MAY/JUNE 2019
The Voice of Craft Brands
Keeping bees Inside the story of the Catskill Provisions brand
Claire Marin, founder and CEO of Catskill Provisions
PLUS: Taste testing 5 tips for developing your brand personality
contents
VOL. 3 : ISSUE 3
MAY/JUNE
KEEPING BEES Inside the story of the Catskill Provisions brand
6
14
IN EVERY ISSUE: 3 EDITOR’S NOTE A new kind of green 4 INSIGHTS Industry News
18 2
CRAFT BRAND AND MARKETING
MAY/JUNE 2019
CBAM-MAG.COM
TASTE TESTING Why brands lose customers and what to do about it
5 TIPS FOR DEVELOPING YOUR BRAND PERSONALITY
editor’s note
A new kind of green
A
After months and months of testing, environmentally friendly manufacturer Footprint knew that its biodegradable six-pack ring for beverage cans was something special. And while it is easy for marketers to slap the phrase “game changer” onto new products, there is something to be said for a plastic-free, fiber-based, eco-friendly solution to beverage packaging and distribution, especially today. The plastics littering our environment is more than troubling. For example, of the top 10 kinds of trash found in the ocean during the International Coastal Cleanup, beverage bottles and containers, plastic straws, take out boxes, plastic bags, and food wrappers and containers, all made the list. Nearly all of them were made of plastic. And since research shows that less than 9 percent of all plastic is recycled, much of it gets washed into the sea (there is nine million tons reportedly dumped there annually). The cries are being heard. Scores of global organizations, government agencies and countries worldwide are clamoring for solutions, which is why Footprint’s new packaging is so enticing. Right now, the company is working with AC Golden’s Colorado Native brand on introducing the six-pack ring. For your records, the rings, constructive from post-industrial recycled fiber, are 100 percent bio-based, recyclable and compostable in commercial composting facilities. The new fiber materials will help free users deciding which bin to toss them into, as either works. Unlike plastic, where if it is mostly handled incorrectly, the plastic ends up as a contaminate in the waste stream and potentially in the environment. To ensure that the new rings met the performance standards of AC Golden, an incubator brewery within Coors Brewing Company, Footprint conducted and built custom-testing procedures and apparatus to demonstrate their durability. The pieces were tested under extreme conditions which exposed them to a high humidity environment for 24 hours before conducting standard transit testing. So, where does that leave craft beer brewers? For starters, it gives you options. It enables you to show your customers that your brand is conscious of all things environmental. In the race to help save the environment, every step counts. In the issues ahead, we will continue to provide content that applauds the industry’s efforts to go green. That means we want to hear from you. What are you doing? How is it helping? Share your story with us so we can share with the rest of our community. Together, we will embrace the new kind of green.
Michael J. Pallerino
The plastics littering our environment is more than troubling. For example, of the top 10 kinds of trash found in the ocean during the International Coastal Cleanup, beverage bottles and containers, plastic straws, take out boxes, plastic bags, and food wrappers and containers, all made the list. Nearly all of them were made of plastic.
CRAFT BRAND AND MARKETING
3
insights
Going green New compostable six-pack can ring helping change packaging game There cannot be enough said about plastic pollution and the long-term effect it has on our natural ecosystem and food chain. Of late, the environmental concern has become more and more alarming. Help is on the way. Footprint, a leading manufacturer of environmentally friendly packaging solutions, is introducing a plastic-free, fiber-based six-pack ring for beverage cans. The eco-friendly, biodegradable rings are being tested on a selection of Colorado Native beers. The new fiber rings were tested under extreme conditions which exposed them to a high humidity environment for 24 hours before conducting standard transit testing. Made from post-industrial recycled fiber, the rings are 100 percent bio-based, recyclable and compostable in commercial composting facilities. The innovative fiber materials free customers from confusion at the bin, because now, any bin works. Unlike plastic, where if it is incorrectly handled, it can end up as a contaminate.
