Mahou Moves Beer Lovers to the Bars Through Multichannel Marketing
“We had to have the tool up and running as soon as possible. The Marketing Cloud Services team understood our needs and roadmap, and they helped us build sophisticated targeting based on interests, timeframes and levels of the customer journey.”
Mahou is developing a richer picture of its customers.
The company’s marketing leaders adopted Marketing Cloud with the intention of engaging with consumers along their journeys and develop a richer picture of the brand’s customers. With the help of the team from Marketing Cloud Services, the Mahou marketing team built a plan for achieving more advanced targeting across multiple marketing channels, including setting up Audience Builder to reach specific customer personas and personalize communication to them.
“The team challenged us,” Juristo said. “We had to have the tool up and running as soon as possible. The Marketing Cloud Services team understood our needs and roadmap, and they helped us build sophisticated targeting based on interests, timeframes and levels of the customer journey.”
Mahou launches promotions that fill barstools.
With the help of Marketing Cloud, Mahou now can send multiple emails focused on different interests and themes — food or football, for example. How recipients engage with those emails helps Mahou’s marketers home in on their interests and send them communications that focus on their areas of interest. Complementary messages extend across social media, mobile and email, as well as in bars and restaurants.
“Where before we sent one email to everyone, now we can send five different emails to different segments in one minute,” Juristo said.
Brand loyalists can sign up for an online Mahou community, run on Community Cloud, where they can collect rewards and further interact with the brand. While those consumers are in bars where Mahou’s beers are served, they see promotions encouraging them to check in to earn a free tapa, win a prize or build points. Each time they react to an in-person promotion, Mahou can use that opportunity to collect more customer information — address, preferred beers, or lifestyle information, for example.
These multichannel promotions have helped Mahou strengthen its relationships with bar and restaurant customers. “We are the stars for the commercial team!” said Juristo, referring to the Mahou sales team that works with B2B customers. “In low-peak hours when bars traditionally had no people, we have been able to move traffic, so you might have 80 people in the bar all because of our promotion.”