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.

1. 10 Critical Strategies for Beer Marketing in the Digital Age
Jay Berkowitz
TenGoldenRules.com
561-620-9121
Photo Credit Flickr: avlxyz

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. Strategy #1 Shift Your Focus
Big focal point engagement, digital, social
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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. #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. #1 Shift Your Focus
“All of our investment is for content
and local events.”
Mariah Calagione, Dogfish Head
Photo Credit Flickr: avlxyz

7. Focus on Social
From 1 to many to 1:1 or 1:few messaging
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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
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9. “People who brew their own beer support local
breweries”
Mariah Calagione, Dogfish Head
• We come up with
the back story
behind the beer
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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
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11. Strategy #2 “Just Do It!”
(This Stuff Really Works)
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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. “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. 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. #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. #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. Strategy #3 Know who you’re speaking to
• ½ the AB Digital
team is in Palo
Alto
• Google Glass
promotions
coming
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18. #3 Know who you’re speaking to
Target consumer is 21-35, 80% Male
He loathes being perceived as boring
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19. Most Interesting Man ‘co-creation’

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. 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. Dos De Mayo
“Holiday starts Thursday May 2”

23. Dogfish Dish
Recipes with Local Chefs

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. #5 The 3 E’s (No Selling)
Educate: Tips on Aging Beers
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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. #5 The 3 E’s
Entertain
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28. #5 The 3 E’s
• Educate
• Engage
• Entertain
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29. #6 Video!
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30. “How-To” videos generate over 40 million views on channel

31. Training course with Wimbledon and Olympic Champion
Bryan Bros.

32. Conversion Testing
Original Page – no video

33. The Winner! 15.29% Conversion Rate

34. Strategy #6 Video!
• Viral Video
• YouTube embed on Facebook, Website,
link on Twitter
• Educate
• Add video for conversion
Photo Credit Flickr: avlxyz

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. Our consumer likes Instagram

37. Your key Facebook Stat is Engagement
‘PTAT’ People Talking About This
49,084 Likes
77,084 Talking About This
157.0% PTAT

38. 121,734 likes
3,138 comments
33,570 shares

40. Pinterest.com

41. Pinterest.com

42. Strategy #7
A Picture is Worth 1,000 Clicks
• Facebook Candy
• Instagram, Pinterest
• Consumer engagement!
Photo Credit Flickr: avlxyz

43. Britney Spears Model

44. Britney Spears Model

45. Strategy #9
“The Voice”
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46. 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

47. 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

48. 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

49. 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

50. 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

51. “The Cascading Content Strategy”

52. “The Cascading Content Strategy”
Start with an Article…

53. Optimize Content - Keyword Research
Google, Word Tracker or Keyword
Discovery

54. Add Keyword Phrases to
First Paragraph, Middle and End

55. Add Meta Tags: Title,
Description, H1, Alt Tag

56. Facebook

57. “Blog”

58. Twitter

59. Google +
Geek Homebrew Community, SEO

60. Instagram

61. Pinterest

62. LinkedIn Company Page

63. “The Cascading Content Strategy”

64. 10 Critical Strategies for Beer Marketing in the Digital Age
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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

65. 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