My presentation at the NBWA Show in Las Vegas. 2011

1. Moving Product Through Experiential
Marketing and Social Media
Garrett O’Shea
EVP

2. GARRETT O’SHEA
Started my career in the trenches
16 year experiential marketing veteran
Clients have included Miller, Heineken, Anheuser
Busch as well as Diageo, Bacardi, and Brown Forman
Most recent non beer & spirits client work includes
DIRECTV, National Guard, GEICO, and Chevrolet
I’ve been on the forefront of change from traditional
to digital

3. Where Legal

4. What is Experiential Marketing?
Experiential marketing allows customers to engage and
interact with brands in sensory ways
It's the difference between telling people about the features
of a product and letting them experience it for themselves
When done right, it's the most powerful tool you can use to
break through the clutter

5. Talk about clutter!
There are
over 1800
TV Channels

6. Be part of the conversation
They want to feel that they are part of the conversation
In some cases they are leading the conversation
And the conversation is happening on the web through Social
Media

7. The numbers are staggering
53% of time spent on the internet is content consumption
*AOL Nielsen 5/11
906,000,000 hours per month on Social Networks
*Nielsen 8/10
1,642,000,000 hours per month on Social Networks + Gaming
+Email *Nielsen 8/10
10,872,000,000 hours per year on the top
three alone *Nielsen 8/10

8. Its pretty clear
If those were “productive” work
hours you would have a company
with over
5,226,923 Employees

9. You are not alone

10. You must create positive experiences
You have to create positive experiences to build brand
loyalty
When people have good experiences they want to talk
about them and share them
Social media is the go to place for sharing
experiences

12. The more popular examples
Facebook, MySpace, Google+ – sharing fun, family, photos
Hi5 – sharing games, music
Four Square – sharing updates, where you are
Youtube – sharing videos both serious, funny, never been seen before
Twitter – sharing your ideas in 140 characters or less
Flickr, Picasa, shutterfly – sharing photo libraries
Blogs – sharing your thoughts and expertise
Linkedin – sharing business information and contacts
Wikipedia – Groups sharing
Digg – sharing the best news
Stumbleupon – sharing the web with likeminded people
Reddit – sharing the best of the web by voting
Meetup – group sharing
Orkut – sharing only what you want with who you want

14. The Good Ol’ Days
You can still sell People love Our customers are more
almost anything with Free Stuff sophisticated in their brand
a T-shirt relationships

15. Social Media is here to stay
You shouldn’t be left behind especially if you are in
the Relationship Business
You have to embrace Social Media as part of your
plan if you haven’t already

16. Social Media is here to stay
I think we’ve got it pretty easy!

17. Social Media is here to stay
BEER IS
SOCIAL!

18. Some examples

20. Meet Drew
25 years Old
Just bought his first car “New” Car
Works in DC from Wisconsin
Has 400 Facebook Friends
Recipient of 1 of 500 CRUZE
WARMING PARTIES @

23. Drew
bragged
Drew’s party was
shared with 400 of his
friends on Facebook
Event generated 30
photo “tags”
Received 290 “views”
Drew was overjoyed -
thanks to his local
Chevy Dealer!

24. Brag events
• Relationship building experience with social media
extension
• Events for Washington DC Chevy Dealers only
• Current Facebook views over 30,000 and counting
• The DC market is now #1 in the NE Region +30%

26. Check the box in two places
Drive sales
Bring in new customers

29. The fans love it
Unprompted, Nutella fans started to discuss their love of “black
gold” or “chocolate heroin”
Discussions started to snowball
Prompted by the constant Nutella discussions on Twitter
Conversations about a product on Twitter led to an increase in sales
of that product.
This was completely unprompted by the Nutella product
management team.
Purely as a peer-to-peer movement.

32. Happiness machine
• Experiential marketing stunt
• Launched by 1 Tweet!
• Coca-Cola Twitter Followers 390,000
• Current Youtube views 4,000,000
• Total budget $50,000

33. Give em’ an offer they can’t refuse
Gap teamed up with popular group-buying site
They simply offered $50 worth of apparel for $25
Generated 441,000 Groupons generating $11 million in revenue
The deal brought in a ton of cash!
Ultimately new customers! Gap knew that 60% of their customers
were already shopping online.

34. The man your man can smell like
Old Spice was dying! P&G gave it one last run.
They filmed web videos with spokesman Isaiah Mustafa
The series was only supposed to be shown on the web and
were launched on their website and YouTube
As they launched Isaiah used Twitter to answer questions and
interact with fans

36. The man your man can smell like
On day 1 there were over 5,900,000 views
More than Obama’s acceptance speech!
Over 40,000,000 views to date
Estimated 160,000 new customers
Old Spice Facebook Fans 1,700,000
Old Spice Twitter Followers 150,000
Isaiah Mustafa Twitter Followers (Old Spice Guy) 64,000
Sales Increased 107%

37. Social media sells blenders? Huh?
Blendtec self proclaimed makers of “the worlds best blenders”
created videos to share on youtube to prove their point
They made simple videos demonstrating the kitchen accessory
blending everything from baseballs to an iPhone.

