As technology evolves, we’re increasingly flooded with advertisements everywhere we turn and consequently, traditional marketing often misses the mark. How do you best engage your audience in 2019? Joe Bisacca, co-founder of Elysian Brewing Company, sat down with When Would You Want to Know to discuss the out-of-the-box branding tactics that helped his company earn Large Brewpub of the Year three times.
Approach Marketing from a Psychological Point
With a psychology and english background, Joe Bisacca naturally approached marketing from a customer perspective, “when you’re creating a brand, you’re creating something that has a 1-to-1 relationship with the customer. Wholesalers are not your customers, so when you’re making a decision for a package, don’t make it because the store wants it. That’s disingenuous for the customers.”
Understand Your Customer
The goal is to engage a person at their point of interest, pull them in with a story or piece of information that just scratches the surface and make them want more. Joe uses the example of throwing a house party for some friends, “if you were having a party at your house and everybody had a great time, you’re probably on to something… in throwing those parties, you’re engaging with people, finding out what people like. You don’t have to overthink it.”
Be an All-Star at Failure
“Brewing and marketing is like baseball” Joe describes, “if you suck 70% of the time, you’re an all-star.” When brainstorming, start by throwing a bunch of things out there and then beat things up. Try to personify the brand. What do they look like? Are they a guy? Are they a girl? How old are they? Where do they like to hang out? What does their house party look like? The sky’s the limit, “if you don’t fail often enough, you’re probably not pushing it far enough”
Stop Talking, Observe, and Refine
As Joe’s grandmother used to say, “God gave you two eyes, two ears and one mouth. You should use them in the proportion you’ve got them. Shut up, watch what’s going on, listen to what’s happening and then adjust from there.” Joe often loiters in the grocery stores aisles and observes customer interaction with his product. “Don’t talk about it a lot. Just observe and observation is what led us to refine that brand and kind of get it to where it was. I think it’s what we do with all of our stuff.”
More From this Episode
Joe answers some of the biggest questions about creating an authentic brand, testing your products, and working around human biases. Press play on the player above to hear the full episode and stop by one of their locations for a beer.