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10 Critical Strategies for Beer Marketing in the Digital Age
Jay Berkowitz

TenGoldenRules.com
561-620-9121

Photo Credit ...
Special Thanks to:

Lucas Herscovici
Vice President,
Digital Marketing
Anheuser-Busch

Stacey Tank
Senior Vice
President
H...
Strategy #1 Shift Your Focus

Big focal point engagement, digital, social

Photo Credit Flickr: avlxyz
#1 Shift Your Focus
“We are moving from 90% paid media to a large % ‘earned’.”

Lucas Herscovici, Anheuser-Busch

Photo Cr...
#1 Shift Your Focus

“Our new CEO Dolf van der Brink changed our focus to engagement, digital and social.”

Stacey Tank, H...
#1 Shift Your Focus

“All of our investment is for content
and local events.”

Mariah Calagione, Dogfish Head

Photo Credi...
Focus on Social
From 1 to many to 1:1 or 1:few messaging

Photo Credit Flickr: avlxyz
Heineken “Departure Roulette”
• Heineken strategy
“Man of the World”

• People tweeting
at JFK “I want to
push the button”...
“People who brew their own beer support local
breweries”
Mariah Calagione, Dogfish Head

• We come up with
the back story
...
Strategy #1 Shift Your Focus
• Shift $$ and efforts from television
to interactive media
• Interactivity and engagement
• ...
Strategy #2 “Just Do It!”
(This Stuff Really Works)

Photo Credit Flickr: avlxyz
“Just Do It!”

(This Stuff Really Works)

Working with Datalogix,
Bud Light found that the
campaign resulted in a
3.3% sal...
“Just Do It!”

(This Stuff Really Works)

Made in America Event Radio vs. Facebook
Facebook = 12x more RSVP’s and 4x more ...
Strategy #2 “Just Do It!”
(This Stuff Really Works)

• Bud Light/Facebook Case Study 22.8
Million homes, 3.3% sales lift, ...
#3 Know who you’re speaking to
“Millennials are our core and our future”
Lucas Herscovici, Anheuser-Busch

• Need to win o...
#3 Know who you’re speaking to
“Millennials are our core and our future”
Lucas Herscovici, Anheuser-Busch

• Focus on the ...
Strategy #3 Know who you’re speaking to

• ½ the AB Digital
team is in Palo
Alto
• Google Glass
promotions
coming

Photo C...
#3 Know who you’re speaking to
Target consumer is 21-35, 80% Male
He loathes being perceived as boring

Photo Credit Flick...
Most Interesting Man ‘co-creation’
Strategy #3 Know who you’re speaking to

• Milennials ‘live’ on their devices
• Lucas reviews all new websites on a smart
...
Strategy #4 Localize Messaging

• “We spend tons of
energy on locally
relevant content”
• Wholesalers get
guidelines and a...
Dos De Mayo
“Holiday starts Thursday May 2”
Dogfish Dish
Recipes with Local Chefs
Strategy #4 Localize Messaging
• Budweiser is engaging local wholesalers
and photographers and approving their
content wit...
#5 The 3 E’s (No Selling)
Educate: Tips on Aging Beers

Photo Credit Flickr: avlxyz
#5 The 3 E’s
Engage

• You have to be
active, but do a
lot of listening
• The bulk of my
tweets are replies
to their tweet...
#5 The 3 E’s
Entertain

Photo Credit Flickr: avlxyz
#5 The 3 E’s

• Educate
• Engage
• Entertain

Photo Credit Flickr: avlxyz
#6 Video!

Photo Credit Flickr: avlxyz
“How-To” videos generate over 40 million views on channel
Training course with Wimbledon and Olympic Champion
Bryan Bros.
Conversion Testing
Original Page – no video
The Winner! 15.29% Conversion Rate
Strategy #6 Video!
• Viral Video
• YouTube embed on Facebook, Website,
link on Twitter
• Educate
• Add video for conversio...
Strategy #7 A Picture is Worth 1,000
Clicks
“Everybody Loves Pictures”
Mariah, DogFish Head Beer

4,299 Likes,
135 Comment...
Our consumer likes Instagram
Your key Facebook Stat is Engagement
‘PTAT’ People Talking About This

49,084 Likes
77,084 Talking About This

157.0% PTAT
121,734 likes
3,138 comments
33,570 shares
Pinterest.com
Pinterest.com
Strategy #7
A Picture is Worth 1,000 Clicks

• Facebook Candy
• Instagram, Pinterest
• Consumer engagement!

