Douglas Burr points us to this amazing video called I am a craft brewer, a collaborative video representing the camaraderie, character and integrity of the American Craft Brewing movement. Created by Greg Koch, CEO of the Stone Brewing Co. with Chris and Jared of Redtail Media and featuring more than 35 amazing craft brewers from all over the country.
As I was watching this video, I kept drawing a parallel between the craft brewing movement and the "craft marketing" that I see so many people doing with great success these days. When someone like Tom Dickson can shoot videos and increase his business five fold, it's craft marketing. When Dr. Helaine Smith writes an ebook that brings tens of thousands of dollars per month in new revenue, it is craft marketing. This video which promotes craft brewing is a great example of craft marketing.
People like us who rise up against corporate-style Madison avenue advertising within their business and do something authentic online are the same as craft brewers, aren’t we?
Please watch the video and let me know if this analogy works for you or I'm just a little crazy.
The video I am a craft brewer was shown to a packed audience of 1700 craft brewers and industry members at the 2009 Craft Brewers Conference as an introduction to Greg's Keynote Speech entitled "Be Remarkable: Collaboration Ethics Camaraderie Passion."
The video ends with this quote: "One of the truest tests of integrity is its blunt refusal to be compromised." Chinua Achebe
So many of you who read this blog and my books are rising up in the face of big-budget marketing. You are the pioneers. You are going against conventional wisdom. And you are succeeding. By the way, aren't you thirsty for a tasty craft beer?
What do you think?