Your beer, their phone Why going mobile is a good way to reach your customers For the first time ever, consumers will spend more time using their mobile devices than watching TV. And what do a lot of your customers do while taste-testing some of their favorite craft beer? You get the picture. Smartphone use will continue to make up the majority of media consumption, with the average adult slated to spend 3 hours, 43 minutes on their phones, just above the 3 hours, 35 minutes spent watching TV. What does this mean to your craft beer brand? Okay, we'll spell it out. Today's consumer is spending the bulk of their time using apps over web browsers, with the average person spending 2 hours, 57 minutes in apps vs. 26 minutes on a mobile browser. So yes, you better have an app. The report shows that within apps, consumers spend most of their time listening to digital audio, followed by social network activity. Developing an app (think ways customers can track the beers they sampled, share their favorites with friends, etc.) is a good way to continue to build your community on the social side.
For more information, visit footprintus.com.
“You don’t have to drink can, factory made beer. You can drink something that’s truly unique and special through your community. Before prohibition, every town had a brewery. That’s where you got your beer. There was no refrigerated trucks and what not so if you wanted a beer, you went to your local pub.” – Kenny Peden, head brewer at Brick and Forge Brew Works in Abilene, Texas, on why small town brewers are taking their beer seriously
4
CRAFT BRAND AND MARKETING
MAY/JUNE 2019
CBAM-MAG.COM
Claire Marin, founder and CEO of Catskill Provisions
6
CRAFT BRAND AND MARKETING
MAY/JUNE 2019
CBAM-MAG.COM
Keeping bees By Eric Balinski
Inside the story of the Catskill Provisions brand
The honey bee has been admired and wondered about as far back as ancient times for the hexagonal honeycomb it makes. According to Greek mythology, Daedalus, a craftsman and father of Icarus, produced the first man-made honeycomb by forming gold in lost wax casting more than 3,000 years ago.
Greek mathematicians Euclid and Zenodorus found that honeycombs maximize the use of space with the least amount of building material. In more modern times, honeycomb structures have been described as “an architectural masterpiece� for their resilience and space efficiency. While honeycomb structures were not the original fascination of Claire Marin, founder and CEO of Catskill Provisions, bees and beekeeping were. Starting as a hobbyist beekeeper, Marin discovered the wonders of bees and what they produce. This became the backbone of her company and its wide array of craft products all based on bee honey.
CRAFT BRAND AND MARKETING
7
cover story
One of the key reasons Catskills Provisions has been successful with restaurant chefs is they recognize Marin’s knack for blending flavors and finding the right balance between acids, sugars, or bitterness. Like themselves, it is her deep attention to flavor they love to explore with her. Chefs can find Catskill Provisions’ products at artisanal food distributors Baldor and Gargiulo. CBAM sat down with Marin to get her thoughts on all things Catskill Provisions.
flavor profiles. They appreciate artisanal, small batch and hand packed products with sustainable practices. Today, consumers can find Catskill Provisions products at specialty retailers in New York, New Jersey, and Connecticut or on-line at iGourmet.com.
What is today’s consumer looking for? I think authenticity. Today’s consumer is more educated and aware of where their food comes from, and they respond to companies with a genuine point of difference and a conscience.
What do your consumers (and competitors) find so appealing about your brand? Honestly, the flavor. Whether the artisanal foods or the whiskey, we use our honey subtly, more as a balancing agent than a sweetener, allowing the
Give us a snapshot of Catskills Provisions? Catskill Provisions is an artisanal food and craft spirits company with honey at our core. Our 100-percent raw wildflower honey from the Catskill Mountains is the key ingredient in our finely crafted products, from our handrolled honey chocolate truffles, honey-infused ketchup and apple cider vinegar to our highly acclaimed New York Honey Rye Whiskey.
What type of consumer are you targeting? Our best customers seek only the finest, locally harvested ingredients with unique
8
CRAFT BRAND AND MARKETING
MAY/JUNE 2019
CBAM-MAG.COM
true flavor of the ingredients to come through. We find that our whiskey in particular appeals to the novice drinker, since the honey softens the spiciness of the rye, but the typical whiskey drinker is always surprised and impressed at how smooth and balanced the spirit is, and often become some of our biggest fans. People also always respond to our beautiful packaging, which perfectly captures the brand.
