Challenge: Reaching out to new clientele with a digitally focused brewery ad campaign

Renee McDonald, an account executive for OnMedia, has only been on the job for around three years, but in that time has won multiple Sell Smarter! Awards. For her latest submission, McDonald knew that AdMall’s AudienceSCAN data could help her score a renewal from a client with a digitally focused brewery ad campaign.

“The client is a brewery and pizza place,” said McDonald. “They needed a better way to bring people in. The radio wasn’t enough, and their biggest challenge was trying to find the right way to reach new clientele.”

Solution: Turn to one of AdMall’s most effective sales tools

Over the last three years, one of the most referenced tools used to close sales in AdMall is the AudienceSCAN advertising response field. In order to create a digitally focused brewery ad campaign for the client, McDonald knew this report would help her.

“I have used AudienceSCAN with almost every client I have to show how our digital and cable products will be successful in reaching the correct audience for my clients,” said McDonald. “Even if a client doesn't sign up right then they always remember the research I give them.”

Result: A renewed annual contract

“This year I was able to renew a client for the third year with us, selling a video creation, OTT, and cable package, because I had facts to share with them of why I wanted to move some of their dollars into sports programming based on AudienceSCAN data,” said McDonald.

The final amount for the digitally focused brewery ad campaign was worth $21,000.

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 15th year, this in-​depth analysis of over 17,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Breweries

Breweries obtain raw materials such as hops, grain, rice, water, and flavoring and process these ingredients into beer which is categorized as super premium, premium or value. The products may be canned, bottled or loaded into kegs before shipment to wholesalers and distributors. Craft brewers or brew pubs may serve a local or regional market while larger brewers may serve a national or global market.

There are over 9,900 breweries in the U.S. Breweries can be broken down into categories. There are 3,500 brewpubs, 3,900 taprooms, 2,100 microbreweries, 257 regional breweries, and 145 large breweries in the U.S.

The overall beer industry market has total sales of about $116.9 billion in the U.S. Retail craft beer sales were approximately $28.9 billion of that total. The top 4 companies generate less than 40% of industry revenue.

Craft beer production volume in 2023 can be broken down by segments. Regional production makes up 65.7% of total volume, microbreweries were 17.9%, taprooms were 8.4%, brewpubs were 7.1%, and contract brewing companies were less than 1%.

In general, beer consumption grows about as quickly as the economy. The beverage is considered recession-​resistant, however; beer continues to compete with wine, cider and spirits. Fast growing sectors of this market include imports, craft and above premium.