Oktoberfest is an annual celebration that takes place in Munich and dates back to 1810. The first edition was a post-wedding party to celebrate the marriage of Crown Prince Louis and Princess Teresa, and all of Bavaria was invited. The event was so popular that it has continued year after year.
So how does this relate to marketing?
When you have over 200 years to perfect the art of throwing a party, there are many things to learn. From promotions to branding, everything seems to contribute to a common goal: Gemütlichkeit – a German work that roughly translates as a cross between comfort, warmth, belonging, joy and fun. And personally speaking, I have never had more fun in my life than during my two trips to Munich for Oktoberfest.
As they say when the first barrel is opened and the festival begins, “It’s hit!” So here are the top five marketing tips you can learn at Oktoberfest:
1) Raising prices is not necessarily the best solution.
Every year the price of a liter of beer goes up, and every year more and more people attend Oktoberfest. What does this tell us? Lowering prices is not always good.
Yes, there are obviously more factors involved in this statistic, but as Irish marketer Jon McColloch said in a recent email, it’s easier to sell an $ 80,000 BMW than it is to sell 80 Chevy Cobalts at $ 1,000 a piece. And in case you were wondering, the average price of a liter at oktoberfest this year is about $ 11.68.
2) Planning is paramount.
Every year, months before 7 million people walk through the doors and the music starts and the cups ring, Oktoberfest is planned down to the smallest detail. The famous marzen the beer is brewed in March. Huge breweries with capacity for more than 10,000 people are built months in advance. Even the locals participate in the planning.
The famous German waitresses who carry all those liters can earn enough money during the more than two weeks of Oktoberfest that they do not have to work the rest of the year. If they can tip a euro per beer, carry 14 beers at a time, and have a new beer run every five to seven minutes … well, do the math. They have done it and they plan it every year.
3) Make charitable donations.
The Hacker-Pschorr family, one of Munich’s most famous breweries and one of the “Big Six” allowed at Oktoberfest, donated the land on which the festival is held. They were present at the first Oktoberfest in 1810, and since they gave Munich the fairground for the festival, it’s safe to say that they will be allowed at each one afterward. Giving can be a great help.
4) Get creative with your brand.
Beer has been around for a long time in Bavaria. So long, in fact, that there is a bit of uncertainty as to when some of the big six breweries were created!
The oldest is Augustiner Bräu, founded in 1328, and they certainly know a bit about brewing beer, as well as its marketing (or not marketing it). They did not change the shape of their bottle when it was popular to do so. They rarely change their label. They do not participate in advertising campaigns. They don’t export their Oktoberfest beer. They are the only brewery in the festival that serves it in traditional wooden barrels. And their beer turns out to be the most popular beer at the festival and the locals almost unanimously consider it the best beer at Oktoberfest.
What does this tell us? That producing a high-quality product, and then sticking to that, can often be the best way to build your brand.
5) Sell an experience.
Yes, people go to Oktoberfest for the beer, the pretzels, and the music. Some go to a certain tent for a special meal that is served there. Some choose a room because they like the band or the decor.
Individually these are all great, but when you add them together they create an experience that is hard to replicate. Every little detail contributes, from the smell of candied almonds to the bright lights of roller coasters.
Use this philosophy to analyze you products and services. Make sure your customers receive the same attention and make an effort to provide them with an experience they will never forget, every time.
Maybe even come up with a clever name or catchphrase to help brand it. At Oktoberfest, it’s called gemütlichkeit. Whenever gemütlichkeit It is mentioned in a song, it is mandatory for people to toast. When people toast, drink. Needless to say, the song plays quite frequently. That’s Sales and Marketing 101. Prost!
