Craft breweries have produced scores of award-winning beers over the years and according to the Houston Chronicle, will garner sales of over $7 billion nationwide in 2014. But just having a tasty ale or lager is no guarantee these days for long-term business success as the gigantic ad/marketing budgets of the major breweries can drown out craft breweries attempts to snare market share.
“The number of new craft breweries has exploded in the past few years and the market is getting crowded,” said Melani Gordon, who co-founded San Diego-based TapHunter. The company provides on- and off-premise accounts with time- and money-saving tools that automatically update beverage inventory on social media channels, websites, and print, digital display, and tablet menus. This exposure empowers their customers by helping transform beer, spirits, and cocktail menus into valuable revenue producers.
Gordon said those craft breweries that don’t put some serious thought behind their brand and voice will struggle.
“There’s no magic formula for craft breweries to find consumers so the new breweries need to build a brand and web presence because it’s challenging today to stand out,” added Gordon. “In addition, there are a lot of inefficiencies in the retail distribution model, making it... Read more
When it comes to online marketing, it is important to grab the attention of people and search engines. In order for businesses to do that right, it takes a concerted focus on both search engine optimization (SEO) and content marketing, and it is important for businesses to understand the difference.
While both go hand in hand, simply creating content will not take care of all SEO tasks. There is much more to attaining a visible online presence than just that. SEO helps businesses cast a wider net. Content marketing helps in converting traffic into sales.
Content Marketing to Get the Word Out
SEO incorporates everything on your website. While content marketing should involve an SEO-driven keyword strategy, it is also the aspect of your marketing that should work to engage your audience. It needs to be engaging and educational all at once.
Here is an example of a few content marketing-related platforms and strategies:
• Social media
• White papers
• Web page content
• Content curation
• Infographics (cool read about how inforagphics are accelerating online marketing efforts.)
It is important to think long and hard about the strategy that you want to use for your business in creating content. Chances are, it is how... Read more
On May 13th 2014, the European Court of Justice introduced legal backing for the "right to be forgotten." There's been a great deal of talk about this, most of it inaccurate. This post will explain what this is all about and what it means.
read the Court's own explanation here
What is the European Court of Justice?
Basically – it’s the European Union’s equivalent of the US Supreme Court. It’s the highest court in the EU, so there is no appeal of its rulings. The EU is halfway between the US federal system and a bunch of independent countries. Each country, just like each US state, can draft their own laws, but they have to comply with EU-wide “directives.” EU directives state whether there should be a law for a given situation and roughly what it should contain. It is up to each state to implement a directive as they see fit, and decide what sort of enforcement they want to put on it. There can be wide variations. For example, some herbal products, like Melatonin, are banned by EU directive. While they are illegal under every EU country’s laws, some countries, like the UK and Germany, enforce the ban strongly, while others,... Read more