Get Hoptimized: Recent Episodes
Chris Overlay
Let's empower craft beer industry leaders with relevant and insightful craft beer marketing insights. Listen if you're interested in beer drinker psychology, taproom marketing, and tactics for improving distribution sales.
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In Episode 73 of the Get Hoptimized podcast, we sat down with the leadership team behind the Massachusetts Brewers Guild (MBG): Executive Director Katie Stinchon, Vice President Sarah Lee, and board member Corey Aldoupolis to uncover how they turned a statewide guild into a unifying force for brewers of all sizes.
Visit massbrewersguild.org for legislative updates, event calendars, and details on the upcoming Technical Brewing and Business Conference.
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The non-alcoholic (NA) adult beverage space—including NA beer, wine, spirits, and cannabis beverages is experiencing a massive boom. Chris welcomes Meagen Coester, founder of the Afficionado Certification Program (AFNA), the world's first professional-level alcohol-free training platform, to discuss why education is the key to unlocking this market's potential.
Visit alcoholfreeaficionados.com to learn more about AFNA program and unlock the revenue potential of the non-alcoholic adult beverage space
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Chris opens up the creative minds in this episode with Carl Cleanthes, founder of Epic Made, an entertainment-quality content agency known for work with clients like Sci-Fi, Nickelodeon, Hasbro, and Deschutes Brewery. Learn why storytelling and consumer psychology must come before asset creation.
To explore how high-level animation and brand strategy that can elevate your brand and drive sales, reach out to Carl or his team at epicmade.net and colorfulcarl.com
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They're back! Al Schuster and Heather Johnson from Polaris Brand Promotion are here to announce the launch of SampleFinder—the revolutionary new app that promotes experiential marketing directly to you! Say goodbye to missed demos.
Visit SampleFinder.com to sign up for the launch newsletter and feature your events on the app.
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Jay Williams, founder of Free Bird Southern Springwater shares the secrets to building a brand with a soul in the competitive canned water market, detailing their explosive growth, Americana branding strategy, and a critical distribution deal with retail giants in United Distributors and Walmart.
Visit drinkfreebird.com to connect with Jay Williams and check out the brand
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On this episode, host Chris is joined by Andrew Bauman, Executive Director of the Arizona Craft Brewers Guild, to explore the state's vibrant beer scene, legislative wins, and partnerships that strengthens members long-term success.
If you're interested in learning more about the Arizona Brewers Guild, upcoming events, or to inquire about becoming a Guild member or support any of their initiatives, please visit their website at chooseazbrews.com
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We sat down with Brian Deignan, owner and operator of Validation Ale. Brian brought his background in startup tech and market validation to the brewing industry. The result is a radically innovative, customer-centric model that has allowed the brewery to thrive. The "Validation" Concept: A Real-Time Beer Leaderboard.
If you want to learn more about Validation Ale's innovative approach, head over to their website and fill the contact form.
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Chris sits down with Caroline Wallace, Executive Director of the Texas Brewers Guild and Chris Troutman, Co-Founder of Good Line Beer Co., to unpack the realities of running and growing a craft brewery in today’s market especially in a state as large and diverse as Texas.
This episode offers both a statewide leadership perspective and an on-the-ground operator’s view of how breweries are adapting, innovating, and collaborating to move forward.
Visit their website texasbrewersguild.org to explore membership options and get plugged into one of the most dynamic beer communities in the US.
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Washington State is one of the most influential craft beer regions in the world and the Washington Brewers Guild sits at the center of it all.
In this episode of the Get Hoptimized Podcast, our host Chris speaks with the Guild leaders in Daniel Olsen and Shawna Cormier about advocacy, collaboration, and what it takes to support independent breweries in a maturing beer market.
To support independent craft beer in Washington;
👉 Visit the Washington Brewers Guild website washingtonbrewersguild.org
👉 Follow on IG @WAHBrewersGuild (industry) & @WashingtonBeer (consumer)
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In this episode of the Get Hoptimized Podcast, we’re joined by Marty Nachel—certified beer judge, Beer for Dummies author, and craft beer industry veteran.
Marty shares the moment that launched his career, reflects on the industry’s evolution, and dives into the American Craft Beer Hall of Fame, including 2026 nominees, future initiatives, and details on the upcoming induction ceremony.
Explore more about Marty Nachel’s work and the American Craft Beer Hall of Fame at americancraftbeerhalloffame.org.
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Get ready—this episode is a hop lover’s dream!
In this episode of the Get Hoptimized Podcast, we sit down with Brian Clayton, CEO of Clayton Hops —New Zealand’s largest hop grower and most advanced hop processor. Brian takes us on a high-energy tour through the unique flavor profiles, next-level processing innovations, the future-forward hops and exciting new varieties that are driving global demand.
If you're looking to elevate your recipes with premium New Zealand hops, explore the full range of hop varieties straight from the source by hopping onto claytonhops.co.nz
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In episode 62 of the Get Hoptimized Podcast, we dive into what truly makes a website work. Jeff and Peter from Brandartica, a branding and web development agency, discussed the critical role of a website in a business's digital marketing ecosystem.
