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Made possible by sponsorship support from the following companies: Advanced Brewing Technologies California Concentrate (Alexander's) Cascadia Importers (Coopers) Crosby & Baker The Home Wine and Beer Trade Association (HWBTA) L.D. Carlson Wine-Art Vinothèque |
The Homebrew Publicity Campaign ProjectInitiated, organized, and administered by BrewingTechniques |
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Made possible by sponsorship support from the following companies: Advanced Brewing Technologies
Many of you have already heard the buzz about the Homebrew Publicity Campaign (HPC). This page presents an official announcement/explanation to the home brewing and winemaking community. Earlier this year, BrewingTechniques offered up the concept for the HPC to the wholesalers and manufacturers, seeking sponsorship support for a publicity/promotion outreach campaign on behalf of home brewing and winemaking, focusing on making the general public aware of the hobby and directing prospective new brewers/winemakers to their local homebrew supply store. Ten companies responded to our call to action (see list at top). Thanks to their vision and support we incorporated this new nonprofit entity (Homebrew Publicity Campaign Corporation) and have been moving forward with the plan. The primary thrust of the campaign is the production of a prime time quality 30-second TV ad spot, which we will make available to retailers for just the cost of duplication plus S&H (about $25). This ad spot is designed to increase awareness of home brewing and winemaking among the general public. Retailers can air it for local distribution on national cable network channels (ESPN, A&E, Discover, CNN, etc.) for as little as $18-25 per spot. Cable advertising can be that cheap because you can pay for broadcast distribution only in your immediate market. The biggest barrier to TV advertising, it turns out, is the production of the ad itself; thanks to the HPC sponsors, we can cover 100% of that cost. The HPC ad spot includes room at the end for retailers to add (usually for free) their "tag", such as "Shop at Joe's Homebrew Supply," to direct viewers to their store. To date, as word has circulated through the grapevine, response has been emphatically positive. We already have a list of retailers who have requested the tape as soon as it is available. We expect to be able to begin deliveries around September 20. In conjunction with the production of the ad spot, we commissioned the writing of a booklet that explains the best marketing options available to homebrew retailers. It discusses radio as well as TV and includes detailed recommendations for specific schedules and programs. This booklet makes a great planning tool for anyone interested in using the HPC-sponsored TV ad spot, but also is useful to anyone who is simply interested in exploring the various advertising options for their store. We are offering this booklet for free to retailer supply stores. Retailers -- to request a free copy of the booklet or to order a copy of the ad, e-mail circulation@brewtech.com. IMPORTANT: Please type the word HPC in the subject line. If this text is being passed on to someone without e-mail, they can send their requests to HPC, P.O. Box 3222, Eugene, OR 97403. We are excited about this new industry collaboration and look forward to seeing it bear fruit in the successful promotion of the home beer and winemaking trade. Sincerely, Stephen A. Mallery Publisher BrewingTechniques |
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