10 Critical Strategies for Beer Marketing in the Digital Age

10 Critical Strategies for Beer Marketing in the Digital AgeJay Berkowitz

TenGoldenRules.com561-620-9121

Photo Credit Flickr: avlxyz

Special Thanks to:

Lucas HerscoviciVice President,

Digital Marketing Anheuser-Busch

Stacey TankSenior Vice President

Heineken USA

Mariah CalagioneVice President Dogfish Head Craft Brewery

Strategy #1 Shift Your Focus


Big focal point engagement, digital, social

#1 Shift Your Focus“We are moving from 90% paid media to a large % ‘earned’.”


Lucas Herscovici, Anheuser-Busch

#1 Shift Your Focus“Our new CEO Dolf van der Brink changed our focus to engagement, digital and

social.”


Stacey Tank, Heineken USA

#1 Shift Your Focus“All of our investment is for content

and local events.”


Mariah Calagione, Dogfish Head

Focus on Social From 1 to many to 1:1 or 1:few messaging


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

“People who brew their own beer support local breweries”


• We come up with the back story behind the beer

Mariah Calagione, Dogfish Head

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

Strategy #2 “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

“Just Do It!”(This Stuff Really Works)


Made in America Event Radio vs. Facebook Facebook = 12x more RSVP’s and 4x more attendees

“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

Strategy #2 “Just Do It!”(This Stuff Really Works)

#3 Know who you’re speaking to

“Millennials are our core and our future”



• Need to win on Mobile

• Facebook spend 65% mobile

#3 Know who you’re speaking to

“Millennials are our core and our future”



• Focus on the 2nd Screen

Strategy #3 Know who you’re speaking to


• ½ the AB Digital team is in Palo Alto

• Google Glass promotions coming

#3 Know who you’re speaking toTarget consumer is 21-35, 80% MaleHe loathes being perceived as boring


Most Interesting Man ‘co-creation’


• Milennials ‘live’ on their devices• Lucas reviews all new websites on a smart

phone• Advertising can be targeted to mobile• Target demographics and psychographics

Strategy #3 Know who you’re speaking to

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 Advertising

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

#5 The 3 E’s (No Selling)Educate: Tips on Aging Beers


#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

#5 The 3 E’s Entertain


#5 The 3 E’s


• Educate• Engage• Entertain

#6 Video!


“How-To” videos generate over 40 million views on channel

Training course with Wimbledon and Olympic Champion Bryan Bros.

Conversion TestingOriginal 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

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

49,084 Likes77,084 Talking About This

157.0% PTAT

Your key Facebook Stat is Engagement‘PTAT’ People Talking About This

121,734 likes3,138 comments

33,570 shares

Pinterest.com

Pinterest.com

Strategy #7 A Picture is Worth 1,000 Clicks


• Facebook Candy• Instagram, Pinterest• Consumer engagement!

Britney Spears Model

Britney Spears Model

Strategy #9 “The Voice”


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”

Strategy #9 Innovate to Win!


“We do lot’s of little experiments. Every hit is a ‘fluke’. ”

Stacey Tank, Heineken USA



“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



“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”




• Digital media allows you to try things without major expense and effort

• It is easy to scale up programs when the consumer engages

“The Cascading Content Strategy”

“The Cascading Content Strategy”Start with an Article…

Optimize Content - Keyword ResearchGoogle, Word Tracker or Keyword

Discovery

Add Keyword Phrases toFirst 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. Shift from paid to ‘earned’ media 2. This stuff really works! 3. Know Who You’re Speaking To4. Video! 5. Localize Messaging6. A Picture is Worth 1,000 Clicks7. 3 E’s of Social Media8. Britney Spears Model9. Innovate to Win10.Cascading Content


• Be my friend: LinkedIn, @JayBerkowitz

• 4 S’ Strategy/Search Marketing/ Social Media/Speaking

• [email protected]

10 Critical Strategies for Beer Marketing in the Digital AgeJay Berkowitz

TenGoldenRules.com561-620-9121

Business

10 Critical Strategies for Beer Marketing in the Digital Age