Every industry is being transformed by digital, the beverage industry is no exception. Leaders from the beverage industry recently congregated in Miami at the eBev 2015 conference, an annual gathering for discussing digital marketing in the beverage industry. This year’s show also held the first annual Golden Bevies awards ceremony, which recognized the top performing beverage marketers and their programs. The companies honored include: Shopkick, Mountain Dew, Coca-Cola, Honest Tea, Redd’s Apple Ale, and Laphroaig.
It is quite an undertaking to summarize the two-day event, as there was so much valuable information shared and so many priceless insights to be learned and brought back. Among all the discussions at eBev, four key themes stood out, 1) the need to develop a digital IQ, 2) the need to master content, 3) recognition that digital efforts do not need a strategy but rather strategy needs digital, and 4) it’s all about the results.
One Strategy, and It is Not “Digital”
A common theme with most speakers was that any and every company should only have one strategy. Your business strategy should revolve around identifying what the company is looking to accomplish, what the company is going to do, and what it is not going to do to accomplish it. Everything else a company does are tactical plans that help execute that strategy, including digital. In other words, the speakers at the show generally agreed that your brand does not need a digital strategy, but rather, your strategy needs digital plans. The key is to make sure that your plans for all your efforts, including digital, out of home, shopper, merchandising, etc., are coordinated and in sync.