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.
10 Critical Strategies for Beer Marketing in the Digital Age
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
Photo Credit Flickr: avlxyz
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
Photo Credit Flickr: avlxyz
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. “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. 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
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
Photo Credit Flickr: avlxyz
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
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
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
Photo Credit Flickr: avlxyz
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
Photo Credit Flickr: avlxyz
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
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
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