Marketing and Advertising Craft Beer In San Diego Is About To Go Super Social

As an award-winning Creative Director, it's my job to see the right window of opportunity for my client and then build the damn window when opportunities are slim. Today, I'm proud to announce my agency's most ambitious Twitter Chat to-date: San Diego Beer Chat! 

#SDbeerchat is a weekly Twitter Chat for San Diegans to talk about what makes them happy: #CraftBeer (Thursdays at 5pm PST). 

After completing months of painstaking research, publishing several case studies on LinkedIn, dominating the field in productive content strategy, and seeking local advertisers for @TwitterAds, #BigBikeGroup is preparing to deploy what we're predicting to be the largest and most active professionally organized #TwitterChat anywhere on Twitter. 

Why San Diego? And why beer?

It's actually not a secret that San Diego has grown to be a dominate force in #CraftBeer globally. On April 7th, 2014, the Voice of San Diego published an article of this very interest in relationship to local economics titled "City of San Diego Weighing Subsidies for Craft Beer". 

Here's an excerpt: San Diego has decided craft beer is part of its economic identity. It’s even thinking of giving two breweries a subsidy to keep them from expanding elsewhere.

Also in a separate detailed study called,"The Economic Impact of Craft Breweries in San Diego", the National University System Institute for Policy Research (NUSIPR) evaluated labor data from San Diego’s craft brewery industry and measured its economic impact within the region and report the following:

One of the fastest growing business sectors in San Diego this decade has been craft brewing. Since 2011, the total number of craft breweries in the region has more than doubled. In addition, San Diego’s craft brewers contribute to the region’s tourism industry dollars by hosting year-round events, festivals and facility tours. 

• Craft breweries have a significant regional economic impact. In 2011, brewers and brew pubs generated a $299.5 million direct economic impact in San Diego County.

• The economic contribution of craft brewers is more than 1 1⁄2 times greater than the economic impact of Comic-Con International, San Diego’s largest annual convention. NUSIPR also found that the industry made $680.8 million in sales, and sustained or created 2,796 jobs that year.

• San Diego’s craft brewing community is growing rapidly. More than half of the brewery licenses in the region have been issued since 2011. Larger, more established brewers are also expanding and adding new locations. Given that expansion, when 2012 figures are released we expect to find an even larger economic impact.

• In addition, Brewery tourism is an important part of San Diego’s visitor industry. Unlike seasonal attractions, brewery tourism occurs year-round, and most of the major industry events in the region occur during non-peak visitor months. Readers should note that because of data and methodological limitations, the figures above do not include the impact of beer-related tourism.

The Opportunity:

My goals as a Creative Director for this uncanny project is to generate:

4-6K tweets per (1 hour) chat

2 Million (organic reach) timelines 

20 Million+ impressions (per chat)

I will be meeting with local advertisers to discussion unique advertising opportunities (@Twitterads) over the next two weeks. Contact me at BigBikeGroup at gmail for more info and scheduling.

Being @SDADman - Inside The Life of an Advertising #CreativeDirector & The #AgencyLife Via @Instagram

I go by a lot of names in my business, but today I'm focusing on me the ad man. The mad man on Instagram known as @SDADMan. I'd prefer to be called @ElJefe, but of course that handle was taken by a wannabe alpha male who takes absolutely zero risks to contribute anything to better this world (Pardon my distain for machismo bullshitters who think their hustlers).

My advertising agency is a very small shop that I started on a shoe string and the logo is a hashtag: #BigBikeGroup. When hashtags do go out of style like the Rolodex, I'll be that old guy with a hashtag on my business card. But until then, I'm the 33 year old Blaxican "cool" kid that's passionate only about making Sustainability cool. 

I genuinely hate that Creative Directors aren't celebrity, iconoclast types in our popular culture, so hopefully I make the B list and make it the movie business, too! Therefore, today I want to be brave and say whatever I want about the agency life. And trust me, the agency life is very desirable!

