Beer Promotion in the Wild World of the Internet
The Challenge for Breweries in Today's Regulated Marketplace is immense.
For the past decade the advertising of alcoholic products has been increasingly subject to both government regulation and self-regulatory bodies. In Canada, the CRTC's August 1996 Code for Broadcast Advertising of Alcoholic Beverages severely restricted the way in which alcohol products are presented on both radio and television. It is not an exaggeration to say that any advertisement adhering to these regulations would be dull indeed, and almost obscure any attempt at promotion - you can't enjoy yourself and drink beer at the same time! Print material such as entrepreneurial magazines and newspapers are less restricted, though regulated by provincial Liquor Boards. The same ethical limitations apply: do not link enjoyment with alcohol consumption; do not direct your ad to youth; do not over-promote; do not pass Go! Also, self-regulation within various media abounds.
In the United States a similar situation exists. The Federal Trade Commission and Congress are the key regulating authorities. In addition, individual media and media groups establish their own code of ethics, often refusing to publish or broadcast alcohol advertising.
The challenge? How do breweries and microbreweries 'get the word out' about their products within an advertising marketplace of such limited visibility where self-promotion is frowned upon?
When traditional methods are not a viable option we must identify and utilize those of the future. One way breweries can take advantage of modern advertising options is to share your product with the world on the Internet.
You may already have a company website. It's fun, it positively promotes your product with enthusiasm as no TV ad is now permitted to do. Your T-shirts and ball caps have their own page. Potential customers are visiting your website on a regular basis, once they stumble across your site on a night of Internet surfing. However, is this kind of customer traffic really the most effective use of such a dynamic advertising tool? All that creative and technical effort and your audience consist of web junkies and the occasional salesperson trying to sell you something. The solution to this problem is targeted pixel marketing. Websites are being developed which help increase traffic on subject related web pages. For instance, pixel space for your beer label on the beer home page may be purchased for a reasonable cost. The label then links with your own webpage.
Beer festivals may be a long established custom, however the modern version is a true advertising event and increasingly popular, not only with the locals. Beer fans travel far to attend their favorite bash. To choose the festival which most suites your product, the Internet comes to the rescue once again. A number of websites list festivals. Check the bottom row of thebeerhomepage.com for the most popular beer festivals around the world.
Besides a shift in promotional methods, a fresh approach in attitude will go a long way in changing public perception of beer. Taking a leaf out the wine industry's book may be the answer. Wine sales have risen since their advertisers started promoting wine "as a natural product, a healthy option, a sophisticated and educated choice, a compliment to food and equally popular with men and women. In fact, beer can also boast all these things, but its public perception is poor by comparison" says Peter Kendal of Molson Coors Brewers. He continues, "Beer is a wholesome, natural product, made from malted barley and hops. Moreover, moderate (and we stress moderate) beer drinking is just as healthy as moderate wine drinking".
To conclude, these are only a few examples of the way a modern approach to advertising need not battle with established regulations. A positive, open mind and a willingness to switch gears should lead to a healthy return on your advertising dollars.
Yessir! Maybe Planning IS Important.
Copyright 2005 Donovan Baldwin
So the story goes:
A guy decided he would commit an armed robbery.
This gentleman couldn't just stick up a liquor store or knock over a bank. Nosiree Bob! He walked past a parked police car out on the sidewalk, and into a gun shop. Standing at the counter were a couple of cops. There were a couple of customers in the store. All four (or more) of them were armed, as was the clerk behind the counter.
As the Darwin Awards, found at http://www.darwinawards.com/ , might put it, he involuntarily cleansed the gene pool.
Can you imagine going on a driving trip to some place you've never been and not getting a map, at least. You would think someone was daft if they went about it that way. You wouldn't be suprised to see them set off from Oklahoma, going to Oregon and driving East!
Well, how much better off is the person who signs up for a franchise, home business opportunity, network marketing or internet business without doing their homework?
