Nidah Farishta

INTRODUCTION

• 1st World Of Beer– 2007, Pensacola, FL – Scott Zepp & Matt LaFon

• 35 WOBs in 11 States

• SMU Blvd location– December 11, 2012– 2nd in DFW

WHO GOES TO WOB?

• Young professionals (25-40)• SMU/college students • Locals • Beer connoisseurs

PURPOSE

• To study how World Of Beer uses existing marketing strategies to deliver new products

CULTURE OF LEISURE • Existing Marketing Strategies – Alcohol– Live Music – Sports – Wi-Fi– Food: BYOF– Trivia/Bingo – Promotions – Loyalty Program – Community

BEER

• 500+ types (41 on draft)• Offerings change daily• 23 countries represented

–“The biggest thing is selection, and no one has the sort of selection we have.”

– Manny Ballesteros, General Manager

LOYALTY CLUB PROGRAM

• Keeps tally of tried beers • Smart Phone Application • Rewards – Bragging Rights – Merchandise– Giveaways– Discounts

LOYALTY CLUB PROGRAM

CHANGING THE BAR EXPERIENCE

• Existing strategies – First-time customers

• What makes them return?–Drinking is channeled as a different activity • Try new beers • Expand beer knowledge

KNOWLEDGE OF BEER

• Knowledgeable Staff– 14-day “beer” school

KNOWLEDGE OF BEER

“If we can spread craft knowledge to young people, it is going to help us in the long run.”

- Manny Ballesteros, General Manager

KEITH NEGUS

• “An industry produces culture and culture produces an industry.” –Industry produces culture•WOB uses existing marketing strategies

–Culture produces an industry •WOB is introducing new products

WHY DOES IT WORK?• Because SMU students have money?–NO

• Because:– First of it’s kind – No competition– Familiar scene– New experience

CONCLUSION

•World Of Beer effectively uses existing strategies to introduce new products.

THANK YOU!