Shiner Beers Integrated Campaign Project

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  • 1. Executive Summary Shiner is a cra beer brewed in Texas and is highly popular in its home state but has alsogrown in popularity nationwide. However, a problem that remains is how to reach audiences inthe tri-state area of New York, New Jersey, and Connecticut with an engaging and effectivecampaign that connects the brand to the customer beyond Texas. 64Sharp will tackle this problem and rip it apart like a hungry lion tackles and rips apart agazelle. We have formulated an intoxicating strategy with tactics that all fit with the theme of ourcampaign while still maintaining the Shiner brand image. Aer conducting both primary and secondary research, picking a target audience, andfeeling out the competitors, we decided to have our target DISCOVER THE BOCK. Our sourcestold us that no one really knows what a bock is, so we decided to capitalize on this in such a waythat aer someone has been exposed to our campaign, they will not only know what a bock is, butthey will also realize that Shiner is THE Bock and that these two terms are one and the same.With that in mind, we invite you to read on and learn more about our campaign and all theresearch and insights that went into developing it. As they say in Germany, Prost!Primary Research In order to gain some insight about our target we decided to go straight to the horsesmouth. We conducted in-depth interviews with six people within the target market. From theseinterviews we first learned that those within the target are always open to trying new beers. eydecide which new beers to try based on friends recommendations, advertising, logo, packaging,price, and the look of the tap. Several respondents mentioned that tastings and samples wouldhelp sell them on a particular beer as well. Another way that they learn about new and usually better beer is through, as onerespondent said, "Rugged older men and bartenders." Another respondent learned about beerfrom his friends dad, and a third respondent said that he likes the idea of a knowledgeable olderperson (almost like a mentor) to discuss beer with and share previous beer experiences. We also learned that those that like darker beers choose it because of its rich taste.Furthermore, one respondent mentioned that, "ere is a strong draw in the Northeast to microbrews/home brews. In the winter there is an obvious draw to darker beers." is works in ShinerBocks favor since it is a darker beer. We also talked to a couple of people in the target age range, but from Texas, and found outthat for many (but not all) Shiner was a stepping stone to better beer. ey viewed Shiner as“better than piss beers” like Miller or Bud, but not as good as “real cra beers” like Live Oak orBrooklyn. Although this insight may seem negative, our recommended tactics will focus onkeeping these drinkers with Shiner, rather than letting them move on to other beers.Secondary ResearchCra Beer In addition to our primary research, we wanted to gain a general understanding of thecra beer market. First, we needed to find out what makes a beer a cra beer. According to eBrewer’s Association, a cra brewer is one who meets three criteria: small (produces less than 6million barrels annually), independent, and traditional. Cra beers are known for innovation byusing traditional methods to develop new, unique flavors. Cra beers have enjoyed success recently, even as sales of traditional beer have been flat.Sales of cra beer increased 12% from January to June, 2010 (Datamonitor, 2011). ese beers
  • 2. provide customers with “affordable luxury,” especially with the numerous seasonal optionsavailable. Over half of beer drinkers say they would try cra beers if they knew more about them, soeducating customers about cra beers could prove to be an effective strategy. Women are morelikely than men to say that they would try microbrews if they knew more about them. Minteloffers off-premise samples and knowledgeable salespeople as examples to educate customers oncra beers. Cra beer customers tend to skew male, much like beer customers overall. e Northeastand Midwest are the areas of the country with the highest consumption of beer, and these areasalso consume the most cra beer. Beer consumption rates increase as income levels increase.ose who consume microbrews tend to drink with less frequency than other beer customers,perhaps due to the higher prices for this segment.Bocks Next, we wanted to look specifically into the bock style of beer. Bock was first brewed inEinbeck, Germany in the 14th century. is style of beer got its name because the local Germanspronounced the town as “ein Bock.” It is a lager beer made with lots of malt, thus giving it a full-bodied flavor but with low hoppiness. It is known for its dark amber color. Since bocks typicallyhave a higher nutritional content, monks in Medieval Germany would drink it during Lent whilethey were fasting. As “bock” can be translated to “goat”, a goat has traditionally been the symbol ofbock beers.Beer Customers Beer customers aged 21-24 are the least brand-loyal, making them