The conversation covers the balance between creativity and functionality, the importance of brand consistency, and their process for building effective websites for both e-commerce and brick-and-mortar businesses in the food and beverage industry.
Develop a website that scales with growth by connecting with Jeff and Peter at Brandartica.agency They specialize in crafting high-impact branding and web solutions tailored to your business.
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The world of alcohol production is exciting, but it comes with a complex web of regulations from the Alcohol and Tobacco Tax and Trade Bureau (TTB). For breweries, distilleries, and other producers, staying compliant is crucial to avoid costly delays and penalties.
In a recent episode of the Get Hoptimized podcast, host Chris sat down with Wendy Raymond, founder of Taps and Snaps and a seasoned TTB compliance consultant, to shed light on these critical issues. Key takeaway includes Common TTB Compliance Pitfalls to Avoid and many more. Avoid costly mistakes & stay ahead of changes!
Connect with Taps and Snaps today to streamline your TTB compliance! Visit their website at tapsandsnaps.com or find them on Meta, Instagram and LinkedIn
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Richard Carnegie, Director of Sales and Marketing at BuzzyBooth joins us on the Get Hoptimized Podcast and shares his experience on how bars, taprooms, and restaurants can turn in-person fun into online buzz.
Richard unpacked how BuzzyBooth’s photo and marketing kiosks empower venues to seamlessly capture guest data, generate positive reviews, and drive social media engagement through an innovative auto opt-in marketing approach. Learn how digital word of mouth and smart tech can transform your guest experience into a powerful marketing engine.
Connect with Richard at buzzybooth.com to learn more on how to transform your guest experience and amplify your marketing efforts.
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We sat down with the incredible Jacob Hedges and Jason Brewer from Wandering Monsters to talk all things brand, content, and the power of family-friendly fun. From the flexible adaptation of their mascot across content and merch to keeping guests engaged with Duckpin Bowling, Wandering Monsters is doing some really fun (and smart!) stuff.
Don't forget to check out their awesome merchandise online and grab some gear to show your support!
If you're ready to add a money-maker to your spot, connect with Jacob and Jason by visiting wanderingmonstersbeer.com
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In this episode of the Get Hoptimized podcast, host Chris dives into the world of "In Real Life Brand Experiences" with special guests Al Schuster (President) and Heather Johnson from Polaris Brand Promotions. If you're a beverage brand running tastings or product demos, or considering it, this conversation is for you.
Al and Heather, with their extensive experience in nationwide promotional staffing and experiential marketing, share invaluable insights on how to create successful brand experiences. They cover everything from setting up events and staffing to measuring results.
For businesses looking to create unforgettable brand experiences, Polaris Brand Promotions offers comprehensive solutions, from their nationwide staffing expertise to full-service experiential provider capabilities (including fabricated booths, signage, and branded attire through strategic partners), they are equipped to bring your brand to life.
To learn more and see examples of Polaris Brand Promotions' incredible work, visit polarisbrandpromotions.com
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Join us on this episode of the Get Hoptimized podcast as Marc Marashi, Project Manager at Malt Handling teams up with our host Chris Overlay and together they discuss everything about optimizing malt operations for Craft Brewers and Distillers.
Key talking points include:
🌽Mark's unique journey into the malt handling industry.
🌽The importance of milling for efficiency and the hidden costs of pre-milled grain.
🌽Crucial considerations for system design and installation, including large outdoor silos.
🌽Advice on updating current systems versus installing new ones, and dealing with spent grain.
🌽Essential safety measures for malt handling, particularly concerning combustible grain dust, and future industry trends.
The episode also covers significant safety considerations for breweries, especially regarding the combustible nature of grain dust and the importance of dust removal systems to prevent explosions and ensure a safe working environment.
Your brewing process deserves perfection. For expert guidance on bringing in fresh malt to spent grain removal, and everything in between, connect with Marc on LinkedIn or visit malthandling.com to discover a system that's tailored for your success.
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In this episode of the Get Hoptimized podcast, Host Chris chats with Kimberly Ross and Brian Beck from Middle Street Graphics and Display. Our guests share over 40 years of experience in beverage signage and displays, working with brands from global giants like Pepsi to local breweries.
This episode covers:
📢 What retail displays are, why they matter and how to use them
📢 Cost-effectiveness and sustainability: Debunking the myth that creative displays are always expensive, and exploring the eco-friendly aspects of corrugated displays.
📢 Measuring Effectiveness: Tips on tracking sales and understanding the ROI of display investments.
📢 The Future of Displays: How technology like QR codes and interactive elements are shaping the next generation of retail merchandising.
📢 And more....
Ready to elevate your brand's retail presence? Learn more about how Kim, Brian, and the team at Middle Street Graphics & Display can help you create impactful, sales-driving displays.
Visit their website middlestreetdisplay.com to explore their portfolio and discover solutions tailored to your unique needs.
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In the podcast episode "What Video Games Can Teach Us About Marketing," Chris from Get Optimized draws parallels between video game strategies and effective marketing.