For starters, many people do not realize that a network marketing business, for example, is exactly what the word says. It's a business. Owning a business means taking responsibility. As I used to tell some of my students back when I gave classes to people who had always held jobs, but were about to embark on their own business, "You are about to find out not only how good a manager you are, but you are going to find out how good an employee you are."
Someone who starts their own business, expecting IT to somehow magically produce income is living in a fool's paradise. To tell the truth, almost anyone starting their own business will possibly have to work more hours than the average employee.
In the case of a brick-and-mortar business, the individual often has to leave the safety net of a "job" to get their business off the ground. Part of the planning process will be to have some knowledge of what cash reserves will be needed during the start-up period, and to assure that those funds are on hand.
It will be necessary for the new business owner to become aware of many of the challenges of managing any business, and managing THEIR BUSINESS in particular. The need for at least this small amount of knowledge would seem to be self-evident to most of us. However:
"Businesses with fewer than 20 employees have only a 37% chance of surviving four years (of business) and only a 9% chance of surviving 10 years." Restaurants only have a 20% chance of surviving 2 years. Of these failed business, only 10% of them close involuntarily due to bankruptcy and the remaining 90% close because the business was not successful, did not provide the level of income desired or was too much work for their efforts." - Dun & Bradstreet
Wow, did you catch that? Let's replay the meat, "...and the remaining 90% close because the business was not successful, did not provide the level of income desired or was too much work for their efforts."
Now, wouldn't a little up front planning have saved some of those? In fact, it sounds to me like some of these people started their businesses in expectation, if not hope, of not having to work as hard as at their JOBS. It also appears that these people overestimated the income their new businesses could, would, or should provide. This could be a combination of ignorance (education about a coming major decision could be defined as planning, I suppose), and in many instances probably combines with not wanting to work as hard as in previous incarnations to create a double whammy of disappointment.
Okay, so your network marketing recruiter told you about the "30 Second Commute", and "Put Your Business On Autopilot", and the ever popular, "Make Money While You Sleep!" Was your recruiter lying? Not necessarily. I get up every morning, walk across the hall, pull up a browser, and check to see how much I made during the night. Sometimes it's a hundred dollars or less, sometimes it's several hundred, but I DID sleep while orders were placed at various websites I own or use, and yes, I DO make a six-figure income on the internet. However, it took me hours at the computer to get all those web sites up and to interlink all the sites and to write the articles, place the ads. I also spent thousands of dollars for things that didn't work at all, didn't work as advertised, or I simply couldn't figure out how to make work. I call this accidental tuition.
I did, however, learn from my mistakes, and I was able to build my internet business up to the point where it does earn me the six-figure income I mentioned...
Oh yes! I don't get to keep ALL of that six-figure income either. Some goes to taxes, some goes to advertising (I pay one place alone $1300 a month for advertising), I bought a new computer last year...etc. But! I WAS able to go to Florida and to Mississippi (before the hurricanes) on two separate week long vacations, and I didn't have to ask anyone's permission, I didn't have to borrow any money as I already had it, and I continued to make the same level of income while on vacation as I made while at home.
I WAS able to start my internet business and work it part time while I still held a full-time job. Now I work my internet business part time AND my job part time. In another year or two, I will be able to retire completely from any real job and simply work my internet business part time (which is fun, by the way).
I would recommend starting an internet business to anyone, but I would also recommend doing your homework first. It took me four years and a few thousand dollars to learn what I know now. One of the things I know is that there are some excellent courses and books that teach what to expect in internet or network marketing and how to do it successfully. All of these recommend studying and planning, none even hint that you will get rich quick, much less without some actual work.
Once you get that business up and running, and you have everything in place, you can "put your buiness on autopilot", "make money while you sleep", and join the "30 second commute".
