Marketing to the Military Case Study: Budweiser

David Yoo, RallyPoint Civilian Careers.

Budweiser is a popular pale lager produced by Anheuser–Busch, an American brewing company based in Saint Louis, Missouri. Prior to selling SeaWorld Parks and Busch Gardens to private equity firm Blackstone Group, Anheuser-Busch was one of the largest theme park operators in the United States, operating ten theme parks through the company's family entertainment division. 

Budweiser has, for years, been known for sport sponsorships such as baseball, football, soccer, and motorsports. The company has also been involved with video game sponsorship during the early years of the video game industry, and has also been known for airing humorous advertisements. Some of Budweiser's advertising tactics have become so popular that they are an indispensable part of the company's marketing strategy. Namely, the Budweiser Clydesdales (pictured above) have become an iconic image of the company, often being used in the Rose Parade and Superbowl commercials.

Below we'll discuss in full detail some of the strategies Budweiser has employed in bolstering their nearly ubiquitous recognition from sports lovers and TV surfers, to military veterans. 

Viral Video Marketing Campaigns

If you recall our previous post about video campaigns, we stressed the importance of creating consistent, valuable content. Things that people would want to spend time watching. 

Budweiser consistently creates and uploads videos on its official YouTube account, whose content consists of updates on the Made in America music festival, the company's sponsored Bud and Burgers Championship, and many of the company's aired commercials. Check out the company's 2015 Super Bowl Commercial titled “Lost Dog.”

One of the things we mentioned in our previous post about video campaigns was that "airing one or two commercials on television" would probably not communicate your company's culture or its commitment to its mission statement. The video above, while valuable to those who were willing to watch it, does not go beyond its heartwarming nature to call for a particular course of action or to propagate a sentiment the company wants to share with its viewers.

Indeed, airing one or two commercials like these may popularize your company's name to the families and friends spending their Sunday evening watching the game. But the most instructive part of Budweiser's video marketing strategy is its consistency and diversity of the message it has spread. For example, aside from a myriad of different projects and communities the company has targeted, Budweiser has regularly demonstrated its dedication to support the troops and those who have risked their lives to protect their fellow countrymen through viral video campaigns. 

Check out some of the numerous videos that Budweiser and the parent company have created to demonstrate their gratitude for veterans and service members. Many of these videos were created to build positive public perceptions of the company by emphasizing the company's efforts to support those who serve.

'Troops Coming Home'

'Coming Home'

A Hero's Welcome - Super Bowl XLVIII Commercial

9/11 Tribute

The last video, a tribute to those who have lost their lives in 9/11, was remastered and released again on 2011 as a ten year anniversary tribute. The videos were meant as tributes and a public demonstration of the company's solemn respect for those who have perished during and after the crisis. The commercials never aired more than once so as to not profit from the commemoration of the lives lost during the tragedy.

Promotions, Donations, and Building Culture

We mentioned that one of the main reasons to create valuable video campaigns is to inform the viewer of your company's culture and to shape the brand in the would like by emphasizing certain qualities. The commercials and videos linked above were some of Budweiser's content that centered on military service, emphasizing qualities the company prized such as patriotism, camaraderie, gratitude, respect, support, and service. The company has, for long, supplemented their video marketing campaign with genuine outreach to those who have served. Consider some of these initiatives that show the company's commitment to making an impact in the military community:

1) In March 2011, Budweiser launched the “Here’s to the Heroes” Home Run program. The program involved a $100 donation for every home run hit during the 2011 Major League Baseball regular season to benefit the Folds of Honor Foundation, an initiative that provides educational scholarships to the dependents of service members killed or disabled in the line of duty. Additionally, the company donated a portion of every case sold from May 26 – July 10 to the organization.

2) More than 5,500 Anheuser-Busch employees have served in World War I, World War II, Korea, Vietnam, Desert Storm, Iraqi Freedom and other military campaigns. Employees currently serving in the U.S. military may resume their jobs at Anheuser-Busch.

3) From 2001 to 2009, more than 5 million military service personnel and their families received free admission to select theme parks through the “Here’s to the Heroes” program sponsored by Anheuser-Busch and Budweiser. 