He introduces the concept of gamification in everyday interactions and marketing, emphasizing the need for strategic thinking, adaptability, and understanding consumer behavior. The episode dives into three specific video games to illustrate these principles
If you're ready to apply these gaming lessons to your marketing strategy, be sure to listen to the full episode. For more insights and actionable advice on optimizing your business in Digital Advertising, Branding and Market Positioning and Execution, get in touch with Chris Overlay at Gethoptimized.com
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In this episode, Host Chris interviews Jonathan Hooten (Hootie), founder of ParadYm Data, an expert in beverage data with 25+ years of experience. They discuss the fundamentals of beverage data, including depletions and sales data, emphasizing their importance for understanding the market and forecasting.
Hootie highlights the evolution of data transparency in the industry, enabling a fact-based decision making process. Key metrics for craft brewers, such as segment, style, size, price, and promotion, are explored, along with the distinction between strategy and tactics.
If you are looking to leverage data and AI to transform your business operations, connect with Jonathan Hooten by heading over to the website paradymdata.com
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In this Get Hoptimized Podcast episode, host Chris speaks with beverage industry veteran Sam Anderson of BevAssets. Sam unpacks the intricate strategies enabling craft breweries to master complex distribution systems, guiding breweries on how to efficiently move products from production to wholesaler and strategically maintain their vital shelf space in retail stores.
The discussion also covered other critical aspects like managing production capacity, leveraging data for growth, the power of "Feet on the Street" sales tactics, and adapting to the evolving landscape of alcoholic and non-alcoholic beverages.
To unlock your brand's full potential and gain direct insights from Sam's experience in Beverage Distribution Channels, connect with him on LinkedIn or simply email at sam@bevassets.com. Explore BevAssets comprehensive solutions on their website at bevassets.com
Connect with Sam on Socials
IG - @beveragemansam
Meta - @Beverage Man Sam
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In this episode of the Get Hoptimized Podcast, Host Chris welcomes Richard Eklund, founder of Add-A-Tap as He joins us to discuss his company's innovative easy-to-use draft beverage solution that brings quality pour to any setting. These systems empower breweries and bars to expand their beverage offerings, enhance sales, and streamline operations at festivals.
If you're a Brewery, Bar or Event Organizer looking to expand your offerings and diversify your menu with the flexibility of a portable draft system, then head over to www.addatap.com to get in touch with Richard Eklund. Also find out more information about his products, pricing availability, and other service offerings.
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In this episode of the Get Hoptimized Podcast, host Chris sat down with CPG distribution veteran Mike Levinson, founder of Food Service Octopus, to explore how craft beverage brands can creatively expand their reach beyond the crowded "ocean" of major grocery chains. Mike's two decades of experience in the consumer packaged goods, foodservice, and retail sectors offer invaluable insights into how small brands can thrive by thinking differently about distribution.
To Unlock new growth opportunities in Food Service and Alternative Channels, connect with Mike Levinson on LinkedIn for direct insights, or discover his full suite of solutions by heading to his website at fsoctopus.com.
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Chris chats with brewery branding expert Tim Weaver of The Brand Weaver. They dive into creating memorable brand experiences for breweries, discussing customer touchpoints like taprooms, labels, and more. Tim shares insights on helping breweries stand out, and strategies for building a unique brand identity that resonates with customers.
To connect with Tim Weaver, head over to https://thebrandweaver.co.uk/
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James Gourley, an IP lawyer, discusses intellectual property in the Craft Beer Industry on the Get Hoptimized Podcast. Key insights include:
- Trademarks and Branding, Brewery Names ("house marks"), Beer Names, and avoiding Legal Issues.
- Copyrights and Creative Contents: Ownership of label art, AI art, and music in social media.
- Trade Secrets and Recipes: Protecting recipes and processes.
- Legal Disputes and Enforcements: Legal help, trademark registration, and handling infringements.
For more information on how to get in touch with James, head over to www.caglaw.com
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This episode features Chris exploring effective marketing strategies for breweries and craft beverage companies. He highlights the crucial role of "owned channels", such as email lists, text message marketing, and websites.
In discussing marketing strategy, Chris highlights the importance of measurable outcomes. This means designing campaigns to directly track specific conversions like online pre-orders, event registrations, or coupon downloads. By doing so, businesses can effectively evaluate their marketing performance and ROAS which results in a far more efficient and effective marketing system.
For more information on Get Hoptimized, check out our website www.gethoptimized.com or follow us on social media @gethoptimized
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Just back from CBC 2025, Chris delivers his candid assessment of the expo. Was the shared booth experiment a success? What were the real conversations happening on the floor regarding costs and innovation? From the rise of THC to the tech taking hold, and even the surprising popularity of West Coast pilsners, Chris breaks down the key industry trends and offers his unfiltered thoughts on the value of attending.
Listen to more episodes of the Get Hoptimized Podcast on https://www.gethoptimized.com/podcast
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Join us as we dive deep with John Szymankiewicz of the Beer Law Center! In this episode, John tackles the critical legal questions surrounding the booming THC beverage market and other evolving trends in the craft industry. Learn why solid employee policies and adapting to trends are non-negotiable for success.
For more information on John and the Beer Law Center, head over to https://beerlawcenter.com/
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Grant Pearce, founder of Live Tap List, explains how his software streamlines menu management for breweries. Inspired by his brother's struggles, Grant created Live Tap List to centralize menu updates across digital displays, websites, and print, while also integrating with POS systems. At the Craft Brewers Conference (CBC), he will demonstrate the software's flexibility and efficiency, particularly for marketing and customer engagement.