the ideal candidates tobe influenced by advertising. Younger beer customers are typically drinking what they consider tobe affordable. Not being brand-loyal, younger beer customers are most likely to try new brands,especially ones their peers are consuming, as social status is an important behavioral motivationfor this age group. ey are also the group most likely to take recommendations from thebartender when ordering drinks. Also, this group is likely to not have a specific brand in mindwhen purchasing beer, instead deciding while in the store based on what is the best value for theirmoney. Younger beer customers are also more likely to try new flavors, especially ones that aretrendy. Customers aged 45-55 are brand loyal and set in their ways. is group would be veryhard to influence to try a new type or brand of beer. Men tend to choose fuller-flavored beers,while women want lighter beers with fewer calories. Women, however, are more likely to try newand exciting flavors.Shiner Culture Shiner customers are very loyal to the brand. is loyal following began in Austin, Texas,in the 1970s, where the fun-loving, music-loving Austinites consumed more Shiner Bock thanany other city in Shiner’s small distribution area. is ran counter to the trend at that time of lightbeers increasing in popularity. ose who had tasted the beer while visiting Austin wanted tohave it more oen as a reminder of the fun times they had in Austin. And while Shiner did nothave any of the flashy advertising campaigns typical of that time, customers found that Shiner had“character and a non-fabricated small-town brewing tradition” (Renfro, 2008) that they couldn’tfind in any of the offerings from the big brands such as Budweiser and Miller - something thatthey were willing to pay a little bit extra for. ose from Texas who move elsewhere in the country continue to seek out Shiner in theirrespective states. ere are numerous threads on message boards from people in other states who
  • 3. are trying to find the closest place to get Shiner. Reading these threads, one can gain a sense of theattachment to Shiner. One person calls it “the official nectar of Texas.” Another says “I always buya few cases whenever I am close enough to home to find it in most any store. Two years ago Iloaded the back end of my Tahoe with 1/2 cases when I found it at the Country Market in Artesia,NM for $10 a 1/2 case.”Competitive Analysis        Littering the landscape with exceptional availability are a couple of brews that resemblethe cra heritage but are not cra beers as defined by the Brewer’s Association. ey areconsumed as such due to the terms that surround them, like ‘Belgian,’ and the ambiguity of theirorigins. Brands like Blue Moon and Shock Top benefit from the distribution of their parentcompanies MillerCoors and Anheuser-Busch InBev (AB InBev), respectively. Are these beerscra brews? is debate seems to be up for discussion in beer communities around the U.S. Other‘cra brews’ of AB Inbev are Land Shark and Rolling Rock with Leinenkugel’s falling under theMillerCoors umbrella.ere are technical aspects of what defines a beer as “cra.” But these definitions are useless whenthe market views such brands as such, and what does a customer do with information about thesebrands when they do find out the ‘cra’ beer they’ve been drinking isn’t cra? ese brands maybe allowing easy entry into the cra beer market, which may actually help real cra brewers.eir constant availability leads to a constant top of mind in this particular beer category.erefore, they are a relevant component to Shiner’s competition. As of 2010, Spoetzel was the 4th largest cra brewing company and the 10th largestbrewing company by sales volume in the country (Brewers Association, 2011). Spoetzel is led byBoston Beer Co., and Sierra Nevada Brewing Co. in the cra beer market. Spoetzel holds a 4.49% share of the market and produces 409,000 barrels annually. It isavailable in 41 states, and its flagship beer is the Bock. Boston Beer (Sam Adams) is available in all50 states including 20 other countries. It holds a 20.2% share, produces 1.8 million barrelsannually, and its flagship brew is a Lager. Sierra Nevada Brewing Company produces around786,000 barrels per year. It holds a 7.94% share, and a Pale Ale is this brewer’s forerunner.Breweries with top sales within this tri-state area include: • Matt Brewing Company: the 6th largest cra brewing company, located in Utica, NY, over 120 years old • Blue Point Brewing Company: in Patchogue, NY, the 50th largest cra brewing company • Brooklyn Brewery: located in Brooklyn, NY, the 19th largest cra brewery • Flying Fish Brewing Company: located in Cherry Hill, NJ, largest cra brewery in New Jersey, produces 12,000 barrels annually • omas Hooker Brewing Company: located in Bloomfield, CT, largest cra brewery in ConnecticutOther cra brews surrounding this area are plentiful; eleven of the top 50 breweries are located inthe New England area.Target Audience We found that customers who attend college begin experimenting with cra brewed beersaer graduation. With college graduation and the entrance into the professional world comes the
