understand how to delight customers and sell more – WAU
Beer is part of London culture and the custom of many people. It is common to find someone out there who likes to drink one or several types of beer. But what does this have to do with marketing? We will get there. Average beer consumption by consumers is around 60.7 liters […]
Beer is part of London culture and the custom of many people. It is common to find someone out there who likes to drink one or several types of beer. But what does this have to do with marketing? We will get there.
The average consumption of beer by consumers is around 60.7 liters per year, according to data collected in 2017 and which show an interesting point: average consumption is decreasing but the sector’s revenue increases.
That is, the trend is that people drink less, but drink better. This shows the change in consumption by Brazilians – which has been favoring micro and small breweries that produce craft beer.
So I’m going to talk to you about marketing for breweries, addressing how to publicize your brand and products. Come on?
Change in the beer marketing landscape
It is clear that companies today are caring much more about their consumers. This is not exclusive to the beer market, on the contrary: it is a trend in all sectors.
We learn from shopping journey that the consumer’s first contact with the brand is very important and that, often, if the experience provided generates enough value for him, it will be a great opportunity to build customer loyalty and make the customer a defender of the brand – promoting , defending, interacting and recommending to new people.
What is not lacking in the marketing scenario for breweries are cases of companies that changed the way of communicating with their public by investing in branding, providing new experiences and even rebranding, changing the perception of how their company is seen in the market.
Therefore, we will cite below examples of companies that bet on communication as a strong sales strategy:
The brand is known for being very traditional in the market and also one of the sales leaders in the segment, but to stay on top it is necessary to invest in advertising.
For years the company has invested heavily in the media and has always talked to a male target audience, which has resulted in hyper-sexualized campaigns and most of the time stamping women in bikinis on beaches, swimming pools or barbecues.
There were cases in which the use of abusive advertising on behalf of Skol was found, which has always invested heavily in the carnival to publicize its brand and products, but in 2015 ended up missing too many hands:
After a flurry of criticism, Skol committed itself to changing its positioning and working on rebranding the brand in the market.
To this end, they decided to make room for a new discourse with the aim of unlinking the negative image of the brand and also winning, enchanting and retaining new audiences through a modern dialogue – something that many brands need to be aware of today.
The solution found was a complete overhaul in its communication, including the placement of advertisements, graphic materials, slogan and the brand concept – perhaps its main change – to add a new audience.
The brand was concerned with one of the trends of 2018, which is the empowerment of minorities, and bet on totally innovative concepts of equality and respect, showing that it is attentive to the changes that are occurring in the consumer profile.
And with this change, he changed points in visual identity, language and online and offline communications, mainly with new products such as his long neck and Skol Hops.
It is the third largest beer producer in the world and has its brand present in more than 192 countries in the world, so communication and brand positioning are very important for the Dutch producer.
As a company focused on the alcohol industry, there are barriers and regulations in the way of advertising for this segment.
We often see the brand associated with football competitions, especially the UEFA Champions League, the biggest international football competition, or with concerts and music festivals.
But, knowing that their audience is not only in front of the TV watching the games or entertaining themselves with music, they decided to invest in the user’s experience and interaction with the brand.
His big bet is the mix of investments in digital and traditional media, always varying between the content format.
One of the ways to promote the brand indirectly was to invest in branded content, with the creation of The Cities Project.
The central idea is to occupy the cities – since its direct competitor, Corona, is the beach sales leader – and to give people back the brand credibility in the form of social projects, such as revitalizing and occupying unused spaces.
This was a smart initiative without having to insert or advertise Heineken’s beers directly and that reached both consumers and non-consumers.
Below we can see an example of the + POOL project, which is under development in New York City, and its goal is to create a pool with filtered water on the East River.
Alternatives to marketing strategies
When we talk about marketing, we have a range of options for promoting the brand or product. So I’ll show you some of the most important ones for a beer brand:
Working with branding
Branding means managing your brand, and when we talk about a brand, we mean everything it represents and, in this case, refers to the brewery.
The characteristic of a brand is to refer to a set as a whole and not separate elements.
An example is Cervejaria Colorado which, in addition to selling beer and various accessories, cares to reinforce that its beers are produced with ingredients typical of London and move the economy of Ribeirão Preto, city in which the brewery was created.
You need to care about the brand image as a whole so that you can better target your branding actions. To do this, think about the following questions:
- Which image does your brewery want to show?
- Is there any difference in your beers?
- What does the brand care about?
- Who will the brewery communicate with?
- How do you want your audience to remember the brewery?
