It is difficult to quantify a return-on-investment for our social media campaigns, but we absolutely know that we have to be visible to our various audiences.
Matt Bebe credits the establishment of Mornington Peninsula Brewery to celebrating his team’s victory on AFL Grand Final Day in 2008. He celebrated with his neighbour, Malcolm McLean, and it was during these celebrations that they discovered another common interest – craft beer. This initial conversation eventually led to the pair opening of the brewery in 2010 (on AFL Grand Final day as well).
Matt recognised that one of the main challenges was going to be successfully promoting a business that was located in the industrial area of Mornington. While Matt initially started with print advertising and a basic website, over time he found that these were not sufficient.
Matt realised that the business needed to be found online and so he listed the brewery on Google Maps. Because of his limited advertising and marketing budget Matt decided to invest his time developing a social media presence. The business now has a strong presence on Facebook, Twitter and Instagram. Matt also upgraded his website to include photos, off-trade sales and a speciality beer section.
Matt believes that the improved website and frequent activity on social media has led to an increased profile for the business. Matt credits this strategy with bringing customers from outside the region to the brewery. He estimates that at least 50 per cent of customers are from outside the Mornington Peninsula, with 30 per cent from Victoria, 15 per cent from interstate and the remaining 5 per cent from overseas.
The hardest thing is keeping your product relevant in the marketplace – if you are not working on your website and social media campaign you are losing market share to those that are.
Matt has now taken the next step with growing the business by exporting to Singapore, Thailand, Malaysia and New Zealand.
Small businesses across all industries are growing through increased use of internet & mobile technologies. Have a look at these great examples of small businesses who are leading the way.
Darrin uses moisture probes on his crop farm to wirelessly transmit information to his mobile devices to improve crop spraying and to manage his time better.
Sue uses social media successfully to attract her international customers and uses cloud based software to improve her customers’ experience at her luxury day spa.
The Opinion Media team developed a web presence for their publications and now reach a wider audience and better connect with their target demographics.
Nicole uses cloud based software to encourage staff mobility, improve productivity and reduce business costs.
Chris uses cloud based software to successfully compete in a saturated market against businesses with greater resources.
Sebastian uses Google Apps to collaborate with his team and partners and to organise business processes while keeping costs down.
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