Shinerunner Craft Marketing
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.
Episodes
December 30, 2020 • 64 mins
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, Experiential Events, “McQueen Cool Brand Standing,” brand ambassador “do’s & don’ts,” “Clu...
Mark as Played
May 4, 2020 • 15 mins
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 the beverage professional.
This short show is stacked with important tips for anyone...
Mark as Played
February 17, 2020 • 20 mins
This Bonus Horsepower show challenges the listener to ponder the current and future macro trends taking place within the national beverage wholesale network. Mark goes into detail on how to work with these Goliath wholesalers from the Underdog’s perspective. You’ll hear trends taking place across the country corroborated by Shinerunner army observations and input.
Episode #24 1/2 is especially relevant to the craft brewer, craft sp...
Mark as Played
January 14, 2020 • 17 mins
In this episode Shinerunner, Mark introduces a new marketing concept he calls, “3 - D-ing” your brand. The premise behind it is to bring the brand to life by creatively exploiting and elevating the Key Differentiating Advantage and marketing story to a higher level. He also introduces another, “Mark-ism” which urges the listener to “tangebilize” the brand which in essence helps you to put meat on the brand skeleton.
Mark uses the f...
Mark as Played
December 19, 2019 • 22 mins
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 while working as a part time craft beer/cider/wine/spirits steward in the #1 selling alc...
Mark as Played
November 19, 2019 • 25 mins
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 accounts while cultivating relationships at both the account and wholesaler level. In this ...
Mark as Played
October 22, 2019 • 50 mins
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, owning a craft beer distribution company and his current role as the Executive Director...
Mark as Played
September 18, 2019 • 20 mins
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 increasing costs throughout the distribution channel. Listen to Mark as he provides examples a...
Mark as Played
August 20, 2019 • 25 mins
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 reveals how to create your own scorecard that he created for suppliers like Boston Beer ...
Mark as Played
July 8, 2019 • 21 mins
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 and sales competitive advantage. In this episode you’ll hear how the brewery used ma...
Mark as Played
May 28, 2019 • 27 mins
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...
Mark as Played
April 18, 2019 • 20 mins
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.” Ma...
Mark as Played
April 4, 2019 • 25 mins
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 as Played
March 12, 2019 • 27 mins
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 ...
Mark as Played
February 22, 2019 • 23 mins
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 U...
Mark as Played
February 22, 2019 • 15 mins
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 bev...
Mark as Played
January 24, 2019 • 18 mins
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 compani...
Mark as Played
January 10, 2019 • 20 mins
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 d...
Mark as Played
December 27, 2018 • 18 mins
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
Learn more about your ad choices. Visit megaphone.fm/adchoices
Mark as Played
November 21, 2018 • 36 mins
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
Learn more about your ad choices. Visit megaphone.fm/adchoices
Mark as Played
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