  • 4. pressure to have more mature tastes and preferences. A socially visible product like beer conveysthese matured, grown-up tastes which our target wants to convey to its peers. We define our target as 22-28 year olds with college degrees who live in the tri-state areaof New York, New Jersey, and Connecticut. ese customers are seeking a “better beer” torepresent their new position in life and see cra beers as a way to convey their newfound maturityand achievement. rough in-depth interviews we discovered that some cra beer lovers tend to start out bydrinking Shiner and then move on to higher quality beers. e focus of our campaign is to attractnot only the “temporary customers” along the stepping stone process but to maintain those thatenter the cra beer market through Shiner.Insights • Cra beer drinkers entered the market thanks to a mentor type figure • When becoming a cra beer drinker, you progress through several beers and evolve your taste • Beer drinkers like to talk about other beers they’ve had, almost trying to one up each other in their knowledge and the past beers they’ve drank • People are more likely to try new beers if they learn more about themStrategy: Discover the Bock        We want Shiner to be THE Bock. We hope to achieve this goal through educating ourtarget customer about Shiner and bocks in general. Our research showed us that no one reallyknows what a bock actually is and that our customer is more likely to try new beers if he learnsabout it first. Learning about bocks through Shiner will make a strong connection in a marketthat is looking for the information. Borrowing a bit from here and there, we brewed up our owndefinition of what a bock is and came up with: A dark, traditionally German beer characterizedby malts, or a residual sweetness, with enough hoppy bitterness to even out but not dramaticallyaffect the malt flavor of the beer. rough several tactics, our target customer will Discover the Bock and even begin toassociate Shiner as being synonymous with bock like Kleenex is synonymous with tissue. eElaboration Likelihood Model (ELM) shows us that central processing, which uses facts andinformation to persuade, leads to stronger and more long-term attitudes than peripheralprocessing. ese attitudes are also more likely to stand the test of time and oppose conflictingmessages. We will also take the idea of discovery and engage and pique the interest of ourpotential customer by playing our own version of Hide and Seek with them, which will bediscussed in more detail below.TacticsGuerrilla Effort: Hide and Seek        In order to further the presence of Shiner and to keep with the theme of discovery,“hidden” Shiner logos and images in everyday places will be placed to keep the brand top ofmind. Some examples of this are columns in the subway that will be made to look like a Shinerbeer bottle and manhole covers that will be made to look like Shiner bottle caps. Each “hiddenobject” will also feature a URL for the Discover the Bock website. ese guerilla-style ads will beplaced in close proximity to Discover the Bock billboards for repetition and recall purposes. One great thing about this tactic is that it’s engaging without being obtrusive. It will leavethe viewer wondering about what they saw and motivate them to visit the website to find out
  • 5. more. Some examples of this tactic can be found in Appendix I.Billboards        Billboards will be utilized in the tri-state area. ese billboards will be strategically placedin close proximity to our “hidden Shiner objects” to further iterate the brand and point viewers tothe Discover the Bock website in case they miss the URL on the objects. e billboards willfeature the website URL in big letters that look like they’re written in barley and will also have theShiner Logo. e bag of barley sitting next to the giant URL is three dimensional and overflowingwith barley to attract more attention. You can view an example of the billboard in Appendix II.Shiner Roadmen        Corona and Miller, among others, employ beer girls to go from bar to bar and promotetheir beer, mostly through sex appeal. We plan on having our own version of the beer girls, butthey won’t be girls at all. We will instead employ Shiner Roadmen. ese Roadmen will be agroup of men that are knowledgeable about beer and will use knowledge instead of sex appeal topromote Shiner Bock. e reason we decided to call these men Roadmen is because in Shiner’s heyday the guyswho promoted it were called Roadmen. To quote Shine On: 100 Years of Shiner Beer, “Road menloaded up their cars with matches, ashtrays, coasters, lighted signs, tap handles and whateverother kind of gee-gaw they could find and each day hit all the bars in their territory. As part oftheir duties, they were expected to sit down for a while and have a beer or two with the barproprietor, maybe offer up a round for the customers, and then it was on to the next place downthe road.” Our Roadmen will act as mentor-type figures to young beer drinkers. According to ourresearch, most beer drinkers made the switch from macro beers to micro and cra beers