For more information on Grant and Live Tap Lists, head over to https://livetaplists.com/
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This episode of the "Get Optimized" podcast features Ryan Halleman of Apex Group 360, who provides insights into the craft beer industry and the upcoming CBC 2025.
Ryan discusses his excitement exhibiting at CBC 2025, which He views as the "Super Bowl of craft beer." He anticipates a shift in focus at this year's event, with more emphasis on cost reduction and margin improvement rather than big equipment purchases, due to current industry challenges.
For more information on Ryan and Apex Group 360 head to https://www.apexgroup360.com/
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In this podcast episode, Chris interviews Ricky Wojcik of Perfectly Dosed, a Chicago-based company specializing in hemp emulsions. They discuss the growing market of THC-infused beverages, particularly in states where cannabis is legal, and how these products are appearing in regular retail stores.
Ricky also shares his excitement about attending the Craft Brewers Conference (CBC) 2025, where Perfectly Dosed will be showcasing their expertise and answering questions about integrating THC into brewing operations.
For more information on Ricky Wojcik and Perfectly Dosed, head over to https://www.perfectlydosed.com/
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In this episode of the Get Hoptimized Podcast, Chris interviews Ross Stensrud, co-founder of TapWyse, about the Craft Brewers Conference #CBC 2025 and how TapWyse helps breweries boost revenue through mobile apps. They discuss taproom maximization, industry trends like alternative beverages, and the benefits of membership programs.
Ross also provides advice for first-time CBC attendees and emphasizes the importance of face-to-face interactions. He encourages breweries to consider TapWyse's solutions for enhancing customer engagement and creating new revenue streams.
For more information about Ross and TapWyse, head over to https://tapwyse.com/
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In this episode, we dive into the upcoming Craft Brewers Conference (CBC), known as the "Super Bowl" of brewing events, with Dan Klasen from the Beverage Federation.
Dan shares his valuable insights for navigating CBC, especially for first-timers and growing breweries. We discuss the evolving brewing industry, including the rise of contract brewing and alternative beverage lines like wine and THC-infused products.
Dan emphasizes the importance of planning ahead, scheduling vendor meetings, and reviewing operational costs to maximize your CBC experience. We also explore strategies for business owners to delegate tasks and focus on strategic growth. Whether you're attending CBC or looking to improve your brewery's operations, this episode is packed with actionable advice.
For more information about Dan and the Beverage Federation, head to www.beveragefederation.com/
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In this interview, we are speaking with Ross Stensrud, Co-Founder of TapWyse. His company builds apps for breweries that add revenue streams and improve customer communication. We’ve had the chance to see the data for ourselves and speak with Ross on multiple occasions about the work TapWyse is doing – we like what we see! So we asked Ross onto the show to answer questions about what apps can really do for your brewery and things you should consider when building one.
Learn more about TapWyse at www.tapwyse.com and connect with Ross at ross@tapwyse.com.
Intro/Outro Music by ComaStudio from Pixabay
For more information on Get Hoptimized, check out our website or follow us on social media.
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This monthly edition of the podcast is all about answering YOUR questions on digital marketing and craft beer.
This month, we're talking about:
- Why Your Reach on Instagram Posts is Low Recently
- How To Structure Ads for Multiple Locations
- Should You Care About Email Marketing
- What is Up With TikTok Lately
Want to get your questions answered next month? Shoot us an email at podcast@gethoptimized.com.
For more information on Get Hoptimized, check out our website or follow us on social media.
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If you're headed to Vegas for CBC, here's your local's guide to finding great drinks and eats. The Las Vegas Strip is massive, with many tantalizing options for any palate. You won’t have any trouble finding world-class restaurants and bars named after celebrities. This guide isn’t for that.
This is for folks looking for local secrets and undercover gems. If you’re in search of the best craft beer in town, delicious food that won’t blow your budget, or just some help to not feel lost, you’ll find it here.
Welcome to Fabulous Las Vegas!
For more information on Get Hoptimized, check out our website or follow us on social media.
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We're joined by Derek Smith, a Brewery Consultant with Small Batch Standard, to discuss profitability for breweries in 2024 and beyond. Derek and his team are doing incredible work helping breweries break down their finances into specific "business units" and then analyze profitability from there. This conversation is packed with valuable insight into how that works and other trends for maximizing profits.
Derek and Small Batch Standard are also giving you a FREE 2-page Business Unit Breakdown report. Just head to sbstandard.com/hop to take advantage.
You can also connect with Derek on LinkedIn at linkedin.com/in/dereksmith9/ or by emailing him at derek@sbstandard.com.
Learn more about Small Batch Standard at sbstandard.com
For more information on Get Hoptimized, check out our website or follow us on social media.
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This monthly edition of the podcast is all about answering YOUR questions on digital marketing and craft beer.
This month, we're talking about:
- Marketing a brewery in a remote location
- Tips for promoting a seasonal beer garden
- Which website builder to use for your brewery
Want to get your questions answered next month? Shoot us an email at podcast@gethoptimized.com.
