Oktoberfest is an annual celebration held in Munich that dates again to 1810. The primary version was a post-wedding feast to have a good time the wedding of Crown Prince Ludwig and Princess Therese, and all of Bavaria was invited. The occasion was so in style it has continued 12 months after 12 months.
So how does this relate to advertising?
When you could have greater than 200 years to excellent the artwork of throwing a celebration, there are many issues to be taught. From promotions to branding, every part appears to contribute to 1 frequent objective: Gemütlichkeit - a German work that roughly interprets to a cross between coziness, heat, belonging, cheerfulness, and enjoyable. And personally talking, I've by no means had extra enjoyable in my life then I did throughout my two journeys to Munich for Oktoberfest.
As they are saying when the primary keg is opened and the pageant begins, "It is tapped!" So listed here are the highest 5 advertising suggestions you'll be able to be taught at Oktoberfest:
1) Elevating your costs is not essentially the perfect answer.
Yearly, the value of a liter of beer goes up, and yearly, increasingly individuals attend Oktoberfest. What does this inform us? Reducing your costs is not all the time an excellent factor.
Sure, there are clearly extra elements concerned on this statistic, however as Irish marketer Jon McColloch stated in a current e-mail, it is simpler to promote one $80,000 BMW than it's to promote 80 Chevy Cobalts at $1,000 a bit. And Simply in case you are questioning, the common worth of a liter at this 12 months's Oktoberfest is about $11.68.
2) Planning is paramount.
Yearly, months earlier than 7 million individuals stroll by means of the gates and the music begins and the mugs clank, Oktoberfest is deliberate all the way down to the smallest of particulars. The well-known märzen beer is brewed in March. The large beer halls holding upward of 10,000 persons are constructed months prematurely. Even the locals get in on the planning.
The well-known German waitresses carrying all these liters could make sufficient cash in the course of the two plus weeks of Oktoberfest that they do not need to work the remainder of the 12 months. If they will make a one-euro tip per beer, carry 14 beers without delay, and make a brand new run for beers each 5 to seven minutes... properly, you do the mathematics. They've, they usually plan for it yearly.
three) Make charitable donations.
The Hacker-Pschorr household - one in every of Munich's most well-known breweries and one of many "Huge Six" permitted at Oktoberfest - donated the land on which the pageant is held. They had been current on the first Oktoberfest in 1810, and since they gave Munich the fairgrounds for the pageant, it is secure to say they're going to be allowed at each one after. Giving can go a great distance.
four) Be artistic along with your branding.
Beer has been round for a very long time in Bavaria. So lengthy, actually, that there's a little bit of uncertainty as to when a number of the Huge Six breweries had been even created!
The oldest is Augustiner Bräu, established in 1328, they usually actually know just a little bit about making beer, in addition to advertising it (or not advertising it). They did not change the form of their bottle when it was in style to take action. They hardly ever ever change their label. They don't interact in promoting campaigns. They don't export their Oktoberfest beer. They're the one brewery on the pageant to serve it from conventional, wood barrels. And their beer simply occurs to be the preferred on the pageant and is famous by the locals, virtually unanimously, as the perfect beer at Oktoberfest.
What does this inform us? That producing a high-quality product, after which simply sticking to that, can typically be the easiest way to construct your model.
5) Promote an expertise.
Sure, individuals go to Oktoberfest for the beer and the pretzels and the music. Some go to a sure tent for a particular meals served there. Some decide a corridor as a result of they just like the band or the décor.
Individually, these are all nice, however whenever you add them up, they create an expertise that's exhausting to copy. Each tiny element contributes, from the odor of candied almonds to the brilliant lights of the curler coasters.
Use this philosophy to investigate your services. Ensure your clients are getting the identical consideration, and make an effort to provide them an expertise they are going to always remember, each time.
Possibly even provide you with a intelligent title or tagline to assist model it. At Oktoberfest, it is known as gemütlichkeit. At any time when gemütlichkeit is talked about in tune, it is necessary that individuals toast. When individuals toast, they drink. Evidently, the tune is performed very often. That's Gross sales and Advertising 101. Prost!