Stale Beer Brand: What Would You Do?,
[Posts in this section give you the chance to play armchair Relationship Era marketer. We've created a high-level, hypothetical situation below and your job is to provide an answer or solution. We didn't go into too much detail since we're hoping to keep this fun and only looking for general guidance or direction--bullet points or even a sentence are fine. But feel free to go into as much detail as you like. Use the comment box to share your ideas.]
You’ve got a beer brand that hit its peak during the Johnson Administration. The brand hasn’t aged well though the majority of your consumers have. If you can’t turn this around, your brand’s days–like those of your best consumers–are numbered. You can limp around for a few more years, but what’s the point?
You do very little advertising – mostly regional promotions and some sponsorships. A lot of your marketing budget is allocated to the small bars where most of your brand is sold on tap. You like the idea of social media since it promises a way to connect with a more active and thirsty community, and you’ve created a fan page. About 1,200 people “like” you…they really like you. But you suspect that about two-thirds of the group is underage kids who recognize your name from their grandparents refrigerator, and most of the legal crowd thought they were fanning a country group with a similar name.
You’ve been given a $500,000 marketing budget bump for the next six months. Awareness and trial are important objectives. While the C-suite might not have totally bought in yet, you want to build stronger relationships with people–not just a temporary bump in sales.
What do you do?