Angie PietrykowskiJasmond Angelicia

Bryn

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ContentsExecutive Summary.......................................................................................................................3

History............................................................................................................................................3

Market Position..............................................................................................................................4

Current Branding...........................................................................................................................4

Current Targeting and Positioning.................................................................................................5

General description........................................................................................................................6

Creative/tagline..............................................................................................................................7

Targeting........................................................................................................................................8

Objectives......................................................................................................................................9

Media or DM Tool Objectives........................................................................................................9

Budget.........................................................................................................................................10

Control/Follow Up........................................................................................................................11

Conclusion...................................................................................................................................12

References..................................................................................................................................12

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Executive Summary

DraftServ Technologies is a company that has come up with a revolutionary way to serve

beer. The company has already introduced itself with a relatively decent amount of venues.

However, the company and its technology have yet to spread its name across the nation.

AVB marketing has designed a campaign that will allow the brand to expand its

reputation. It will benefit DraftServ to become a well-known product related to one of the largest

sporting events of all time--Super Bowl 50. With the use of the technology, the DraftServ will be

able to know what consumers like and do not like. As such, the beer that is served can be

replaced if not sold in high volumes or the popular brands can be kept in use. The ease and

convenience of DraftServ will appeal to the consumer, venue, and beer brands alike.

History

DraftServ Technologies is a company that has revolutionized the way people

purchase alcoholic beverages. Founded in 2010, DraftServ has a wide array of clients,

from professional sports stadiums like Lambeau Field and Miller Park to the Carnival

Sunshine cruise ship (DraftServ, n.d.). The company’s beer dispensing machine, also

named DraftServ, is currently at 6 locations: Lambeau Field, home field of the Green

Bay Packers, Target Field, Coors Light NHL, Gwinnett Arena, Miller Park, and Carnival

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Sunshine Cruise Ship (DraftServ, n.d.). Each of these locations contains a large

customer base that consumes a large amount of alcohol, benefitting from the DraftServ

machines greatly.

Market Position

DraftServ competes in the food and beverage industry. The company caters to

the self-serve and self-gratification aspect of today’s society. In other words, consumers

prefer not to wait for a product that does not hold up to their expectations. DraftServ

remedies this with its beer dispensing machines. This places consumers in control of

how they receive their drinks. DraftServ is reaching out to venues and major events

(sporting and music) in order to directly market to individuals consumers. A majority of

alcoholic beverages are consumed at major events. At the moment, DraftServ controls

the market for self-service alcoholic dispense machines.

Current Branding

DraftServ strives to eliminate the problems people experience when being served

beer. “We are looking beyond perfectly-poured beverages. Our continuous and cutting-

edge innovation provides a unique total sensory experience for all users (DraftServ,

n.d.).” With that being said, DraftServ has the technology to ensure that the beer is

served to the consumer’s satisfaction and enjoyed properly.

The appeal of the self-service to the targeted individual consumer is the

convenience of pouring your own beer, no limitation on the amount being poured and no

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more warm beer! Customers will no longer have to worry about keeping a tab open &

leaving their credit card at the bar; DraftServ allows you to purchase your drink with pre-

paid DraftServ card called “Beer Passport”. Consumers save money as well since

DraftServ focuses on beer purchasing by the ounce. Furthermore, there is more

efficiency and less waste

DraftServ allows for a decrease of overall staff while still maintaining

personalized customer engagement. Better manage inventory, increase your

consumption profit and increase keg yield.

The company’s technology gives Draftserv its special advantage in the alcohol

beverage market. For example, data from particular dates can be tracked and provide

statistics on the amount of beer being consumed for specific beer brands. Their take is

that the “Proof is in the Data”.

Current Targeting and Positioning

DraftServ’s direct marketing segment is geared towards consumers that are 21

and older. The chosen demographic also consists highly of people who attend major

events. In the case of targeting venues and major events, DraftServ appeals its self-

service product to proprietors with high sales. DraftServ is currently positioning itself to

be the sole self-service alcohol provider for sporting venues, major sporting events, and

music events including but not limited to:

● MLB All-Star Game

● NASCAR

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● NHL All-Star Game

● Music Midtown

General description

The DraftServ machines can be used for multiple occasions. However, neither

the company nor its technology is well known throughout the nation. In order for the

company’s service to become more recognized, DraftServ should be marketed at a

well-known and popular event. Thus, ABV Marketing has chosen to create a new

campaign to the targeted market at the upcoming and highly anticipated Super Bowl 50

(SB50)--an event in which copious amounts of alcoholic beverages are consumed.