These are essential questions that can help in defining the brand’s guidelines and values, because branding is not a short-term marketing action, but a long-term positioning strategy that needs to be reinforced over time.
Investing in visual identity
Now that we’ve talked about branding and the importance of brand value, it’s time to work with the brand’s visual identity. When it comes to beers, we can say that this is one of the secrets of the success of any brand.
The visual identity is a set of elements that visually represent your brand or product. Unlike the brand value, it is something that we can consider as tangible and changeable.
It is very important that the visual identity talks to the brand concepts to generate coherence in its content, because it is the materialization of everything that was previously defined.
As part of the job, it is common to see breweries that maintain a manual for their brand, telling how it should be applied in the right way.
In beer, the greatest visual identity work is done with the company’s labels, website or social networks, so I will show you why you care about identity and real examples:
Creating the label
How many times has a label made you choose a beer at the moment of indecision?
It does have this power to influence the buyer and you should think about standing out on the shelves of breweries or supermarkets.
The labeled bottle is the effort of weeks or months producing your craft beer, so it is necessary to bring all the essence of the beer and the brand with it. But remember the label not only as the face of your beer but also as a marketing strategy to increase the number of sales.
That is why it is important to generate appeal through the elements that compose it, such as colors, typography, information, not forgetting the law regarding the standardization of the beer label.
Fundamental in any digital marketing strategy, social networks are unanimous when it comes to the digital presence of a brand.
If you want your beer or brewery to have online visibility, social networks are the first step, and for that you need to define which ones you will use.
If you’re starting now, Facebook and Instagram are recommended for three reasons:
- They are easy to use.
- They allow different content formats.
- These are two of the most used social networks in London.
If your strategy is already underway and the intention is to diversify the content channels, YouTube and instant messaging apps like Whatsapp and Messenger are a great step.
But remember, that digital marketing is a set of strategies and therefore you must be aware of other channels – such as the blog – and content formats to be shared.
A strategy that has been adopted by major brands and beer websites is the production of content.
There are different types of content, such as textual, visual, auditory and audiovisual.
In the time we are in, it is common for the consumer to know a lot about the product they are buying before making the purchase. After all, we live in a world surrounded by information. So why not educate yourself and get your purchase right?
And brands must be concerned about this if they want to maintain their online visibility, and this strategy is called content marketing.
Content marketing is a strategy to engage and engage with your audience through the creation of relevant content to attract attention, generate value, increase brand awareness and boost your sales.
But how to combine content marketing with a brewery? I bet this question crossed your mind and I’m here to answer it.
Defining a persona
First you need to define your persona, which is the semi-fictional representation of the person you want to achieve with your strategy. In the case of breweries, I will mention three personas here: Fábio, Douglas and Thaís.
- Fábio, a consumer. He is a marketing professional and already has the habit of drinking common beers on the national scene. But now he decided to try the handcrafted ones and is looking to understand more about the subject that – is far from dominating.
- Douglas, a home producer. He always liked beer and his hobby was experimenting with various labels. He recently decided with a group of friends that they will learn about how to make their own beer. The ultimate goal is to be able to taste it in special moments.
- Thaís, a professional brewer. She knows a lot about beer and already produces on a considerable scale, and like all brewers, she likes to discover flavors. That is why it is always looking for products with inputs and ingredients that are more difficult to find on the market.
They are different people with different goals and problems, so it is necessary to create content and even products that meet their needs at the exact moment they need it.
Choose content type
I mentioned above that there are different types of content, but which would be the most suitable?
First, always think about your persona and ask the following question:
- What content would she like to consume?
- Is there a specific format?
- In which social networks is she present?
- What time of day is she ready to consume content?
Once the questions are answered, it will be much easier to know where you should start from. If the answer found is to start by producing textual content, choose evergreen texts, ephemeral content (such as news), reviews or lists.
If the idea is to have audiovisual content, bet on interviews, webinars, reviews, top 10 and the institutional ones talking about the brewery or showing the “backstage” and its production routine or some other internal process.
The images are great for circulating on the internet and strategies that are on the rise today are infographics, memes, gifs or explanatory images.
Finally, we have audio, which is used because of the ease of consumption. For this type of content, we have the content narration and the podcast, highly recommended for both light and technical subjects.
With these tips, your brewing marketing strategy will be one step ahead and you will have your brand perception as a great reward. Always remember to create a strategy that is consistent with what you want to communicate to your audience.
Did you like the content? Then take a look at this content and understand how the positioning strategy can help with branding and your brand.
To the next!