“IRELANDS FIRST BEER GARDEN – IN A SHIPPING CONTAINER” – 2017 EXCELLENCE IN MARKETING NOMINEE
Client: Brewery Bar & Restaurant.
Background: Having acquired the business in 2015, The guys at the Brewery were looking for to partner with a digital marketing consultant to ensure brand consistency across all consumer touchpoints and increase food and beverage sales.
Objectives:
The objectives were to:
1.) Establish a brand positioning for the Brewery.
2.) Develop a bespoke website to support the business sales function.
3.) Drive Revenue Sales through the on-going management of their Marketing.
Approach:
WHAT MAKES US DIFFERENT IS FINDING OUT WHAT MAKES OUR CLIENTS DIFFERENT. We first set about conducting a competitive analysis to better understand the Bar & Restaurant trade. After an extensive SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis, we worked with the guys to occupy a space in the mind of their ideal customer. We were tasked with developing a brand positioning and communicating that to the customer through digital while also encouraging interaction with the brand. We supported the guys at the Brewery to develop their brand, proposition and Go To Market strategy which included developing and activating their website and managing their on-going marketing across digital and traditional means.
Result:
With a multitude of companies, each one vying for attention, the Brewery has embraced brand initiative to dig deep and uncover key insights which formed the backbone of a tailored brand strategy for the business and a road map for the future.
Using both traditional and digital marketing tools to successfully promote and market the Brewery Bar & Restaurant, they have been able to successfully garner the attention of National Media for the recent Launch of Ireland’s first beer garden – in a shipping container. The Brewery Bar & Restaurant adopts a fully integrated marketing approach using local advertising – Print & Broadcast, PR, Out of Home Advertising, direct mail, Ezines to Newsletter Subscribers through their recently, relaunched website, Influencer outreach and Social Media.