How do you tie in everything you do with the brand? That’s easy. We are built on a few key brand pillars—honey at our core, small batch, hand packed and made in the state of New York. We are also female-owned, which is unique, especially within the spirits industry. Also, a percent of all sales are devoted to pollinator-saving causes.
Smaller craft brands are emerging every day so it’s an interesting time, and women are definitely stepping up to have a seat at the table.
Walk us through your branding strategy. Everything we do consistently supports our brand pillars and reinforces our key values. Brand consistency is key, so even though we have two product lines—artisanal foods and craft spirits, our unique points of difference and brand DNA remain consistent in both packaging, and message. We reinforce our brand through promotional alliances, events and collaborations with similar values. We look for opportunities that highlight the wonderful resources of the Catskills, celebrate local farmers, support pollinators and empower women.
CRAFT BRAND AND MARKETING
9
cover story
What is the secret to creating a branding story that consumers can buy in to?
What do your consumers think when they think of your brand?
Finding a unique point of difference and being authentic. Consumers have been so over-promoted to, they can smell a gimmick a mile away. My company is truly my story, unembellished and real and people have responded to it.
They think of a brand that’s true to its mission and always delivering quality products with exceptional flavor by using traceable products. Hopefully they also think of the bees and the Catskills.
What’s the biggest issue(s) today related to the marketing/sales side of your brand today? The biggest issue is prioritizing how to devote my time and resources. As a small company, we all wear many hats, and it can be difficult to compete withMay_June-2019.pdf the big brands with large staffs and budgets. 1 5/16/19 1:25 PM
What trends are defining the space? Smaller craft brands are emerging every day so it’s an interesting time, and women are definitely stepping up to have a seat at the table.
What do you see as some of your biggest opportunities moving ahead? It’s such an exciting time for us, as we just opened our own distillery in The Catskills, with a tasting room following this summer. We are adding one more to the less than one percent of female-owned and operated distilleries in the United States. I am distilling on the grain, using non-GMO corn and our wildflower honey, and will soon introduce a Pollinator Vodka, Pollinator Gin and Wanderer Gin. Each celebrates and supports pollinators like the bees and the endangered Monarch Butterflies.
C
What’s the biggest item on your to-do list right now?
M
Y
I just finished my first mash, so I’d have to say getting my first batch distilled on our property out into the marketplace.
CM
MY
CY
Describe a typical day.
CMY
Wow, there is no typical day, which is one of the things that I love about owning my own business. I wake up early, spend the early hours catching up on emails and paperwork, then I hit the ground running. If I am upstate, I am in the barn distilling, working with a local farmer down the road planting botanicals and rye, and of course, tending to my bees. I am often in New York City, visiting chefs and bartenders, sitting on panels, networking.
K
10
CRAFT BRAND AND MARKETING
MAY/JUNE 2019
CBAM-MAG.COM
Inside the Catskills Provision Consumer(s) Catskills Provisions products are sold via three sales channels: They can purchase online at iGourmet.com. They can find Catskill Provisions’ products at more than 110 retail locations in eastern New York, Connecticut and New Jersey or at restaurants in the New York, New Jersey or Connecticut area.
Here’s a look at their consumer base: Catskills Provisions social media is focused on an audience of 25 to 54 years old. The audience is 60 percent female and is split into two groups: The Millennial Mindset and older fans. The Millennial Mindset group consumers are defined by looking for simple, natural, no preservatives. They seek to know the maker. As such, they seek to know every detail possible about the products, including such things as how the maker grows the food, the seeds it is grown from, such as Catskills Provisions uses Polish rye non-GMO seeds and where the food comes from. This is the traceability of what, how, why, where that they want to know about They want to know there is fair treatment of the laborers that grow and harvest the food, and the company they buy from is doing something to give back to the world. This audience has an obsession with knowing and tracing that makes them inclined to pay whatever for the products they eat, such as $25 for Chocolate Honey Truffles. As such, this group is pretty fun to sell to because the price is irrelevant. Next is the older fans. That is, younger Baby Boomers and Gen X. These customers are also interested in high quality products but the product must also be a good value as they won’t overpay as millennial are inclined to do. Less interest in traceability and knowing the details, instead, older fans are focused on the end taste and flavor experience they receive from Catskills Provisions products. Catskill Provisions believes in doing good and giving back. Catskills Provisions gives 1 percent to 5 percent of earnings to pollination friendly causes. The goal in doing so is to improve and fix something in the world.
