Marketing Alcohol Part One
Alcohol marketing, like all branding, is to bring it to the attention and sight of potential customers. Whether the brand falls into the liquor, beer, or wine market, you will utilize the same techniques.
That said, the way to deliver the marketing message tends to vary between platforms and age, Instagram for the youth, New York Times for their parents. Let’s look at alcohol marketing and how you can reach your target market.
What is Alcohol Marketing?
The last available number for alcohol sales was 7.2 billion dollars in the United States. That’That’srom around 176,000 in 2006. Alcohol is a market with steady growth and profitability, dominated by a few big names trying to attract all the attention. Alcohol marketing, whether it be liquor marketing, beer marketing, or wine marketing, is everything. You have to think outside the box, be creative, be willing to take chances, work harder and more intelligent than the competition, and work with a team that’that’sible and passionate.
With an alcohol brand, like all branding, you will still use SEO tactics, SEO content, search engine results, and the like, but there’s a unique aspect to alcohol marketing that changes things up a bit. This unique side packed with intricate details can take a brand from invisible to the mainstream in record time.
Alcohol Marketing The Five Categories
Print marketing, a traditional way of marketing today, will be only if you are targeting a specific category that reads that particular magazine, generally in their forties and above.
Radio: for the most part, the same as the above. Same for Television.
Website: Website and content marketing bring potential customers to your brand website, but your brand needs to keep them there long enough to convince them your brand is worth a try. Tactics like SEO can bring readers in, but everything from website load times to the effectiveness of your calls to action plays a part in whether or not your brand sticks in the consumers, ultimately convincing them to buy.
Social Media: Social media is undoubtedly the number one means of alcohol branding to a target market. Social media marketing can catch the attention of Gen X, Millennials, and Gen Z; each generation has its unique wants and expectations what they expect message accordingly.
Understand Who You Are Marketing To
Gen X – Generation X is often forgotten in marketing even though it is estimated that Xers make up as much as 30% of the US population. That’s more than 90 million people. The US Department of Labor suggests Gen Xers spend more money than any other generation. However, they can be tricky as they are pre-internet.
Marketing to Generation X requires a careful combination of personalization and authenticity. They are generally at the stage where they are confident in their financial stability and, as such, they know they have options, so a smoke and mirrors approach will not work. Instead, Xers prefer direct, honest marketing from a brand.
Millennials are the first generation with advanced technology available throughout most lives. They know more about social media than libraries and message correctly. Appeal to what they believe in and social media and creative lifestyle within the millennial generation.
Gen Z – Generation Z is the connected generation. Since birth, the internet and social media have been a critical part of life. As of 2019, the eldest of the Gen Z generation is between 21 and 22 years old. Marketing alcohol to Gen Z is trickier because so much of the generation is under the legal drinking age. That’s an advanced, detailed marketing program that takes millennials one step further. Social media influences them even more, but you need to know how to use each social media platform correctly to reach prospective customers.
Jump on Trends and Hashtags
Trends and hashtags are critical for reaching your target audience,
Brand and Campaign Hashtags – Tags created by a brand essentially catalog all social media content for a specific campaign. Create your hashtag or find the one that fits you best and always attach it.
Trending – You must be careful using trending hashtags for alcohol branding and marketing. Trends tend to come and go within minutes, don’t abuse a trending hashtag as it may cause your account to get suspended.
Content – Content hashtags do not have to be brand-specific. Think of content hashtags as a means of a search tool. For instance, if someone is looking for a high-rated wine in the wine and spirits industry, the hashtag #highratedwine may be used. Then, when a social media user searches for this term, your brand will appear as one of the results.
Engage With Your Social Media Audience
Social engagement is critical to social media alcohol marketing. Not only does social engagement mean direct contact with your followers, but it also defines a set of guidelines on how best to pull your audience closer to your brand.
The main thing, of course, is to interact. The best ways to engage your audience are through shareable information, strong leads, visual content, and videos. Be involved in direct message comment back thank those that like your post.