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Local Voices

Advertising's Not Just for Blue Chips Anymore: Schubros Brewery and Diablo Magazine team up to make campaigns affordable

Businesses advertise to grow. Whether it be a TV commercial, magazine ad or a quick YouTube clip, the goal is to raise brand recognition and bring in more consumers, thus increasing revenue and nurturing a stronger and greater business.  But successful returns on advertising are far from guaranteed, and given the steep cost of entry, the proposition is often too risky for the small business to undertake.

For larger companies, the gamble is far more affordable, so how could small businesses play on the same field as the big boys?  For the most part, the answer has long been that they can't.  However Schubros Brewery, working with Diablo Magazine have found a creative way to get small businesses back into the game, with the "Why We Live Here" East Bay lifestyle ad campaign. 

The solution relies on teamwork, volume, and sponsorship.  In this approach, Schubros will team up for four waves of advertising with four to eight other local small businesses.  Costs are shared across the businesses, and all players get to enjoy the discounted rates associated with a four-time ad buy.   Diablo Magazine then makes it even more affordable for the advertisers, co-sponsoring the full campaign.  

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Yet ultimately buying ad-space is only a portion of the costs, as creating effective adverting is often just as financially burdensome. But here too Schubros and Diablo Magazine's program works to bring down costs, turning print and Audio/Visual advertising development into a community-wide contest, challenging our Bay Area's local talent to develop the creative. 

Whether it be a print or A/V advertisement, the contestant’s objective is to communicate a positive message about living in the East Bay while highlighting Diablo, Schubros and each wave's other partner as primary examples of that point. The winner’s print ad will run in Diablo Magazine and the Valley Journal.  The A/V ad winners' commercials will run on Comcast, Pandora, and YouTube.  Winners will also receive $250 in advertising sponsors' goods and gift certificates.

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At the end of the day, Schubros estimates the program reduces the cost of advertising by between 70% and 80%.

The first wave is expected to open for submissions in late September, and subsequent waves will run monthly.  Selected advertisements will be printed and air the following month.  Each wave's advertising partners will be announced online shortly, and more details will be made continually be made available at http://www.schubrosbrewery.com/whywelivehere.html

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