Photo Credit ...
Britney Spears Model
Britney Spears Model
Strategy #9
“The Voice”

Photo Credit Flickr: avlxyz
Strategy #8
Britney Spears Model

• Different Contributors to Social Media
• Create a Content Calendar
• Someone who is in...
Strategy #9
Innovate to Win!

“We do lot’s of little experiments.
Every hit is a ‘fluke’. ”
Stacey Tank, Heineken USA

Pho...
Strategy #9
Innovate to Win!

“Don’t be afraid to try new things. Our
consumer likes Instagram better than Pinterest,
but ...
Strategy #9
Innovate to Win!

“We have experimented with Google Glass, the
consumer can find a location that sells a brand...
Strategy #9
Innovate to Win!

• Digital media allows you to try things without
major expense and effort
• It is easy to sc...
“The Cascading Content Strategy”
“The Cascading Content Strategy”
Start with an Article…
Optimize Content - Keyword Research
Google, Word Tracker or Keyword
Discovery
Add Keyword Phrases to
First Paragraph, Middle and End
Add Meta Tags: Title,
Description, H1, Alt Tag
Facebook
“Blog”
Twitter
Google +
Geek Homebrew Community, SEO
Instagram
Pinterest
LinkedIn Company Page
“The Cascading Content Strategy”
10 Critical Strategies for Beer Marketing in the Digital Age

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Shift from paid to ‘earned’ medi...
10 Critical Strategies for Beer Marketing in the Digital Age
Jay Berkowitz

TenGoldenRules.com
561-620-9121

• Be my frien...
10 Critical Strategies for Beer Marketing in the Digital Age
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10 Critical Strategies for Beer Marketing in the Digital Age

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10 Critical Strategies for Beer Marketing in the Digital Age
With information provided by beer strategy and marketing gurus: Lucas Herscovici, Vice President, Digital Marketing, Anheuser-Busch, Stacey Tank, Senior Vice President Heineken USA, Mariah Calagione, Vice President Dogfish Head, Craft Brewery.
This presentation covers shifting from paid media to 'earned' media through social media including Facebook, YouTube, Twitter, Instagram, Pinterest and LinkedIn.
Winning case studies from Anheuser-Busch Bud and Bud Light, Heineken Departure Roulette, Dos Equis "Most Interesting Man in the World", Dos De Mayo, Dogfish Head Brewery Local and Event marketing, Image Marketing, Facebook Advertising, Facebook Sponsored Stories and Facebook Promoted Posts.



Published in: Business, Technology

Transcript of "10 Critical Strategies for Beer Marketing in the Digital Age"

