Micro Marketing and Consumer Dynamics

Craft Brewers Conference 2022
Location: Minneapolis, Minnesota
Speakers: Nicholas Firestone, Brian Krueger, Dave Williams

This seminar highlights the importance of:

  • Understanding WHO your consumer is (Demographics, Life Stage, Lifestyle)
  • Identifying WHERE your consumer shops (Neighborhoods, Chains, Class of Trade)
  • Using this information to target very specific consumers (or consumer groups) using a store-level approach

Today’s off-premise approach should not only be about getting your product onto the shelves of every store in your core markets, but rather focusing efforts to make sure that you have the right products in the right stores in order to give yourself the best chance to succeed. By understanding exactly where your consumers are shopping, you can create a much more effective and efficient list of store targets to bring to your sales team and distributor partners for execution. This micro marketing approach goes beyond just identifying the “Non-Buys” and instead helps whittle that list down into craft-centric “Non-Buys” to target, high traffic stores with a greater size of prize, or stores primarily shopped by a specific demographic that you are trying to target to enhance your consumer base (ex. Gen Z).

Understanding who your consumer is and where exactly they shop can help create efficiencies and maximize the return on your sales and marketing efforts, particularly in major metro markets.

Learning Objectives:

  • Why is it important to understand your core consumer?
  • How does your core shopper differ vs. your competition?
  • Where are there opportunities and adjacencies to expand your consumer base?
  • Where does your core shopper make their purchases?
  • Where are the biggest opportunities or the best “fits” when it comes to closing distribution gaps?

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