How Einbecker Brewery Operates Marketing in the Digital Age
Under the motto “Marketing in times of digital upheaval”, the Private University of Göttingen (PFH) invites you to the 7th Göttingen Marketing Day on November 8, 2019. In advance, Prof. Dr. Hans-Christian Riekhof interviewed some of the speakers. Today, Martin Deutsch, board member of Einbecker Brauhaus AG, explains how it is possible to reach target groups from the young lifestyle-oriented to the classic-traditional beer drinker at the same time .
Prof. Dr. Hans-Christian Riekhof: What is the biggest challenge for Einbecker Brewery in connection with the digitization of marketing?
Martin Deutsch: We focus on very different target groups, because we address young, lifestyle-oriented target groups as well as the classic, traditional Einbecker customer at the same time. This is not always easy. It also means that we have to use very different communication channels, namely Instagram for younger customers and Facebook/banner advertising for an older customer base. We are in the process of building a relevant community. We rely on tradition since 1378 on the one hand, and on innovation initiatives through new products such as non-alcoholic beverages on the other. For interaction with the community, we use competitions, for example tickets for events in the target region.
Riekhof: Does digitization change the possibilities for Einbecker Brewery to gain insights about the customer? Where and how do you “observe” the customer today and in the future in his wishes, his networks, his search behavior, his communication behavior?
We use the insights into the consumption behavior of our customers
Deutsch: Of course, we have direct and immediate insights into the consumption behavior of our customers, for example at events. More detailed analyses of the profile are possible with customers who follow us on social media. And we analyze user behavior on our own homepage. The menu navigation of the homepage is built, for example, based on the analysis of user behavior.
Riekhof: The digitization of communication processes makes it easier for customers to leave comments and likes, place opinions, rate products, assess trends. Does Einbecker Brewery have specific strategies to continuously include these customer opinions in the communication process?
Deutsch: We incorporate customer feedback via social media into our improvement processes and we use Einbecker fan photos on Facebook and Instagram. We also use feedback from beer rating portals.
Riekhof: Will you increasingly rely on influencer marketing strategies in the future, and if so, how will you proceed specifically?
Deutsch: Influencer marketing in the field of alcoholic beverages is quite difficult and does not really fit our target group. But individualized sponsoring is possible, for example of sports events with Brauherren Alcohol-free. And of course we send samples to bloggers.
Riekhof: Is there a company in your industry that you would describe as leading in terms of digitization? Or is there a company outside your industry from which you want to systematically learn best practices in digitization?
Deutsch: Some big brands like Heineken, Erdinger Alcohol-free or Paulaner have a well-made cross-media social media presence. We keep an eye on Krombacher and Astra in terms of online advertising, who also implement interactions through mini-games and competitions quite well.
Registration Marketing Day
If you want to experience Martin Deutsch and the other speakers in person, feel free to register via our PFH online form for the 7th Marketing Day. Prof. Dr. Hans-Christian Riekhof and the PFH team look forward to your visit.