For more information on Get Hoptimized, check out our website or follow us on social media.
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This monthly edition of the podcast is all about answering YOUR questions on digital marketing and craft beer.
This month, we're talking about:
- Meta/Facebook account violations and how to get out of them
- Spam Messages within Meta Manager
- Best practices for sharing marketing assets
Want to get your questions answered next month? Shoot us an email at podcast@gethoptimized.com.
Intro/Outro Music by ComaStudio from Pixabay
For more information on Get Hoptimized, check out our website or follow us on social media.
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This monthly edition of the podcast is all about answering YOUR questions on digital marketing and craft beer.
This month, we're talking about:
- Where to get the most bang for your buck with digital marketing right now
- Whether or not you should use cloud storage systems
- Promotional timelines for events like Valentine's Day and Super Bowl
Want to get your questions answered next month? Shoot us an email at podcast@gethoptimized.com.
Intro/Outro Music by ComaStudio from Pixabay
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Really excited to chat Label and Package Design with a pro like Jillian. She's got a TON of experience and has done work for some great brands like Central Waters, Omni, and Lagersmith. Whether you are working with designers or doing design yourself, there is a lot to glean from this interview.
Learn more about Jillian and her company, Elbongürk, at www.elbongurk.com
For more information on Get Hoptimized, check out our website or follow us on social media.
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Aubrey Perry founded Crackem, a new-ish app for breweries. Now, when I hear "app," I usually cringe a little bit because there are seemingly a million of them out there and it's hard to find anything that is actually working... But I tell you what, Aubrey and his company have actually proven some success.
Crackem is helping breweries 4X their return on investment into the program that gamifies user visits and rewards programs. They have over 4,000 active venues in all 50 states. So there is something working and worth asking a few questions about, right?
Check out the full interview and learn more about Crackem at crackem.us
For more information on Get Hoptimized, check out our website or follow us on social media.
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A website is one of the most essential components of a marketing strategy, but building one can be downright painful. So how can you better navigate the process?
We're joined by website expert Marcus Ohanesian, Founder of Perfect Evolution, to discuss website design and how to better plan for the process yourself. Marcus has over a decade of experience building websites and has lots of experience working with breweries too.
So whether you're shopping for website builders right now, planning to DIY, or considering a redesign, this podcast will be super helpful.
And if you want to get in touch with Marcus and his website design company, head over to www.perfectevolution.xyz
For more information on Get Hoptimized, check out our website or follow us on social media.
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We recently had a neat conversation about T-90 pellets. More specifically about their efficiencies… and inefficiencies. Our good friend Chris Holden chimed in on the topic. He is the dude heading up sales and marketing for The Hop Guild up in New York.
So if you're a brewer, you're going to be fascinated by what Chris has to say about ways you can save money, produce more revenue per batch, save water, and more.
This conversation is also for the folks selling products to brewers - hops, grain, stickers, tap handles, etc. There's a subtext to this conversation about understanding what problems you solve for your customer and communicating the value around those problems.
You're gonna love it.
If you want to find out more about The Hop Guild and their new HOPSAUCE product, head to thehopguild.com/hopsauce
For more information on Get Hoptimized, check out our website or follow us on social media.
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We've got a story for you. It starts with a couple of buddies who met in college, graduated college, and then decided later on that they would start a brewery together. Since then have grown this brewery to be quite a staple in their community.
In fact, their beer is served around the world, including in Virginia. New York, the United Kingdom, Europe, Asia, and even New Zealand. So what started out as just a couple of buddies in college has grown into something quite amazing. We're talking about the Virginia Beer Co. We're joined by founders Chris Smith and Robby Willey on the podcast.
We could have them on just because they've grown a successful brewery, and you could ask them all que all sorts of questions about that. But they've recently gone through a rebranding. We thought that was very fascinating and wanted to ask them a bunch of questions about what that was like, what decisions led to that, and how the process went.
For more information on Get Hoptimized, check out our website or follow us on social media.
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Andrew Coplon joins us to answer some questions about the upcoming Craft Beer Professionals Connects Workshop in Milwaukee this June. Their event is very different from other conferences/expos, and we wanted to uncover what actually makes it so unique. Andrew answers a ton of questions and shares a little secret about the event that you won't find online.
To register and learn more about CBP Connects, go to craftbeerprofessionals.org/cbp-connects
For more information on Get Hoptimized, check out our website or follow us on social media.
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We FINALLY get to talk about N/A beer! Our Guest, Alan Lapoint from 1820 Brewing, geeks out with us. We talked about branding, the brewing process, and how the e-commerce business model works for Non-Alcoholic beer.
For all our listeners, 1820 is offering 20% off on their website when you use the code Gethop20. Just head to 1820brewing.com and get some of their amazing N/A beer shipped right to you.
For more information on Get Hoptimized, check out our website or follow us on social media.
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We get an insider preview of the Craft Brewers Conference in Nashville this May. Ann Obenchain, Marketing & Communications Director for the Brewers Association, joins us. She answers questions about how to make the most of your conference experience, where to find the best Nashville hot chicken, and more.
Learn more about CBC and register at www.craftbrewersconference.com
For more information on Get Hoptimized, check out our website or follow us on social media.
