Final Project: Marketing Mix - Promotion

Finish Line as a company, is active by its very nature and long time running enthusiast, Ernie Stepp, understood the wants and needs of a quality beer from his fellow runners from around the world.  Those who understand the dedication of marathon running and the ability to push ones self in pursuit of the finish line know that victory is born of hard work and perseverance.

"In developing a sales promotion program, a company must first set sales promotion objectives and then select the best tools for accomplishing these objectives." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 432.)  Promoting Finish Line IPA began as a very slow and organic process, but has grown into a strong and successful marketing campaign.  "Finish Line IPA - There's a trophy in every glass" has catapulted the brew from a local favorite to a nationally known beer tap.  What started with local 10 second radio spots and a lack luster twitter following has grown into a national add campaign with the help of the 2011 Rock 'n' Roll Seattle Marathon and 1/2 Marathon.

As the official runner's beer, Finish Line IPA marketers knew that sponsoring a national event like the Rock 'n' Roll Seattle Marathon and 1/2 Marathon would not only "communicate the merits of the product and persuade target customers to buy it" (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 54.) , but it would prove to be a match made in heaven in regards to local social responsibility and benefiting the America Cancer Society.  It's rare that these opportunities present themselves to partner with such an obvious match in running and community service.

Promotional displays have been created to increase brand awareness in grocery and liquor stores, while marketing ads are also being used in key magazines such as Runners World and Men's Health.  An online presence can be felt at Finishlinebrew.com where consumers can read about the company, check the events calendar, or order from the online store.