Week 8: Blog Post Part One Get Visual: Let a Picture Tell the Story

According to our brand, the visual networks that works best for our product and service are Instagram and YouTube. We link our Social Media networks together. It works out great! What we post on Instagram, shows up on Facebook and have links in the bio for our YouTube. We are in the process of creating a marketing campaign with visual social media for our re-grand opening. Stay Tuned!

Instagram: 

https://www.instagram.com/embarcaderobrewing/?hl=en


YouTube:

https://www.youtube.com/channel/UCZo0DCfOBYMLykmGzWJcUWA

Week 7: Blog Post Part 2 Engaging your Customers: Facebook Strategy

These post I feel keep the customer engaged and updated. The posts explain a few details on current news for tasting room construction, small batch brewing, and collaborations. The beautiful part of being both a brewery and home brewing supply store is that we can cater to the professional brewer and novice brewer.

Week 7: Blog Post Part One Engaging your Customers: Facebook Strategy

These are the 8 business I chose to help with content to share with my followers / customers.

1) Country Malt Group

2) BSG Handcraft

3) BrewCraft

4) American Homebrewers Association

5) Brewers Association

6) Fermentis

7) WhiteLabs

8) Morebeer

These businesses are venders and industry leaders. I plan on using these businesses to help promote and share content related to the beer industry. The strategy is to allow a network of communication among other's in the industry, to gain insights on tips and new technology being used. This is very helpful to grow a business. For example, if my business has any technical issues's most often the above businesses have useful resources to help. Some of these businesses come with memberships to gain access to more resources's that can help navigate around certain situations that can become problematic. Such as operation cost, distribution, equipment, ingredients that might be needed at a lower cost than most. Not to mention trial and error recommendations. 

These  businesses can help other's grow on Facebook by the amount of information given to potential customers that can be used to attract more followers with the same demographic target market. The challenge will be to better understand how business's operate on Facebook and link it all together. 

Week 6: Blog Post Part 2 Setting up a FaceBook Business Page

A post reach is a post that is seen by a target audience. Facebook Insights overview will show your 5 most recent posts. In the reach section, it will display  organic / paid amount of people who it reached. 

A post engagement is how people interacted with the post. In the engagement section, it will display people's reactions, comments, and shares. 

It is important to understand the difference between both post reach and post engagement to see if you are reaching the right audience. A post can reach hundreds of people, but have few engagements if seen by the wrong demographic. But if the post reach is seen by the target audience, it can have more post engagements. 

A business can gain from understanding how post reach and post engagements work, by understanding facebook insight overview. A business can see if they are reaching target market goals. An example is studying facebook insight overview trends.  

Week 6: Blog Post Part 1 Setting up a FaceBook Business Page

How are these businesses using FaceBook?


Most Businesses found success using FaceBook marketing strategy. I found most businesses relying on facebook marketing features to promote, advertise, and sale products, in this case beer.

In your opinion are they using it effectively?


I feel most businesses in the beer industry are using FaceBook effectively. They post product image banner of what new beer or new product release. For example, what was noticeable was the increase in (page like, posts, and engagements) that helped gain more exposure.

How often are they posting?


According, to insights, which compares the performance of your page and post with similar pages on facebook. Here, I can see how often businesses are posting. Typically, most businesses post 2-7 times a week. Also, I noticed that they keep a constant engagement during the week.

Did they set up their Cover photo and calls to action correctly in your opinion?


I noticed a trend and constancy with the beer industry social media cover photos. The photos showed high quality designs and quality beer pictures. The call to action page that stud out was Novo Brazil brewing. They linked the appropriate page to sell the product or event effectively.

Can you think of ways they could use FaceBook more effectively?


I think most businesses are not using the shop option effectively. When you think about it, most people like to buy online. Especially, if it's an event or beer festival. I found most businesses not using the shop options to increase sells.












In reviewing their use, can you think of ways you could use FaceBook more effectively for your own business?






In comparing the performance of my page and post with similar pages on facebook. I could use FaceBook more effectively is increasing weekly post, engagements, setting up cover photo, and calls to action correctly.

Week 5: Blog Post Part 2 Your Target Market

Embarcadero Brewing and  Supplies Company will provide quality ingredients, equipment, and instructional classes for all aficionados and hobbyists. I plan to take advantage of San Diego’s famous craft beer scene, well established military environment, emerging Hispanic market, and be the firstlocal establishment to educate south San Diego residents and neighbors about the wonderfulhobby of home brewing. 