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We're joined by Kary Shumway of Craft Brewery Financial Training to talk about how to better control costs in 2023. A very timely episode considering the current economic climate. Even if we weren't dealing with a recession or inflation, the insights from Kary on this topic are still really useful.
If you are looking for more financial insight, head to Kary's website, www.craftbreweryfinance.com.
For more information on Get Hoptimized, check out our website or follow us on social media.
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An article from Marketing Brew about Dry January trends data raises some questions about the hype vs. participation of Dry January. We take a look at the data ourselves and give an analysis. Then, we take a look at Google Trends data for Valentine's Day, Super Bowl, and St. Patrick's Day.
Reference: https://www.marketingbrew.com/stories/2023/01/25/how-alcohol-brands-are-embracing-the-rise-of-dry-january
For more information on Get Hoptimized, check out our website or follow us on social media.
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This week, we're changing things up with the podcast format. We'll be reviewing a few pieces of news relevant to the craft beverage industry and marketing. Links to the articles discussed in this episode can be found on our blog at gethoptimized.com.
News This Week:
- Buddhist sue over beer name
- Drinkers might be less price sensitive than we thought
- Fat Tire has a new look
- Instagram reveals new feed filtering controls
- The Twitter rival you've never heard of
- AI and retail inventory tech
For more information on Get Hoptimized, check out our website or follow us on social media.
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When we think about Public Relations, a lot of questions come to mind.
As a craft beer business, should you care about public relations? And what the heck does "public relations" really mean? How can you get started with PR???
So many questions...
In short, YES! You should absolutely care about PR.
To help us understand why and to unpack this marketing concept for the craft beer industry, we're joined by Kevin York.
Kevin is one of the few people who has done PR, social media, and content marketing at both the strategic and tactical levels. Prior to founding KYC (Kevin York Communications), he worked at Edelman Digital and Voce Communications, a Porter Novelli company, where he served as head of Porter Novelli’s global digital technology practice. He also founded and managed The Couchletes, a national sports editorial site with seven regional writers.
KYC is hosting a new conference all about marketing in the craft beverage industry called Beer Amplified. The idea is to bring marketing people from lots of different industries (not just beer) and have them share their insights to craft beer industry people.
The conference takes place this March in Boston. You can learn more at Beeramplified.com
You can also learn more about Kevin's company at kevinyorkcomms.com
For more information on Get Hoptimized, check out our website or follow us on social media.
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A topic that pops up frequently in online craft beer groups and forums is LOYALTY PROGRAMS, and with good reason. There is seemingly a ton of potential value to be leveraged with a loyalty program, but unlocking that value can be tricky.
Enter today’s guest, Jackson Boyer.
He’s an expert on marketing, tech, and has a background in venture capital too. But he’s also doing some really interesting work with breweries (and other local businesses) when it comes to loyalty programs.
He’s a founder of BuddyTexts and they offer a sort of hybrid loyalty program / text message marketing / e-commerce service.
I’ve been chatting with Jackson for a few months and finally convinced him to come on the show to share some insight with us.
Jackson has also agreed to hook our listeners up with a FREE month of BuddyTexts service. Just mention the Get Hoptimized Podcast and they’ll get you taken care of.
More info at buddytexts.com or by emailing jackson@buddytexts.com
For more information on Get Hoptimized, check out our website or follow us on social media.
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Last year, Aaron (cofounder, Bent Water Brewing) launched Common Hope, the first-ever nationwide collaborative craft beer initiative to bring Parkinson's disease awareness. Bent Water was able to partner with The Michael J. Fox Foundation so that a portion of beer sales will be donated to this important non-profit. Bent Water was able to get breweries across the country to participate, like Harpoon, Fat Bottom Brewing, The Bronx Brewery, and more.
Aaron joined us on the show to chat about their new initiative and answer some questions on beer collaborations, branding, and more.
Learn more about Common Hope at www.commonhopebeer.com
For more information on Get Hoptimized, check out our website or follow us on social media.
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Imagine a more creative and environmentally friendly label design process that was also great for smaller print runs... That's what direct-to-label digital can printing and the folks over at the Craft Beverage Warehouse are about. Kyle Stephens is one of the founders of CBW. He was kind enough to join us on the podcast to talk about their process and share his thoughts on label designs.
You can learn more about Kyle and Craft Beer Warehouse at www.craftbevwarehouse.com
West Sixth Brewing is an award-winning brewery based in Lexington, Kentucky. They operate taprooms in Lexington, Louisville, and Newport. Plus they also have a farm in Frankfort.
They've raised more than $1 million for nonprofits.
Kelly has been with them since the beginning as their 6th employee (now they have more than 100) and first marketing-focused employee. She's driven all marketing and branding for the brewing since. As part of her role, she also oversees the events team, which appears at more than 500 events throughout Kentucky annually.
Learn more about West Sixth at westsixth.com
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Understanding the steps someone takes to become your customer is critical to the success of your marketing strategy. Doing so will help you better communicate with your target audience, convert them into paying customers, and inspire them to refer you to even more people.
Us marketing geeks refer to these steps as the customer journey, and we want to take this opportunity to unpack the concept. To help demystify the marketing-speak, we invited Sara Nay (COO of Duct Tape Marketing) on to the Get Hoptimized Podcast.
