Objectives Analysis: El Cabo

El Cabo” is a beer company based on the natural park of El Cabo de Gata, in Almeria. The company was created in 2012, they begin testing and improving their techniques with the aim of creating a flagship for the land. The elaboration of the beer follows a completely handmade process in order to enjoy the authentic Mediterranean essence.

When setting up a digital strategy we must establish our OBJECTIVES in order to reach specific conversions.

The objectives are the group of goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame.

They can be divided (in the SOSTAC model) in Sell, Serve, Speak, Sizzle and Save.

On the other hand, conversions are the responses to our “call-to action”, that is, making people subscribing to our newsletter, getting into our website, for example.

Here are the following the objectives that I have settled for El Cabo:

SELL: In first term, the main objective, as any other brand, is to maximize the benefits, so part of their objectives are going to be related to this big goal.

  • Enhance the demand of the craft beer around all Spain (starting from its local zone and trying to expand thanks to the other objectives).
  • Increase their web traffic in order to achieve sells.

SERVE: All the objectives related to the customer’s satisfaction targets.

  • To know and ensure that people buying the product is enjoying it by for example, with satisfactions tests to our clients, and rates in the social media (facebook surveys).
  • Being able to respond to our customers through the social media.

SPEAK: All the objectives related to engaging the customer in order to be reminded.

  • Increase product awareness among targeted consumers. El Cabo’s beer is not as well-known in the sector, probably because of their recent start, unlike its competitors as local beers in Andalusia and the rest of Spain.
  • Provide information about product features. In order to achieve people’s awareness of the brand, we need to make them know for example the elaboration process, their natural environment with audiovisual material like videos, photographs, blog posts…
  • Achieve customer’s loyalty by a social media strategy even though the action of re–buy the product falls on the product itself.
  • Create a “El Cabo” community with their customers to share values and lifestyle.

SIZZLE: All the objectives related to their value proposition.

  • This is a double objective, in first place, the brand must know which is their value proposition that differentiates them from their competitors, and also needs to learn how to communicate it. In order to achieve a position in their customer’s mind.

SAVE: All the objectives related to the quantified efficiency gains.

Probably these objectives can’t be settled, because we don’t have that kind of technical information to quantify which are the real numbers of the company (profits, losses, debts…).

But all these objectives are established in order to create some conversions. We need our customer to do things. Based on these objectives I have considered relevant the following conversions to be done:

  • People entering in their website.
  • To get people subscribing to the newsletter. (in order to be aware of all the updates of the brand).
  • New people following them in the social media.(Facebook, Instagram and Twitter).
  • Get people to consume their content and sharing it. (videos, posts…)
  • Getting someone to open their mailing.
  • And of course, making people buy their product.

Marina Munar

Audience Analysis – El Cabo

I have chosen the web El Cabo, which is a beer company based on the natural park of El Cabo de Gata, in Almeria. The company was created in 2012, they begin testing and improving their techniques with the aim of creating a flagship for the land. However, until 2015 we couldn’t buy the product on-line, so it could be only purchased in specific establishments of Almeria.

The elaboration of the beer follows a completely handmade process in order to enjoy the authentic Mediterranean essence. We can say that their values are: Craft beer, Mediterranean lifestyle and appreciate the little moments.

In order to analyse its audience, we have to disengage the most important aspects of its interface like which colours are used, keywords, images, content and even typography. This will give us some ideas about who the brand is looking for. Nowadays we live in a world in which all is ephemera, according to Tony Haile of Chartbeat, a stunning 55% viewers spent fewer than 15 seconds actively on a page. That means that we have to get their attention as soon as possible. Given this surprising data, it seems logical to analyse in the first place visual aspects like which colours are used or which is the website’s style to determine to whom are they talking.

FIRST IMPRESSION

The first thing that we find when we enter the website is an image of two beers in the foreground; in the background we see the landscape that gives the name to the brand (Cabo de Gata in Almería).

The brand El Cabo has defined itself with two different colours, ochre and light blue. On the one hand the ochre tonality may remember the craft beer essence, on the other hand the light blue pantone can represent the crystalline water of the natural park of Cabo de Gata and its blue skies. Finally the black colour sums up the force and rudeness of its flavour.