  1. 1. 10 Critical Strategies for Beer Marketing in the Digital Age Jay Berkowitz TenGoldenRules.com 561-620-9121 Photo Credit Flickr: avlxyz
  2. 2. Special Thanks to: Lucas Herscovici Vice President, Digital Marketing Anheuser-Busch Stacey Tank Senior Vice President Heineken USA Mariah Calagione Vice President Dogfish Head Craft Brewery
  3. 3. Strategy #1 Shift Your Focus Big focal point engagement, digital, social Photo Credit Flickr: avlxyz
  4. 4. #1 Shift Your Focus “We are moving from 90% paid media to a large % ‘earned’.” Lucas Herscovici, Anheuser-Busch Photo Credit Flickr: avlxyz
  5. 5. #1 Shift Your Focus “Our new CEO Dolf van der Brink changed our focus to engagement, digital and social.” Stacey Tank, Heineken USA Photo Credit Flickr: avlxyz
  6. 6. #1 Shift Your Focus “All of our investment is for content and local events.” Mariah Calagione, Dogfish Head Photo Credit Flickr: avlxyz
  7. 7. Focus on Social From 1 to many to 1:1 or 1:few messaging Photo Credit Flickr: avlxyz
  8. 8. Heineken “Departure Roulette” • Heineken strategy “Man of the World” • People tweeting at JFK “I want to push the button” • 8-9 million YouTube views, 70 Million Facebook Impressions ! • Now TV live sports Photo Credit Flickr: avlxyz
  9. 9. “People who brew their own beer support local breweries” Mariah Calagione, Dogfish Head • We come up with the back story behind the beer Photo Credit Flickr: avlxyz
  10. 10. Strategy #1 Shift Your Focus • Shift $$ and efforts from television to interactive media • Interactivity and engagement • Search and Social: Content is King • The Big 4: Facebook, YouTube, Twitter, Blog Photo Credit Flickr: avlxyz
  11. 11. Strategy #2 “Just Do It!” (This Stuff Really Works) Photo Credit Flickr: avlxyz
  12. 12. “Just Do It!” (This Stuff Really Works) Working with Datalogix, Bud Light found that the campaign resulted in a 3.3% sales lift and a 6x ROAS return on advertising spend Photo Credit Flickr: avlxyz
  13. 13. “Just Do It!” (This Stuff Really Works) Made in America Event Radio vs. Facebook Facebook = 12x more RSVP’s and 4x more attendees Photo Credit Flickr: avlxyz
  14. 14. Strategy #2 “Just Do It!” (This Stuff Really Works) • Bud Light/Facebook Case Study 22.8 Million homes, 3.3% sales lift, 6X ROAS • Facebook vs. Radio = 12X lift in registrations and 4X lift in attendance Photo Credit Flickr: avlxyz
  15. 15. #3 Know who you’re speaking to “Millennials are our core and our future” Lucas Herscovici, Anheuser-Busch • Need to win on Mobile • Facebook spend 65% mobile Photo Credit Flickr: avlxyz
  16. 16. #3 Know who you’re speaking to “Millennials are our core and our future” Lucas Herscovici, Anheuser-Busch • Focus on the 2nd Screen Photo Credit Flickr: avlxyz
  17. 17. Strategy #3 Know who you’re speaking to • ½ the AB Digital team is in Palo Alto • Google Glass promotions coming Photo Credit Flickr: avlxyz
  18. 18. #3 Know who you’re speaking to Target consumer is 21-35, 80% Male He loathes being perceived as boring Photo Credit Flickr: avlxyz
  19. 19. Most Interesting Man ‘co-creation’
  20. 20. Strategy #3 Know who you’re speaking to • Milennials ‘live’ on their devices • Lucas reviews all new websites on a smart phone • Advertising can be targeted to mobile • Target demographics and psychographics Photo Credit Flickr: avlxyz
  21. 21. Strategy #4 Localize Messaging • “We spend tons of energy on locally relevant content” • Wholesalers get guidelines and a playbook • We approve content within 48 hours • Regional Posting on Facebook Fan Page • Amplification with Photo Credit Flickr: avlxyz
  22. 22. Dos De Mayo “Holiday starts Thursday May 2”
  23. 23. Dogfish Dish Recipes with Local Chefs
  24. 24. Strategy #4 Localize Messaging • Budweiser is engaging local wholesalers and photographers and approving their content within 48 hours • Dos De Mayo local promotions • Dogfish is engaged in community and events Photo Credit Flickr: avlxyz
