Tracking breweries' online marketing to actual offline sales is hard. They need a clear tool to measure marketing ROI.
The challenge with selling beer is there are limited ways of measuring how well your campaign is doing. Direct emails, advertising in publications, on TV and radio, and online marketing are potentially seen by thousands and even by millions of people. How do you measure the effectiveness of each of those tactics? It’s difficult to calculate the actual ROI you’re getting from traditional marketing. The biggest problem here is you could be sending the same failing marketing materials out over and over again. What a tremendous waste of money!
Small breweries sell most of their brands offline. It's amazing how they spend thousands of dollars on online marketing, usually on local events. The problem is they can't track or measure the effectiveness of their marketing efforts.
If you think this is a problem of small breweries, then you are wrong.
Global breweries spend millions on marketing they can't track or measure.
We must remember that beverage companies are here to sell their products. The Heineken company's job is to sell beer!
Their new ad:
Step back from this powerful four-minute Heineken ad for just 30 seconds and ask yourself why Heineken is the featured brand? Couldn’t any other brand pull this off with equal legitimacy? Surely this ad would work just as well with Guinness, Becks, Strongbow, Stella Artois or a host of other beverages.
This ad is not about Heineken. It’s about people talking about their differences over a beer.
Miller spent millions on reviving a classic '70s slogan.
"If you've got the time, we've got the beer."
Here's the old ad -
The new ad:
"High Life offers quality for the everyman in a way that is unfortunately rare in today's world," MillerCoors Chief Marketing Officer David Kroll stated in a memo to distributors before previewing the ad, "However, it has not always been depicted or perceived this way. The goal of our campaign is to re-introduce High Life with the pride and self-respect it merits. In essence, we're rebooting the story of the brand".
"The reboot comes with a significant new investment. Spending on the brand in December will jump 135% compared with last December", Ryan Marek, director of economy brands at Miller High Life, said in an interview. MillerCoors spent $10.7 million in measured media on High Life in 2015, according to Kantar Media.
AB InBev in India:
Anheuser-Busch InBev, the world’s largest brewer, is banking on its popular Budweiser brand to extend its reach to smaller Indian cities in the second phase of expansion.
Its strategy is to market Budweiser through sponsorship of events such as music festivals and other niche local events. These include events involving global firms such as Tomorrowland and Electric Daisy Carnival, along with home-grown EDM events like The Boiler Room.
Three giants think they will increase beer sales with old marketing methods you can't measure. It is not the 80's. Today there are new innovative platforms that can track people in new ways. Companies need to embrace this technology and be more innovative and creative with their marketing efforts.
There are many ways a brewery can get it right. I believe in the next few months we'll see more breweries using new products to give them more effective marketing solutions to their marketing challenges.