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May 20

You May Already Have a Company Website photoThe Challenge for Breweries in Today’s Regulated Marketplace is immense. For the past decade the advertising of alcoholic products has been increasingly subject to both government regulation and self-regulatory bodies. In Canada, the CRTC’s August 1996 Code for Broadcast Advertising of Alcoholic Beverages severely restricted the way in which alcohol products are presented on both radio and television. It is not an exaggeration to say that any advertisement adhering to these regulations would be dull indeed, and almost obscure any attempt at promotion – you can’t enjoy yourself and drink beer at the same time! Print material such as entrepreneurial magazines and newspapers are less restricted, though regulated by provincial Liquor Boards.  The same ethical limitations apply: do not link enjoyment with alcohol consumption; do not direct your ad to youth; do not over-promote; do not pass Go!  Also, self-regulation within various media abounds.

In the United States a similar situation exists. The Federal Trade Commission and Congress are the key regulating authorities. In addition, individual media and media groups establish their own code of ethics, often refusing to publish or broadcast alcohol advertising.

The challenge? How do breweries and microbreweries ‘get the word out’ about their products within an advertising marketplace of such limited visibility where self-promotion is frowned upon?

When traditional methods are not a viable option we must identify and utilize those of the future. One way breweries can take advantage of modern advertising options is to share your product with the world on the Internet.
You may already have a company website. It’s fun, it positively promotes your product with enthusiasm as no TV ad is now permitted to do. Your T-shirts and ball caps have their own page. Potential customers are visiting your website on a regular basis, once they stumble across your site on a night of Internet surfing.  However, is this kind of customer traffic really the most effective use of such a dynamic advertising tool? All that creative and technical effort and your audience consist of web junkies and the occasional salesperson trying to sell you something. The solution to this problem is targeted pixel marketing. Websites are being developed which help increase traffic on subject related web pages. For instance, pixel space for your beer label on the beer home page may be purchased for a reasonable cost. The label then links with your own webpage.

Beer festivals may be a long established custom, however the modern version is a true advertising event and increasingly popular, not only with the locals. Beer fans travel far to attend their favorite bash. To choose the festival which most suites your product, the Internet comes to the rescue once again. A number of websites list festivals. Check the bottom row of  thebeerhomepage.com for the most popular beer festivals around the world.

Besides a shift in promotional methods, a fresh approach in attitude will go a long way in changing public perception of beer. Taking a leaf out the wine industry’s book may be the answer.  Wine sales have risen since their advertisers started promoting wine “as a natural product, a healthy option, a sophisticated and educated choice, a compliment to food and equally popular with men and women. In fact, beer can also boast all these things, but its public perception is poor by comparison” says Peter Kendal of Molson Coors Brewers. He continues, “Beer is a wholesome, natural product, made from malted barley and hops. Moreover, moderate (and we stress moderate) beer drinking is just as healthy as moderate wine drinking”.

To conclude, these are only a few examples of the way a modern approach to advertising need not battle with established regulations. A positive, open mind and a willingness to switch gears should lead to a healthy return on your advertising dollars.

May 18

10 Methods I Used for Getting Links to One of My Directories photoGetting links to your site increases traffic and boosts your rankings in the search engines queries.

Here are the 10 methods I used for getting links to one of my directories:

1. Directory submission
If you don’t have time to do it your self, you should hire some one to do this for you, as this is the best and the safest way to increase your back links.

2.  Link Exchange With Other Webmasters

This is a slow process and not always reciprocal linking is a good idea, cause search engines place more importance on one-way links than two-way links. Still, it can bring you valorous links, if you have what to exchange with.

3. Build A Network Of Websites And Interlink Them

Building multiple websites is always a good idea, but be careful to host them on different ips, not on the same server, as the search engines will believe you are manipulating their results and will most penalize your sites.

4. Write articles like this one. You can see in the footer my bio-box, that has 3 links. as you see, I am not writing the article for nothing.

5. Build a reciprocal directory
If you build a niche directory related to your site, many people with similar sites to yours will  want to submit a link to it, and, in return, you could ask for a link to your site.

6. Build a theme / template for used scripts

Like WordPress, or phpld. Put in the footer of the theme, your link, as in “Designed by yourlink.com”. If you can’t do one, you could always buy it from people that can. The catch here is to advertise it well.

7. Post on forums that allow you tho have a signature

You won’t get a great deal of of page rank, as most forums do not have a high page rank for their threads, but you will build up a good number of links, and as forums are generally very crowed by search engines, bots will follow the links to your site and and crawl your site on a regular basis.

8. Leave Comments On Blogs And Guest books

Don’t abuse it and start spamming other people’s blogs or guest books. Make comments to the subject, and make it look like you actually have something to contribute.

9. Write Good Testimonials

By writing and submitting testimonials to websites that you have previously purchased products or services from, you can get high-quality links to your site.

10. Buy Links

This can have a dramatic effect on your page rank and subsequently your search engine rankings if you can get links from PR6+ sites, however the only problem with this is that most links for sale are often for a set period of time, usually a month, and so you have to keep buying them to maintain your higher page rank and rankings.