The company remains a sponsor of this popular program in Florida, Virginia and Texas. The company also helped found the U.S. Military Sports Association, an organization that supports our uniformed men and women’s sports activities, and has donated more than 18,000 pieces of sports equipment to troops in Afghanistan and Iraq.

4) Since 1987, the company and its Foundation have donated nearly $11 million to military charities, including the USO, Fisher House, Intrepid Fallen Heroes Fund, Pentagon Memorial Fund, America Supports You, Marine Corps Heritage Foundation, Hispanic War Veterans of America, Paralyzed Veterans of America and the Korean War and Vietnam War Memorials, among others.

5) On New Year’s Day 2011, Budweiser paid tribute to America’s heroes with a patriotic float in the Tournament of Roses Parade, which was pulled by the Budweiser Clydesdales and featured veteran service organizations and Anheuser-Busch employees who had served in the military. The gesture was made to give thanks to those who have been in active duty or who are currently serving and for all the sacrifices they've made to protect the residents within the country.

Blogs, Infographics, and White Papers

Blogs: 
Budweiser has also made effective use of other content marketing strategies to bolster its public reputation as a socially aware thought leader with expertise in fields related to brewery and drinking culture. 

When going to the company's blog, you will notice that the content marketing team regularly creates a diverse array of different topics. Whether the post is about the company's environmental efforts, a recipe to brew an imperial stout oatmeal recipe, or about how lager should be tried over wine at the dinner table for the night, Budweiser's marketing team is constantly creating valuable and searchable content for its viewers. The blog's home page is visually appealing and user friendly, allowing you to go through previous posts and catch up on the latest news, company initiatives, fan-made recipes, etc.

Infographics:

The company has created or commissioned contractors to create visually appealing infographics. For example, During the FA Cup, Budweiser wanted to create an infographic that compared the life cycle of the pint of Budweiser in one's hand to the events that have occurred during the the FA Cup so far. The campaign was designed to be used across Facebook and the focus was to create an engaging timeline. The importance of having visual content is at an all-time high. As the Content Marketing Institute reported, "Social media sites that focus exclusively on images are swiftly gaining in popularity. In February, TechCrunch reported that the percentage of online adults using Pinterest (15 percent) had almost caught up to the percentage using Twitter (16 percent)." Budweiser understands the appeal of creating visual content and has taken advantage of its presence on social media to spread this type of content to its viewers. 

The organization will continue to create informative and well-designed bits like the one above as part of its ongoing content marketing strategy. For instance, another notable infographic created with the intent of informing and spreading a bit of the company's culture and history. Not all of Budweiser's (or your company's) content has to be overt advertisement. Many individuals find even bits like the one depicted here interesting, due to the colorful presentation of what would otherwise be fairly uninteresting information. 

White Papers:
The company is also no stranger to creating white papers on topics of importance. Given the nature of the company's products and the association between alcohol and impaired judgment, many brewing organizations are constantly under scrutiny. According to Anheuser-Busch's press release, "Anheuser-Busch's representatives participated in the launch of the Beer Institute’s comprehensive white paper detailing alcohol responsibility efforts, including drunk-driving and underage-drinking prevention, and supportive data – including those championed by Anheuser-Busch. Maryellen Pado, Senior Director for Corporate Social Responsibility at Anheuser-Busch, presented Budweiser’s 'Friends Are Waiting' campaign to attending congressional staff and media." 

Given the dangerous nature of under age drinking and driving under the influence, the company has taken an active step to write a report in a white paper that could be read here. Writing these types of reports show the public that you are a thought leader and recognize that you are truly committed to your company's core values.

Takeaway

The key takeaway from this case study on Budweiser's marketing strategy is this: you don't have to be as big as these companies to create valuable content to benefit your business. 

While it's true that we've investigated perhaps one of the most well-funded companies with a large budget for marketing, the fact is that many businesses can still succeed in creating content that can attract consumers and other businesses alike. As we've mentioned repeatedly throughout our previous posts, you do not need to buy prime time Superbowl commercial advertising slots in order to spread your message, your company's culture, your products/services, or your mission. Remember, businesses have started and taken off with less resources and less access to an audience. 

For more information about creating valuable content for marketing to general audiences as well as for specific military audiences, check out some of previous blog posts about content marketing and using video campaigns.

Check out some of RallyPoint's unique Business Services here and have access to more than 740,000 members of the military and former military on our social network.

