OnTap Magazine

GOING GUERILLA I've highlighted only three above but I encourage you to explore more tactics like ambush marketing and experience-based events to really activate your brand in the minds of your potential fans. Whichever specific tactics you choose to go with, the principles of successful guerilla marketing cut across all of them: by being more selfless and authentic in their choices. By not worrying about corporate social investment (CSI) and the “optics” of your charitable actions, you can focus on just helping. And when consumers see you do that, it will generate far more love for your brand than a sophisticated CSI strategy. A recent example would be the local craft brewers who converted their breweries into soup kitchens during South Africa’s Covid lockdown. It wasn't done as a marketing stunt, but rather as a genuine outreach to poor communities. But people still talk about it to this day and that positive sentiment will continue to help breweries who took part. To get started, think of a cause you feel strongly about, or about a way to contribute to the well-being of your local community. Spend some time planning out what you can do, especially given the unique skill sets of most pro brewers, who tend to have a knack for DIY and practical tasks. Then, go do it. Don't feel forced to document every single thing you did or blast it out over social media. Rather rely on the recipients of your good deeds to market you on their platforms, or get the local press involved to raise awareness of the cause you're supporting. In this approach, less loud marketing is always better marketing. BE AUTHENTIC Don't ape the big brands or try and appeal to mass markets. Stay true to your own message and unique craft ethic. For instance, talk about your ingredients like they're your children (because they are), and don't be tempted into the big brand "No preservatives or funny stuff added" cliches. BE CREATIVE AND COURAGEOUS Think way beyond the conventional and be willing to take a few risks. Not stupid risks that will get you into real trouble but more personal ones, like appearing in a silly homemade advert that will make you look a bit ridiculous (but also entertain the heck out of your fans). BE PATIENT Guerilla marketing tends to have a good impact but one campaign is never going to ensure that your brand "goes viral" overnight. Small gains and small increments, like getting a local sports club to host your beer tasting, or getting featured in a small community newspaper will eventually accumulate and build momentum for your brand. BE INVOLVED Many guerilla marketing tactics require some personal time spend and involvement on your part. Hosting a beer tasting yourself to capture the attention of a niche group in your grassroots campaign will be more powerful than getting someone else to do it. Don't underestimate the power of your own unique personal brand as an extraordinary brewer and beer alchemist. GOING PRO GUERILLA MARKETING TACTICS THAT YOU CAN APPLY EMBODIES MANY DIFFERENT TO YOUR BEER BRAND FINAL THOUGHTS ON ontapmag.co.za | Summer 2022 | 47