Budweiser Uses Tour for Marketing
Anheuser Busch Brewing Company Uses Brewery Tours to Maximize Image
Jul 30, 2008
Companies as massive as Anheuser-Busch and other leading competitors (such as Molson Coors Brewing Company) utilize several marketing tactics to grasp their diverse consumer base. Anheuser-Busch has made a name for itself by incorporating successful advertising media such as:
- Super Bowl Commercials (What’s Up Advertising Campaign)
- Radio Advertising (Real Men of Genius)
- Product Placement (Television and Movies)
- Theme Park Sponsorship and Creation (Sea World, Adventure Cove, etc.)
Budweiser- Staying the "King of Beers"
The main success that Anheuser-Busch has been able to create as the “King of Beers” has come in the form of an integrated marketing tactic with all of the mentioned media, and it has been able to focus on targeted demographics in multiple dimensions. This heavy integration has led to the impressive success of America's leading beer producer, as it has proved over many generations. Even during prohibition, Anheuser-Busch was able to stay ahead of competitors with integrated marketing and strategic management.
Beyond the strategic integrated marketing campaigns that Anheuser-Busch has utilized over the years, brewery tours top the list in marketing for any international or national brewery, including Anheuser-Busch. According to Rebecca Ruiz, in an article titled “World’s Top Brewery Tours” published on July 1 at Forbes.com, “breweries the world over are offering everything from in-depth tours to lessons in beer-making. Some have even built restaurants or brewpubs where visitors can lunch on a Kobe burger and wash it down with a German-style ale.”
Readers may wonder, “Why would these types of brewery tours be advantageous as a marketing tool?” The response would come with a laundry list of advantages that a tour can highlight that no other marketing tool can touch. A brewery tour comes with the following advantages and many more:
- An opportunity to connect consumer with company
- Tangible experiences that connect with all five senses of a consumer
- Added credibility as a brewery/corporation
- Lifetime of memories and incentive to remain a loyal consumer
- Enhanced evoked sets in terms of consumer choice
Tactics Change with Demographics to Maximize Marketing Image
As demographics and target markets evolve throughout history, especially in the United States, these brewery tours will reach beyond barriers that may exist. There are parts of a brewery tour that can appeal to any demographic and can connect with individuals within those demographics profitably.
Anheuser-Busch has prominently displayed its tour opportunities at www.budweisertours.com that are available at several breweries throughout the United States. It is a unique opportunity for any individual, consumer or business professional, to get a first-hand look at such a unique marketing tool. Learn from the success of Anheuser-Busch and its Budweiser tours in your daily marketing in order to interact with your consumers on a higher level than you thought possible.
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