Dan: I still actually think it’s kind of rare for people to, you know, see this approach that we take with marketing as a legitimate marketing approach. Like, I think when people think to build a business, you know, I still see it now – like, our competitors, they’re out buying billboards, because that’s what people think of when the marketing person gets a job to market a product.
James: They get a budget to spend, they spread it across the portfolio, they listen to a couple of skivvy-wearers in an agency, squander it, don’t track it, and then wonder why they’re struggling.
Dan: Yeah. And it’s also a very expensive way to go about it. And it doesn’t give you much of an advantage because, you know, every time we, and we just saw it with the craft beer survey, we were just voted the number one in the list of craft breweries in the country in the survey.
James: I saw that. Congratulations.
Dan: Yeah, thanks. It’s something we’ve been working on for years, and to get there, you know, shows we’re doing well with the brand, but it shows that we can, like, we didn’t pay a cent to get people’s attention to fill that survey in. Like, we did targeted emails, which is, you know, the tactics I’d learned, of course, from the online marketing days.
We did social media. We did storytelling, you know? We did some good content. We’ve got a Facebook group that’s really engaged. And we told a story over a lot of years about what we’re doing and where we’re going, and it was enough to get more people voting us than any other brewery in the country, and it didn’t cost us a cent.
It’s A, the only way I know how to do marketing, because I’ve tried everything else and it hasn’t worked. And B, it’s turned out to be a good advantage that other people really struggle to kind of replicate.
James: So in summary, what you can bring to the table is, for a normal business, like a non-internet marketing background business, they could learn a lot from the good bits you’ve taken from the online industry and applied it. Therefore, it would be very relevant for someone listening to this podcast, if they are any kind of agency, digital marketing advisor, supplier working with regular businesses, they could take the exact framework, which I’ll share in a minute, and apply that with their clients.
Maybe they don’t have to run paid Facebook ads to a landing page to squeeze people for a webinar, for an application to wha wha wha wha wha, right? Is that what we’re talking about?
Dan: Yeah, I think so. I think especially if what they’re prepared to do is put in time and build something over time, I think that’s the key thing. This kind of approach doesn’t give you immediate results, and never will.
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