Military Marketing Using eBooks

David Yoo, RallyPoint Civilian Careers. 

What are eBooks?  

eBooks are a great way to build upon your well-oiled content marketing machine. It is perfect for businesses and organizations that want to explain complex information in a readable and easily digestible way. 

The content presented in an eBook is sort of a cross between the more serious white paper and the infographics that rely on visually appealing readers with their design and flow. 

The Content Marketing Institute describes eBooks in the following way:

"Think of it as a white paper on steroids: a report, generally 12 – 40 or more pages in length, that presents complex information in a visually attractive, reader-friendly format. The content is both informative and entertaining; the tone, collegial; the format, 'chunky' rather than linear, to facilitate skimming and scanning."

Compared to other content marketing strategies, eBooks are longer and represent a more educational form of content. Aside from white papers, it is the best way to communicate your brand or company's expertise in a particular area in a creative capacity. 

Why eBooks?

1. You can advance your company or organization as a thought leader.

Using the definition provided by Russ Alan Prince and Bruce Rogers, contributors on Forbes, a thought leader is "an individual or firm that prospects, clients, referral sources, intermediaries and even competitors recognize as one of the foremost authorities in selected areas of specialization, resulting in its being the go-to individual or organization for said expertise." 

This definition is helpful as it allows companies to understand that a critical dimension of branding. When individuals and other companies respect your knowledge in a particular subject, you improve the public perception of your business as a legitimate source of expertise. eBooks help you present information in a way that commands both the attention and respect of your market.

Organizations like the Content Marketing Institute release eBooks that inform and solidify the general understanding that the organization has valuable expertise in giving content marketing advice to businesses. For example, check out the "100 Content Marketing Examples" eBook released by CMI. Notice the combination of aesthetics and content - the blending of visual appealing images and information about businesses can succeed using similar marketing tactics.

2. You can increase search engine visibility. 

Businesses that diversify the type of content being published online can significantly boost their online presence and increase their search engine optimization (SEO). 

eBooks, because they are searchable, can be a valuable landing page for those who were looking for answers for a particular question. For example, typing in "100 examples of content marketing" or "top 100 content marketing examples" will yield the eBook created by CMI mentioned earlier. If your content is valuable and the eBook provides insight that others found useful, other organizations and websites with high authority may provide anchor texts (clickable text in a hyperlink) to the content itself and lift your position in popular search engines. 

If your website is already running and you have a company blog (we highly recommend that you do), you can pick up some leads by displaying the eBook on your home page or writing about the type of content being presented in a blog pot. Having multiple mentions of the subject matter being written throughout your website and building backlinks to your home page or a particular landing page can be valuable in populating search results with your company's name at the front. Remember, not many individuals venture further than the fifth or sixth search result, and a vast majority will never click on the second page to see the results presented there. Building your position on the search engine results is an invaluable asset to increasing traffic to your site. 

3. You can capture a target audience at both ends of the sales funnel. 

Jonathan Kranz from Kranz Communications wrote that "Most often, my clients see ebooks as attractive tools at the front end of the sales funnel, as a way to build brands and attract leads. But… at least two of my clients used ebooks for leverage at the back end of the funnel, convincing fence-sitting prospects that they (my clients) were the true experts within their prospects’ short lists, inspiring those prospects to commit and become customers."

The dual function of eBooks is evident in the way that consumers are attracted by the content. 

First, by increasing search engine visibility and thereby creating organic traffic to your site, customers who are searching online for a particular product or service may stumble upon your blog that provides more information your level of expertise. Prospective customers who were made aware of your product or service because they were linked to your website from different site or because of organic searches on a search engine are those near the front end of the sales funnel. They're aware of your product and aware of a problem or issue for which they'd like a solution. Your landing pages, blogs, online PDF eBooks were able to attract their attention and notify them of your website's existence. In this circumstance, your eBook can bolster your legitimacy and expertise even before consumers were aware of a particular service or product you provide. 

Second, those in the back end of the sales funnel may have been familiar with the product or service that you provide but remained indecisive. They may be comparing the quality of your service with that of another competitor and trying to identify niches that may be more suitable to their tastes. In this case, eBooks can be instrumental in communicating your professional knowledge of the particular subject matter. Those who have dedicated the resources to create a lengthier identification of problems and explanations for solutions are companies that are more attractive to the indecisive consumer. 

