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Mark Colburn’s “BEER Talks” session will cover three main topics – Marketing, Merchandising & Motivation. In this session, Mark draws on decades of alcohol industry experience sharing his ideas and passion on Target Market Definition, Key Differentiating Advantage, the Marketing Story & Its Vital Role, “the Castle Keep” distribution strategy, Exper…
 
In this final Shinerunner Show episode, Mark thanks listeners for their support and all who helped him in creating and producing the Shinerunner Show. He ends the show by highlighting three key success corollaries. Each corollary topic has been presented in a prior show; however, Mark goes into great depth as to why he feels each are so critical to…
 
In this episode, Mark takes a deep look into his crystal fermenter at trends impacting the craft beer sector and alcohol industry in general. He shares with you his “vision” on wholesaler consolidation, chain merchandising, wet demos, wine SKU encroachment, incentive planning, demonstrator and merchandiser training and consumer insights learned whi…
 
In this episode, Mark fields a listener question and decides to dedicate the show’s topic to the inquiry. The question comes from a recently hired sales rep who is beginning their career at a craft brewery. Listen in on how Mark suggests a weekly planning regimen for the newly minted rep. He also goes into detail on how to build rapport with accoun…
 
Episode 21 of Shinerunner Craft Marketing introduces the show’s first executive speaker interviewed by host, Mark Colburn. Mark “taps” into his focus group moderator days asking Tom McCormick, Executive Director with the California Craft Brewers Association since 2005, a broad range of questions. Mr. McCormick’s background includes home brewing, ow…
 
Episode 20 of the Shinerunner Podcast confronts the On-Premise draft handle “Merry-Go-Round” or “One and Done” trend taking place in bars, clubs, restaurants, delis, brew pubs and hotels across the nation. The trend, fueled by a combination of supplier innovation and consumer demand for choice makes it very difficult to build brands while increasin…
 
Episode 19 (finally!) is here! In this “ABP” pod cast, Mark shares his insights and experiences on how to prepare for this crucial wholesaler presentation. He details what should and should not be in the plan based on his personal participation in over 150 ABP meetings. He also talks about when to reserve this meeting, how to prepare for it and rev…
 
Episode 18 of the Shinerunner Show picks up where episode 17 left off, digging deeper into the rest of the Marketing Mix for fictional brewery – GT-500 Brewing. Mark reveals GT-500’s marketing plan to solve owner “Holley Cam’s” current sales and distribution problem. Listen to how he exploits every ounce of DNA from GT-500 Brewing to its marketing …
 
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 learnin…
 
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 …
 
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 …
 
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 Manag…
 
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 …
 
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 …
 
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 craf…
 
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 s…
 
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