Meatball Sundae: Part 3
by Aruna Singh
In part 3, Seth Godin provides cases in which he feels some organizations need to get on the "New Marketing" bandwagon...
Seth Godin spent a lot of time hashing out the issues that the mega company Disney has. However, he only spent a very few paragraphs talking about a failed attempt that Budweiser made.
According to Seth, Budweiser wanted to host its own TV network online because the internet has a never-ending amount of bandwidth. It sounds like a good idea because ideas such as Youtube and Vine have become wildly popular.So, Budweiser spent about $40 million dollars building and promoting this project. Unfortunately, it didn't work. Seth was quoted as saying "Just because you want people to come to your site and watch doesn't mean they will." This is a very good point. You have to make people want to come to your site! So, what should Budweiser do? Based on the 14 trends explained by Seth, here are my recommendations:
1. Direct communication between producers and consumers.
When is the last time someone from Budweiser asked you to try one of their beers at a bar? Was there any feedback in terms of what you thought of the beer? Probably not. Budweiser is not spending much time reaching out to people who would be interested in their product.
2. Infinite channels of communication.
There are now hundreds of ways to communicate with possible consumers. Budweiser did try to make a sort of online television channel, but that didn't work. Budweiser could try to take advantage of Facebook, Twitter, or blogging. Again, that would bring them back to direct communication with consumers.
3. Direct communication and commerce between consumers and consumers.
Some would think that this doesn't matter in the world of adult beverages, but it does. One of the best ways to excite other people about your drinks is to have it recommended by people who like it. I know a lot of people who won't try a new beer without it being recommended first. Remember that your beer has to be good enough to get people talking about it.
4. The triumph of big ideas.
Budweiser has gotten too comfortable in its past position as one of the biggest players in the beer industry. In order to survive the wave of new marketing, Budweiser needs to think big. The beer industry has been inundated with small ideas for a long time (hemp infused beers, fruit flavored, et cetera). The last big idea in the beer industry was "light beer" following the trend of calorie-conscious diets. Budweiser should spend some time thinking about the next big idea in the beer industry since a big idea has been long overdue.
5. The shift from "how many" to"who"
In the past, the items in the middle would be the most popular because they did't have the worst quality and were not too expensive, and so they reached a big audience. However, nowadays, it is an obvious trend that consumers will either shift to the cheapest or most expensive items in any pool of items. Budweiser has found themselves in the middle of it, which is a bad place to be. What Budweiser needs to do is pick an audience. Do you want to be affordable like Corona or Natural Light or would you rather be on the high end of beers like Blue Moon or Pilsner Urquell? Pick an audience and make a choice because there is no longer one beer that will work for everyone.
What do you think Budweiser should do?