In this section we highlight one of our recent projects that allowed the data sciences to truly shine. This month we put the spotlight on a local beer brewer with a passion for hop.
Traditionally beer marketing is associated with the large scale campaigns executed by the likes of Heineken, Budweiser, Stella Artois or Carlsberg. Probably the best large scale campaigns in the world :).
These campaigns are all about branding, brand awareness and associative marketing; when one thinks of Champions League football one thinks of Heineken. The budgets are enormous, their ability to offer points-of-sale unparalleled as they own many of the taps and their taste (the product experience) relatively flat as to appease to most taste buds.
Microbreweries and local brewers have been around for centuries and will hopefully remain that way. One of the best known examples are the monks at Westvleteren with their Westvleteren 12. Their marketing is almost solely through word-of-mouth (spreads a bit quicker these days via online forums) as they have neither the budget nor the broad appeal suitable for mass marketing.
Against this background we were introduced to a small scale brewer in De Rijp, North Holland. Leeghwater is a brewery named after its most famous citizen, widely credited with inventing the crucial rotating cap that allows windmills to adjust to the direction of the wind. It was his invention that allowed for a much more efficient use of the windmills in reclaiming land; the Beemster polders (Unesco) and Schiphol Airport Amsterdam are among the more famous examples.
The area of land in which De Rijp sits is a namesake of this inventor and his spirit clearly lives on in the brewery. With a good range of beers and the introduction of exclusive specials such as beers based on BBQ-smoked fresh oysters they were punching above their weight but worked almost exclusively for bars and restaurants. With the COVID-19 lockdown measures in place a switch needed to be made from 50l containers to bottled beers, B2C marketing, a webshop and presence on FaceBook and Instagram.
Ada Beta was provided the anonymized data from their webshop, all existing corporate clients and their then current Google and FaceBook data. Based on this limited set our algorithm was able to find alternative terms and online marketing approaches that would allow for a quicker build-up of the customer database whilst retaining their core values.
Firstly we added a strong focus on specific BBQ meats that require a more intense preparation and that are unsuitable for single consumption. This way we could target an audience that clearly is serious about food but also that appreciates the work and care that goes into making a special beer. Whereas this will not be the most obvious group for making high quantity purchases the data analysis showed that their influencer status would provide the most cost-effective way to add visibility on social media.
Secondly, the data showed a strong connection between people that take care of their environment and a preference for a more bespoke beer. A perfect match as almost everything in the brewing process with Leeghwater is sustainable and green. The main ingredient is of course the water; this is locally sourced from rainwater that gets filtered by the dunes in North Holland. Also the other ingredients are locally farmed in an eco-friendly manner. In this way the data showed how to best focus on those characteristics that their potential customers cared about; a beer that shows they have a distinguished taste and a focus on sustainable living.
Thirdly, we analysed the webshop and corporate userdata and found that there was too much clutter on the webshop preventing potential clients from using this for a quick check-out. Clearly some safety features need to be put in place as it is an alcoholic beverage after all but especially accredited adults making a repeat purchase should be able to one-click their preferred order. Here we used the data analysis to balance the need for efficiency on the website and webshop with the design required to welcome first-time users.
Since then the production and sales have taken great strides; after all it is foremost a high quality sustainable product. But having the data analysis to provide the right focus does make a difference.
So drink responsibly and if you want to hear more on how data can help your business achieve its goals please contact us at firstname.lastname@example.org