My initial research has identified the following opportunities:

• No home brew supply store south of the 94 Interstate• No unique combination of style tasting, instructional classes, and home brewing supply storein the south San Diego community• Port of San Diego Bayfront/Marina Gateway redevelopment• Large Hispanic and military market• Exciting time to be part of the vibrant craft brewing and home brewing scene in San Diego

Nationwide, the number of operating craft breweries has increased by 18% in 2013 by volumeas compared to the 15% increase in 2012.2 With the current growth of the craft beer industry,San Diego residents and visitors to our wonderful city are becoming educated with the numerous and creative styles of crafted ales and lagers. According to the San Diego Brewers Guild brochure; there are 130 operating breweries in San Diego County!3

Homebrew hobbyists and clubs have also sprouted along with the craft beer revolution. Thenumber of registered clubs for the San Diego County on the American Homebrewers Association(AHA)website has reached 23 clubs as of June 2013.4 The same applies the home brew supplystores. As

of June 2013, there are 10 home brew supply stores in the county of San Diego. 5As the number of breweries continue to increase and spread to other areas of San Diego, it
appears the number of craft beers enthusiast will keep pace as more communities support this
wonderful growth.

The primary owner and operator of The Beer Supply Company is a native San
Diegan, surfer, and former U.S. military veteran. This gives the business a unique vision and
personal attachment to the area. The Beer Supply Company intends to seek patronage with following
potential customers;

• Residents and visitors to South Bay Area ( married, single, and college students ages 24- 49 years)
• Active duty military personnel and veterans
• Reach out to the Hispanic community as native Spanish speakers

According to SADAG fast fact population characteristics (2000 and 2010 census) Hispanic Total
15% increase. 6

1  “The Economic Impact of Craft Breweries in San Diego” National University System Institute for Policy Research.June18, 2013.http://www.nusinstitute.org/assets/resources/pageResources/NUSIPR_SD_Craft_Breweries_Econ_Impact_Brief.pdf

2  “Craft Brewing Industry Statistics,” Brewers Association . July 4, 2013.http://www.brewersassociation.org/pages/business‐tools/craft‐brewing‐statistics/facts

3  “A Complete Guide To San Diego Breweries,” San Diego Brewers Guild , 2014.http://www.sandiegobrewersguild.org/wp‐content/uploads/2013/03/SDBG_Brochure‐2013‐WEB.pdf1.

4  “Find a Homebrew Club,” American Homebrewers Association . 2014.
http://www.homebrewersassociation.org/pages/directories/find‐a‐club

5  “Find a Homebrew Supply Shop,” American Homebrewers Association . 2014.
http://www.homebrewersassociation.org/pages/directories/find‐a‐supply‐shop

6 “ “Demographics & Other Data Fast Facts,”SANDAG . October 2011.

http://www.sandag.org/resources/demographics_and_other_data/demographics/fastfacts/
nati.htm

Week 5: Blog Post Part 1 Your Target Market

My first observation I noticed  that both websites, chills, and Teri cafe target market all age groups. The information provided on the both websites includes, prices that cater to all gender, age, income, and marital status.

The chilis website clearly markets the fresh, healthy, and fun, atmosphere. While the Teri cafe markets the more local, handmade, and laid back environment. Chills is a well established brand that has be growing and keeping with the trends, but still stays true, to their fresh Tex and fresh Mex roots. As promoted in their mission statement " Delivering fresh Tex and Fresh Mex flavors like no place else." (They use the perfect example of psychographics, and how they study the buyer's habits, and spending habits.) The Teri cafe promotes to the similar demographics between the the two types of customers. The subtle difference is the atmosphere, and how they promote more the homemade variety. 

As far as the overall Chills audience website design message, I noticed the more corporate vibe, and they didn't have a facebook call to action. It was more geared  towards the employee or career, and not the customer. The main focus and message was how they are "Giving Back."

 Despite being family owned and operated for over 30 years, Teri Cafe's audience message to customer's are still about the customer and their homemade food. As it shows when you hit the call to action social media icon's. 

Both websites have their obvious differences that stand out right away, and use the their website, and call to action marketing strategy to send a clear message to their intended audience's. 

http://www.chilis.com/EN/Pages/home.aspx 

http://www.tericafe.com