Donkey Punch Brewing

Wrapping up the build-out of a tasting room, keeping up on paperwork and inspections, and brewing beer for his Donkey Punch Brewing Co.’s Grand Opening, Tony Theodore didn’t have time to reach out to future customers with social media, or to connect with writers, editors, and bloggers who could help him get the word out about the brewery. He needed regular Facebook posts and Tweets to build a base of customers who would visit the brewery once it opened, and media coverage to help get the word out.

 

Highlights

  • Focused, consistent Facebook posts
  • Snappy Tweets
  • Constant monitoring and timely responses
  • Professional public and media relations

 

Social Media

Facebook.com/DonkeyPunchBrewery

Twitter.com/DonkeyPunchBru

 

 

Consistent connection with customers

A homebrewer who decided to go pro, Tony Theodore couldn’t wait to open the doors to Donkey Punch Brewing Co. and watch thirsty customers flock to the bar. His beer had been a big hit at local events, so he knew he had the right stuff; the challenge would be letting his future customers know about it. What with managing contractors and meeting with inspectors, Theodore scarcely had time to brew a supply of beer for his Grand Opening—and once the tasting room opened, he knew he’d be busy keeping kegs full for his customers. There was no time in his hectic schedule for marketing.

After meeting with Tony and his partner and wife Alma, the Bizability Group’s branding experts developed a branding package for the brewery, complete with a social media schedule. Each Tweet and Facebook post would fall into at least one of 18 different categories, each of them confined within a class: Announcement, Outreach, and Brand Marketing. Together, these posts would paint a portrait of Donkey Punch and its beers, while building a network of brewers, beer bloggers, other local merchants, and customers.

Bizability Group social media experts visited the brewery regularly, gathering information about the business and each beer, and shooting photos that would be incorporated into the social media campaign. They refreshed the Facebook page, adding a cover photo and creating an Event listing for the Grand Opening, and created a Twitter account.

Then an award-winning Bizability Group writer launched the PR campaign, crafting a feature story about Theodore and the brewery for the use of smaller publications that might not have staff available to write a story of their own. Through Facebook, Twitter, and email, Bizability Group reached out to writers, editors, and beer bloggers, inviting them to visit the brewery and attend the Grand Opening. Bizability Group also managed calendar listings in local, regional, and beer-related publications, and created listings for Donkey Punch in craft beer directories. Bizability Group’s media outreach landed Donkey Punch in the pages of print newspapers, as well as on the homepages of digital publications, resulting in a crowd of hundreds attending the Grand Opening. Bloggers, writers, and photographers also attended the eventand wrote about it afterward, extending the media coverage for many weeks.

“Bizability Group did an awesome job getting the word out about the brewery,” Tony says. “It was amazing to see the place filled with people on Grand Opening.”

Comments are closed.

Copyright 2017 Bizability Group