nw bierhaus jerky / nw refuge ad pitch
TRANSCRIPT
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Hello.
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MARY BORNSTEDT
KYLE FORDHAM
LACEY LINK
STEPHANIE PIEL
KATHIA RAMOS
AYAKA TERAKAWA
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AGENDA
Executive SummaryBusiness ProblemObstaclesResearch and InsightsCreative ConceptMedia PlanBudgetQ&A
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Today we are presenting to you…
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We are joining a new but growing market, and need to stand out.
To meet market expectations, we need to reposition the brand.
We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.
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We are joining a new but growing market, and need to stand out.
To meet market expectations, we need to reposition the brand.
We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.
![Page 8: NW Bierhaus Jerky / NW Refuge Ad Pitch](https://reader036.vdocuments.net/reader036/viewer/2022062320/55c44777bb61eb72378b459d/html5/thumbnails/8.jpg)
We are joining a new but growing market, and need to stand out.
To meet market expectations, we need to reposition the brand.
We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.
![Page 9: NW Bierhaus Jerky / NW Refuge Ad Pitch](https://reader036.vdocuments.net/reader036/viewer/2022062320/55c44777bb61eb72378b459d/html5/thumbnails/9.jpg)
We are joining a new but growing market, and need to stand out.
To meet market expectations, we need to reposition the brand.
We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign.
We will use four media outlets, with a budget of $5,000.
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What are we trying to solve?
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Joining the growing market.
Lets stand out.
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Joining the growing market.
Lets stand out
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Joining the growing market.
Lets stand out.
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Joining the growing market.
Lets stand out
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What’s in the way?
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Convenience store item
Unknown market
New and fast growing industry
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Convenience store item
Unknown market
New and fast growing industry
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Convenience store item
Unknown market
New and growing rapidly
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What do we know?
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Family ownedLocally sourcedHandmade Smoked
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Family ownedLocally sourcedHandmade Smoked
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Family ownedLocally sourcedHandmade Smoked
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Family ownedLocally sourcedHandmade Smoked
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100% natural ingredients
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What did we do?
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Primary research:
Forum discussions (10 people)
One-on-one interviews (15 people)
Vendor interviews (4 people)
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Primary research:
Forum discussions (10 people)
One-on-one interviews (15 people)
Vendor interviews (4 people)
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Secondary research:
Mintel
IBIS World
Nielsen's MyBestSegments
Forbes
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What did we find?
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Locavores are trending in the U.S. just within the past seven years.
"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015."Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
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Millennials are more willing to invest in brands that support their own ideas and values.
Spenner, Patrick. "Inside the Millennial Mind: The Do's & Don'ts of Marketing to This Powerful Generation." Forbes. Forbes Magazine, 16 Apr. 2014. Web. 12 May 2015.
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Jerky is not looked at as a premium item.
"Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
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People under 34 want to buy quality salty goods.
"Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
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People usually buy jerky for outdoor adventures
"One-on-Ones Interviews." Personal interview. 15 May 2015.
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Adventurers tend to be brand loyal to products that are reliable
"One-on-Ones Interviews." Personal interview. 15 May 2015."Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.REI: Vendor Interviews." Personal interview. 15 May 2015.
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Packaging design is a key factor in their purchasing decision
"One-on-Ones Interviews." Personal interview. 15 May 2015.
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Jerky has been just as popular as protein bars
REI: Vendor Interviews." Personal interview. 15 May 2015.
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REI associates will sell the products if they like it
REI: Vendor Interviews." Personal interview. 15 May 2015.
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Employees will recommend products they like
Columbia: Vendor Interviews." Personal interview. 15 May 2015.Patagonia: Vendor Interviews." Personal interview. 15 May 2015.REI: Vendor Interviews." Personal interview. 15 May 2015.
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Being able to see and taste the product increases the consumer’s chances of buying
"One-on-Ones Interviews." Personal interview. 15 May 2015.REI: Vendor Interviews." Personal interview. 15 May 2015.
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Because of the growth of the market, stores are producing their own artisan jerky
Patagonia: Vendor Interviews." Personal interview. 15 May 2015.
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Who are we aiming for?
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Spontaneous adventurers
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Outdoor enthusiasts
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They go frequently,
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but they don’t plan it out.
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Who are they?
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Men who are modern explorers
Age 25-35Income 50,000-75,000
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Men who are modern explorers
Age 25-35Income 50,000-75,000
"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
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Men who are modern explorers
Age 25-35Income 50,000-75,000
70% of outdoor enthusiasts
"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
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Men who are modern explorers
Age 25-35Income 50,000-75,000
70% of outdoor enthusiasts
"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
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Live in second cities
Drink often
College educated, no kids
Media habits = outdoor
"24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
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Live in second cities
Drink often
College educated, no kids
Media habits = outdoor
"24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
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Live in second cities
Drink often
College educated, no kids
Media habits = outdoor
"24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
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Live in second cities
Drink often
College educated, no kids
Media habits = outdoor
"24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
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Local, quality items
"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015."Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
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Where do they shop?
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Here’s how the industry looks
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…
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Spontaneous adventurers take their comfort with them;
Prepared for the unexpected.Income 50,000-75,000
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Spontaneous adventurers take their comfort with them;
they are always prepared for the unexpected.Income 50,000-75,000
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We would like to introduce
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Comfort when things get rough
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Comfort when things get rough
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Authentic to the PNWSustainableTake it with youEven in the worst situations
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Authentic to the PNWSustainableTake it with youEven in the worst situations
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Authentic to the PNWSustainableTake it with youEven in the worst situations
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Authentic to the PNWSustainableTake it with youEven in the worst situations
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Different flavors for different adventures
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How can we connect?
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Our story.
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To reach our adventurers…
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20 social influencers
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20 canteens
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100 matchbooks
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20 whistles
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20 packages of steak strips
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Countless adventures
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Adventurers
Inspire
Audience
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Adventurers
Inspire
Audience
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Adventurers
Inspire
Audience
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Survival kit:
Essentials for every adventure
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Survival kit:
Essentials for every adventure.
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Letter:
Tell our story
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Letter:
Tell our story.
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Dear influencer,
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“We’ve noticed that you love adventures too”
We’re big fans of your work, and we would love to send you our survival kit.
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“We’ve noticed that you love adventures too”
“We’re big fans of your work, and we would love to send you our survival kit”
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As a token of appreciation
Help us promote our story
For your next adventure
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As a token of appreciation
Help us promote our story
For your next adventure
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As a token of appreciation
Help us promote our story
For your next adventure
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Where can you find us?
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Face-to-face:
Saturday marketBeer festival
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Face-to-face:
Saturday marketBeer festival
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Face-to-face:
Saturday marketBeer festival
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What’s the schedule?
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OREGON BEER FESTIVALS
JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY
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We have $5,000.
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Let’s put it all together
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Spontaneous adventurersPrepared for the unexpected
NW Refuge
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Spontaneous adventurersPrepared for the unexpected
NW Refuge
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Spontaneous adventurersPrepared for the unexpected
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Website
Social media
Social influencers
Events
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Comfort when things get rough
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Seek your refuge
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THANK YOU
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[1] "Meat Jerky Production Industry." IBIS World. IBIS World, 2015. Web. 15 May 2015.
[2] "One-on-Ones Interviews." Personal interview. 15 May 2015.
[3] "Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
[4] "Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
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Questions?
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