Newstead Brewing Co - AMB330 Digital audit Grade- 7 PDF

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AMB330 Digital audit
Grade- 7...

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Newstead Brewing Co Digital Audit Demi Crawford Rickards N10771603

AMB330 Word Count:1805

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1.0Introduction……………………………………………………………….3 2.0Digital Audit……………………………………………………………….4 3.0Customer Persona and Insights……………………………………….8 3.1 Customer Persona…………………………………………….…….9 3.2 Consumer Insights…………………………………………………..10 4.0 Product and Competitor Overview………………………………….10 5.0 Recommendations………………………………………………………11 5.1 Recommendation1 ……………………………………….…….11 5.2 Recommendation 2……………………………….…………….11 5.3 Recommendation3……………………….……………………..11 6.0 References………………………………………………………………...12

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Newstead Brewing Co. is one of the many breweries found in Brisbane city trying to rise above an already saturated market. They hold a unique position in the market as they are 100% family owned unlike most competitors in the industry. Newstead’s core range are the star of the show with nine craft beers and one cider, claiming to offer ‘a little bit of something for everybody,” (Newstead Brewing Co., 2021). On top of the core range, a variety of limited special batch beers are released year-round for more diverse taste pallets. With major competitors such as Stone and Wood, Felons Brewing Co and Brisbane Brewing Co, Newstead must ensure their online engagement is a top priority to stay relevant in the growing industry.

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2.0 Digital Audit Criterion

Analysis

Digital strategy

Newstead Brewing Co (NBC) is present on a multitude of platforms, including Facebook, Instagram, Twitter, the NBC website and their YouTube channel. It is clear that certain platforms receive more engagement and therefore are the preferred methods of interaction with their customers. The organisation attempts to engage their target audience by posting regularly on their preferred channels such as Instagram and Facebook. Newstead utilize a cross-posting technique across the two platforms. Cross-posting is said to be less effective at engaging customers as it fails to provide new content and meet the varying norms of each platform (Hunter & Scribe, 2020). Based upon the execution, it appears their digital strategy is quite broad and therefore not maximising its potential reach within the core consumer group, being beer drinkers aged 25-44 (Newstead Brewing Co, 2021).

Rating (1-10) 6

The Newstead Brewing Co website has a basic opening layout however, there are unnecessary features that may affect the customer conversion rate and load time. Images play a key role in engaging consumers online, but they may clutter the page and increase the bounce rate. With some studies finding that removing a single image can increase conversion rates by 400% (Sui, 2020). Newstead’s home screen features an image showcasing the core range. The image is quite large and doesn’t allow for vital information on the opening screen. Whilst Newstead are trying to push their free delivery promo, there is little mention of this or any call to action on the home page. According to Tony Haile from Heartbeat, most consumers only spend fifteen seconds on a website before clicking away, therefore it is crucial to present the most relevant information (Haile, 2014).

Consistent brand messages

Considering the existing literature on integrated marketing communication concepts, consistent brand messages is one of the most recommended tools for establishing trust with consumers (Erdem, Swait, 1998; Keller, 1999; Lange, Dahlén 2003). Newstead Brewing Co hold a consistent theme in their content across their platforms however the flat red and white logo isn’t cohesive with the colourful and artistic images on their feeds.

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5 Whilst Newstead is present on a number of platforms, Facebook and Instagram are mainly used to post new content, and other accounts such as Twitter, LinkedIn and YouTube are partly neglected. Newstead’s Twitter account has mainly been used to reshare other brands content rather than to reach their target audience on that platform. It is evident that Instagram and Facebook receive the greatest engagement however, the crossposting method used means followers are viewing the same content which can have a negative effect on interaction (Rampton, 2012). Newstead Brewing Co maintain a relative level of consistency across their digital presence however, it has not been used effectively to engage the target market. Digital and social media tools used

NBC Website: https://newsteadbrewing.com.au/ Facebook: https://www.facebook.com/NewsteadBrewingCo Community: 24,428 Instagram: https://www.instagram.com/newsteadbrewingco/? hl=en Followers: 21k Twitter: https://twitter.com/NewsteadBrewing Followers: 1,559 YouTube: https://www.youtube.com/channel/UCnfwwFSRhE24sd68XqR-VAA Subscribers: 42 LinkedIn: https://au.linkedin.com/company/newstead-brewing-co Followers: 614 Newstead Brewing Co have a following of 21k on Instagram, which is close to one of their many competitors, Felons Brewing Co who have just over 22.5k. This presents the opportunity for great organic reach, however the engagement on Newstead’s posts don’t reflect this. The engagement rate for Newstead’s latest Instagram post is 0.39%, this is considered a low engagement rate (FYI, 2019). This shows that their social media strategy is not best suited to their current following. The Newstead Brewing Co website falls into the average industry response time, being between 0-1 seconds (SolarWinds, 2020; Screaming Frog, 2021). This decreases the bounce rate significantly compared to a website that takes over 3 seconds (SolarWinds, 2020). However, Newstead’s website has a low domain authority score of 36 out of 100, this indicates industry competitors are likely to rank above them on search engine result pages (Moz, 2020).

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Examples of content shared

Example 1: Newstead Instagram Post (Newstead Brewing Co, 2021)

Target Audience: Beer drinkers, aged 25-44, more specifically consumers with an interest in more exotic beers/ craft beer. Intended Action: Generate greater interest and engagement by promoting a new product. Ultimately creating new customers. Appropriateness: This post is relative to the company’s central theme and creates a sense of anticipation for the new product. The cleverly worded caption maintains their laid-back organisational voice. Example 2: Newstead Twitter Post (Newstead Brewing Co, 2020)

Target Audience: State of Origin fans and beer drinkers Intended Action: This was created to capitalize on the excitement of State of Origin and encourage consumers into their brewpubs for the game. Appropriateness: This is appropriate as many rugby league fans fall into Newstead’s target audience of beer drinkers aged 25-44. According to the Australian Bureau of statistics 80% of consumers aged 25-64 consumed alcohol in the recorded 12month period (ABS, 2018). Another survey undertaken shows that 6.5 million Australians (34.5%) over 18 years of age, watched the

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7 NRL grand final (Roy Morgan, 2019). Newstead’s Milton brewpub location provides great opportunity to capitalize on the NRL culture.

Example 3: Newstead Facebook Post (Newstead Brewing Co, 2021)

Target Audience: Consumers of legal drinking age (18+) Intended Action: Engage with consumers in a way that relates to their products and services. Engage consumers with a call to action. Appropriateness: This post is appropriate for their business; however, it lacks intriguing content. The engagement rate for this post is 0.02% which is considerably low.

Strategic user engageme nt

Newstead Brewing Co’s target audience has a very broad range, and their digital strategy is reflective of that. Because the content is aimed at a large target audience it is failing to engage viewers and is therefore not receiving adequate engagement through likes, comments and shares. Newstead does have a consistent organisation voice that speaks to consumers in a less formal manner, which aligns with their management style.

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8 Image 4: Facebook Messenger Response Rate (Felons Brewing Co, 2021; Newstead Brewing Co, 2021) Image 4 shows Newstead has a relatively fast response time on their Facebook page, in comparison to a competitor, Felons Brewing Co, who do not have one listed. Newstead also have suggested questions to make contact with customers effortless and build a positive relationship through digital touchpoints. Example 2 shows that Newstead are successfully targeting the appropriate geographic locations that fall within the 20km radius of either venues as mentioned in the brief (Newstead Brewing Co, 2021). Suncorp Stadium, being Brisbane’s home of NRL is just 200m away from the Milton brew pub.

3.0 Customer Persona and Insights Newstead brewing Co have identified their target audience to be beer drinkers aged 25-44, within a 20km radius of either venue. According to the Australian Bureau of Statistics, men consume more alcohol than women, in particular beer, with 40% of men drinking beer in any given week compared to just 8% of women (ABS, 2019). Men would be a more beneficial target audience for Newstead. Beer is a relatively low involvement purchase; however, craft beers may add an additional step in the purchasing process as consumers may spend more time in the product evaluation stage to find the right beer (Ahmad, Umar, 2008). Persona’s picture

Name: Damien Taylor Gender: Male Age: 35 Job: Financial Planner Income: $82,000 Geographic info: Lives in Toowong

Personality

Interests

Damien is highly involved in his job and has a good relationship with his work mates. He is university educated, sociable, outgoing and is well liked amongst his colleagues. (Watson, 2010). Goals

Damien has a passion for the NRL and plays golf in his time off. He likes to escape the office setting and enjoys craft beers. (SBS, 2015).

His goals include, being a more active father figure, spending time with his children and finding a better work/life balance.

As a busy consumer, Damien’s needs include low involvement purchases so he can spend more time with family. (Wong, Chan, Ngan, 2019).

Needs

9 Communication channels

Damien can be reached through Facebook, Instagram, email, and phone/text. (Varley, Bagga, 2018).

Three reasons to engage with the brand

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As a male in his 30s, Newstead suits his lifestyle and beer preferences (ABS, 2019)

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Newstead’s free beer delivery is a low involvement purchase that allows Damien to stay home with family and still enjoy a drink

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Newstead’s relaxed organisational voice is relatable to Damien and has a positive effect on his perceptions of the brand. (Waele, Claeys, Cauberghe, 2017)

Three reasons to not engage with the brand

Pain points

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Spending time at the physical venues takes time away from his family.

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Newstead’s range is more expensive than regular larger beers.

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Newstead has many competitors in close proximity.

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Damien is time poor and therefore finds it difficult to justify spending time at the pub

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Selecting a beer from Newstead’s range is time consuming and overwhelming compared to going with an old favourite from the local bottle shop

3.1 Customer Persona

3.2 Consumer Insights The target audience are laid back but enjoy beer with more class than lagers. Newstead’s products afford consumers the opportunity to esca the corporate setting and wind down.

4.0 Product and Competitor Overview Newstead Brewing Co face many established competitors within Brisbane’s boarders. However, their unique brand position that sets them apart is that they’re 100% independently owned. Newstead entered the market in 2013, years

10 before other competitors such as Felons Brewing Co who were founded in 2018 (Newstead Brewing Co, 2021; Felons Brewing Co, 2021). Google Trends show that Newstead, Felons and Brisbane Brewing Co each have similar average engagement on google over the past 12 months, this is shown in figure 5. However, Felons has grown in popularity which is evident on their Instagram platform where they have surpassed Newstead’s following by a thousand. For Newstead to combat the competition, they should direct more focus onto the target audience outlined in the customer insights.

Figure 5: Shows the recent search trends of Brisbane Breweries Google Trends, 2021.

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5.0 Recommendations 5.1 Recommendation 1: Justification

5.2 Recommendation 2:

Tailor social media posts to different platforms

As previously mentioned, Newstead use a cross posting method across their Facebook and Instagram platforms. This is shown to have adverse effects on engagement (Hunter & Scribe, 2020). It is recommended that content should be tailed to each account to best suit the different algorithms and avoid having followers view the same posts on multiple platforms. Image formatting, captions and call to actions should differ to improve engagement and appeal to the different consumer groups on each site (Cyca, 2018). 77% of Facebook users are within the 30-49 age bracket, compared to just 47% of Instagram users (Khoros, 2021). This demonstrates that Facebook is the better choice to engage with the older portion of the target audience, and Newstead’s posts should reflect this. Redirect time spent on twitter to other platforms

As Newstead is relying on a single person to uphold the brand’s digital strategy, it is recommended that the time spent on the Twitter account is redirected to other platforms where engagement is greater. Twitter’s engagement rates tend to be lower than other platforms such as Facebook (Alex, 2020). Newstead only have 1,559 followers which is still significantly higher than competitors such as Brisbane Brewing Co who have 84 and Felons who have 36 (Twitter, 2021). Their last post on January 13th, received zero engagement, which suggest time spent on Twitter may be wasted (Twitter, 2021). 5.3 Increase free beer delivery promotion Recommendation 3: The client brief mentions that the engagement on posts Justification regarding the free beer delivery service is positive however, the uptake is poor. Upon opening the Newstead website, there is no information regarding this service and very few social media posts contain information promoting it. Given the current social climate surrounding Covid-19, delivery is a preferred option for many consumers. A study showing the number of homes switching to home delivery found that it increased by 55% (Unnikrishnan, Figliozzi, 2020). Consistent Promotion of the service will likelt increase uptake. Justification

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6.0 References Ahmad, Z., Muhammad, U. (January 2009). A comparison of brand awareness in high-involvement products: A case of university of Gujrat [Conference Paper]. 5th International Conference on Statistical Sciences, Lahore Pakistan. https://www.researchgate.net/publication/266736668_A_comparison_of_brand_a wareness_in_high-involvement_and_lowinvolvement_products_A_case_of_university_of_Gujrat Alex (2020). What is a Good Social Media Engagement Rate. Content Cal. https://www.contentcal.io/blog/what-is-a-good-social-media-engagementrate/#:~:text=Engagement%20rates%20tend%20to%20be%20lower%20for %20Twitter%20than%20for,consistently%20more%20than%20that%2C %20though. Australian Bureau of Statistics (2019). Apparent Consumption of Alcohol. Australian Bureau of Statistics. https://www.abs.gov.au/statistics/health/health-conditions-and-risks/apparentconsumption-alcohol-australia/latest-release Cyca, M. (2018). Stop Posting the Same Messages on Social Media (And Do This Instead). Hootsuite. https://blog.hootsuite.com/cross-promote-social-media/#:~:text=Why%20you %20should%20not%20post,the%20language%20of%20each%20platform. Erdem, T. and Swait, J. (1998). Brand equity as a signalling phenomenon. Journal of Consumer Psychology, Vol. 7(No. 2) pp. 131–57. https://scholar.google.com/scholar_lookup? hl=en&volume=7&publication_year=1998&pages=131-57&issue=2&author=T. +Erdem&author=J.+Swait&title=Brand+equity+as+a+signalling+phenomenon Find Your Influencer (2019). What is a good Instagram engagement rate?. Find Your Influencer. https://www.findyourinfluencer.co.uk/blog/2019/4/4/what-is-a-good-instagramengagement-rate Haile, T. (2014). What you think you know about the web is wrong. Time. https://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/ Hunter & Scribe (2020). The pros and cons of cross-posting between Facebook and Instagram. Hunter & Scribe. https://hunterandscribe.com/the-pros-and-cons-of-cross-posting-betweenfacebook-and-instagram/#:~:text=The%20biggest%20downside%20to %20cross,might%20become%20disinterested%20and%20disengaged

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13 Keller, K.L. (1999). Managing brands for the long run: Brand reinforcement and revitalization strategies. California Management Review, Vol. 41(No. 3) pp. 102– 24. https://scholar.google.com/scholar_lookup? hl=en&volume=41&publication_year=1999&pages=10224&issue=3&author=K.L.+Keller&title=Managing+brands+for+the+long+run %3A+Brand+reinforcement+and+revitalization+strategies Khoros (2021). The 2021 Social Media Demographics Guide. Khoros. https://khoros.com/resources/social-media-demographics-guide Lange, F. and Dahlén, M. (2003). Let's be strange: Brand familiarity and Ad-brand incongruency. Journal of Product and Brand Management, Vol. 12(No. 6/7): pp. 449–61. https://scholar.google.com/scholar_lookup? hl=en&volume=12&publication_year=2003&pages=44961&issue=6%2F7&author=F.+Lange&author=M.+Dahl%C3%A9n&title=Let %27s+be+strange%3A+Brand+familiarity+and+Ad-brand+incongruency Marrs, D. (2019). 35-year-old announces retirement from listening to any new music. Daily Squat. https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.dailysquat.com %2F35-year-old-announces-retirement-from-listening-to-any-new-music %2F&psig=AOvVaw2ruklZZf7sCkWKDJ7PUlbH&ust=1617272747471000&source =images&cd=vfe&ved=0CA0QjhxqFwoTCLjr19Go2u8CFQAAAAAdAAAAABAP Moz (2021). Domain Authority. https://analytics.moz.com/pro/link-explorer/overview?site=https%3A%2F %2Fnewsteadbrewing.com.au%2F&target=domain Newstead Brewing Co. (2021). (https://newsteadbrewing.com.au/beers/) Rampton, J. (2012). Are These Common Mistakes Killing Your Facebook Reach. Business Collective. https://businesscollective.com/are-these-common-mistakes-killing-your-facebookreach/index.html Roy Morgan (2017). 6.5 million Australians watch NRL Grand Final. Roy Morgan. http://www.roymorgan.com/findings/7358-nrl-grand-final-viewership-october2017-201710020843 Screaming frog (2020). Screaming Frog SEO Spider. https://www.screamingfrog.co.uk/seo-spider/ Solarwinds Pingdom (2020). Website Load Time in 2020: How Fast Is Fast Enough. Solarwinds Pingdom. https://www.pingdom.com/blog/website-load-time-in-2020/ Waele, A. D., Claeys, A. S., Cauberghe, V. (2017). The Organizational Voice: The Importance of Voice Pitch and Speech Rate in Organizational Crisis Communication. Journal of Communication Research, Vol. 46 (No. 7), pp. 10261049.

14 https://journals.sagepub.com/doi/full/10.1177/0093650217692911 Watson, B. (2010). The Demographics of Craft Beer Lovers. Brewers Association. https://www.brewersassociation.org/wp-content/uploads/2014/10/Demographicsof-craft-beer.pdf Wong, K., Chan, A. H. S., Ngan, S. C. (2012). The Effect of Long Working Hours and Overtime on Occupational Health: A Mental-Analysis of Evidence from 1998 to 2018. Int J Environ Res Public Health, Vol. 16 (No. 12),...