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Field Sales: Anheuser Busch
Case Study: Field Sales Marketing for Anheuser Bush
Objective:
- Regain Anheuser-Busch market share from competitive domestic beers, import/craft beers and spirits
- Re-introduce Anheuser-Busch brands, increase “beer occasions” and enhance the image of beer through high end accounts
- Influence brand preference by communicating the quality of Anheuser-Busch products
- Track drink and fashion trends among contemporary adults
Strategy:
- Year-Long On-Premise Program, 3 years running
- Top 21 Image Markets
- Top 17 Seasonal and College Markets
- 150 Full-Time Market Managers and Ambassadors who “make friends” in trend setting urban on-premise accounts
Results:
- 120 Agency Brand Ambassadors and 30 Market Managers Hired in 40 days
- Including Drug, DMV and Background Tests
- Successful Management/Coordination of Program Launch Training
- 5 days; 150 people in St. Louis, MO.
- Over 4.3M friends made on-premise
- Over 13M impressions in 3 years
- Increase sales by +10.4% in On Premise target accounts
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