sam adams escape route: media proposal and plan
TRANSCRIPT
Your don’t know this and have a narrow view of your brand.
Audiences
Craft Beer Connoisseur Casu
al D
rinke
r
Samuel Adams is known as the Boston beer brewer and a leader in traditional beer variety.
However you offer so much more than that...
The brand disconnect puts debilitating pressure on key metrics such as reputation, decisive purchase rate and brand perception.
Communication ChallengeHow can you get people who think they know everything about Samuel Adams beer to realize the brand has more to offer?
Agenda● How we would approach the media strategy to Samuel
Adams’ brand shifting and product promotional work
● High-level media recommendation
● Optimization strategies
Our Approach to Media Planning
RESEARCH
Jessica
Allyson Katherine
Andrew
James
Situation AnalysisCategory Overview of Trends
● Customization of Alcohol and Ingredients
● On-Premise Drinking
● Knowledgeable and Sophisticated Palate
Mintel OxygenBrick and BarrellIBIS World Industry ReportsAdvertising Redbooks
● Social Influences for Alcoholic Beverages
● Heritage and Genuine Story Value of Brands
● The Occasion
Situation AnalysisCategory, Brand and Consumer Overview
Mintel OxygenBrick and BarrellIBIS World Industry ReportsAdvertising Redbooks
Perceptual AnalysisHow Breweries are Perceived
Accessible
Not Accessible
Not a Craft Brewery Craft Brewery
Escape Route SWOT Analysis
COMPETITIVE OVERVIEW
Sam Adams - National Ad Spend
● Sam Adams national activity is almost exclusively broadcast TV and Radio
○ Any channel that had less than 1% spend was not included
● As a result, awareness of the brand at large has been well-established in the market
Kantar - Stradegy
● 3 Spring Beers in the last 5 Years○ National Launch Mix is not working!
● Still relying heavily on broadcast channels for media spend
Sam Adams - Spring Seasonal Spend
Kantar - Stradegy
Yuengling - Boston Launch Spend
Kantar - Stradegy
● In late 2013 / early 2014, Yuengling launched it’s second coming in Boston
○ Sales boomed upon Boston launch, still remain strong today
● Found the right formula for a local product launch
○ Second largest channel - OOH
Problem: The Winter Beer Landscape isoversaturated.
SPRING IS COMING
Stra
tegi
c O
ppor
tuni
ty
Establish Escape Route as the dominant winter transitional beer and the accessible craft beer for the casual drinker, without alienating the craft beer connoisseur.
Strategic Pillars
Target Persona
Secondary Target:Adults21-49
Primary Target:Men
21-34
MRI - 2014 Doublebase Study; Nielson Report: Exploring Consumer’s Mindset; IBIS World Breweries in the US - June 2014; Mintel
● Millennials are experimental, attentive consumers
● Craft beer has a broad appeal, but the main source of sales growth are from males, 21-35
● While disposable income may be low, the younger audience is still fostering brand loyalty
Meet Mark...and Mahk
OWNED
Sam Adams’ Brewery
Craft Beer Microsite
PAID
Key Partnership
Native Partnership
Network Partners Search
EARNED
PR Social Buzz
Content Distribution Strategy
Content Distribution Approach
● Key Partnership
● Native Verticals
● Efficient Scale
Casual Beer Drinker Craft Beer Connoisseur
Casual Craft Enthusiast
MRI - 2014 Doublebase Study
Media QuintilesLandscape Analysis
Channel AllocationMedia Spend
Display $ 900,000
Mobile $ 500,000
OOH $ 650,000
Search $ 100,000
Social $ 200,000
Radio $ 150,000
Total $ 2,500,000
Media Parameters
DISPLAY
Exciting Custom Units, Homepage Takeovers and Skins
Sample Site ListBoston.com
Wicked Local
CBS Local
NHL.com
Bleacher Report
Barstool Sports
KEY PARTNERSHIP
● Native Content Series focusing on ● Boston dining experiences and craft beer pairings● Dedicated Emails Introducing Escape Route● One Day Takeover● Food and Drink Vertical Takeover
MOBILE
Mobile Partnerships
SOCIAL
● Top 10 Bruins Moments● 10 Mini-Boston Escapes● 10 Worst Things about Boston Winter● 10 Signs that Spring is Coming
Appeal both to
Spring Breakers and Staycationers
#craftyourEscapecontest
Snowed in? We’ll help you out! Sign up with Drizly and use promo code “ESCAPE2015” for a free taste of Escape Route with every purchase!
Top 10 Bruins Moments! Brought to you by Sam Adams, Escape Route.
Promoted Posts to support our content partnerships and sponsorships with Buzzfeed, Drizly, Uber, Instagram, Thrillist
● Use top branded and non branded keywords to target Boston consumers who are searching to find more about craft beer and Sam Adams
○ Drive consumers to microsite● Update keyword list around mobile promotional periods
PAID SEARCH
OOH
Digital OOH ● Traditional OOH Billboards have a
high out of pocket cost○ Capitalize on digital inventory
for targeted efforts○ TD Garden digital wraps,
extending some of our radio and display efforts
● AdCity - Taxi Cab ads, capture our audience en route○ Top of mind messaging upon
arrival to their destination
Experiential OOH
● Bring Spring to the city with heated bus stops sponsored by Sam Adams○ Bus stops also wrapped in
Escape Route skin
● Subway Takeovers in high traffic areas also reach commuting crowd with continuous messaging
RADIO
Local Radio
● Align with local sports hub networks during Bruin’s game
● Daypart mix across other local networks would heavy up in the A.M. and P.M. commuting hours○ Weather/Traffic Sponsorships
Streaming Online Radio
● In partnership with Spotify, we would geo and demo target for our online listeners
● Daypart mix would be more geared to the “at work” crowd, ensuring sufficient coverage for our message to be heard
Campaign Measurement Plan
THANK YOU
Appendix
Age of Respondents
QuestionPro - 2014 Survey
First Drink of Choice - Male
QuestionPro - 2014 Survey
Secondary Drink of Choice - Male
QuestionPro - 2014 Survey
First Drink of Choice - Female
QuestionPro - 2014 Survey
How Often Do You Purchase Beer? - Male
QuestionPro - 2014 Survey
How Often Do You Purchase Beer? - Female
QuestionPro - 2014 Survey
Beer Purchase Consideration Factors - Male
QuestionPro - 2014 Survey
Most Important Least Important
Beer Purchase Consideration Factors - Female
QuestionPro - 2014 Survey
Most Important Least Important
Statement on Seasonal Beer - Male
QuestionPro - 2014 Survey
Statement on Seasonal Beer - Female
QuestionPro - 2014 Survey
Index Scores
Index Scores
Winter Beer Landscape
Stradegy
February is typically one of the more miserable months on the beer calendar when production falls about 3 million barrels off of its midsummer peak to its lowest point until the November-December holiday season.-Beer Institute and the Alcohol and tobacco Tax and Trade Bureau.
Bud Light Golden Wheat - National Launch
Kantar - Stradegy
● Bud Light launched “Golden Wheat” in Q3/Q4 of 2009
○ Within two years, An-Bev pulled the product line as sales suffered
● Like Sam Seasonals, Golden Wheat relied primarily on TV
● Unlike Sam Adams, however, Golden Wheat also invested significantly in print