B2B customers are another important group. This is a market very driven by chefs whose restaurants cater to very discerning consumers who are not price sensitive. Chefs seek out products that are all natural, have no preservatives, and products that are handmade, rather than mass produced. They too are quite interested in how Catskills Provisions creates and makes its products. The chefs and their restaurants tend to be socially conscious who serve a more social conscious consumer. The distributor of Catskills Provisions is a specialist in selling these types of products. The cuisine severed by these restaurants ranges from New or Modern American, to Mediterranean and Italian, and Middle Eastern. One of the key reasons Catskills Provisions has been successful with Chefs is they recognize Claire’s knack for blending flavors and finding the right balance between acids, sugars, or bitterness. Like themselves, it is her deep attention to flavor they love to explore with her. All Catskills Provisions products have their roots in bees. Starting with a bee keeper kit in 2003, founder and CEO Claire Marin became fascinate with bees and their importance to the world through pollination while also producing honey and wax. She sees them as super hard workers who are super smart, including their ability to create the perfect structure of a honeycomb that enables them they live a “democratic” lifestyle. This fascination with how they live and worked together lead to the understanding that what we one does is interconnected with everyone else and what we do can influence and be good for all in the world.
CRAFT BRAND AND MARKETING
11
cover story
Why is being female owned and operated your secret weapon? Women approach things differently, so we bring a fresh approach to the spirits industry. We are used to multi-tasking and tend to be more collaborative, so I think women are bringing innovative improvements to some longtime practices.
Why is important to have (and to market) locally harvested resources? It is so difficult to be a farmer, and stay true to good practices, not cut corners and still make a living. We must support these local communities,
and it is also so much healthier to eat local food the way nature intended. And you can definitely taste the difference.
Tell us what makes you so unique? Our culinary roots. I started as a beekeeper, selling my local honey to chefs in and around New York City, and slowly expanded to include other honey-infused artisanal foods. To then cross over into distilling is somewhat crazy and pretty unique. To me, talking to chefs or mixologists are not that different; both are passionate about artistic expression through unusual pairings and creations.
Sitting down with... Claire Marin, founder and CEO of Catskill Provisions What’s the most rewarding part of your job? Giving people the joy of tasting something delicious. This creates such human connection through the food with people, ultimately creating happiness. Likewise, meeting with chefs and making personal connection and exploring flavors. Chefs are the “rock-stars of the food world and there is so much to learn from them. What was the best advice you ever received? Always have your lawyer near you. In today’s world one has to be careful, as people will lead you down the wrong path whether intentionally or not. I believe it is critical that both parties agree on a written document, which is signed by both parties and that any fine print is talked about before signing the arrangement. What’s the best thing a customer ever said to you? It always a delight when someone unexpectedly tells you they tried your product and how wonderful it is. Maybe the most surprising time was when our distributor entered our NY Honey Rye Whiskey into a blind taste test with a panel of experts. I received a call from one of the judges who told me we were selected and now would be the official
“Honey Whisky” of Madison Square Garden. How very cool is that, and it’s such a massive audience! Everyone goes to the Garden and the owners and buyers there know their customers appreciate good local brands. We are mainstream now, not just for a few. When you are not at the Garden, the whiskey is also available at www. forwhiskeylovers.com and bar and restaurants can get it through the distributor, Winebow. What is your favorite brand story? I love two brand stories in particular, Haagen-Dazs and Southwest Airlines. Haagen-Dazs is so interesting because they use great ingredients, have beautiful packaging in a variety of sizes and this premium products is accessible in places that are as diverse as grab-and-go like 7-11, to high end retailers, such as Whole Foods, while maintain their premium brand identity across these different channels. Southwest—one just has to be impressed with how happy their staff is. Everything is positive, how they show-up to work to how they make customers happy. Southwest has shown me that happy bees make better honey. So we go to great lengths to take care of our bees. And in turn the bees teach us to be good, kind and happy as well.
