🍻🍺 AB InBev: "Leaning Into" Ad Focused Behaviors!
Good morning!
AB InBev’s focus on “attentive reach”: advertising focused nonsense.
The Big Idea: AB InBev’s marketing team lays out a new vision for their marketing filled with buzzwords:
“Attentive reach”
“People focused”
“Leaning into”
Isn’t this more of the same old?: Absolutely.
Why does it matter?: I’ve surveyed executives in businesses around the world. 80%+ of these executives don’t trust marketing.
Why?
Marketers talk all of this nonsense about “Attentive Reach”, “People Focused”, and buzzword of the day.
Articles like this: reinforce those thoughts.
What does the executive want?: Results!
Go with words like:
Profits
Sales growth
Customers
How can you deliver that?: Do proper marketing work!
What does that mean?
Segmentation based on behavior
Targeting using your segmentation
Positioning your product effectively: about you, against the competition.
SMART Goals
Deliver with the 4 Ps
For later: We can talk about the power of branding and how AB InBev’s focus on tactics undermines their brand.
Go Deeper: