Craft beer enthusiasts follow Founders Brewing Co. with a level of intensity typically reserved for rock stars.
Craft beer enthusiasts and industry experts scour Founders’ site daily looking for any hint of a new beer release or announcement. Some even go so far as to watch government agencies for new filings or build custom web crawlers to monitor the site. It was this behavior that drove our teams to develop the Founders Cadre, a marketing automation system designed to give Founders fans what they want: exclusive early access.
Building on Existing Systems
Founders already has wildly engaged fans on all of their social channels and rock-solid strategy to drive traffic to their website’s blog. We started by giving their blog a redesign that focused on mobile UX, rich media capabilities and an overall better reading experience. We finished by building out new email marketing lists that Cadre members were added to for segmentation and analysis.
Brand New Marketing Automation
The Founders Cadre added the concept of time-stamped private content to the site. When creating content on their website Founders could now designate it with as Cadre content, which means that only signed in Cadre members can see the article. When non-Cadre members follow a shared link or social post, they’re prompted to sign up and join the club.
Members receive Founders news first, before it’s officially released to the press. They know about releases and appearances, have access to limited-edition merchandise and content, are invited to provide feedback to the organization and receive invitations to member-only local events across the country.
Be the First to Share
Members of the club are also encouraged and able to share Cadre content across their social channels and networks. When anyone clicks on their posts or follows a link, registration is requested to unlock access. This influencer-activated marketing was the only strategy, other than great content, employed to grow the program.
Test and Learn
The Cadre gives Founders a concentrated group of fans to intelligently test new types of content with, interviews, podcasts, recipes and contests. This system creates a great feedback loop for the brand where they can roll out small marketing engagements and judge if they should invest more in them based on Cadre engagement.
By the Numbers
Capturing and analyzing the registration information and Cadre demographics enables Founders to better target email drip campaigns, geo-target special events for maximum effectiveness and stay in sync with the needs and preferences of its expanding fan base. So how many of these self-identified influencers could there be? Hundreds? Try thousands, to date there are over 20k highly engaged Cadre users spreading their love of Founders.