According to data provided by Allied Market Research the global market for Beer reach the figure of 688,400 million dollars in 2020 with an annual growth of 6%. Figures that left more than clear that this drink like. And much.
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"Over the past five years , beer consumption globally has remained more or less at the same level but what if it has increased the number of brands that are drunk , " said Frank Amorese, media director of Heineken in U.S.
This puts us in a scenario in which differentiation is the only key to position ourselves in the best possible way in the top of mind of the consumer. And if anyone knows about this it is precisely Heineken.
The company is committed to specific social causes in their advertising and production of such spots it allows the brand to really know the interests of their target not only on television but with an eye to expanding its reach into mobile.
Heineken has been working for over two years with SocialCode in the application of knowledge from the social advertising to develop a strategy based on the interests of your audience. A combination of first - hand data from third that let you keep track of all consumers who have seen their ads and ended up buying beer.
A strategy that seems that is working quite well and then we offer eight lessons we have learned from the company gathered by dmnews.com .
1. The ROI is ROI
Something as simple as that if we want to get a return on investment we will have to invest. Not enough to observe the CPM and metrics of the media. We must go for a measure and adapted investment but do not expect to receive anything if we are not investing in it.
2. You have to know where we move
As we have seen Heineken has optimized its ads focus on social commitment , tastes and actions but realized that there was a correlation between engagement and sales generated. Therefore they have focused their efforts on optimizing their reach .
We must ensure that not only do good and creative advertising but the call to action is clear and concise.
3. Understand your consumers
Heineken have a kind of Decalogue always check before launching any announcement to whether it meets the requirements expected of your advertising. Storytelling, easy identification of the mark or creativity are some of the fundamental pillars.
4. Do not bet on the same creativity worldwide
The fact that we want our ads to be seen around the world does not mean we should show the same ads on all sites. Adapt global creatives to different local markets according to their cultures is vital.
5. Agility and without fear of error
The social scene is constantly changing so our brand must be willing to do it too. Here agility and speed in social networks are fundamental not only to practice active listening consumers and respond to their needs, but to control the competition .
Never be afraid to try new things because you have to take risks to not be left behind. This is one of the prices of innovation and error (within assumable parameters) has to be seen as a learning process.
great example of the added four P in marketing:
ReplyDeletepeople
purpose
promess
proof
well done !!!