Background :
Background Trends in the Irish alcohol market created a challenge for the Guinness’s market position
Smoking ban was one of the reasons for less in-pub drinking, increasing the at-home drinking
Customer loyalty rapidly decreased
Target Audience :
Target Audience Loyal male Guinness drinkers age 21-60
Have a unique and emotional attachment to the brand
“Unspoken” drinking ritual
Marketing Strategy :
Marketing Strategy Maximize the value of the relationship between the customers and their pubs
Cross-selling cans of Guinness Draught to those who drink at home
Objectives :
Objectives Major:
Gain 100k Guinness drinkers to the database
To regain customer loyalty by the end of the first year
Minor:
Increase sales
Convert 20% of loyal consumers to drink Guinness Draught at home
Solution :
Solution “The Big Black Book”
Pubs were willing to participate
Point-of- sale posters
Sign- up forms available at pubs
Invitation to sign- up friends to watch matches of favorite sport
Results :
Results “The campaign was a winner!”
After three months, pub sign-ups increased by 8% and 70k customers were obtained
Pub owners were satisfied with the campaign
73% of hosts participated
The brand’s favorability rate was approx. 20% higher than the targeted rate
Slide 8:
Cheers!