First things first, I need a dirty martini. 

Second, I need to send a tweet (under a different handle that many social media ppl hate and ask me to change a lot)!

@frshprnzcleantc: "There's something wrong with me. I need to write to feel better about myself." #CreativeDirector @AgencyQuotes #thingsyouhearinagencies

Anyway, I'm bullish about what I want to achieve and I'm not afraid to walk into a client's office and pitch them what I believe is my best work to #movetheneedle! I would be lying if I said I'm not interested in winning awards, but since I won best paid advertising campaign of the year in America's 8th largest City (San Diego) by taking a risk on a chef who fired me twice and took me back and fired me again (and blocked me on Twitter plus unfriended me on Facebook), I think I'm a little entitled to blog about the agency life!

So what did I do?

I used that award to do something really crazy and apply for a Director of Digital Communications position for a company I wanted to win business and I thought that if I were hired, I'd be a Creative Director, ad man from the inside! 

Wrong... Didn't happen. But I went in there for an interview and told them what's up!

I hope that tells you something. I'm a mad man!

"Ambition is a drug that makes its addicts potential madmen." - Emile M. Cioran #MadMen #advertising #ambition #potential #CreativeDirector #pfsfeature #agencylife #hustle #swag #freshprinceofcleantech

I'm on my Fresh Prince tonight since my I'm not out on a date tonight as planned, so I'm gonna move onto some pet peeves in the world of advertising.

First, if you knew what you wanted, and could do it on your owe, then you wouldn't fucking need me! So don't pretend like everything is all gravy!

Second, it's not my job to tell you what you want to hear! It's my job to tell you what you need to hear! So don't pretend like you're comfortable with where you're at today!

Third, if you don't like social media and think it's a waste of time and money... Well, then goodbye! 

I'm the kind of Creative Director that doesn't just come up with ideas... I like to get my hands dirty... I put my money where my mouth is! And in the case of my award winning campaign, I was more that willing to go to jail and get slapped with misdemeanor graffitti charges for spray painting 35 hashtags around Downtown San Diego. In fact, I did it during broad daylight and on a baseball game day with a shit ton of cops driving around... But that's precisely why I did it! My fucking ungrateful client needed to feed his family and I needed a shit ton of new eyes to stop, take a pic on Instagram, tag #SDpopup, and take a second to learn about him and his Popup restaurant! 

 

Guess what else I did?

 I stole a sign from a nearby construction site and graffitied on that bitch and carried that shit 9 city blocks on my head to put out front of Analog (the venue), just to prove a point! I'm not just a Creative Director... I'm the muthafuckin Creative Director who went H.A.M.! Hard than A Muthfucka!

And I don't play!

Do I regret anything? Hell no! I go to bed every night knowing I was crazy enough to try to win for this guy. This brilliant, misunderstood chef that was "Exiled by the Malarkey Empire" only a few months before. He won and I won! Period!

So what turns me on now? 

Solar! Cleantech! The unsexy shit that's cold and dead! The shit that usually has a bunch of flowers in the ads! LOL

I personally want to lead the charge to kill off #GoSolar! 

Seriously! Go Solar?!???!!! That weak shit deserves disruption!

Is that the best we can do? I'm sorry, but that shit will never be Goodby's "Got Milk" nor will anything ever be! You can't drink Solar, so stop trying to tell people to go drink it and like it because it's the right thing to do!

Let's go for the Creative Gold for Solar! Let's shoot for the Moon, and miss and hit fucking Mars! I'm that guy who's willing to risk it in order to reach new customers like ever before and propel a company's product into iPhone status!

I don't want to wake up tomorrow thinking "what if..." I want to wake up and do the damn thing!

I want my kids to look up to me and say my Daddy helped stop Climate Change! 

And of course, I want to look pretty fly doing it. Cheers to the Agency Life!

