Sam Adams - Market Research
In 2016, Sam Adams came to ISL wanting to market more to millennials. I reviewed their past marketing campaigns, conducted market research, did competitive analysis, and research on the type of marketing millennials reacted best to and lead a SWOT analysis exercise.
The end product was a document that helped our team understand Sam Adams's marketing and brand, which allowed the ISL team to produce a campaign that helped Sam Adams achieve their goals. The document also provided recommendations to Sam Adams so that they could continue building on the marketing effort ISL put together for them.
- Market Research
- Competitive Analysis
- SWOT Analysis
- User Research
How Sam Adams Was Marketing
After reviewing Sam Adams's past marketing campaigns, I realized why they were having problems reaching millennials. They were simply showing images of their beer, and having their owner and staff simply say how great it was. They didn’t seem to have a real strategy as to how they were marketing or who they were marketing to.
Competitors
Their competitors, on the other hand, had a much stronger brand voice and were focused on very specific groups of people. For example, Blue Moon is focused on liberals who are willing to go against convention and Heineken focuses on people who are attracted to more luxury products.
End Product
In the end, I produced a doc outlining issue areas, characteristics of the people they were currently reaching, characteristics of millennials and what they looked for in brands, recommendations on how to speak more to millennials, and potential new audiences allowing the ISL team to build a success campaign for Sam Adams.
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