“[We] really like the site and it’s working well! We did a beta launch of one beer… and had a number of successful purchases [through the website].”
A slow website is like a warm beer… nobody likes it.
Track 7 Brewing Company contacted us because they found that they had outgrown their old website. They were concerned that the site featured an old style that was out-of-date. More importantly, it wasn’t easy to update the site or adapt it to accommodate new product lines, and thus much of the information had fallen out of date.
They wanted a new site that wasn’t just trendy, but which expanded their business opportunities by giving visitors the opportunity to purchase beer and other merchandise straight through the website.
Our team was actually quite excited when Track 7 approached us, as we had been longtime fans of their beer, and of the Sacramento craft brewing scene in general. We knew firsthand that they had a quality product, and thus were enthused about the opportunity to expand the reach of the Track 7 brand and make their products available in regions where they weren’t currently being distributed. The idea of a Sacramento team working with a Sacramento brewer to sell a Sacramento beer definitely got the creative juices flowing. Track 7 recognized that enthusiasm, and ultimately choose to move forward on the project with us.
To sell a product like beer, it has to be enticing. Great website imagery is an absolute necessity.
You can’t sell a consumer product like beer without showing the real deal. When you give customers the chance to see the effort that’s gone into the ingredient selection, brewing process, and product design, you demonstrate value, and build a sense of trust and rapport with the customer. They can see that you have created a first-rate product, and they simply have to try it.
So first, we went the extra mile for the website design, working with a team of web designers to find a design that offered the necessary functionality, while also satisfying the Track 7 team’s aesthetic desires.
Then it was a matter of finding photographers and videographers who could showcase Track 7’s taprooms, brewing process, and products in an enticing way. Thankfully, we have a history with James Chu of Haven & Florin, a local company which manufactures camera gear bags that are revered by many of the big names in Sacramento’s local photography scene. James Chu reached out to photographers and videographers whose work he respected, including Felipe Silva, @the_lost_coast, one of the most-followed photographers in Sacramento. This team of professionals worked closely with Track 7 to help them put their best foot forward.
If a photo is worth a thousand words, then video is worth a million. We spared no expense creating an amazing video that showcased Track 7’s brewing process, as well as the character of their team and the great spaces in which they work. The video was filmed at both of their locations, and we even used a drone to capture aerial shots of their Natomas warehouse.
This strong imagery was crucial in giving Track 7 Brewing the ability to prove that they are a serious contender in the California beer industry–something that wouldn’t have been possible with a less image-based web design approach. And being able to reach out to and work with such talented photographers allowed Post Modern Marketing to accomplish this in a way that our competitors couldn’t have.
99% of the time, web designers are handed photos and other media and told to make it work somehow. In this case, our web designer for the project was able to go out on location with our photographers and direct their work so that the photographs and videos captured would contribute to a shared, cohesive vision for the Track 7 website.
It’s not just about web development. It’s about web support.
Something we pride ourselves on is that we don’t just hand our clients a website and say, “Good luck.” We offer them the opportunity to obtain the training necessary to effectively manage and update their websites.
We provided in-person training after the launch of the website, carefully explaining how to edit the specific pages and sections of the site they anticipated having to update frequently. In addition, we will soon be recording training videos which will be embedded directly into the WordPress dashboard in the back end of the site, so that current and future employees will have access to website tutorials and training.
We also coached the Track 7 team on the information they would need to include for each product listed on their site’s e-commerce store. Having developed a number of e-commerce sites, we intimately understand what details customers want to know about before committing to a purchase.
Midway through the project, Track 7 implemented their “Can Releases” program, through which launch new limited release brews every couple of weeks, making them available for purchase through their website and taprooms. Our developers worked alongside Track 7 to add the site functionality necessary to support and promote this program.
In addition, Track 7 went through a rebranding process during the initial stages of site development, and we worked with them to ensure that the website incorporated their new style.
Lastly, we are assisting them in implementing a live video feed of their beer board. When it goes live, site visitors will be able to see exactly what beers are available on tap on a moment-to-moment basis. This rather unique approach allows them to promote spur of the moment and short-lived products and events that would otherwise be difficult to showcase on the website.
After the site went live, the Track 7 team informed us that they, “Really like the site and it’s working well! We did a beta launch of one beer [through the website] and it went well and had a number of successful purchases.”
It was great for us to hear that even in its infancy, the new website was an effective marketing platform for Track 7 Brewing Company. We are currently in the planning phases of a marketing plan that will make the best possible use of the new website. We can’t wait to find new, creative and exciting ways to fuel Track 7’s future growth.
It was a huge pleasure to work with a craft brewer in our local community, and we look forward to our future endeavors with Track 7 Brewing Company. Cheers!