A loyalty case study: Early success
The opening of a craft microbrewery brought new life to an old mill building. An eclectic decor of exposed brick, glass and reclaimed wood provides instant appeal. Seating includes a mix of stools at the bar, communal tables and round high-tops both inside and on the adjacent patio. Friendly, beer-passionate staff, proud of the daily brews that they helped nurture, offer informed descriptions — and a sample tasting for an uncertain patron. In the background are the wooden kegs and giant copper kettles used in the brewing process, a perfect backdrop.
Despite a sparse food menu and limited hours, the brew pub proudly attracts — and highly values — a wide demographic.
On a given weekend afternoon, young singles kick back and catch up with one another, phones nowhere in sight. Young families with children laugh, relax and connect over dominos or board games. Middle agers enjoy unhurried conversation over a freshly-brewed, handcrafted pint (or two) with a background of distinctly non-techno music.
Even in questionable weather, dogs join their families on the outdoor patio, where portable heaters warm patrons and extend the season.
Altogether, there’s a feel-good vibe of authentic connection that is reminiscent of a traditional pub in Ireland — kids, dogs and all — but with a contemporary twist. There’s something very special about the place.
And we learned, based on a conversation with the owner, that the entire experience is intentional, cultivated and highly valued by the owners.
Actions have consequences
To communicate with their community of loyal customers, fans and supporters, the brewery uses Instagram. Enthusiastic followers engage with the brew pub’s videos, stories and posts and tag the brewery in their own content. Special events promoted on the platform are crowded with Instagram fans new to the brew pub, actively taking and sharing videos and socializing with peers.
Sounds like success. So where’s the rub?
Despite their purposeful goal to cater to a wide patron demographic, the social channel the brewery has selected is decidedly narrow … one of the largest demographics on Instagram is Gen Z (age 18-24), half of who are not of legal drinking age.
Perhaps more concerning is that Instagram is not only the brew pub’s primary marketing channel, it’s their only marketing channel.
No website calendar to share events with fans (easily enabled with a plugin). No email newsletter for loyal patrons. No participation on Facebook for the over 40, 50 or 60 crowd. And no outreach to those early supporters, who may feel a bit snubbed.
Fast-forward one year
Time flies when you’re running a business. Making time to assess progress from a higher level may take a back seat to the gritty day-to-day business needs, especially in today’s scarce labor market. But periodically, rising out of the weeds for some objective reflection is important — not only from a fiscal perspective, but also a philosophical one.
Where will the brewery be one year later? The answer depends upon the outcome of that reflection. While Instagram is among the newer social platforms, it has already slipped behind TikTok among Gen Z users. Enduring loyalty tends to skew toward older demographics — both in terms of their communication platforms and their go-to bars and eateries.
While maintaining the current marketing approach may raise online visibility with some younger patrons, it will simultaneously have other effects — altering the dynamic, the customer mix and the carefully cultivated experience.
Perhaps that’s an acceptable result, or perhaps not. A holistic view for the business takes into consideration the anticipated loyalty of different customer segments, the marketing investment required to attract and retain them, and whether evolution of the original mission is agreeable.
Make intentional choices
While it’s basic human nature to see the world through our own filters, in business, relying exclusively on a personal perspective can limit your success. To retain the cultivated diverse community of their early months, the brew pub must engage with each demographic in a way valued by that group.
Keeping their original mission at the forefront will translate to tables of appreciative, loyal, beer-loving patrons — along with their families and friends.
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This post was previously published on OnlineAmplify.com and has been refreshed for relevance.