Next Steps

You have to develop your distribution strategy early, as a poor one may lead to lackluster results and a poor investment of the resources that you used to create it. If you are still building traffic, use the eBook as a promotional tool to drive traffic and capture leads. Some websites send newsletters or emails that promote a free, downloadable eBook that may be of value to the recipient. 

Make sure to include a call to action in your eBook. Where should the reader go for more information? What should the reader to next? Is there a resource on your website that helps answer additional questions? Can the reader sign up or subscribe for more emails like these? The CMI suggests providing links and calls to action on every page because, "Why not?" It will only help build upon your SEO and help your readers have access to convenient resources.  Don't forget to set up your analytics so you can track your returns on the investment.

Having trouble starting? Check out this blog post by HubSpot on creating an eBook from start to finish (you gain access to some templates as well).

For more information about creating valuable content for marketing to general audiences as well as for specific military audiences, check out some of previous blog posts about content marketing. Check out some of RallyPoint's unique Business Services here and have access to more than 740,000 members of the military and former military on our social network.

How to Market to the Military: E-Newsletters

David Yoo, RallyPoint Civilian Careers.

Since the advent of the internet, email marketing has been one of the most popular ways that businesses, organizations, and companies have shared their content and connect with prospective consumers.  Sending e-newsletters has remained an effective way to help maintain both customer engagement and business-consumer relationships with existing customers.

What are e-newsletters?

The Content Marketing Institute defines e-newsletters as the following: "A permission-based means of regular communication with current and future customers, usually distributed monthly or weekly. Available electronically, via text-based or HTML pages, they can include complete articles or brief descriptions with links to articles on your Website."

Business-to-business, business-to-consumers, as well as business-to-military organizations should look into the prospects of having their online newsletters and take advantage of some of the benefits that come with this email marketing campaign. 

Why use e-newsletters?

• E-newsletters are a great way for you to direct some of your users' attention to other content you've created, such as webinars, ebooks, white papers, blogs, live events, podcasts, etc.
• An e-newsletter will help you to stay in contact with your clients and customers. You can keep them informed of the newest updates regarding your business, new lines of product and services, new general developments, etc. 
• It will help you improve your relationships. Your consistent content development and new offerings will make people turn to you first when they need something. After all, you are the subject matter expert. 
• You can give valuable tools to your loyal customers. You can share tips that can help your customers become more successful in their own business ventures or in their own lives more generally. 
• Customers may spread your content. If your content is valuable, your customers and clients may share your e-newsletters with others who may find the content useful, helpful, or just valuable.

Some ways to make your e-newsletter valuable

1. Create a catchy subject line

Think about how much attention you pay to your emails when you open your inbox. You log in, and save as much time as possible by first skimming through who sent you the email and then the subject line. Emails from business or organization tend to receive less attention and are thus a second priority. You don't want to give your consumers any more reason to unsubscribe from your newsletter by creating what may seem as impersonal, spammy subject lines. Your subject line should speak to your customers and pique their interest. As Michele Linn from the Content Marketing Institute suggests, "tease [your customers], ask a question, but don’t give away the answer. Use 50 characters max." The trick is to interest your customers; make them want to click on your email. Don't drive them away with a generic "Hi Customer, look at current deals today!" 

2. Layout

There are two ways you want to think about when deciding on the layout of your e-newsletter. You want to think of your design and the content itself. 

It’s rather easy to send out mass online newsletters using a template from a generic software. It may be useful to consider investing some resources in a professionally designed newsletter to make your content stand out and to shape the customers' perception of your brand.  it. However, consider investing in a professional design. Your content will stand out and lend a hand to creating a positive opinion of your brand at the same time. A great design can also go a long way in helping create a more visually appealing newsletter that will make your customer want to read through all of it. 

In addition to design, your content is crucial. No one will read your newsletter, regardless of how flawlessly it is designed, unless they think it's worth reading. But don't put all your eggs in one basket; try saving some interesting bits and tease your customers to click on links that will direct them to the full story or development that is being written about on your website. That way, you can encourage users to revisit your site after reading through your newsletter. 