  25. 25. #5 The 3 E’s (No Selling) Educate: Tips on Aging Beers Photo Credit Flickr: avlxyz
  26. 26. #5 The 3 E’s Engage • You have to be active, but do a lot of listening • The bulk of my tweets are replies to their tweets Photo Credit Flickr: avlxyz
  27. 27. #5 The 3 E’s Entertain Photo Credit Flickr: avlxyz
  28. 28. #5 The 3 E’s • Educate • Engage • Entertain Photo Credit Flickr: avlxyz
  29. 29. #6 Video! Photo Credit Flickr: avlxyz
  30. 30. “How-To” videos generate over 40 million views on channel
  31. 31. Training course with Wimbledon and Olympic Champion Bryan Bros.
  32. 32. Conversion Testing Original Page – no video
  33. 33. The Winner! 15.29% Conversion Rate
  34. 34. Strategy #6 Video! • Viral Video • YouTube embed on Facebook, Website, link on Twitter • Educate • Add video for conversion Photo Credit Flickr: avlxyz
  35. 35. Strategy #7 A Picture is Worth 1,000 Clicks “Everybody Loves Pictures” Mariah, DogFish Head Beer 4,299 Likes, 135 Comments, 270 Shares
  36. 36. Our consumer likes Instagram
  37. 37. Your key Facebook Stat is Engagement ‘PTAT’ People Talking About This 49,084 Likes 77,084 Talking About This 157.0% PTAT
  38. 38. 121,734 likes 3,138 comments 33,570 shares
  39. 39. Pinterest.com
  40. 40. Pinterest.com
  41. 41. Strategy #7 A Picture is Worth 1,000 Clicks • Facebook Candy • Instagram, Pinterest • Consumer engagement! Photo Credit Flickr: avlxyz
  42. 42. Britney Spears Model
  43. 43. Britney Spears Model
  44. 44. Strategy #9 “The Voice” Photo Credit Flickr: avlxyz
  45. 45. Strategy #8 Britney Spears Model • Different Contributors to Social Media • Create a Content Calendar • Someone who is interested in the company, knows the history and knows the “Voice” Photo Credit Flickr: avlxyz
  46. 46. Strategy #9 Innovate to Win! “We do lot’s of little experiments. Every hit is a ‘fluke’. ” Stacey Tank, Heineken USA Photo Credit Flickr: avlxyz
  47. 47. Strategy #9 Innovate to Win! “Don’t be afraid to try new things. Our consumer likes Instagram better than Pinterest, but you don’t know if you don’t try. ” Mariah Calagione, Dogfish Head Photo Credit Flickr: avlxyz
  48. 48. Strategy #9 Innovate to Win! “We have experimented with Google Glass, the consumer can find a location that sells a brand of beer, and then find it on shelf and event request a coupon” Lucas Herscovici, Anheuser-Busch Photo Credit Flickr: avlxyz
  49. 49. Strategy #9 Innovate to Win! • Digital media allows you to try things without major expense and effort • It is easy to scale up programs when the consumer engages Photo Credit Flickr: avlxyz
  50. 50. “The Cascading Content Strategy”
  51. 51. “The Cascading Content Strategy” Start with an Article…
  52. 52. Optimize Content - Keyword Research Google, Word Tracker or Keyword Discovery
  53. 53. Add Keyword Phrases to First Paragraph, Middle and End
  54. 54. Add Meta Tags: Title, Description, H1, Alt Tag
  55. 55. Facebook
  56. 56. “Blog”
  57. 57. Twitter
  58. 58. Google + Geek Homebrew Community, SEO
  59. 59. Instagram
  60. 60. Pinterest
  61. 61. LinkedIn Company Page
  62. 62. “The Cascading Content Strategy”
  63. 63. 10 Critical Strategies for Beer Marketing in the Digital Age 1. 2. 3. 4. 5. 6. 7. 8. 9. Shift from paid to ‘earned’ media This stuff really works! Know Who You’re Speaking To Video! Localize Messaging A Picture is Worth 1,000 Clicks 3 E’s of Social Media Britney Spears Model Innovate to Win Photo Credit Flickr: avlxyz
  64. 64. 10 Critical Strategies for Beer Marketing in the Digital Age Jay Berkowitz TenGoldenRules.com 561-620-9121 • Be my friend: LinkedIn, @JayBerkowitz • 4 S’ Strategy/Search Marketing/ Social Media/Speaking • Jay@TenGoldenRules.com Photo Credit Flickr: avlxyz
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