------
Retired from the Army, the author has worked as an accountant, purchasing agent, optical lab manager, restaurant manager, instructor and long-haul truck driver. An active internet marketer since 2000, he now makes his living online. Find more of his articles at http://donovanbaldwin.blogspot.com
Mini Web Sites Make a Great Home Business
Copyright 2005 Peter Tarrida del Marmol
If you are looking to earn money working from home, Mini Web Sites are a great way to run your own business. Usually these are simple one or two page sites that are designed for selling a single product.
A mini site is basically a sales letter that is designed to convert viewers into buyers, it is not there to provide detailed information about the product. This type of site can attract more viewers, which means more sales and more money for you.
The steps for creating a mini web site are:
- Find a profitable niche. - Determine the best product to sell for that niche. - Write a well crafted ad. - Design a landing page.
Make sure you do not include banners or other advertising, these might distract the attention of your visitors, your only focus should be on selling your product.
Design a Mini Web Site
Each site should sell only one product and be optimized for just that product. Select keywords based on your product, that are popular enough to attract the amount of traffic you will need to make your site profitable, and always use your keywords in the title, heading tags, and graphic alt tags. Create an easy to order form, one that is fast to fill out, you do not want to lose customers because it takes too much time or is too much trouble to purchase your product.
Whatever you sell, start by quickly describing that particular product and keep your focus tight on that product. Try to pre sell your product by including several endorsements from people who are happy about using your product. After the endorsements, include several free bonuses to get your visitors even more excited about buying. To host your site look for a reliable hosting service, one that has a good track record for minimal down time. Select a domain name that includes your keywords this will also help your search engine rankings and get you more traffic.
Some benefits of Mini Sites are:
- Easier to optimize for search engine rankings. - Inbound links to your sites will lead to a higher Google Page Rank. - You can be an expert at whatever you sell or whatever service you offer. - Higher traffic generated than regular web sites.
Mini sites are the easiest way to make some quick money because they do not require a large setup cost, and they are easy to design. All you need is a great idea and you are ready to make some money.
------
Peter Tarrida del Mármol is a spanish online and offline marketer. To download a free e-book and learn how to easily create a mini website, click below:
http://www.auctionearnings.com
For the past decade the advertising of alcoholic products has been increasingly subject to both government regulation and self-regulatory bodies. In Canada, the CRTC's August 1996 Code for Broadcast Advertising of Alcoholic Beverages severely restricted the way in which alcohol products are presented on both radio and television. It is not an exaggeration to say that any advertisement adhering to these regulations would be dull indeed, and almost obscure any attempt at promotion - you can't enjoy yourself and drink beer at the same time! Print material such as entrepreneurial magazines and newspapers are less restricted, though regulated by provincial Liquor Boards. The same ethical limitations apply: do not link enjoyment with alcohol consumption; do not direct your ad to youth; do not over-promote; do not pass Go! Also, self-regulation within various media abounds.
In the United States a similar situation exists. The Federal Trade Commission and Congress are the key regulating authorities. In addition, individual media and media groups establish their own code of ethics, often refusing to publish or broadcast alcohol advertising.
The challenge? How do breweries and microbreweries 'get the word out' about their products within an advertising marketplace of such limited visibility where self-promotion is frowned upon?
When traditional methods are not a viable option we must identify and utilize those of the future. One way breweries can take advantage of modern advertising options is to share your product with the world on the Internet.
You may already have a company website. It's fun, it positively promotes your product with enthusiasm as no TV ad is now permitted to do. Your T-shirts and ball caps have their own page. Potential customers are visiting your website on a regular basis, once they stumble across your site on a night of Internet surfing. However, is this kind of customer traffic really the most effective use of such a dynamic advertising tool? All that creative and technical effort and your audience consist of web junkies and the occasional salesperson trying to sell you something. The solution to this problem is targeted pixel marketing. Websites are being developed which help increase traffic on subject related web pages. For instance, pixel space for your beer label on the beer home page may be purchased for a reasonable cost. The label then links with your own webpage.
