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 ...

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.



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10 Critical Strategies for Beer Marketing in the Digital Age 10 Critical Strategies for Beer Marketing in the Digital Age Presentation Transcript

  • 10 Critical Strategies for Beer Marketing in the Digital Age Jay Berkowitz TenGoldenRules.com 561-620-9121 Photo Credit Flickr: avlxyz
  • 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
  • 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 Credit Flickr: avlxyz
  • #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
  • #1 Shift Your Focus “All of our investment is for content and local events.” Mariah Calagione, Dogfish Head Photo Credit Flickr: avlxyz
  • 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” • 8-9 million YouTube views, 70 Million Facebook Impressions ! • Now TV live sports Photo Credit Flickr: avlxyz
  • “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
  • 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
  • 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% sales lift and a 6x ROAS return on advertising spend Photo Credit Flickr: avlxyz
  • “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
  • 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
  • #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
  • #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
  • 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
  • #3 Know who you’re speaking to Target consumer is 21-35, 80% Male He loathes being perceived as boring Photo Credit Flickr: avlxyz
  • 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 phone • Advertising can be targeted to mobile • Target demographics and psychographics Photo Credit Flickr: avlxyz
  • 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
  • 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 within 48 hours • Dos De Mayo local promotions • Dogfish is engaged in community and events Photo Credit Flickr: avlxyz
  • #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 tweets Photo Credit Flickr: avlxyz
  • #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 conversion Photo Credit Flickr: avlxyz
  • Strategy #7 A Picture is Worth 1,000 Clicks “Everybody Loves Pictures” Mariah, DogFish Head Beer 4,299 Likes, 135 Comments, 270 Shares
  • 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 Flickr: avlxyz
  • 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 interested in the company, knows the history and knows the “Voice” Photo Credit Flickr: avlxyz
  • 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
  • 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
  • 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
  • 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
  • “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 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
  • 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