Big Surf approached SoKap with a need to lower its customer acquisition costs and build brand loyalty within the discount beer market, which historically has very low margins. The amount of Big Surf’s marketing spend was forcing them to increase their retail sales price, which would effectively put them in the traditional lager market alongside huge commercial brands like Molson, Coors and Labatt.
Due to the fact that Big Surf is an emerging company, it does not have the adequate capital or brand recognition to compete against established beer companies. It needed a way to build brand loyalty without increasing its sticker price. Working with SoKap, Big Surf was able to pinpoint its target market: adult recreational sports teams also looking to raise money to help subsidize their rising costs for things like ice time, uniforms, etc.
Through SoKap, a program was created to provide sports teams the opportunity to earn revenue from Big Surf beer sales within their community by promoting it via word of mouth and other means. In return for this passive revenue source, Big Surf raised much needed marketing capital and secured marketing funds from the teams, in return for the exclusivity to earn revenue.