Beer festivals may be a long established custom, however the modern version is a true advertising event and increasingly popular, not only with the locals. Beer fans travel far to attend their favorite bash. To choose the festival which most suites your product, the Internet comes to the rescue once again. A number of websites list festivals. Check the bottom row of thebeerhomepage.com for the most popular beer festivals around the world.
Besides a shift in promotional methods, a fresh approach in attitude will go a long way in changing public perception of beer. Taking a leaf out the wine industry's book may be the answer. Wine sales have risen since their advertisers started promoting wine "as a natural product, a healthy option, a sophisticated and educated choice, a compliment to food and equally popular with men and women. In fact, beer can also boast all these things, but its public perception is poor by comparison" says Peter Kendal of Molson Coors Brewers. He continues, "Beer is a wholesome, natural product, made from malted barley and hops. Moreover, moderate (and we stress moderate) beer drinking is just as healthy as moderate wine drinking".
To conclude, these are only a few examples of the way a modern approach to advertising need not battle with established regulations. A positive, open mind and a willingness to switch gears should lead to a healthy return on your advertising dollars.
Yessir! Maybe Planning IS Important.
Copyright 2005 Donovan Baldwin
So the story goes:
A guy decided he would commit an armed robbery.
This gentleman couldn't just stick up a liquor store or knock over a bank. Nosiree Bob! He walked past a parked police car out on the sidewalk, and into a gun shop. Standing at the counter were a couple of cops. There were a couple of customers in the store. All four (or more) of them were armed, as was the clerk behind the counter.
As the Darwin Awards, found at http://www.darwinawards.com/ , might put it, he involuntarily cleansed the gene pool.
Can you imagine going on a driving trip to some place you've never been and not getting a map, at least. You would think someone was daft if they went about it that way. You wouldn't be suprised to see them set off from Oklahoma, going to Oregon and driving East!
Well, how much better off is the person who signs up for a franchise, home business opportunity, network marketing or internet business without doing their homework?
For starters, many people do not realize that a network marketing business, for example, is exactly what the word says. It's a business. Owning a business means taking responsibility. As I used to tell some of my students back when I gave classes to people who had always held jobs, but were about to embark on their own business, "You are about to find out not only how good a manager you are, but you are going to find out how good an employee you are."
Someone who starts their own business, expecting IT to somehow magically produce income is living in a fool's paradise. To tell the truth, almost anyone starting their own business will possibly have to work more hours than the average employee.
In the case of a brick-and-mortar business, the individual often has to leave the safety net of a "job" to get their business off the ground. Part of the planning process will be to have some knowledge of what cash reserves will be needed during the start-up period, and to assure that those funds are on hand.
It will be necessary for the new business owner to become aware of many of the challenges of managing any business, and managing THEIR BUSINESS in particular. The need for at least this small amount of knowledge would seem to be self-evident to most of us. However:
"Businesses with fewer than 20 employees have only a 37% chance of surviving four years (of business) and only a 9% chance of surviving 10 years." Restaurants only have a 20% chance of surviving 2 years. Of these failed business, only 10% of them close involuntarily due to bankruptcy and the remaining 90% close because the business was not successful, did not provide the level of income desired or was too much work for their efforts." - Dun & Bradstreet
Wow, did you catch that? Let's replay the meat, "...and the remaining 90% close because the business was not successful, did not provide the level of income desired or was too much work for their efforts."
Now, wouldn't a little up front planning have saved some of those? In fact, it sounds to me like some of these people started their businesses in expectation, if not hope, of not having to work as hard as at their JOBS. It also appears that these people overestimated the income their new businesses could, would, or should provide. This could be a combination of ignorance (education about a coming major decision could be defined as planning, I suppose), and in many instances probably combines with not wanting to work as hard as in previous incarnations to create a double whammy of disappointment.