throughthe guidance of a mentor-like figure who fostered their interest in this subject through back andforth, engaging conversation. ese men will be wearing uniforms similar to those of Shinerbrewery workers. ey will travel to selected bars in the tri-state area and encourage drinkers totry Shiner Bock. Since many beer drinkers within our target enjoying talking about the beers and flavorsthey like, this allows the opportunity for the Shiner Roadmen to discuss beers with bar patronsand help guide them toward Shiner. It is a low effort decision to choose a beer to drink, especiallywhen only committing to one beer at the bar, so the Roadmen’s presence could greatly influence alot of first time purchases.Texting Because of the target market’s responsiveness to modern technologies, we felt it necessaryto include a tactic that could reach our on-the-go customer in a modern way. e obviousselection for such a technique would be an app for a phone, however many are hesitant todownload apps they won’t use much because it will take up space on their phone. In order toreach smart phone and non-smart phone users alike, a texting option would be set up forinteraction with the Shiner Roadmen. A customer could text a special number to ask theRoadmen any Shiner or Bock related questions such as which bars in their area have Shiner orwhat are the characteristics of a bock.Beer Festivals        Another way we plan on introducing Shiner Bock to the tri-state area is by entering it intobeer festivals in the area. A list of some of the potential festivals is located in Appendix III. is isa good opportunity to further educate the customer about Bocks and Shiner in particular. It will
  • 6. also help associate Shiner as a cra brew since it will be among other cra and micro brews.Providing Shiner Bock in a beer festival environment is a great way to attract attention and garnerinterest from our target beer drinkers. Another attention-getter during the festival will be a live ram that we call Kosmos. He willbe near the Shiner stand or booth at all the outdoor festivals that Shiner participates in. eShiner Roadmen will also be present at the festivals to once again act as mentor-type figures andstart conversations with visitors about beers and beer experiences.Coasters        A simple way to educate beer drinkers in bars and raise awareness of the Shiner brand isto provide coasters to bars. Each coaster will feature a different fact about bock beers. e coasterswill also include the Shiner color scheme and logo in order to further the idea that Shiner issynonymous with bock beer. ere are several reasons why coasters fit well with our campaign. First of all, little-known, fun, quirky beers facts are a good way to interest and educate our target customer.Furthermore, these coasters can be taken home as memorabilia and serve as a constant reminderof Shiner, keeping the brand top of mind. Finally, coasters are easy on the budget. A mock-up ofthe coasters and some Bock Facts can be found in Appendix IV.Glassware        Bars are stocked with pint glasses featuring a variety of beer brands. It’s a good way to geta brewery’s name out there. Furthermore, many bar patrons, especially those like our target barpatron, enjoy collecting and keeping these glasses. Many bars even have specials where when youbuy the beer you get to keep the glass. We’d like to get Shiner in on the pint glass action by stocking bars in the area with ShinerBock pint glasses. However, we will differentiate our glasses by not only having the Shiner brandlogo printed on the side, but also by adding a Discover the Bock logo printed at the bottom of theglass. When a drinker is finished with his beer, he will notice this signage at the bottom of hisglass. It will simply say, “Discover the Bock” and have the website address printed on it as well. Anexample of the glass can be found in Appendix V.Social Media We will have a Twitter handle for the Shiner Roadmen. e Roadmen can tweet aboutthings like which bars they will be visiting on a particular evening, fun facts about bocks andShiner, or even some fun facts about themselves to connect even better with their followers. erewill also be a Discover the Bock Facebook page which will talk about different aspects of thecampaign and also feature facts about bocks and Shiner.Website        A website for Discover the Bock will be set up. is is the site that the other tactics like thebillboards and coasters will direct people to. It will have information about Shiner, bock beers ingeneral, and other aspects of the campaign, such as the locations of all the “hidden objects”. It willbring the campaign together into one place and complete the discovery of the bock. It will alsoinclude links to the Shiner homepage and Shiner’s social media pages. Finally, there will be a page devoted to letting site visitors know how to help othersdiscover the bock. Suggestions would include requesting Shiner Bock in their local bars, followinge Shiner Roadmen on Twitter, and Liking the Discover the Bock page on Facebook. InAppendix VI, you can find some suggestions of what the site could look like.
