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Business
Education

Shinerunner Craft Marketing

Updated 7 days ago

Business
Education
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Quenching your thirst for more horsepower on the Craft Beer, Cider and Spirits industry. Each segment will dive into a slice of marketing, distribution, sales, events and related topics designed to help build your marketing muscle plant.

Read more

Quenching your thirst for more horsepower on the Craft Beer, Cider and Spirits industry. Each segment will dive into a slice of marketing, distribution, sales, events and related topics designed to help build your marketing muscle plant.

iTunes Ratings

9 Ratings
Average Ratings
8
0
1
0
0

iTunes Ratings

9 Ratings
Average Ratings
8
0
1
0
0

Listen to:

Cover image of Shinerunner Craft Marketing

Shinerunner Craft Marketing

Updated 7 days ago

Read more

Quenching your thirst for more horsepower on the Craft Beer, Cider and Spirits industry. Each segment will dive into a slice of marketing, distribution, sales, events and related topics designed to help build your marketing muscle plant.

Rank #1: Shinerunner Ep15 | Sales Rep Training And Motivation

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In this exciting episode Mark addresses a listener question on how to maintain sales rep attention and focus throughout a sales incentive. He draws on personal experience, highlighting in great detail how he negotiates the most from a special event and then uses that to differentiate his sales incentive from the many others. The example he uses is the event - Fleet Week while the incentive built around the sponsorship is Battleship. Mark reveals a “secret weapon” he used in the Battleship incentive that gained much needed sales rep attention and participation resulting in record sales for the supplier. He then talks about sales rep training suggestions, the sequence, and details how to motivate this critical component of your team.

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Apr 05 2019

25mins

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Rank #2: Shinerunner Ep16 | Wholesaler Training And Motivation

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In this revealing episode Mark shares with you his in-depth wholesaler sales rep experiences with suggestions on how to keep the distributor/supplier balance of power pendulum in the vertical. He details how to be that supplier who the distributor sales force likes and wants to sell for. He’ll provide the listener with a list of check-off items on what to do and what not to do when addressing this invaluable “internal customer.” Mark also drops another “Mark-ism” – “Tempered Tenacity” and explains why this is a crucial strategy to adopt in the wholesaler/distributor relationship. He urges the listener to zig when others zag and to be the middle linebacker, not the cheerleader when it comes to working with their wholesaler partners. A must listen for those who realize that they are competing for limited wholesaler “share of mind.”

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Apr 19 2019

20mins

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Rank #3: Shinerunner Ep17 | Case History

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In this episode, Mark invents a fictional brewery – GT-500 Brewing - then uses classic case analysis methodology to review GT-500’s competitive environment, industry trends, and problems. From there he reviews four alternatives each designed to help GT-500 solve the growing issue. This is a must listen as the case incorporates prior episode learnings into a comprehensive format designed to help brewery, cidery and distillery owners facing similar threats. You’ll also learn how Mark develops a “clutter bustin’” sales incentive guaranteed to motivate wholesaler sales teams to exceed their goals.

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May 28 2019

27mins

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Rank #4: Shinerunner Ep14 | Chain Merchandising

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Episode 14 follows on our last episode with more of Mark’s personal supermarket experiences. In this session he explains his, “Drink California” campaign designed to gain incremental shelf space for California craft brewers in the US’s largest supermarket chain.  Relationship building is highlighted in this session as Mark reveals how Division Manager and Store Manager rapport can help brands gain much needed real estate. To prove his point, he shares his own experience where he used a “Gordon Gekko” strategy to “bust the hops” of one of the toughest Division Managers he’d ever met. Listen how Mark uses April the First as a strategic gamble for his employer and supplier brands. A must listen to find out if this risk worked or failed miserably.  He ends the session with common sense recommendations for supermarket behavior and how to watch for ways to get more real estate.

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Mar 13 2019

27mins

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Rank #5: Shinerunner Ep13 | Preparing For The Chains

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This episode details just what it will take to bust into the highly competitive and lucrative channel of chain stores. Mark shares multiple personal case histories to drive home his message. He also provides tips on crafting presentations and how to motivate all channel members from drivers and wholesalers to division/store managers and buyers. He shares a detailed plan on how his team reversed market share declines in one of the US’s largest supermarket retailers. In the plan he introduces how and why he created a character, “Colonel Dough Head,” and why he played James Brown’s, “I Feel Good” during a tense retailer presentation. This “out of the keg insanity” helped motivate a large bakery distribution team to ultimate retail authorization success. All of which started with a simple conversation in a super market…

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Feb 23 2019

23mins

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Rank #6: Shinerunner Ep12 | Marketing Review

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Episode 12 serves as a review of prior shows, refreshing you on the definition of marketing, the marketing strategy, the target market, the marketing mix, the Product Life Cycle, Mark’s “Castle Keep” strategy, distribution’s importance and other critical points. By understanding this episode, you will be ready for Mark’s next dozen shows that will take you deeper into marketing strategy and how to compete in the ever increasing beverage marketplace.

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Feb 23 2019

15mins

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Rank #7: Shinerunner Ep11 – Special Event Do's And Don'ts

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This episode follows up on the “Horsepower Bonus” Mark promised at the end of

episode #10. Insiders who have heard this podcast thought that Mark was running

on seven spark plugs but ended up taking notes so that they can incorporate these

new found learnings into their own marketing plan. You’ll learn about a hidden

target market that SO many craft suppliers ignore or simply did not know existed.

This is a must episode for companies that want to WIN in 2019.

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Jan 25 2019

18mins

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Rank #8: Shinerunner Ep10 – Special Events, Trial, And Sampling Synergies

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In this exciting episode, Mark goes gas-down on the psychology behind special events and why consumers are flocking to them in greater and greater numbers. He introduces another Mark-ism which he calls “Music Marketing” and gives dozens of detailed pointers on how to set up a special event (Experiential Marketing) from nuts to bolts. This episode serves as THE MODEL for your team to execute by from beginning to end.  You won’t be disappointed when you learn from Mark’s 25 years of special event preparation, execution and follow up experience.

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Jan 11 2019

20mins

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Rank #9: Shinerunner Ep9 – Marketing Shift

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The Great Tectonic Marketing Shift Taking Place in YOUR Backyard! In this must-listen episode, Mark speaks to a trend that he’s been monitoring for overRead more

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Dec 28 2018

18mins

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Rank #10: Shinerunner Ep8 – More Beer Sales Incentive Ideas

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After attending the California Craft Beer Summit, Mark returned with a myriad of trend data that he shares along with the implications to your business.Read more

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Nov 21 2018

36mins

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