Our plan to market to the individual consumer using a combination of online

advertisements, promotions, social media, and merchandise. By marketing at SB50, the

brand has the potential to assert themselves into the minds of the consumers.

When people purchase beer from bars, many complain that the glass is never

fully filled. In other words, a decent portion of their glasses contains “beer foam.” The

price that they pay does not align with the amount of beer the end up receiving. With

DraftServ, customers can make sure that they are not cheated out of their beverage.

They serve their beer the way they like it--just right.

ABV presents the “Serve yourself, serve it right” campaign.

Before the day of the Super Bowl 50, DraftServ will be mentioned in the

confirmation e-mail that customers receive after purchasing their tickets. A single link

will also be included so viewers can see what DraftServ is all about before coming to

the game. This will serve to create a buzz around the product.

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Once consumers have received their tickets, they will be reminded about the

product with an advertisement located on the ticket stub. The ad will mention

DraftServ’s promotion. Once they enter the gates, the customer will be guided to the

nearest DraftServ machine from their seats (also located on the ticket stub).

For people that are not familiar with Draftserv, they can receive a $5 Beer

Passport to sample the beer and the technology. The trial is one-time only and show ID,

scanned into the system. Once they decide that they are fully interested, the customers

will be required to have their IDs scanned into the system. The DraftServ machine,

customers can make a full purchase of a Beer Passport with loading amounts starting at

$15, $25, and $50. These passports can be offered for individuals and groups (i.e. in

case of parties, gatherings, etc.) With the first purchase of funds $25 or more fund, card

holders can receive a free personal pan pizza (a group cardholder will receive a free

small pizza). Customers who are familiar and are already signed up with a Beer

Passport can use the machine as they normally would.

DraftServ will present a SB50 cup to commemorate fans that have attended the

game. On the cups will be DraftServ’s logo with a reminder: “Don’t forget how you

served yourself, and served it right.”

Creative/tagline

To go along with the campaign name, several taglines for the SB50 (and maybe

even for the future) will be used. They will vary depending on which medium they are

delivered on (i.e. direct advertisements/promotions, social media, etc) but they all follow

the main theme: “Serve yourself, serve it right.”

● “Serve yourself, serve it right.” (Main)

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● “Served It Right”

● #ServedItRight (for social media)

● #BeerPassport

● Example: “Used my #beerpassport and I #serveditright!”

Branding Congruency

To make sure that the brand stays congruent, advertisements across the board

will remain consistent. They will give viewers the feeling of being in control of how

consumers obtain their beer. If they prefer to have a full cup of beer without foam, then

that is what they can get. Consumers will have complete control of what they are getting

helped and when it is being served. A venue does not have to stick with a single brand

or a few brands; DraftServ allows numerous brands of beer. The demands of many can

be met all at once. When it is being served is basically giving the individual consumer

the right to pick a beer without waiting in a long line to be helped by a limited number of

bartenders and missing part of the event/game. The consumer can go get their beer

and get back to what they were watching without missing as much of the event/game.

DraftServ is easy, convenient, and served right by the consumer.

Branding Objectives

For branding objectives, ABV wants DraftServ to be known along the lines of

popular beer brands. The brand should reflect not only prominent venues, such as the

Super Bowl but a reputation of being high-tech and savvy. Brand awareness is huge

and ABV wants consumers to be aware that DraftServ portrays the new way to drink

beer at any event. The main objective would be that the brand becomes known and is

marketed enough for it to a recognized name and idea around major events.

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Targeting

As a company that specializes in serving alcoholic beverages, the target market

will remain the same as it has been: anyone who is age 21+ and attends major events.

The campaign will be targeting people who like to drink beer while watching their

favorite team play.

Objectives

The objective for the SB50 is to bring awareness about the product. DraftServ is

not recognized enough for an individual to be willing to use on a whim. Some people

could walk past the machines and not even know what it does. Therefore, the main

objective will be to bring awareness and knowledge before game day to DraftServ.

There are many times when people go to concession stands just for beer, but they must

stand in line behind people who want food and other sorts of things. ABV must directly

market to consumers so they know that DraftServ is up and running at any particular

event. More importantly, it is convenient and easy to use.

