Beer Events

Breweries love beer events, both those they participate in outside their premises (beer festivals, beer weeks, etc) and those at their brewery. But events can also suck up staff time, involve a lot of donated beer, and in general be low in profitability. Learn from an experienced marketing professional, Jane Jones of Fuller’s, how breweries can maximize their return on events and how event organizers can produce events where everyone is happy.

Transcript

1. Beer Now: Beer Events Jane Jones Head of Marketing
2. Agenda •  Changing Consumer Behaviour •  Market dynamics •  Marketing events •  Case study •  Conclusions •  Questions
3. Changing Consumer Behaviour
4. MACRO TRENDS HEALTH WIDENING REPERTOIRES PRESSURE ON THE LEISURE £ INDIVIDUALISM TECHNOLOGY & MEDIA PREMIUMISATION
5. PRESSURE ON THE LEISURE £ More leisure time venues are emerging. People are increasingly experience led. A blurring of eating occasions is taking place.
6. HEALTH As a nation we’re becoming more health aware. National Sugarphobia. Consumers are increasingly substituting.
7. PREMIUMISATION Premium versions of everyday treats matter. The flight from the middle market – Aldi vs. Waitrose. The Foodie Revolution - quality over quantity.
8. THE CHANGING HABITS OF CONSUMERS CGA Peach BrandTrack, Feb 2016 Drinking Out Weekly 35% - 1% 29% 18-34 year olds 35+ 51% drink out at least weekly Total GB Eating Out Weekly 44% + 4% 37% 18-34 year olds 35+ 61% eat out at least weekly Total GB 2014 33% 40% Millennials lead the way as the most frequent visitors to the on trade for both drinking and eating occasions.
9. ? 12.2 drinks brands in their repertoire Visit 8.4 retail brands 22% consider themselves disloyal to brands 18% more likely to try new drinks vs 2yrs ago CGA Strategy : Brand Track 2016 THE CHANGING HABITS OF CONSUMERS Millennial consumers are increasingly looking to try new things.
10. Street food/drink event 39% 38% Ticketed indoor large event 28% Music festival 22% Underground/independent event 18% Pop-up bar 16% Organised rooftop party Source: CGA Consumer Panel 18-35 yr olds MILLENIALS ARE LEADING THE WAY The millennials are experience junkies.
11. Source: CGA Christmas Report 2015 1.2m consumers visited a Christmas pop up bar 31% consumers visited a Christmas market OPENING UP NEW OPPORTUNITIES FOR BRANDS IN ON TRADE
13. Customer experience •  Customer Experience is a discipline that merges the principles of design, technology and service. •  It aims to make all points of interaction between a business and its customers a moment that meets or exceeds the expectations of those customers. •  In a digital age, a seamless customer experience creates competitive advantage. •  When customers have endless choice, maintaining a relationship with them across the journey can be the difference that generates a sale, encourages a return visit, or enhances a brand’s reputation.
14. Customer experience or Event?
15. What is an event? event ɪˈvɛnt/ noun noun: event; plural noun: events a thing that happens or takes place, especially one of importance Source: Google search – what is an event? Owned Participated Sponsored
16. How to evaluate an event? Brand Fit Target Audience match Cost of entry Commercial objectives Logistics Brand experience
17. How to evaluate an event? Media value Cost of entry ROI vs vs
18. How do you minimise risk? •  Market synergy – does this represent your brand values? •  Reputation management – will this potentially damage or add value to your brand equity? •  Celebrity endorsement – can you rely on them to deliver your brand message? •  Unforeseen circumstances – the event is outdoors, will it rain? What’s the contingency? •  How much control do you really have?
19. Case study
27. Key objectives: To raise brand awareness Through: -  Exclusive cider partner – 15 bars in total -  On site branding: bar branding, POS, cups, logos on winners podium and main stage -  Social media activation across all platforms Results - 43,324 litres of Cornish Orchard cider was sold Link
30. Cornish Orchards at BOARDMASTERS Review !  Delivered against the objective of driving brand awareness !  Great exposure for the brand !  Perfect fit with target demographic !  Executed well especially in the locality beyond the festival X  Logistically difficult site to navigate X  Cost of dispense X  Social media activation – planned vs in the moment content X  Keeping consumers in the area - brand engagement
31. Conclusions: What do you need to execute events well? ! A clear objective ! Assets….ideally branded ! The ability to execute the event well ! Right people ! Right place ! Commercial targets
32. Conclusions - Events checklist !  Does the event match the brand values? !  Does the target audience fit against the brand profile? !  What is the cost of entry? !  What are the risks involved? !  Is it logistically possible? !  Does it deliver against your commercial objectives !  What is the brand legacy you would like to deliver and how are you going to achieve it?
33. How do you put a monetary value on the event? Questions:
34. Is it better to create your own event or partner with an established festival? Questions:
35. How important is geographical proximity? Questions:
36. What is the cost of putting your brand in the wrong place? Questions:
37. Thank you
38. https://vimeo.com/190898938