Have a listen, it’s a half-hour well worth your time.
Sara Nay is the COO at Duct Tape Marketing, Founder of Spark Lab Consulting, Scalable Business Advisor and host of the Agency Spark Podcast. With 12+ years working in the small business space, it is her passion to install marketing and operating systems for small business owners so they can get more clarity and freedom in their lives. Outside of work, Sara tries to spend as much time as possible outdoors with her daughters and husband - from skiing to hiking to biking to camping.
Learn more at:
https://ducttapemarketing.com/
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Whether you are speaking to your taproom team or through your phone to your brewery's social media audience, communication is a vital component of your business. So it's not a stretch to conclude that communicating effectively will help you grow your brewery business too. That's why we invited Brenden on the show.
Brenden is the founder of MasterTalk, he coaches ambitious executives & entrepreneurs to become top 1% communicators in their industry. He also has a popular YouTube channel called MasterTalk, with the goal of providing free access to communication tools for everyone in the world.
Brenden does a FREE 90 minute training on effective communication over Zoom every few weeks. It's LIVE and interactive, it is not a webinar. He's coaching a bunch of people for free on the call directly. Here are some topics they cover:
-
How to Present Succinctly
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How to Run Effective Meetings
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How to Master Presentation Confidence
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How to Present Yourself Effectively in Any Setting
Learn more at:
https://www.rockstarcommunicator.com/
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Growing your social following is challenging and starting from zero is one of, if not the, hardest part. So let's talk about how to grow from zero with someone who has a lot of experience in this category.
Prithvi Madhukar aka The Marketing Nomad has been a digital entrepreneur and business owner for the past two years. She is also a podcaster (Top 100 in Marketing for India), a YouTube vlogger, an Etsy shop owner, a content creator, and a nano-influencer. Prithvi is a Marketing Strategy Consultant and the CEO of her own Marketing Consultancy firm, The Marketing Nomad LLC. She has successfully worked with 60+ clients from 8 different countries in the past year of her entrepreneurship journey.
She started from scratch and built an online business that knows no borders and allows her to be a digital nomad. She also enjoys Bollywood dancing in her free time.
ENTER TO WIN A COPY OF PRIT'S NEW E-BOOK "ZERO TO 4"
Just shoot an email to info@gethoptimized.com with the subject line "zero to 4" and you'll be entered to win.
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What are the best ways to create value with your taproom guests? How do you communicate that value effectively? Answering those questions will help you improve marketing, increase sales, and grow your brewery.
That's why we had Andrew on the show. He has a ton of experience helping breweries uncover that value through his work with Secret Hopper. Andrew and his team have interviewed hundreds of taproom guests and compiled mountains of data centered around creating more value.
We discuss loyalty programs, memberships, board games, and more. It's an enlightening conversation that you can't miss!
If you'd like to learn more about Andrew or Secret Hopper, head to secrethopper.com
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Good copy will increase brand awareness and drive sales by helping you tell compelling stories to your customers. To help us understand more about how to write good copy, we invited Cleo onto the show.
Cleoniki Kesidis is a copywriter with two years of writing experience. She writes vibrant, compelling marketing materials that spark emotion and drive action. Built on storytelling skills and an analytical approach to marketing, her copy turns glances into interest and interest into sales.
She's the founder of CEK Copywriting, learn more at cekcopywriting.com.
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This is a special episode where Kary and I try to shed some light on how finance and marketing are interconnected.
Kary Shumway is a CPA, former CFO for a beer distributor and current CFO for Wormtown Brewery in Worcester, MA.
He has spent the last 20 years using finance to help improve financial results for his beer business. Now, he's helping other craft breweries do the same.
Learn more about Kary and how he can help your brewery with financial training, courses, and coaching at craftbreweryfinance.com
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Kendra is a mom of 2, photographer and educator. In 2012 she started her first business, Paisley Layne Photography, and everything changed. What started as a hobby alongside her teaching career quickly turned into a successful business. In 2017 she left her teaching career behind to run her photography business and start the Girl Means Business brand + podcast.
Now she helps people take their business from survival-mode to success-mode using the same relationship marketing strategies that have been the foundations for her business success.
Learn more about Kendra at girlmeansbusiness.com
Free Resource from Kendra: girlmeansbusiness.com/emailkit
One of the best ways to grow your business is with email marketing. If you are brand new to email, this Email Starter Kit will walk you through the 4 steps to get started, along with templates for creating your first lead magnet and welcome series.
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Cyrus is a Ph.D. in Engineering and AI, and a serial entrepreneur with a great passion and knowledge in building platforms, marketplaces, and social apps over the last 12 years.
Cyrus and his co-founder, Devid Benoliel, have built a platform for Instagram growth and marketing which has served over 800,000 businesses, influencers, and those aspiring to become influencers.
Currently, Cyrus and his partner are running Ainfluencer.com which is a DIY marketplace for Instagram influencer marketing. They are on a mission to serve micro-influencers as well as small/medium-sized businesses to get the financial freedom they deserve.