Media or DM Tool Objectives

Some direct marketing tools that would be used for DraftServ include e-mail

marketing, direct advertising, and direct mail. Each of these has its own merits in

assisting the growth of DraftServ. E-mail marketing and direct mail are both able to be

used in the event of a ticket purchase made by a consumer to a professional sporting

event or to another location in which DraftServ operates. Both of these tools are meant

as an incentive towards the purchase and use of a DraftServ Beer Passport. They help

to reach out to those who may not have heard of the product and encourages

consumers to try them out with a discount opportunity at the time of purchase. The use

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of these tools is important in getting consumers to try the product because the DraftServ

systems by providing information about the customer after they begin using it. The initial

phase is the only part of the marketing system that needs the use of direct mail or e-

mail marketing.

Once the information gathered on consumers is processed, and the analytics that

is important to DraftServ and its supporters are obtained, reintegrating the personal

information of consumers back into the marketing system is key. Using the data gained

from individual use, a direct advertising system can be established to employ benefits

for frequent use, such as returns on purchases of a certain amount.

Budget

Our projected budget would range from $1.5 million to $3 million as it is costly to

advertise at any Super Bowl. The various expenses resulting in this high budget is as

follows:

● Online advertisements - $4,500

○ YouTube video ads (approx. $0.30 per view; estimated at least 15

thousand views)

● Ads on tickets - $10,000

○ $0.10 per ticket; estimated approx. 100,000 tickets sold

● Ads on cups- $870,000

○ $8.70 per cup; estimated 100,000 cups given

● Ads mentioned in direct mailings - $10,000

○ $0.10 per mailing; estimated 100,000 mailings

● Promotions - $500,000

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○ $5 Trial Beer Passports; estimated 100,000 passports

○ Leftovers can be used for the next event.

● Total: estimated cost: $1,394,500

○ Rounded to $1.5 million for flexibility; maximum of $3 million (just in case)

Control/Follow Up

To measure the success of the “Serve yourself, Serve it Right” campaign, ABV

will make use of the data provided by the DraftServ machines. It will show how many

new customers signed up, how much they spent, and how often customers used it.

Social media will also be monitored to see how many people and/or how many times

DraftServ and its tagline were mentioned.

ABV will begin implementing the campaign in June and will run it up until the end

of the SB50 in February. This will allow for enough time to complete the following

activities: 9 mo.

● Month 1-3: Ad development/organizing for online ads and printing on ticket stubs

and direct mailings

● Month 4-5: Ads released

● Month 6: Mass production of novelty cups

● Month 7: Trial Beer Passports and Full Beer Passports Massed produced

● Month 8-9: Prepare and test machines to ensure that they are ready for game

day.

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Conclusion

In conclusion, ABV feels that with campaign steps that we have come up with for

DraftServ will increase customer awareness of the brand and product. As stated before,

the company has revolutionized the way that people drink beer. The only step left to

take is allowing the rest of the nation, and eventually, the world, to see it. Marketing

DraftServ at Super Bowl 50 will directly communicate with beer lovers at one of the

greatest sporting affairs, thus spreading the word outside of the event. Moreover,

DraftServ’s brand fits well with the Super Bowl franchise--a perfect match. Those of the

target market will be able to experience a fantastic opportunity with beer and an

innovative technology combined together, giving them the chance they have been

waiting for-- the chance to #ServeThemselvesRight!

References

Alleger, J. (2012, August 6). How Much Do Ads on YouTube Cost? Retrieved November 28,

2015, from http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/

DraftServ Technologies. (n.d.). Retrieved November 28, 2015, from

http://www.privco.com/company/draftserv-technologies_private_stock_annual_report_financials

DraftServ Technologies LLC. (n.d.). Retrieved November 28, 2015, from

https://www.linkedin.com/company/draftserv-technologies-llc

Draftserv Technologies LLC. (n.d.). Retrieved November 28, 2015, from

https://www.facebook.com/DraftservTechnologiesLlc/info/?tab=page_info

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Why DraftServ? Just ask our proven and expanding customer base! (2014). Retrieved November

28, 2015, from http://draftserv.com/

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Additional Info/ideas

Promotions

$10 after certain limit

Rent-a-machine

Search terms for images: “self serve beer machine”

https://www.facebook.com/search/top/?q=draftserv%20technologies%20llc

https://www.youtube.com/watch?v=KJqSzcyOmHs&feature=youtu.be

http://draftserv.com/

COMPETITOR!!! : http://pourmybeer.com/

Pittsburgh Video

http://draftserv.com/#prettyPhoto[iframes]/1/

Citations

DraftServ. DraftServ.com. 2015. Webpage. 4 December 2015.

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