Wylam's market/audience, and discussing brand advertising

Wylam brewery is a small company, however their market is growing as their popularity and consumer base grow with it.
They distribute their products currently on a nationwide level, as of 2014.
This means that being successful with this brief, means that my design could be potentially viewed across the nation, and by anyone, as the brew is often handed out at festivals, and exhibits more importantly.

http://www.camrgb.org/wp-content/uploads/2012/03/Wylam-Rocket.jpg < image reference at this link

http://wylambrewery.co.uk/shop < image reference at this link.

Wylam is known primarily in the north, due to the immediate proximity.
I would not be too surprised if a large portion of their primary market is locally based.

To help aid me in my research, I have asked a few questions via the company email address, which I hope to hear a reply from, one of the questions is about their market/audience.

My personal email account, (sent box).

Obviously the consumer base is 18+, as alcohol carries an age restriction. This of course means that the product won't be aimed toward children and young teens.

http://store.teracod.net/pictures/20131014/160892c76bd94ad9b91b14ee335f9114.png < image reference at this link.

http://www.wylambrewery.co.uk/events < image reference at this link.

The brewery showcase their brand at a variety of fairs and cultural festivals across the country, in such places as Northumberland, Durham, and the Lake District.

http://www.wylambrewery.co.uk/image/data/Lakes%20Chilli%20Festival.jpg < image reference at this link.

http://www.tynevalleybigband.co.uk/wp-content/uploads/2013/07/IMG_4616.jpg < image reference at this link.

I noticed that Wylam brewery has a twitter account.
This is great for me, as I can take a look at some of the companies 'followers' online in order to get an idea of who is interested in the company.
Their official account as of 11/11/14, has 5526 followers, and a lot of the 'followers' are locally based near the brewery, or are established companies that deal in some way with them, such as Visit Northumberland, a promotional organisation bringing attention to the north.

https://twitter.com/wylambrewery/followers < image reference at this link.

https://twitter.com/wylambrewery/followers < image reference at this link.

Now the the company is growing, their market is changing as they appeal more to a wider demographic in order to sell their product. This is why I have decided to make my product tailored toward an international market, which is the inevitable next step as part of the brewery's plan.
Waylay are looking for a re-brand, so this gives me some 'creative muscle' to work with, and to not be afraid to try new things.

A lot of the brewery's products are catered toward the local area, with such brews being named 'Angel', and 'Red Kite', respectively referring to the Angel of the North, and the Red Kite, a local bird, that was recently successfully re-introduced to the area.
This reference to local culture and wildlife, could be a signal of the brewery's target audience, as they seem to be catering to local people.

http://www.rspb.org.uk/Images/redkite_tcm9-17646.jpg?width=530&crop=(102,304,1134,884) < image reference at this link.

http://www.picturesofgateshead.co.uk/angel_of_the_north/angel29.jpg < image reference at this link.

Brand advertising

Advertising a brand/product is very important when it comes to commercial viability.
it is how a company attracts its consumers, and makes a profit on their goods.

http://www.packageinspiration.com/wp-content/uploads/2013/08/WORKING-CLASS-BEER-MAIN.jpg < image reference at this link.

Product advertising is more than just an advert in a newspaper, or a flyer. Product advertising uses any method of communication available, in order to promote an item, or service.

This form of advertisement can be distributed through such methods as TV, Radio, Print, Mail, Websites, Social media, Signs/billboards, etc.

http://lerablog.org/wp-content/uploads/2014/05/timespent.jpg < image reference at this link.

Through looking at Wylam's main forms of product/brand advertising, I have come to a conclusion that the following list contains the company's most commonly used methods.

• Fairs/Market stalls, Events.
• Social Media.
• Websites.
• Local Pubs.

References used.

http://education-portal.com/academy/lesson/what-is-product-advertising-definition-methods-examples.html#lesson









Thomas.