BTO11 - FOOD DESTINATIONS IN THE DIGITAL AGE
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20 marzo [Day ONE] 10:40 - 11:30 [ 50 min ] MAIN Hall Maria Mihaylova
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BTO11 - FOOD DESTINATIONS IN THE DIGITAL AGE
- 1. TRIGGERING CONSUMER EXPERIENCES WITH TECHNOLOGY ENHANCING THE PHYSICAL EXPERIENCE THROUGH TECHNOLOGY AND DIGITAL
Editor's Notes
- Born in Sofia, Bulgaria Studies in Amsterdam Internship in Trade Marketing HNK Marketing & PR Manager Wasn’t much of a beer lover, but my heart turned Heineken green pretty fast
- We say we are Born in Amsterdam, Raised by the World Amsterdam Starts at the Heineken Experience – this is currently one of our key communication messages. Why? Heineken – the most international beer brewer in the world (over 190 countries), but Amsterdam is where it all started. Our Dutch heritage (well, not mine) is an integral part of our identity – our communication, tone of voice, jokes and staff
- But okay, who are we exactly? We are an experience, a museum, a brand house. The human face of the Heineken brand, the place where our guests from all over the world can hear the story of the most famous beer and learn more about out heritage.
- It all started at 1864, when Gerrard Adriaan Heineken, at only 22 y/o of age decided to buy a brewery. He was met with a lot of hesitation, but as he wrote in a letter to his mother – he wanted All! Or Nothing! Needless to say, it became all.
- The HEX is currently based in the heart of Amsterdam. As you can see on this picture, the brewery used to take up the entire area, but after the production moved to different place in the Netherlands, only a part of the main building was left behind. This is where we currently welcome guests from all over the world and also where our offices are!
- The Heineken Experience, as we know it now, opened it’s doors 2001…
- Since then, we have undergone many changes and we’ve grown immensely – we’ve trippled our numbers since 2009 and we currently welcome more than 1mil visitors every year.
- We talked a bit about who we are, but what do we do?
- We talk about brewing…
- … Our ingredients
- … how to taste the perfect beer
- .. How to pour the perfect beer…
- … how to enjoy the perfect beer! Here is a short video:
- Okay, now that you know a bit more about who we are. But how do we let people know about what we do, how do we enhance this physical experience and extend it pre- and post- visit? Here you can see a summary of our customer journey. As we have 1mil people coming from all over the world, it is crucial to us to make use of data and technology, in order to know who we are talking to, where they are, what they like and what they expect from their visit. At every step of the customer journey, we try to be present and active. We constantly collect insights, in order to improve the flow and get rid of any potential nuiances to our customers.
- Since we have a short time, I’ve selected 3 themes, which showcase how we use technology and digital for enhancing the Experience. 1. Getting to know each other!
- Obviously, social media is very important to us. On a monthly basis, more than 10k people (on Instagram) use our hashtag to share their Heineken Experience. This is a fantastic way to reach people organically. Therefore, when we rennovate our tour, we always make sure to keep it ‘instagrammable’ and encourage visitors to share their favourite moments. Our staff is also a huge contributor to that – they love goofying around and making friends with the tourists.
- Aside from that, we also run various campaigns online; in different languages, different tone of voice, different pictures. We keep testing and trying to see what works best with which nationality. For example, we recently found out that French people respond much better to our adverts, which feature people in them, whilst Germans prefer images that show beer. Not a big surprise there ;) 230k reach monthly Insta 3-4% engagement rate Insta Brazil, Italy, UK, US 400k reach FB 2-3% engagement rate
- Obviously, technology is not just part of the promotion, but also the physical experience.
- The Brew You Ride was part of our latest rennovation and has been part of the experience since last year. In a nutshell, it is an immersive experience of what it would feel like to be ‘brewed and bottled’ as a Heineken beer, and it leads visitors through a series of large multimedia installations, divided over 5 rooms and 500 square meters.
- We are also working on enhancing the physical experience through our app. It currently has a ‘Local Friend Map’ of Amsterdam intergrated in it, where we give tips to our visitors of nice (not typical tourist) places to go after their visit. The new release of our app, which is coming out this April, will enhance the storytelling in the tour through animations that will be triggered with beacons throughout the building, as well as a nice AR element that would appear after scanning a HNK coaster.
- After the visit is over, of course we don’t want to lose touch with our newly made ambassadors. Here is where social media comes in handy again.
- We use multiple platforms to do customer care, as well as just continue the conversation with our visitors. Sometimes we even make jokes with our visitors!
- Leaving reviews is also a key moment for us. Currently we are using an AI platform called Qemotion, which analyses emotions in written customer feedback (for example TripAdvisor) and can pin point the sentiment of our visitors at each point of the customer journey.
- I want to close off with a nice example, which I think shows perfectly the combination of digital and physical experience.
- This is Rogerio Guarmani, a huge Heineken fan, who had never been to the Heineken Experience, or even outside of Brazil for that matter, but started sending us hundreds of messages on Facebook. Every time he was having a Heineken, or wearing a Heineken branded item, he would take a picture and send it to us. So we thought, well this guy must be our biggest ambassador – let’s reward him.
- So we brought him to the Home of Heineken! We booked a flight for him and his friend, we brought them to Amsterdam for a couple of days and gave them the most Heineken Amsterdam experience we could create. We didn’t just take them to the HEX, but we also let them experience the city, where it all started. Here is a video!