  • 7. Measurement and Evaluation        For measurement purposes, the website will be invaluable. Hits and unique visitors will benoted in an effort to decipher the effectiveness of the campaign as a whole. Each tactic that has aURL to go with it will feature a slightly different URL that will all lead to the same Discover theBock website, but will allow us to know which visitors came from which tactic. Also, the site willhave an “I’ve seen this one!” option, allowing site visitors to tell us the particular billboard or“hidden” Shiner object they’ve spotted. is will tell us which of the tactics were most effectiveand will provide insight into whether or not people are seeing them and taking note of them. e texting tactic will help us measure the effectiveness of the Shiner Roadmen bydetermining how many people are asking questions as well as what types of questions they areasking. Based on the area codes from the incoming texts, we can also know what geographicalarea the person sending the text is from. We can also note how many people are following theRoadmen on Twitter or re-tweeting or replying to any of the Roadmen’s tweets. e ShinerRoadmen will also be keeping track of the number of people they interact with at bars and beerfestivals. Additionally, for those bars that already offer Shiner, the increase in Shiner sales at thesebars aer the Roadmen have visited them will give us a good idea of the effectiveness of theRoadmen in influencing Shiner sales. We can also track the number of fans on the Discover the Bock Facebook page and alsothe number of likes this page has. Furthermore, since the Discover the Bock page will solely belinked to this campaign, it can act as a testament to increasing desires for Shiner in the tri-statearea.Conclusion rough the aforementioned tactics, we aim to not only increase awareness of ShinerBock in a new market, but also increase the target market’s desire to drink this beer, which in turnwill provide a demand that bar owners will find in their best interest to meet. Because of our extensive research, significant insights, and relevant strategy and tactics,we are confident that this campaign will reach audiences in the tri-state area of New York, NewJersey, and Connecticut in an engaging and effective way that will connect the Shiner brand to thecustomer.ReferencesBockfest. (n.d.) What is a Bock? Retrieved from http://www.bockfest.otrbrewerydistrict.org/What_Is_Bock_Beer.htmBrewers Association (2011). Cra Brewer Defined. Retrieved from http://www.brewersassociation.org/pages/business-tools/cra-brewing-statistics/cra-brewer-definedBrooks, J. R. (2010). e Top 50 Cra Breweries. Retrieved from http://www.ibabuzz.com/bottomsup/2010/04/17/the-top-50-cra-breweries/Cold Hard Football Facts. (2006). Wake up the taste buds, it’s Bock O’Clock. Retrieved fromhttp://www.coldhardfootballfacts.com/Articles/26_671_Wake_up_the_taste_buds,_its_Bock_OClock.html
