This week I intended to zoom out even more by talking with Rob about which channels bars and restaurants should focus on. There's social media, but what about print? Radio ads? Email marketing? And so on.
His answer came quickly: you can't be using too many channels; use as many as you can.
That short answer is also paralyzing: "OK, so then what should I do now? How do I decide where to start if I'm supposed to be doing everything?"
Sensing that hesitation, Rob quickly turned the conversation to tactics and examples, and proceeded to reel off a list of marketing irons he's currently got in the fire at Leader Bar. The great thing is they're things almost anyone can do in just a few simple steps:
Editorializing a bit, the thing about Rob is he's always looking for new things to try, new channels to use. I was struck by how many new things he said he was trying or was about to try.
Also of note: You'll notice that Rob's found particular success with "set it and forget it" things. The website, their QR menu flow, and his email list building are good examples of this—it takes some real effort to get those things up and running, but once you do they're just going and going. They of course need upkeep here and there, but you don't need do constantly "do" them like so many other marketing efforts. That's super valuable.
Check out the interview clip for more detail from Rob on these marketing efforts:Watch interview clip
It was remarkable how sought-after Busch Light Apple was last summer. At one point we (BeerMenus.com) got an email from Google telling us that our site's page for it was getting an insane amount of traffic. (We knew it was trending like crazy, it's just an indication how much it was trending that they'd reach out about it and say "could this be right?")
The craze spiked last year, but Bud Light Apple has remained popular—in the last 7 days it was the 2nd most-searched for beer on BeerMenus.com. There's even a Facebook group w/ 14k members solely dedicated to locating Busch Light Apple.
Q: So if you're Busch Light and you found so much success with apple last summer, what do you do next?
A: New fruit flavor. Obviously. Roll out the peach!
Last week Busch Light Peach showed up on BeerMenus for the first time. I believe the advertising onslaught hasn't yet kicked off because pageviews for Busch Light Peach are still minimal, indicating drinkers aren't yet searching for it in huge numbers. I expect that will change soon. (If it's any indication, that Busch Light Apple Facebook group I mentioned earlier has changed it's name to "Where to find Busch Light Apple and now Busch Light Peach?")
The takehome: as long as it isn't super inconsistent with your brand, carry Busch Light Peach if you can. Thousands and thousands of people across the country are going to be looking for it this summer. You might as well have it when people ask for it.