Check out my crazy agency life on my Instagram acct today at @sdadman and follow me on Twitter at @frshprnzcleantc Also nominate me as your #KloutHero using my @frshprnzcleantc handle here: http://blog.klout.com/2014/02/do-you-know-klouthero/

#EpicFail: @FourSeasons Social Media Manager Fails To Tweet Apology To NBA Star @Baron_Davis For Racial Profiling

I normally don't go looking for controversy on Twitter and suggest people get #fired, however I follow @Baron_Davis on Twitter as I'm a huge fan of his new show #HowIRockIt on @ESQTV! I also consider myself an up & coming fashion stud and follow @Esquiremag. And I sincerely believe that what happened to him yesterday was wrong and if @RealDonaldTrump were the CEO of @FourSeasons he'd tweet this pic below directly to the Social Media Manager...

Why you ask?

Yesterday, #MLKday2014, was supposed to be just a relaxing day. I was simply minding my own business preparing for all my regularly scheduled Twitter chats about social media marketing, when Baron's Tweets come into my feed! 

It was if a bomb dropped! He was so mad he used the wrong handle, which should have been @Fourseasons or @FSVancouver. No matter. The only tweet he recieved was this:

Every major lessons I and all the Pros I know have spent all year chatting freely about via #MMchat, #SocialChat, #AtomicChat, #KloutChat, #CMMinds, #RonR, etc. were shattered yesterday afternoon! This is seriously a tweet by tweet, real life #StreetMBA lesson for social media community managers:

What do you do?

My first thought was hopefully the Social Media manager tweets him an apology within the next few minutes. He's clearly upset and the man has 874K plus Twitter followers and this could get ugly! 

Well, guess what happened? The social media manager sent nothing. No apology = #Fired! Seriously, if it were Jordan or Tiger, would you apologize then?

Fact: @Fourseasons only has 99k followers. He has more influence than you on Twitter!

As an accomplished Creative Director, I would be furious if @Fourseasons were my advertising client because I would be scraping to earn not just his business but his influence to make my campaign successful! The best mobile, native advertising campaigns in 2014 are heavily interconnected with influencers and earned media and the results to drive sales are in my scope, not this Social Media Manager! The lesson to avoid here: @Baron_Davis could easily go on to @CNN and crush my campaign (if I were the agency of record)! 

In fact, I would have scheduled a meeting with the CMO and the PR staff to offer the man a deal:

- Offer a written (and tweet) apology

- Insist an investigation and policy review

- Donate $10,000 donation to his favorite charity 

In exchange, I would request @Baron_Davis tweet the following:

Thank you @Fourseasons for doing the right thing! I accept your apology and generous donation to my favorite charity! #imhappynow

Goal: Make his #MLKday!!!

Superior social media engagement should be the aim of every luxury brand around the world and this blunder servers  for the rest of us as an opportunity to watch in horror and decide:

Apologize or Not.

It's your move @Fourseasons.

#FreshPrinceofCleantech

Yeves Perez, The Twitter #Bowtie Creative Director

My marketing friends and I were recently tweeting compliments back and forth about the bow ties we were all wearing in our profile pics when something incredible happened. True engagement! We're all Twitter junkies and that's what we do! We're also the cool cats, so I had to share the magic we made together taking men's fashion to the next level!

And before we knew it... We envoked @CrowTheif into the conversation! 

Well, guess what happened next and why Twitter is so awesome? Melissa, the owner of CrowThief jumped in!

The tweets back and forth went nuts!

 

And 100 tweets later... The World's first Twitter made bow tie was born! 

@frshprnzcleantc: "As a successful Creative Director, I thrive on my talent for #trendspotting as well as being a #trendsetter." Yeves Perez, #freshprinceofcleantech

Photo credit: Tessa Dee Miller

Lastly, Andy said it best...

We will definitely do this again... Maybe at a conference to show others how true social media engagement is done!