{"id":1626,"date":"2014-06-10T06:00:53","date_gmt":"2014-06-10T11:00:53","guid":{"rendered":"http:\/\/www.beerbusinessunplugged.com\/?p=1626"},"modified":"2014-06-01T11:10:44","modified_gmt":"2014-06-01T16:10:44","slug":"if-you-change-the-way-you-look-at-things-then-things-you-look-at-change","status":"publish","type":"post","link":"https:\/\/www.beerbusinessunplugged.com\/?p=1626","title":{"rendered":"If you change the way you look at things, then things you look at change…"},"content":{"rendered":"

\"Pabst<\/a>Beer marketing and advertising from the end of WWII, to the time when Philip Morris purchased Miller Brewing Co. was somewhat simple.\u00a0 What little above-the-line marketing (ATL) existed, was composed mostly of commercials with cartoon characters or simple life style situations.\u00a0 (Below)<\/p>\n

Above-the-line marketing also focused on print ads using famous people, usually athletes or movie stars.\u00a0 Sports marketing consisted of professional ballparks with billboards, which can still be seen in old movies.<\/p>\n

When Philip Morris purchased the Miller Brewing Co., PM employed their refined marketing expertise which had been developed through years of selling cigarettes.\u00a0 Using Miller Lite, they went after sporting venues whenever possible.\u00a0 This action by Miller woke up Augie Busch III, and\u00a0AB aggressively went after young MBA marketing professionals and dramatically increased ATL spending.\u00a0 Schlitz, still about 10 years from imploding, followed suit.\u00a0 Marketing in the beer world had changed!<\/p>\n

The next great shift in beer marketing took place with the advent of the internet.\u00a0 Much of craft beers\u2019 success today must be attributed to the internet which the consumer employs to discover the various brands and styles of beers available.\u00a0 Until the advent of the internet, off premise chains were dominated by the major brands which controlled what products went into the cold box.\u00a0 In other words, consumers had limited choices.\u00a0 The internet changed the scope of business and then, with the invention of social media, the world of beer marketing changed even further.<\/p>\n

Dallas\u2019s life style magazine, D Magazine<\/em>, recently named the top 30 craft beers for 2014.\u00a0 First on the list was a brand made by Grapevine Brewing Co., who only started selling beer in November.\u00a0 The same brewery had another brand listed 12th<\/sup> on the list of best in rankings.<\/p>\n

Within 24 hours, Grapevine Brewing had announced these results to all their followers on e-newsletter, Facebook, and multiple other forms of social media.\u00a0 Prior to the internet, it would have taken Grapevine Brewery weeks to get this news to the public.\u00a0 Press releases, display ads, and space purchased in print or on the air could not have been released overnight!\u00a0 And the costs associated with public relations or an advertising firm had to be included.<\/p>\n

So the question is, just how is today\u2019s social media classified in a true marketing planning?\u00a0 Is it ATL or BTL?\u00a0 Two key marketing and advertising professionals commented that there was not a clear definition of classifying social media.\u00a0 Warsteiner, for example, managed Facebook from their corporate offices.\u00a0 In this situation, this would be ATL because of mass media.\u00a0 If managed locally, than perhaps you would consider it to be BTL marketing. Or is all digital mass media ATL?\u00a0 Would Twitter be considered BTL marketing?<\/p>\n

It is clear that traditional ATL marketing will continue focusing on professional and college sports, supported by digital marketing.\u00a0 It all boils down to the fact that if you change the way you look at things, then things you look at change!<\/p>\n

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