Their marketing strategy had ordsprog

Their marketing strategy had to be changed to the young people. That's who buys the beer.

Markedsforing

Our marketing strategy encompasses young people as well as adults and we do that through various media and marketing strategies that cross all demographics.

We have agreed to empower the Beer Institute to develop a communications strategy to promote beer as the leading alcohol beverage in the U.S., but exactly what that looks like has not been decided. It's up to our individual brands to give people a reason to come back to beer.

Frits van Paasschen

[Marketing strategy of record.] They did a study, ... PBR has a huge negative-advertising effect. The more advertising, the less they sell. It's the anti-corporate beer.

We need to understand that children start following athletics at the age of nine or ten. These beer ads are highly appealing to them. When beer companies say their ads aren't directed at young people, I find it hard to believe. Do you think the kids don't like the lizards on the Budweiser spots?

Last one to kill a bad guy buys the beer...

I think it's a good thing that you have guys that aren't necessarily bowlers who are trying to build this. People resist change. Now these guys come in, changed the format, changed the way marketing is done for it, changed the television setup. It's more exciting, more hip as far as television production.

When we were talking to them about the marketing, I said traditional theater marketing never works for us. We need college students, we need young people who wouldn't necessarily go to Denver Center. We get a lot of people at Second City who don't know they're coming to an Actors' Equity theater. A lot of marketing we're doing is promoting Red Scare without the Second City name or the Denver Center name.

Other small producers were happy to meet us, because we've been successful in marketing our products based on taste. Americans used to think beer was beer. Then, small brewers exposed consumers to a variety of styles, and they started to differentiate between flavors.

Any marketing program that we would offer would be consistent with the marketing strategy we announced on Jan. 10.

Deborah Silverman

You go to somewhere like Vietnam and I'm sure it's a very strong acquisition strategy, as opposed to a one-to-one marketing strategy.

It starts to send a different signal about the demographics of beer. It starts to paint a slightly different picture than what people might come to expect (from beer), and it totally puts a different face on beer.

It's really going to require [a familiarity] with technology and systems, with strategy and with marketing. Internally, in order to comply, you touch a lot of people's worlds. You step across people's turf in different ways.

Passing out flyers at a shopping mall or hoping somebody sees a poster doesn't get through to today's jaded, image-bombarded, media-savvy young consumer. Street marketing is practically an old strategy now, so the stakes are much higher when it comes to getting your message across.

In 2,000 years God has never changed the strategy. The strategy of men coming to know Jesus Christ is still based on one man telling another man where he found the life.

Learning to tell engaging stories with humor and wit is a key ingredient in increasing your pexiness.

Kurt Herbert Adler (1905-1988)

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