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Help Ensure Your Beers Get Selected At Grocery Stores: Enchantment
Consumers are living in a disenchanted world, with no sense of magic or escape like we used to seek out as children. How can craft beer fix this and enchant and delight beer drinkers? Learn how here!
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Front Of House Selling Strategy: Beer Drinker Personas
How do you know what to say to a beer drinker when they walk into your brewpub? Are social drinkers looking for the same thing as beer connoisseurs? What about new craft beer drinkers, how can we best serve them? The answer to these questions is: You need to have different sales strategies for th...
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Front Of House Selling Strategy: Upselling Techniques
Upselling is a critical set of practices for your brewpub's front of the house staff. These techniques dramatically help increase revenue per visit per table.
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How To Create Repeat Customers By Offering Surplus Value
Surplus Value. Dr. Mark R. Meckler of Crafting A Strategy teaches a lesson on surplus value and consumer surplus and why they are strategically important to craft business success.
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Buyer Behavior: The 3-Brain Theory
Why do people buy what they buy? It has to do with their survival instincts and emotion much more than with what their rational thoughts may tell them. Have you ever had a potential customer tell you they love your products and services, but they still never buy from you? The 3-brain theory helps...
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Buyer Utility: How Underlying Emotions Drive Consumer Choices
If craft beer is going to win against big beer, we must think and act differently. This video examines "Buyer Utility," which shows the underlying emotions and strategies that craft beer drinkers rely upon to make choices - and they are different than what most industrial beer drinkers rely upon ...
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Constructing A Brand Identity For Your Brewpub or Restaurant
How does a company construct a brand that fits their unique identity? We go through a step by step process for any brewpub entrepreneur to begin the process of building a brand from scratch.
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Consumer Psychology: Beer Culture Codes
Initially made famous by Dr. Clotaire Rapaille, culture codes are one word codes that explain buyer behavior better than integrated marketing campaigns. Learn the history of culture codes and how they can help you sell more beer, whether in your brewpub or out in wholesale channels.
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Marketing Intelligence: Market Driven Perspectives Part 1 of 2
Ian Parkman and Sam Holloway introducing Marketing as a discipline. Science of Transaction
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Marketing Intelligence: Market Driven Perspectives - Part 2
This is the second part of the initial ideas about Market Driven Perspectives to open the marketing intelligence 8 part series.
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Marketing Intelligence: Segmentation and Sample Design
Marketing Intelligence: Topic 7 - Segmentation and Sample Design. Ian Parkman and Sam Holloway discuss Segmentation and Sampling Design in a PowerPoint
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Marketing Intelligence: Data Preparation and Description
Session 8 in Marketing Intelligence with Dr. Ian Parkman, Data Preparation and Description
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Marketing Intelligence: Research Design
Research Design Basics
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Marketing Intelligence: Buyer Behavior
From topic 3 of the University of Portland Marketing Intelligence Module. Buyer Behavior, includes social media and qualitative research
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Marketing Intelligence - Marketing Strategy
Topic 5 in Marketing Intelligence: Marketing Strategy with Dr. Ian Parkman
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Marketing Intelligence: Marketing Tactics
Marketing Tactic, Session 5 in Marketing Intelligence Module for Master Strategist: Craft Beer Business online certificate program.
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Brand Community Enchantment
Brand Community support
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Advanced SWOT Analysis and Advantage
Dr. Mark Meckler introduces an elegant and short 5-minute video that walks our members through the process of generating strategic alternatives, which is a classic outcome of traditional SWOT Analyses. However, we go further and tell the strategist "how" to choose among those alternatives, which ...
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Strategy Short: Rediscovering Market Segmentation
Summary of HBR Article - Yankelovich and Meer, 2006, Dr. Meckler summarizes the crucial difference in buyer behavior when we segment markets on actual value measures and willingness to pay instead of on demographics, gender, or other segmentation metrics