Paid Media Advertising Strategy: Bootleggers Brewery

1. Paid media - This is any media that involves advertising that you have to pay for including paid search, display ads, digital signage, and banners. It also includes affiliate marketing. One of the biggest benefits of paid media is that it helps you grow web traffic exponentially. Additionally, it is also an excellent medium for brand growth too. It is very important to make sure that you understand your market when selecting your paid media platform and that you understand your paid media advertising strategy and your expectations. It is also very important to remember that paid media also offers much higher conversion rates and so selecting quality content is critical. Bootleggers Brewery is typically positioned in the B2C market segment

Earned media - The simplest way to describe earned media is that it is media that you earned as a reward from your customers’ word-of-mouth referrals, content shares, and placing great content on your website and social media platforms. Earned media is also referred to as free media. There is also a direct link between earned media and an organization’s own SEO activities. Ultimately, all forms of media are part of the same digital media strategy, and they work hand in hand with each other and support each other. Bootleggers Brewery distributes its brew through a network of distributors and also has its own pubs which allow it to distribute its brew on a consumption basis direct to the consumer. These pubs namely, the Beerhall and the Taproom are advertised through tourist and restaurant advertising platforms, this is typically an industry influencer platform that provides exposure to consumers looking for a venue or service like the Bootleggers Brewery. This also provides an opportunity for consumers to comment, recommend and interact with the brand too. Another space where Bootleggers Brewery could get earned media would be in the food critic space by targeting people who focus specifically on the independent brewer