Okay, so your network marketing recruiter told you about the "30 Second Commute", and "Put Your Business On Autopilot", and the ever popular, "Make Money While You Sleep!" Was your recruiter lying? Not necessarily. I get up every morning, walk across the hall, pull up a browser, and check to see how much I made during the night. Sometimes it's a hundred dollars or less, sometimes it's several hundred, but I DID sleep while orders were placed at various websites I own or use, and yes, I DO make a six-figure income on the internet. However, it took me hours at the computer to get all those web sites up and to interlink all the sites and to write the articles, place the ads. I also spent thousands of dollars for things that didn't work at all, didn't work as advertised, or I simply couldn't figure out how to make work. I call this accidental tuition.
I did, however, learn from my mistakes, and I was able to build my internet business up to the point where it does earn me the six-figure income I mentioned...
Oh yes! I don't get to keep ALL of that six-figure income either. Some goes to taxes, some goes to advertising (I pay one place alone $1300 a month for advertising), I bought a new computer last year...etc. But! I WAS able to go to Florida and to Mississippi (before the hurricanes) on two separate week long vacations, and I didn't have to ask anyone's permission, I didn't have to borrow any money as I already had it, and I continued to make the same level of income while on vacation as I made while at home.
I WAS able to start my internet business and work it part time while I still held a full-time job. Now I work my internet business part time AND my job part time. In another year or two, I will be able to retire completely from any real job and simply work my internet business part time (which is fun, by the way).
I would recommend starting an internet business to anyone, but I would also recommend doing your homework first. It took me four years and a few thousand dollars to learn what I know now. One of the things I know is that there are some excellent courses and books that teach what to expect in internet or network marketing and how to do it successfully. All of these recommend studying and planning, none even hint that you will get rich quick, much less without some actual work.
Once you get that business up and running, and you have everything in place, you can "put your buiness on autopilot", "make money while you sleep", and join the "30 second commute".
------
Retired from the Army, the author has worked as an accountant, purchasing agent, optical lab manager, restaurant manager, instructor and long-haul truck driver. An active internet marketer since 2000, he now makes his living online. Find more of his articles at http://donovanbaldwin.blogspot.com
Mini Web Sites Make a Great Home Business
Copyright 2005 Peter Tarrida del Marmol
If you are looking to earn money working from home, Mini Web Sites are a great way to run your own business. Usually these are simple one or two page sites that are designed for selling a single product.
A mini site is basically a sales letter that is designed to convert viewers into buyers, it is not there to provide detailed information about the product. This type of site can attract more viewers, which means more sales and more money for you.
The steps for creating a mini web site are:
- Find a profitable niche. - Determine the best product to sell for that niche. - Write a well crafted ad. - Design a landing page.
Make sure you do not include banners or other advertising, these might distract the attention of your visitors, your only focus should be on selling your product.
Design a Mini Web Site
Each site should sell only one product and be optimized for just that product. Select keywords based on your product, that are popular enough to attract the amount of traffic you will need to make your site profitable, and always use your keywords in the title, heading tags, and graphic alt tags. Create an easy to order form, one that is fast to fill out, you do not want to lose customers because it takes too much time or is too much trouble to purchase your product.
Whatever you sell, start by quickly describing that particular product and keep your focus tight on that product. Try to pre sell your product by including several endorsements from people who are happy about using your product. After the endorsements, include several free bonuses to get your visitors even more excited about buying. To host your site look for a reliable hosting service, one that has a good track record for minimal down time. Select a domain name that includes your keywords this will also help your search engine rankings and get you more traffic.
Some benefits of Mini Sites are:
- Easier to optimize for search engine rankings. - Inbound links to your sites will lead to a higher Google Page Rank. - You can be an expert at whatever you sell or whatever service you offer. - Higher traffic generated than regular web sites.
Mini sites are the easiest way to make some quick money because they do not require a large setup cost, and they are easy to design. All you need is a great idea and you are ready to make some money.
------
Peter Tarrida del Mármol is a spanish online and offline marketer. To download a free e-book and learn how to easily create a mini website, click below:
http://www.auctionearnings.com