  • 8. Datamonitor. (2011). Cra Beers in the US & UK Case Study: How Mainstream Brewers CanBenefit From the Trend Towards Cra Beers. Retrieved from Business Source Complete, EBSCOHubpages. (n.d.) Everything You Wanted To Know About Beer. Retrieved from http://leslieposton.hubpages.com/hub/beertrivMintel. (2010). Beer: e Market - US - December 2010. Retrieved from Mintel Reports databaseMintel. (2009). Domestic Beer - US - November 2009. Retrieved from Mintel Reports databaseMintel. (2011). On-premise Alcohol Consumption Trends - US - April 2011. Retrieved from MinteldatabaseMKT. (2010, March 19). Live in NJ, looking for "Shiner" Beer [Msg. 9] Message posted to http://smith-wessonforum.com/lounge/130024-live-nj-looking-shiner-beer.htmle Oatmeal. (n.d.) Twenty ings Worth Knowing About Beer. Retrieved from http://theoatmeal.com/comics/beerRenfro, M. (2008). Shine On: 100 Years of Shiner Beer. Houston, TX: Bright Sky PressShake. (2008). Shiner Bock beer in NJ or NYC? [Msg 1]. Message posted to http://answers.yahoo.com/question/index?qid=20081007080949AABMKkGAppendix IHidden Object in Subway
  • 9. Hidden Object as Manhole CoverAppendix IIBillboardAppendix IIIBeer FestivalsSyracuse Beer WeekNovember 5-12Many breweries are there offering sampleshttp://greatbrewers.com/festival/syracuse-beer-week
  • 10. Holiday Valley Beer and Wine FestivalNovember 11-12Over 30 cra breweries from the US are participatinghttp://www.holidayvalley.com/HolidayValley/info/beer-wine-festival.aspxInternational Great Beer ExpoUniondale, NYNovember 12Beer samples, beer seminarsSponsored by Dra Magazine and Beer Connoisseur Magazinehttp://www.greatbeerexpo.com/nassau/7th Annual Not So Snooty Beer, Wine, and Cheese TastingWindsor Locks, CTNovember 18http://ctbeertrail.net/events/7th-annual-not-so-snooty-beerBrewfest on the BeachNew London, CTOctober 14http://www.newlondonrotary.org/Fests.cfmBrass City Brew FestWaterbury, CTSeptember 10http://www.brasscitybrewfest.com/Cra Beer and Chili ChallengeEast Hartford, CTAugust 21http://www.cpbn.org/files/beerandchili/beerchili.htmlNew Jersey Beer and Food FestivalSussex County, NJJuly 15-16http://www.crystalgolfresort.com/DiningWine/NJBeerFoodFestival.aspxEmpire BrewfestSyracuse, NYJuly 15Top 10 Beer Festival - USA Todayhttp://www.empirebrewfest.com/Brewtopia FestNYCOct 1-2brewtopiafest.com
  • 11. North Fork Cra Beer FestivalLong Island, NYAugust 13Beer seminars, tastings, meet and greets with brewershttp://www.northforkcrabeerfestival.com/index.htmlAppendix IVCoastersBock Facts-Back in medieval days, German monasteries would brew bock for sustenance during theirLenten fasts.-In 1516, Duke Wilhelm IV of Bavaria enacted a law limiting the ingredients of beer to barley,hops, and water.-Monks that brewed beer were allowed to drink five quarts of it a day.-To keep your beer glass from sticking to the bar napkin, sprinkle some salt on the napkin beforesetting the glass down.-Beer is a source of B-complex vitamins and fiber.-e ancient Babylonians were the first to brew beer and if you brewed a bad batch, yourpunishment was to be drowned in it.-Many people in the Middle Ages drank beer instead of water because the alcohol made it safer todrink than unclean water.-Vikings believed that a giant goat bearing udders with an endless supply of beer was waiting forthem in heaven.
  • 12. -Cenosillicaphobia is the fear of an empty glass.-When the yeast used to make beer ferments at higher temperatures and stays at the surface, itproduces a bock.-Some people believe that bocks are dark in color because they are the beer from the bottom ofthe barrel.-e goat or ram is the common symbol for bocks.-Germans drink bocks in May in celebration of May Day.Appendix VSide View of Shiner Glass
  • 13. Inner View of Shiner GlassAppendix VIWebsite Mock-up
  • 14. Website Mock-upWebsite Mock-up
  • 15. Website Mock-up