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What if instead of discounting your prices to make a sale, you used value-add incentives? What might that do for your margins, especially when it comes to beer distribution sales? This is an excellent question to unpack because there are a lot of creative ways to win sales without having to hurt your margins.
Marco Torres is the Founder of MarketingBoost.com, he has helped thousands of business owners worldwide boost sales and scale their businesses by as much as 5-fold through the use of incentive-based marketing. He teaches entrepreneurs how to soar sales & marketing through the use of “Value-Add-Incentives” instead of discounts. His Facebook Group is home to more than 27,000 active business owners who are raking in sales with his advice and amazingly affordable subscription program.
more info here:
https://marketingboost.com
https://www.linkedin.com/in/6101960marcotorres
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Michael Varda is a super smart guy with a ton of experience in researching behavior on multiple levels. His company, Craft Beer Advisory Services, developed an excellent research report on the consumer behavior of craft beer drinkers during 2021. He's on the show to talk about some of the findings.
More info about Craft Beer Advisory Services:
https://craftbeeradvisoryservices.com/
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An eye-opening conversation about humor in advertising with plenty of great stories and ideas for breweries.
Saul Colt is the Founder and Creative Director at The Idea Integration Company. In his career he has been named as one of the iMEDIA 25: Internet Marketing Leaders & Innovators as well as been called one of Canada’s best community builders and experiential marketers.
He's also a Professional Speaker and Consultant specializing in Word of Mouth Marketing, Stunt Marketing, Social Media, Customer Experience, Community Building and Business Courage.
He's hired Bill Morrison (artist for The Simpsons, former EIC of MAD Magazine, director of Futurama) and many of the members of the MAD Magazine creative team to help brands move past their comfort zones and create ad campaigns infused with humor and satire.
Learn more about the MADIdea that is MADvertising - what it is, who's talking about it, the brands that are already on-board, and how to get them to work for you!
https://www.theideaintegration.com/madvertising
https://www.instagram.com/saulcolt/
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A former psychologist, Dr. Chris has been a passionate and pioneering expert in buyer psychology and purchase behavior for more than two decades. In that time, he has interviewed, observed, and shopped along with thousands of consumers to discover the underlying factors that govern purchase decisions and buying behavior across a wide range of product categories — from dish soap to diamonds.
We had him on the show to give us some insight into how breweries can understand more about their customers and influence their buying behavior - without feeling gross.
This is an excellent interview to listen to for craft brewery owners, managers, and any small business owner that is interested in improving their marketing. Enjoy!
If you'd like to learn more about Dr. Chris, check out his website www.thebuycologist.com or find him on LinkedIn: www.linkedin.com/in/drchris
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On January 18, 2022, a bill was introduced that could have a major impact on the way small businesses advertise - including breweries.
For the sake of argument, let’s assume the bill passed. What kind of changes would actually take place with the way you run ads?
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What motivates your customers to drink your beer, visit your taproom, or pick your cans off the shelf?
This might appear like a simple question, but the true answers are harder to uncover than you might realize.
The fact is, buyer motivation is something marketers spend a lot of time and money trying to figure out, and with good reason. Understanding what motivates someone to choose your beer instead of someone else's offers an incredible advantage to your marketing strategy.
That's why we invited Ryan onto the show. He's an expert at performing customer interviews in order to understand why people buy stuff. And he's done this for breweries! So we asked him to share his insights with us.
Listen in for an excellent conversation and take notes when Ryan starts talking about questions he asks during interviews.
If you'd like to connect with Ryan:
ryanpaulgibson@contentlift.io
https://www.contentlift.io/
https://www.linkedin.com/in/ryan-paul-gibson/
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Ultimately, the most important metric related to your advertising strategy is revenue. Any marketer that doesn’t admit that is delusional. It’s the dollars that truly count at the end of the day.
In order for your advertising strategy to drive more revenue, it needs to deliver the right message to more of the right people, frequently enough for them to remember it. Therefore, you should care about other advertising metrics too.
In this episode, we discuss a few key performance indicators and how they’ll lead to more revenue for your brewery.
Music by Timtaj at Pixabay
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I wanted to hop on the mic and share some insights from Ad World that I thought were super relevant to the craft brewery industry. The virtual conference took place last week and featured keynote speakers from all over the marketing industry. I'm going to be sharing more tidbits on social but here are my notes on the big takeaways for craft breweries.
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Fernando is the owner of Da Boost digital marketing. I know what you're thinking... A marketing company talking to another marketing company, what a snooze-fest. But hear me out... I wanted Fernando on the show so that we could try and give a look behind the curtain, so to speak. Fernando is a super smart dude with a ton of great experience doing digital marketing for companies in multiple countries. Plus, he loves beer.
For more information on Da Boost, www.da-boost.com
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Voodoo Brewing is certainly a company to look to as an example of great craft brewery marketing. Their Instagram looks amazing, they have a beer collaboration with Styx, and have found a way to be both creative and consistent with their label art. CEO Matteo Rachocki joins us on our inaugural episode to share some of his thoughts and key lessons.
For more information on Voodoo Brewing Co.
https://www.voodoobrewery.com/
https://www.voodoobrewery.com/ohmama
@voodoobrewery
For more information about Hoptimized Social
www.gethoptimized.com