Eric Balinski is the owner of Synection, LLC, which is a strategy and growth consultancy firm. For more information, visit: synection.com.
12
CRAFT BRAND AND MARKETING
MAY/JUNE 2019
CBAM-MAG.COM
Puzzled about how to build your business? You’re experts in your business. You want to grow. Whether you’re going in new directions, ready for expansion or just keeping your name “out there,” we’ll solve your marketing challenges with a strategic program tailored to your specifications. With over 30 years of major market experience and close ties to the building and design community, we’ll help you develop a clear, big picture. And ultimately, bolster your sales.
been working with Communicators for the last three years. “ We’ve The results have been absolutely remarkable. I would recommend this firm to anyone! ”
– Scott Banda, Director of Marketing & Business Development, Bostik
MARKETING COMMUNICATIONS www.communicatorsintl.com | info@communicatorsintl.com
branding
By Kate Zabriskie
Taste testing
14
CRAFT BRAND AND MARKETING
MAY/JUNE 2019
CBAM-MAG.COM
Why brands lose customers and what to do about it
When it comes to relationships, breaking up really is hard to do. In the craft beer world, tastes do not so much come as go as people just like to try new and different things. Are breakups inevitable? Not always, but craft beer brands (all brands really) need to understand the four reasons customers leave and how they can avoid them. Sometimes customers break up because they find a better product. They discover something that addresses their needs that is faster, easier, healthier, more effective, more enjoyable or improved in other ways that are important to them. The bottom line is the people's tastes change. Smart brands are the ones that listen to what their customers want, think beyond those demands, and push themselves to innovate and improve. Pay attention. Know what you are selling, what others are selling, and how your customers are using what they buy from you. What would customers buy if you weren’t around? What did they used to buy instead? Challenge the status quo. It’s easier to innovate when you are not being reactive. Do not wait for a customer exodus to motivate you. Innovate before you’re faced with no choice. What could you do better? Leaving for a different product isn’t the only reason customers tell companies goodbye. Good processes count too. Without them, the customer experience suffers. Imagine a movie theater with great films, stateof-the-art sound, pleasant employees and clean facilities. Now pair that vision with long lines, staff members who cannot figure out how to work the cash registers despite their good manners, double-booked theaters and so forth. Would you risk taking someone you cared about to such a place, or would you choose to avoid the headache and go elsewhere? Most people would prefer to opt for a breakup and avoid potential problems. The lesson? At a minimum, doing business should not be hard. If you have processes in place that inflict pain on your customers, don’t be surprised when they bolt the minute they find an alternative. Make doing business easy. Walk in your customers’ shoes, experience your business
CRAFT BRAND AND MARKETING
15
branding
Process improvement ideas are everywhere you look. When you are interacting with other businesses, ask yourself what they are doing well and what you can adopt or adapt.
the way they do. What are you making difficult? What could you make easier? Where are you wasting their time? What used to make sense but doesn’t anymore? Borrow from others. Process improvement ideas are everywhere you look. When you are interacting with other businesses, ask yourself what they are doing well and what you can adopt or adapt. All else being equal, customers will often break up with brands because someone else is paying them more attention or better attention. Define what you expect. If you do not identify what A-plus service looks like, don’t be surprised when your employees don’t deliver. Train people and hold them accountable. Plenty of organizations offer training, but they treat it like a one-and-done activity. After you’ve defined what you want to see and hear, you need to put a plan in place to teach people how. Do not get too comfortable. If you think your customers will just be there because they’re there, you are mistaken. You must earn and re-earn your customers’ business. Look for signs you have gotten sloppy or lazy, and take immediate steps
to get back to your best behavior and woo your customers again. The final reason customers leave a business is price. If they can get the same product and service they receive from you from someone who charges less, often they will leave. In other words, when the value to price equation gets out of whack, people look elsewhere. That does not mean organizations should race to the bottom and strive to be the low-cost provider. What it does mean is they need to ensure they have a value proposition that matters to customers and aligns with the price. Shop around. Know what your competitors charge and what they deliver for that money. Find out what matters to your customers other than price. What do they care about? What are they happy to pay more for? What are you offering that they don’t seem to value? What should you add? What should you subtract? Staying in any relationship requires work, and when it comes to customers, many suiters will try to take them away from you. With some diligence, you can avoid the break-up blues and spend many happy years together.
