Laying the Foundation: Marketing 101

Ensuring you have the marketing basics right to set your brand up for success

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While we all know what marketing is to some degree, many of us have outdated opinions of it or think we know a lot more than we do. Often, this leads to frustration and subpar results with a lot of wasted time and money.

This course will make sure you understand today's marketing reality and help you develop key foundational aspects of your marketing efforts before diving into our more advanced foundational and tactical courses. While we all like to believe we're way past the "basics", we strongly recommend this course before taking any of our other courses. We cover three key pillars focused on:

  1. What marketing really means today
  2. Tips & tricks to prioritize marketing, especially given craft makers' typical scarce resources
  3. How to start thinking about creating and rightsizing your marketing plan and budget

See the full curriculum below...


Course Curriculum


  Welcome to Course 1 - Start Here!
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  Pillar 1: What Marketing Is...and Isn't
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  Pillar 2: Making Time to Prioritize Marketing
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Interested in learning more about the full Craft Alcohol Marketing Bootcamp?

Smart move since the courses build on each other and you get 🌟4 valuable bonuses and discounts🌟 when you enroll as a full member! Click here to learn more.

Your Instructor


Suzanne Henricksen
Suzanne Henricksen

Hi there! I’m the founder of The Crafty Cask, a media & marketing consulting company that works exclusively with craft alcohol producers to create, refine and tell their story in order to grow their brands and the categories that they play in. I have 12 years of experience in consumer insights, marketing and customer service. This broad marketing expertise enables me to develop effective marketing strategies and tactics along the entire consumer journey. Since I spend all of my time working with distillers, cider makers, mead makers, brewers, and winemakers I talk your language and understand the challenges and opportunities of craft alcohol deeply.

I passionately believe that great marketers always put the consumer first and then figure out how the brand can help that consumer second. For this reason, a significant portion of our work at The Crafty Cask is also dedicated to providing craft alcohol education to consumers around the world through stories, videos and events. That way, when your marketing works and they hear about your brand they're already informed, excited and ready to to buy your products.

When I’m not educating consumers or helping craft alcohol makers become rock-star marketers I’m either home in San Francisco snuggling my two black cats, Cali and Pinot, or I’m off exploring and traveling the world through local alcohol, traditional food and off the beaten path experiences.

Let’s get started on taking your marketing and the success of your craft alcohol brand to the next level!

Follow along on all social media channels @thecraftycask

www.thecraftycask.com


Frequently Asked Questions


When does the course start and finish?
This course is a completely self-paced online course - you decide when you start and when you finish and you have access for life! We typically tell our students to plan to spend a minimum of 2 hours per week on our courses to keep momentum with getting through roughly one pillar per week and make progress driving results for their brand.
How long do I have access to the course?
How does lifetime access sound? After enrolling and once the course begins, you have unlimited access to this course for as long as you like - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 30 days and we will do our best to address your concerns. If we can't make it right we'll give you a full refund.
What is the benefit of buying a monthly subscription to the Bootcamp vs. purchasing each course individually?
When you decide to purchase a membership to our Marketing Bootcamp for Craft Alcohol Producers you are making a smart investment in yourself and your brand and for that we commend you! But in addition to our never ending respect you get a slew of valuable benefits: 1) Lifetime membership - which means as we add new bootcamp courses & content (which we will often!) you get access for free. 2) Access to our live webinars focused on the courses you should be working on or completing (hello accountability) for a live Q&A session 3) Over 20% discount vs. buying courses individually 4) A 10% discount on future marketing services or projects with The Crafty Cask, valid for 12 months All course and full bootcamp students also get access to our private online community that only has other craft alcohol makers and related marketing experts. Here you can ask marketing questions whenever you have them, brainstorm with others, get support on your coursework, and more. The more you participate the more value there is!

Celebrating and Supporting Craft Alcohol Makers

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