Working with some of the world’s top beverage companies, we get a lot of insight into how they’re marketing to consumers. Clearly, point-of-purchase (POP) marketing is still a critical tactic, which makes sense when you consider that according to POPAI, over 76% of purchasing decisions still happen in the store aisle. But one of the key changes we see is how beverage brands are aligning their POP with other marketing tactics. In the past, most would try to mirror their in-store promotions with campaigns they were running on mass media like TV and radio.
Now, however, we’re beginning to see them align more with their mobile and social media marketing efforts.
In a recent keynote presentation, Winston Wang, Global Director of Strategic Innovation at Anheuser-Busch InBev, St. Louis, spoke about the opportunities with mobile marketing and stated that his company was using mobile to “take consumers from awareness to consideration, favorability, purchase intent, purchase,