Kate Zabriskie is the president of Business Training Works Inc., a Maryland-based talent development firm. For more information, visit BusinessTrainingWorks.com.
16
CRAFT BRAND AND MARKETING
MAY/JUNE 2019
CBAM-MAG.COM
social media
By Dalana Morse
5 tips for developing your brand personality When it comes to building your brand, one of the most important aspects is your brand personality. Without it, you're nothing more than another faceless corporation that most consumers have a difficult time connecting with. By developing your brand personality, it will be easier for consumers to connect with you and relate to you, making it easier to build brand trust and loyalty.
18
CRAFT BRAND AND MARKETING
MAY/JUNE 2019
CBAM-MAG.COM
The following are a few tips on how to go about building brand personality:
1. Write with personality When creating content for your website, avoid writing in an overly formal manner. Instead, write in the second person, thereby directly addressing the reader. This will make it easier for readers to engage with what you're saying. Don't be afraid to inject a sense of humor into your content, as long as it's appropriate. There's no better way to show that your brand has personality than by making someone laugh or smile.
2. Engage on social media Focus on building relationships with your audience by engaging with them on your social media channels. This doesn't just mean posting regularly or posting a question once in a while, it means actively encouraging discussions, answering questions, addressing concerns and just responding to insightful comments that your followers leave. By engaging in such a way, it shows you care about what your audience thinks and what it has to say, and it will make them feel like they are interacting with a person and not a corporation when they engage with your brand.
4. Give your audience a behind-the-scenes look Give your audience a glimpse behind the scenes by producing videos of company events, question and answer sessions with upper management or your creative teams, interviews, and even just behind-the-scenes footage of a regular day on the job. Such videos will allow some of the personalities in your company to shine, giving audiences real people to connect your brand to.
5. Admit your mistakes There's nothing consumers hate more than a company that tries to cover its tracks when it makes a mistake. For example, if a customer leaves a poor review of your service, don't delete the review or try to defend yourself. Instead, admit that you made a mistake and do what you can to provide
Don’t be afraid to inject a sense of humor into your content, as long as it’s appropriate. There’s no better way to show that your brand has personality than by making someone laugh or smile.
3. Work on your About Us page Instead of just listing various accomplishments by upper management, flesh out your About Us page. Use storytelling to give readers a real sense of the history of your company, who your company is, what it stands for and what your goals are. If your audience feels like they get a sense of who you are from your About Us page, it will make it a lot easier for them to connect with your brand through the content you produce.
an adequate solution. Consumers are going to be more impressed by your willingness to learn from your mistakes, and the fact that you can admit that you're not perfect will make it easier for your audience to relate to you. Your brand personality has a really big impact on how your audience will be able to connect with you and relate to your brand. These are a few ways that you can build your brand personality, making it easier to increase both brand trust and brand loyalty.
Dalana Morse is the founder of DAM Media and Design, a boutique design and digital marketing firm located in Fort Worth, Texas. Dalana is a seasoned professional with a diverse background in marketing, web and media design, digital and social media marketing, and search engine optimization. Having served in marketing leadership roles for close to a decade, her experience spans both B2B and B2C industries including multifamily and single family real estate, electrical and utility technologies, and visual branding agencies. For more information, visit dalanamorse.com or dammediaanddesign.com
CRAFT BRAND AND MARKETING
19
