A presentation by Beer Asia's Oliver Woods on the future of brand strategy & marketing tactics for beer brands in the post-COVID-19 world. A useful presentation for food & beverage businesses wanting to survive and thrive with data-driven, strategy-led marketing.

1. 1
Surviving & Thriving:
Growing Your Brand In A
Post-COVID WorlD
OLIVER WOODS
BEER ASIA

2. We exist to hero Asia’s
best bars, brewerS & BEER-
RELATED BUSINESSES

3. 3
SEA BREW
BANGOK

4. 4
SICK & TIRED
OF THE ‘NEW
NORMAL’
ALREADY

5. LIVE &
ZOOM
FATIGUE

6. WE
BANKROLL
THE
WORLD’S
MOST
TOXIC
BRAND

7. FORGETTING
MARKETING
BASICS

8. 8
“Half the money
I spend on
advertising is
wasted;
the
trouble
is I
don't
know
which half.”
John Wanamaker

9. 9
WHERE TO
FROM HERE

10. 10

11. 11

12. 12

13. 13
MENTAL
AVAILABILITY

14. 14
REACH AS MANY DRINKERS AS
POSSIBLE WITH YOUR COMMUNICATIONS
REMEMBER THAT
ADVERTISING’S TASK IS TO BUILD &
REFRESH MEMORY OF YOUR BRAND
REMEMBER THAT
ADVERTISING’S TASK IS TO BUILD &
REFRESH MEMORY OF YOUR BRAND

15. 15
JWT
PLANNING GUIDE
1974

16. 16
EVEN THE POWERFUL PAY
TO PLAY

17. 17
LIGHT BUYERS
ARE THE BULK OF
YOUR DRINKERS
MOST SAN MIGUEL BUYERS BUY THE
BRAND ONCE TO THRICE A YEAR

18. 18
FOCUS ON REACHING
MORE DRINKERS, NOT
REACHING YOUR
EXISTING CUSTOMERS!

19. 19
SHARE OF SEARCH NOW
ALLOWS YOU TO TRACK
SOV MORE EASILY - ASK
ME ABOUT IT LATER

20. 20
ADVERTISING
IS
INVESTMENT
THE MORE PEOPLE
THAT RECOGNISE
YOUR BRAND, THE
MORE LIKELY IT IS TO
BE PURCHASED

21. 21

22. HAS YOUR BRAND GOT
A ‘PALETTE’ OF
DISTINCTIVE ASSETS?

23. 23

24. 24

25. 25

26. 26

27. 27
COMMON KNOWLEDGE
NEW BREWER
SOCIAL MILESTONES
NEW RETAILER
FULL REOPENING
LIVE MUSIC
NEW PARTNERSHIP
CONTROVERSIES
NEW CULINARY SUPPLIER
NEW TIKTOK ACCOUNT

28. 28
MAGPIE (KOREA)

29. BAKE
IN
PR
TELLING AN
EXCITING,
DISTINCTIVE
STORY

30. SOCIAL
BY
DESIGN
THINK REDDIT,
TWITTER &
LINKEDIN

31. 31
KURA KURA
(INDONESIA)

32. HERO YOUR
STAFF &
CUSTOMERS
BUILD CONTENT
INTERESTING
ABOUT YOUR TEAM,
YOUR DRINKERS
AND YOUR
COMMUNITY

33. 33
HEART OF
DARKNESS
(VIETNAM)

34. BRAND
BEYOND
BEER
THINK ABOUT
‘ADJACENCIES,
NEW
PRODUCTS &
PARTNERSHIPS

35. 35
EAST WEST
(VIETNAM)

36. 36

37. CRAFT
ENTERS
TIKTOK
HOW WILL YOU
WIN OVER THE
NEXT
GENERATION OF
DRINKERS?

38. 38

39. 39
PHYSICAL &
DIGITAL
AVAILABILITY

40. 40
PRESENCE ARE YOU EASY TO
FIND & BUY? (BIG ONE FOR b2B!)
PROMINENCE DO YOUR
PRODUCTS STAND OUT ON THE SERP OR
VIRTUAL SHELF
RELEVANCE HAVE YOU
PLANNED YOUR RANGES/PORTFOLIo AND
ASSORTMENT to map back to actual
drinkers needs?

41. 41
MAXIMISING BUYING
OCCASIONS
RENTING
ANd
OWNING

42. 42
OWN
Websites
TAPROOMS
VENUES
Self-managed ECOM
Mobile
CRM
RENT
SOCIAL
SEARCH
OFFLINE RETAIL
MARKETPLACES
GOOGLE
BUSINESS
SUPERAPPS
VS

43. SIXTY-FORTY RULE

44. 44
WINNING ON A
CROWDED
DIGITAL SHELF

45. ANCHOR YOUR
STRATEGY ON A
MODERN, MOBILE
FRIENDLY WEBSITE
• BUILD IT IN A COMMON CMS
THAT IS EASY TO UPDATE
• MAKE IT EASY FOR PEOPLE TO
BUY WITH ECOM/SUPER-APP/
MARKETPLACE INTEGRATIONS
• CONNECT WITH CUSTOMER
SERVICE
• UPDATE WITH FRESH, UNIQUE
CONTENT REGULARLY

46. OPTIMISE
FOR
SEARCH &
MAPS
• SET UP GSC, BING
WEBMASTER TOOLS, BAIDU
& DAUM
• Use google my business
& MAPS religiously
• SET-UP FOURSQUARE, OSM &
APPLE MAPS FOR THE NON-
GOOGLE USERS

47. 47
STEAL THIS
FRAMEWORK
SEARCh ‘SHREYAS
ECOMMERCE FACTORS’
https://www.marketing-
interactive.com/opinion-7-factors-
to-equalise-the-ecommerce-
playing-field

48. 48
THINK ABOUT EACH OF THESE INFLUENCES ON
ECOM BUYING BEHAVIOUR - ARE YOU
IMPLEMENTING THEM?
WINNING AT ECOM

49. OPTIMISE
FOR
SUPERAPPS
• ENSURE YOUR MAP
LOCATIONS ARE ACCURATE
• LIST ON GRABFOOD AND
GRABMART (IF
PROFITABILITY MAKES
SENSE, OF COURSE!)
• EXPLORE IN-pLATFORM
ADVERTISING

50. 50
RESILIENT
BRANDS
EMERGING
STRONGER

51. 51

52. ONTO
THE Q&A!
52
oliver@beerasia.net