Brew up better business: What Farmers can learn from Microbreweries
Today there are microbreweries in every city. At the local store, pub, and ballpark, you'll find more options from local microbreweries. Proud of the products from their hometown. Despite the options for cheaper beer from the national brands, more people are choosing to spend more money on a local microbrew. With the choice between a $4 for a Budweiser, and $6 for a local IPA, I’ll take the latter!
Despite the higher cost, the average consumer would choose the locally brewed beverage. In fact, microbreweries sales increased 7% over the prior year, making $27.6 billion in 2018. When national beverage makers purchase a local microbrewery - they don’t change the name or the brand. Why? Because people are willing to pay extra for locally sourced products.
Let’s look at what local microbreweries are doing and learn how to sell your Farm products more effectively - at a premium price.
Branding
Microbreweries know how to brand their products, both online and offline. Every microbrewery bottle, can or coaster you pick up will have a consistent brand. They also brand memorabilia - hats, t-shirts, shorts, socks, and beer cozies. You'll also notice their brand on every form of communication - email, social media, website, newsletters, order forms, coupons, invoices, and labels will all be consistent. Be loud, be proud, and be consistent with your Farm brand at every customer touchpoint.
Ensure your Farm branding is:
-Consistent on every channel
-Reflective of your Farm
-Engaging and emotional
Note: A brand that spurs an “emotional” appeal are often the more successful. Are you a family-owned or veteran-owned, women-owned Farm? Then lean into it.
Marketing
Microbreweries don't have the huge budgets of big domestic brands. They have to be smart about how they spend their money, just like Farmers. Microbreweries choose to be creative and cost-effective when it comes to their marketing efforts, and you can too. Utilize the free social media platforms to your advantage. It costs you nothing to post on Facebook and Instagram that you have new products available.
Improve your Farm social media by:
Posting 2-3x per week about your Farm (even during off-season).
Take and share pictures with your customers (tagging them in photos)
Promote upcoming events you’re attending
Showcase your products (before they’re available) to foster demand!
Offer unique promotions to your buyers
Build A Community
You can't be all things to all people. Microbreweries fill a particular niche for certain people. They don't try to appeal to everyone, yet they're still successful at building a strong, loyal base of customers. Before you try to attract new customers, make sure you pay attention to your current customers to build loyalty and referrals. Be gracious, and build a community where people are loyal to your product and keep coming back for more.
You can start building your Farm community by:
Sending out regular newsletters, including compliments from customers
Engage and feature your customers on social media (everyone loves to be appreciated)
Attend and sponsor local events that feature your Farm products
Reward loyal customers with exclusive discounts or on-Farm events and activities
Conclusion
Microbreweries have figured out a recipe to attract local buyers to spend more on their products - at a premium price. Your Farm can too! People want to buy locally sourced food, but your Farm must promote a consistent brand, market regularly and build a community that is committed to your products. Your product is worth the higher price tag and customers will pay for it. Make it easy for your customers to purchase anytime, improve your online presence on every channel, and give them the delightful customer experience they expect.
If you’d like to learn more, or want to see how we have helped other Farmers like you sell out regularly, we’d welcome an opportunity to speak with you.
To schedule a 15-minute conversation with Barn2Door, click here.