Guinness RM Programme
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The Guinness Relationship Marketing Programme faced the challenge of attracting younger drinkers without alienating older, loyal customers. Younger drinkers were more likely to switch brands, so communications needed to build loyalty. Guinness identified younger customers on their database and segmented them to target experiences appealing to their interests in sports, travel, and socializing. The program encouraged customers to engage with the brand and co-create experiences. Personalized mailings featuring experiences and discounts significantly exceeded consumption and recruitment targets, doubling brand affinity.
Guinness RM Programme
- 1. GuinnessRelationship Marketing ProgrammeAgency: RMG Targetanpost.ie/mailmedia
- 2. Relationship Marketing ProgrammeThe ChallengeIn 2008, the Guinness Relationship Marketing Programme was faced with a number of challenges, including the brand’s new strategic focus on younger drinkers. This shift in focus had to happen without putting at risk the loyal, cherished and profitable relationship the brand enjoyed with its older drinkers.Recruitment activity targeting younger drinkers (who had a higher propensity to switch between brands making it more difficult to create loyalty and drive volume), would have to be consistent with the type of brand experience these drinkers could expect when moving onto the Guinness Relationship Management Programme.
- 3. Relationship Marketing ProgrammeThe Target MarketGuinness identified a significant number of younger consumers on their database that had a relationship with the brand of less than 18 months. This lower level of brand affinity meant that communications would have to work harder to create loyalty. However, common interests in Guinness, sport, travel and good times with mates remained.
- 4. Relationship Marketing ProgrammeThe ThinkingThe strategy was to move the programme beyond the traditional relationship marketing model and create a truly ‘experiential’ relationship marketing programme. In doing so, Guinness encouraged consumers to become an active part of the programme and in some instances, inviting them to co-create a number of brand experiences.Guinness devised a new data and segmentation model that recognised the different media consumption needs of the drinkers and the appeal of different types of brand experiences. By segmenting the database, they ensured that the audience most suited to a particular communication was the only one to receive it.
- 5. Relationship Marketing ProgrammeThe MailingEach mailing championed the central brand platform of ‘Alive Inside’ and delivered powerful consumer experiences, many of which were co-created by the consumer. For example, one campaign Guinness mailed to its younger segment invited them to go online and share what Guinness meant to them so they could feature in a very special permanent display within the walls of the brewery. Each mailing also contained a personalised voucher for a free Guinness
- 7. Relationship Marketing ProgrammeThe ResultsThe programme over achieved by 60% against the consumption target, and brand affinity scores were almost doubled against the target. The On Trade and Take Home Trade recruitment activity achieved 100% of its recruitment target of 23,000 adding significant value to the database.
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