40. You bet social media sells blenders!
Sales have increased by 700% since the campaign started in
November 2006.
They do no traditional advertising
To date over 170,000,000 Views and counting

41. Digital Shelf Space

42. A Glimpse Into the not so distant future

43. Some folks in our space
• The craft beer segment is utilizing Social
Media to drive brand awareness and
create brand loyalty
• They have to… they can’t outspend the big
guys

48. Stone Brewery excerpt
More recently, with the digital communication platforms that have become available
to us, we’ve been able to speak directly to our fans and cultivate a community of
aficionados. That community is excited to engage with us and hear about our news
as soon as it becomes available, which is a far more effective way to spend our
time than advertising. It’s all “opt-in” and that will always be a more powerful tool
than forcing people to look at your ad.
Q: Since you do devote so many resources to your social and online efforts, I’m
guessing it’s working. Can you talk a little about the results you’ve seen so far?
What’s been effective and what hasn’t (and what you learned as a result)?
A: We’ve had tremendous success with our social media. When I started in January
of 2010, we had 18,199 “Likes” and around 12,000 Twitter followers. Today, we
have 85,329 “Likes” and 29,036 Twitter followers, and our blog is (often) among
the top 10 most read beer blogs on the web. I believe that success is due in large
part to having high standards for content. If the material is compelling and it’s
compellingly delivered (i.e. funny), it works.
*Social Media Case Study, Arik Hanson

51. A little about mobile devices

52. A little about mobile devices
By 2013 it’s estimated that
90% of the people who have
mobile devices will browse the
internet with their hand held
device

54. A Little About Mobile Devices
Harvard Business Review Sept, 2011
“A one-star increase in a Yelp rating leads to a 5-9% increase in
revenue.”
This mainly affects smaller, independent establishments.
A Yelp review has no effect on an individual chain restaurant like
Applebee's. Because people already have firm opinions of what they
get when they go there.
Chain restaurants as a whole seem to have declined in market
share as Yelp has grown in prominence.

55. A Little About Mobile Devices
• Location based social media
game
• 10 million people worldwide
• Over a billion check-ins, with
millions every day
• Over 500,000 businesses are
using the Merchant Platform

56. A Little About Mobile Devices
• As you “check in” you get
points and work towards
“badges”
• Post photos of the location
and more

57. • Retailers can give you
offers for checking in!
• Similar to Yelp - you can
leave feedback about
your “experience”

58. Now What?

59. But It’s Important and it’s here to stay
Depending on your market you can be consumer facing or
account facing or even both.
What are you doing to differentiate yourself from the other
guy?
You need to create demand for your inventory!

60. Decide who
you want to
connect with?
Here’s what
you need to do
Take
Engage
Inventory

61. Decide who
you want to
Retailers? connect with?
Consumers?
Both?
Take
Engage
Inventory

62. Decide who
you want to
connect with?
What are
you currently
doing?
Take Engage
Inventory

63. Decide who
With your you want to
employees connect with?
customers
partners
suppliers
experts
Take
Inventory Engage

64. Engage employees
Subcommittee
Participation
Ideas
Motivation
Incentives

65. Engage customers and partners
Survey retailers
What does their social
media calendar look like?
How can you plug in?
Engage their bartenders
and wait staff influencers!
Local bar rags, newsletters, websites, blogs!

66. Engage suppliers
Brewery partners, large and small
Know what they are doing in the space
Get as much social media lift from them as you can!

67. Engage experts

68. Some simple thought starters

69. When it comes to events
• Pre promote with twitter, Facebook, meet up
• During the Promotion: twitter, facebook, foursquare
• Post Promotion: Facebook, twitter, flicker
• Tie into existing events social media outreach
• Always have your own employees “check in”

70. When it comes to your suppliers
• How can you leverage what they are bringing to the table?
• Be a partner that helps them extend their social media
• If they don’t come in with a social media component ask
why not?
• Big Brands have more assets, celebs, million dollar ideas,
advertising – how can you bring it to life locally?

71. When it comes to retailers
• Connect with them via social media in the way they want to
be connected to, if they don’t then pass
• Support the really good ones! Ask them how you can get
involved.
• Imagine if you became the “go to” resource for social media
and events
• Provide training classes or a support kit?

72. When it comes to you
• It’s all about engaging and empowering fans whether end
customers or retailers
Think about what you can do
• What local events are you involved with now?
• Community? Business? Social?
• Sponsoring any bands?

73. When it comes to you
• You have access to so much inventory
• Your in the beer industry
• And you have lots of employees

74. When it comes to you
• Celebrate customer service awards on Facebook and a
photo album site
• Wait staff events!

75. When it comes to mobile devices
• Make sure your website works on a mobile device
• If you sell craft beers look to connect
with the folks like Find Craft Beer

76. A few reasons why?

77. Why? Take these thoughts with you:
• You can be relevant to the consumer via social media
• There are plenty of people out there to help
• Who’s listening to what other people are saying about you?
• Building a digital relationship with existing and
perspective clients will only help grow your business

78. Dear_________<insert name here>
I am just leaving a fantastic seminar at NBWA.
I’m excited about doing some really great work in the
social media space to help drive our business.
Please clear my calendar as soon as I get back and send
the following message to all staff:
“Attention <wholesaler> family. Please join me on <date>
<time> if you are interested in helping us drive our
business forward together by creating amazing
experiences using social media. I look forward to seeing
you there.”

80. Handouts available Or contact me anytime
www.slideshare.com goshea@redpeg.com
NBWA.garrettoshea