceful Seeing this post because it showed up on your explore tab. real instagram example
- 57. We totally looked that cool at the festival last week. I should tag billy in this, he wore shorts like that once. Emotions: Happy, connected, fun Seeing this post because one of your friends liked it real instagram example
- 60. Sweet hat. Could I pull that off? She looks so confident I could do that with my hair… Dude is having a good time Where did she get this necklace? Billy would totally wear hilarious shorts like this. audience
- 61. The product isn’t the main focus, it’s a supporting cast member Intentional quirks and items of interest Professional, but still relatable filter and not overdone + color correction Interesting camera angle makes the view feel like they’re part of this group Intentionally messy and not manicured These guys aren’t models, they could be anyone intent
- 62. great, but how?
- 64. pros •Costs almost no money •You control everything from end to end •It will be authentic because it is in the voice of you and your people cons •Costs a ton of time •Are you a designer? Art director? Photographer? Videographer? •You’re limited by your experience and what ideas you can come up with •Usually slower paced rollout
- 65. pros •It can take very little of your time •You’re delegating work to people who make their living doing X, Y, and Z •The end product will be better than you doing it •Faster rollout and constant deliverables without disrupting your business flow cons •It can cost a little or a lot •You have to trust the people you hired to channel your voice and style
- 66. the bottom line
- 67. hire the best you can afford for things with the biggest impact
- 74. 24/7 face of the brand
- 81. personal authentic interesting Show the people you’ll get to know Tell the audience what you sell Don’t just use stock images of beer Faces, faces, faces Employ nostalgia to gain trust Show how you’re active in the community Be approachable Give an easy way to get in touch Make sure it works on mobile Use brand halos Use real photos Give them a taste of your personality
- 82. Website Design Branding Professional Video Animated Video Professional Photography Social Media Management Radio Commercials Facebook Ads Influencer Promotion $5,000 to $100,000 $1,000 to $500,000 $5,000 to Unlimited $3,000 to $25,000 $1,000 to $20,000 $500 to $10k/month $2,000 to $20,000 $10 to $100/day $1,000 to $10,000 Budget Ranges professional
- 83. Budget Ranges Website Design Branding Video Animated Video Photography Social Media Management Radio Commercials Facebook Ads Influencer Promotion 5 - 30 days 1 - 25 days 5 - 100 days N/A 1 - 10 days 1 hour/day N/A 10 hour setup, 1 hour/day N/A DIY time
- 84. personal authentic & interesting it’s 2018, you have to and make sure you’re Tell your story
- 85. let’s see how we can improve that connection and open more wallets Tell me your story