So, looking only at the colours we can affirm that it’s not a beer for everybody; probably the audience of El Cabo tends to be more masculine than feminine.

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In second place, we may notice that typography can also say a lot about to whom are we talking. It is an ultra condensed typeface, san serif style and probably they have avoided the serif in order to give a more casual and fresh brand tone. This typography is currently very trendy among brands for young people. In conclusion, we can say that it may be addressed to people with a youthful spirit. (More likely to be between mid twenties and forties).

A DEEPER LOOK

Looking into the content we can start making strong conclusions, for example, we find a kind of TV advertisement in which we see men with big motorbikes accompanied by the music of Kevin Lovatt (who plays country music). All this atmosphere makes us think in a bearded man, with his Harley Davison and drinking dark beer in a southern landscape. El Cabo identifies itself with different slogans that are representing a collective. For example “Mala hierba nunca muere” or “Se un líder no un seguidor” which is a clear representation of the willingness of its audience, brave people, who aren’t afraid of anything. The vintage design of the bottle tells us that there are looking for people that may be nostalgic about past times.

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About Customers:

Demographic segmentation:

Demographic segmentation has its own variables, such as gender, age, family size, income, occupation, religion, race and nationality. Taking into account the previous web analysis done, we can determine that the audience is conformed by man, probably in their middle age (from thirty and higher). They don’t have children, at least for the moment, because they prefer enjoying their life by themselves or with their partner. About their salary, I would not rather give income numbers because it’s all based on my point of view, but considering that they are more likely to pay more for things they love, I would say that they do have money but not in a rich way. And finally, about their occupation, they may be working in any job as long as they have free time to enjoy their favorite activities such as travel and knowing new cultures.

Behavioral segmentation:

It’s not easy to build a behavioral segmentation around their customers due to the fact that they could be different in a lot of ways, nevertheless we can make an scheme about which are their preferences in market issues. For example, they would probably love craft beer and the real essence of it; furthermore they are more likely to pay it. Also, they love the vintage aesthetic and they adore everything past related like music, photos or even idols. We can say that El Cabo’s audience would be more pleased with the little things in life rather than extraordinary luxury stuff.

 Geographic segmentation:

Although El Cabo is based in Almeria, they have an e-commerce service, which provides the products around all Spain, so their audience must be within this territory. Of course foreign people may come to Almeria and may try and love the beer but this is not the case because they probably don’t represent the majority of their customers. However, reaching all the nation is difficult because practically every region in Spain has their own craft beer (especially in Andalusia, where every autonomous community elaborates it) so, we can say that probably, although everybody can order El Cabo, their audience is located in its native zone, Almeria.

In conclusion and in addition we can say that El Cabo’s audience is mainly conformed by men, probably between their mid twenties to forties. This people enjoy drinking craft beer and give importance to real flavor, and possibly are more likely to pay for it, also they love the feeling of a fresh beer passing through their throat after a hard workday and they prefer drinking from the bottle rather than in the glass. As we stated above, El Cabo’s audience is not afraid of anything and probably they don’t have an established routine. Also we can say that they are from a specific zone, probably the south because of the slow lifestyle and the craft beer tradition.

Personas exercise

Juan: Juan is a thirty something man who loves the wild nature and its lifestyle. Unfortunately, he is trapped in a big city, working 8 hours a day 6 days per week. Whenever he has free time he likes to escape from his metropolis prison (as he calls his hometown) to go to the outskirts and enjoy the countryside, but he hardly ever can so, when he feels nostalgic, he drinks El Cabo’s beer to reconnect with his inner wildness.

Paco: Paco is solitary man who loves to ride his motorcycle and get lost on the road. Enjoys a free lifestyle away from all the bindings of the society. He owns a thematic bar in the middle of a small village where you can find the best alternative music of the zone. Paco, in his free time travels through the country looking forward to find the best craft beer in Spain, ignoring the fact that he has already found the one: El Cabo.

Personas Collage:

personas-collage

Marina Munar

http://www.cervezaselcabo.com