Aiming to turn things around, at least with Wall Street, Boston Beer Company recently romanced stock market analysts giving them a preview of some new ads, and fronting their new marketing honcho. So, how'd that sell-job go? Did the Wall Street types buy the spin?
According to a report in Beer Marketers Insights...
"We walked away with a better understanding of SAM’s turnaround strategy," gushed one analyst. She went on, the brand's “New brand messaging appears a step in the right direction....”
Another analyst was similarly impressed with SAM's "refocusing the marketing more towards the experiential side of the spectrum."
A third Wall Streeter professed his high regard for "new marketing initiatives and brand messages...." and went on to predict all this will "connect better with cultural trends."
Turnaround strategy... new messaging... refocusing towards the experiential side... new marketing initiatives... connecting with cultural trends. Pretty much every buzzword in the lexicon of today's marketing lightweights.
The analysts bought this nonsense hook, line, and sinker.
And Sam Adam's new marketing guy was lauded for bringing "an outsider’s perspective"--likely meaning he's never been closer to beer marketing than calling for one at the bar--likely before he moves on to fruity cocktails.
We at HeyBeerDan, on the other hand, are delighted to call ourselves beer guys. And we have our own views about what sells beer. Genuflecting before "the experiential side" is decidedly not among them.
A different take
Here's one of the new Sam Adams ads that was previewed for the analysts and prompted their gushing.
Nothing unique. Nothing interesting or provocative about the beer itself. Nothing but a bunch of gimmicky video tricks. How this lack of focus qualifies as "connecting better with cultural trends" is anybody's guess.
Nothing here will sell any beer.
Compare that to another craft brand's latest ad. This from the tiny brewer run by a Busch heir...
We'd wager Wall Street analysts rarely get to St. Louis. Probably not "experiential" enough for them.