Embracing Marketing Mistakes
Welcome to Embracing Marketing Mistakes, the essential top-ten pod for senior marketers determined to grow their brands all by learning from real-world screw ups.
Each week, join hosts Chris Norton and Will Ockenden, seasoned PR professionals with over 45 years of combined experience, as they candidly explore the marketing failures most marketers would rather forget. Featuring insightful conversations with industry-leading marketing experts and value-packed solo episodes, the podcast tries to uncover the valuable lessons from genuine marketing disasters and, crucially, the tips and steps you need to take to avoid them.
Chris and Will bring practical experience from founding the award-winning PR agency Prohibition PR, where they have successfully guided top brands to significant growth through PR strategy, social media, media relations, content marketing, and strategic brand-building.
Tune in to to turn f*ck ups into progress, mistakes into lessons, and challenges into real-life competitive advantages. Well we hope so anyway.
Embracing Marketing Mistakes
FAIL: Hops and Dreams: The Beer That Nobody "Cheers'd" To
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Rachel Auty, head of marketing at Brew York, discusses the brewery birthday celebration that featured collaborations with international breweries like Lervig and Hidden Springs, creating six beers with a Eurovision tie-in called "Collabivision."
What seemed like marketing genius internally received a lukewarm public reception, teaching them valuable lessons about keeping messaging focused and straightforward.
• Timed release with Eurovision in the UK and called it "Collabivision"
• Created adventurous beer flavours including a cherry stout
• Found the concept exciting internally but met with public indifference
• Realised we had too many marketing messages competing for attention
For the full episode visit: https://www.buzzsprout.com/2206375/episodes/13748919
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So for our birthday party this year, we decided we were going to brew a series of beers. We did collaborations with, like international breweries really exciting proposition. We kind of, you know, we got Lervig, we got Hidden Springs. From America, we got gosh who else did we get? Anyway, it was a set of six incredible international breweries and we were like, let's do a collab, you know, six beers collab with each. And we thought we were being, I mean, it was a bit genius. You know, we tied into the Eurovision because we were like, what's going on at the time? We're going to be releasing these Eurovision, brilliant, it's in the UK, this is fantastic. So we made these beers and we we called them collabivision okay, and it was, you know, a lot of genius in there too much.
Speaker 1:I feel like we got a lot more excited internally than perhaps the public did. Like there was a I mean, obviously we wanted to get people talking about it, but the beers themselves were like really quite um, adventurous flavors, like stuff. A little bit like there was one that was a bit a bit more sensible. It was like a stout with cherry and that was fine. But there were some that were a little bit crazy and I feel like there was just too much going on in that series. I feel like the the concept was great on its own and the beers were really interesting on their own, but together I feel like some things just got a bit noisy yeah, a bit too noisy.
Speaker 1:We tried too hard. Too many messages, too clever. Yeah, too many messages is a big thing. They say try and keep it simple, don't they? Because otherwise people just loot. You lose it. Yeah, and we've all done that, haven't we? You know, when you come up with an amazing campaign, you're high-fiving in the office, yeah, yeah, and it's met with indifference, yeah, and then like three people go oh, wow.
