“Beyond the Bomb: Jägermeister’s Digital Journey”
Friends! Ever had a Jäger Bomb? Like many of us who look fondly on fun moments that include Jägermeister and/or the Jäger Bomb, I have a strong emotional connection to those great times and the people I shared them with.
The question is though, how can the brand build upon that Jäger love, support theirs fans, encourage loyalty, and keep getting liquid to lips?
We’re here with expert digital strategist Robert A. Brown of Mast-Jägermeister US, Inc. to find out! Robert has flashed his brilliance as a marketer time and time again – having contributed to iconic brands such as Sprint, American Express, Claritin, Coppertone, Dove, and the entire Pernod Ricard portfolio.
We’re thrilled about today’s interview; and we can’t wait to hear what he shares when he lifts the Jägermeister brand’s incredible (but often secretive) journey to reach consumers on October 29th in Las Vegas. Robert, thanks so much for being with us today!
Hi Seth! Thanks for that awesome intro!
Thanks Seth. It’s been great getting to know your team over the last few years and appreciate the work you do to advance digital thinking in this category.
To that end, I saw tremendous opportunity at Jägermeister to join an iconic brand, with a real legacy and storied brand history that still resonates with consumers today. It’s a brand that is in transition both internally and externally, and I wanted to be a part of shaping the brand’s digital presence from the ground up.
You brought unique & valuable expertise to your team, having built an end-to-end digital shopper + eCommerce strategy for the entire Pernod Ricard portfolio. With that in mind, can you tell us your top 3 priorities when you got started with Jägermeister? And what did you envision success looking like on these fronts?
It is true that end-to-end thinking from a digital shopper and eCommerce perspective was relatively new for the alcohol beverage category 5 years ago when I joined Pernod Ricard. With that in mind, some of my first priorities were focused on putting the necessary tools in place to start to create closed-loop consumer journeys here at Jägermeister. A simple, but important example of that is a store locator or product finder on our website that allows us to direct consumers who come from our media or social channels to retailers where they can find both regular Jägermeister, as well as innovations like Jägermeister Coolpack, for example.
My other two priorities were refocusing our social efforts to speak to our recruitment audience with content that was relevant to them and in the places where they were engaging. As well as building a digital team culture that focused on disruptive thinking and unconventional problem solving.
Okay, lets dig a little deeper on some of the tools/platforms you’re employing. On the social side: how are you creating owned value for the brand? (i.e. what are you doing to ensure you’re not just paying to share each message only to rinse-and-repeat with many of the same folks.)
We look to social to reach many different audiences at varying degrees of engagement with the brand. We speak to our core audience, but also to those new to the brand and those who’ve interacted with us in other channels. All are important pieces to ensure we’re expanding reach.
Content-wise…what resonates with fans, and how are you using it to retain them in ways that matter? I saw one of your most loved tweets of the summer was “Jägermeister. Just Jägermeister. Don’t overthink it” with a simple picture of a frosty bottle.
As with most brands, we find that content that speaks to our core audience/followers who know us as the bottle that they drink with friends on the weekend resonates well and that’s important for top of mind awareness, but how else do we want them to engage? How do we get them into other channels where we can drive advocacy?
Another challenge is how do we expand beyond that audience to reach new consumers who may not know us and who won’t react to a bottle shot in the same way. How do we tap into the culture and lifestyle things that are relevant to them to drive brand awareness and relevance. That’s an important part of our social content strategy as well.
Now for the important part: how you’re commercializing your work (as all marketers are responsible for moving product nowadays). Particularly, we’d love to hear more about your eComm channels and conversion funnels. Where are the “moments” in people lives (and along the digital journey) that you can join them, add value in some way – such as convenience, entertainment, a discount – and capture said value directly?
It’s no longer acceptable for marketers to leave sales to the commercial organization. If we aren’t driving sales, then we aren’t doing our jobs. With technology, we’re able to increasing show how we get consumers from content to the store or eComm. We’re increasing looking to media partners who allow us to create content relevant to the moment and drive consumers to the point of conversion.