Check out an example newsletter below by Litmus, which combines design and information to entice its viewers' attention.

3. Call to action 

Make your CTA loud and clear. "Click here to read the full story" or "check out more deals like this now" or "browse our new product line" are great ways to entice your viewers to explore your site. Your calls to action requires some experimentation to see what type of buzzwords make your content more likely to receive clicks and backlinks to your website. When done correctly, you will boost more traffic and, in the process, gain valuable feedback as to what you can do to help improve your next batch of newsletters. 

4. Archive your newsletters

As with most content marketing strategies, e-newsletters can be a powerful way to help improve your search engine optimization (SEO). Like keeping an archived video of your webinar allows anyone interested in your topic to find your presentation online, archiving your informative newsletters can be a great way to increase some more backlinks to your site. One way to integrate your newsletters with your actual website can be creating a dedicated page or corner for your past newsletters. Those who haven't subscribed to your newsletters may stumble upon it on your website and think it's worth subscribing to more weekly or monthly newsletters because they think the content is worthwhile. 

5. Promote your newsletters

Once (and if) you've decided to set up your e-newsletter landing page, you want to start promoting your content to drive up some more traffic. Make sure you include subscription buttons wherever you can in a tasteful and non-obstructive manner. Your home page may seem like an intuitive and obvious start; ask new registered users whether they would like to receive weekly/monthly newsletters. Advertise your newsletters to your followers on Facebook, Twitter, and other social media outlets and make sure you add a feature that allows your newsletter to be shared with others. 

Stuck? Want to make sure e-newsletters make sense for your business? Check out this HubSpot post that goes over some more tips to create valuable newsletters. 

For more information about creating valuable content for marketing to general audiences as well as for specific military audiences, check out some of previous blog posts about content marketing and using video campaigns.

Check out some of RallyPoint's unique Business Services here and have access to more than 740,000 members of the military and former military on our social network.

Marketing to Reach the Military: White Papers

David Yoo, RallyPoint Civilian Careers.

What is a white paper?

For a long time, defense contractors that sell their products and services to the government have been leveraging the power of white papers to educate and attract attention. Because of their usefulness to other businesses and governments, white papers have been an invaluable channel, especially to those who want to be involved in marketing to the military. 

A white paper is simply a persuasive and informative essay that uses facts, logic, and reason to promote a certain product, service, or viewpoint. The type of content that a white paper provides focuses on useful information in order to allow businesses and consumers to understand an issue and the best way to solve a particular problem or to arrive at a good decision. 

Marcelina Hardy from Content Writers writes, "If you’ve been in business for a while, you probably know what one is, but things have changed. White papers are not what they used to be. The goal is to still promote a business’ products and services, but they go above and beyond just that. They provide consumers with valuable information that they will love to share with their friends, family and acquaintances."

Here's a short video interview with Senior Writer Dave Bolton about white papers: 

Gordon Graham goes into more detail about some of the specific types of commercial white papers:

• Backgrounder: Describes the technical or business benefits of a certain vendor's offering, either a product, service, or methodology. This type of white paper is best used to supplement a product launch, argue a business case, or support a technical evaluation at the bottom of the sales funnel.
• Numbered list: Presents a set of tips, questions, or points about a certain business issue. This type is best used to get attention with new or provocative views, or cast aspersions on competitors, especially by using FUD (Fear, Uncertainty, Doubt).
• Problem/solution: Recommends a new, improved solution to a nagging business problem. This type is best used to generate leads at the top of the sales funnel, build mind share, or inform and persuade stakeholders.

It's clear that white papers are multi-purpose marketing tactics. The popularity of this medium is echoed by a study that was conducted by MarketingProfs and the Content Marketing Institute, in association with the Business Marketing Association and American Business Media, that revealed that 42% of the content created by companies who market with content are white papers. Defense contractors as well as other businesses attempting to reach the military audience have relied on this crucial content in order to diversify their overall marketing strategy and to create valuable substance to attract prospective customers.

Check out the Walt Disney Company's white papers on its veteran hiring initiative. Each section is a white paper on a particular subject about hiring veterans and the benefits of having former military work in your office. 

What Does a White Paper Look Like? 

Typically, a white paper looks like a cross between an academic paper written in a university for a short study and a report with recommendations for how to proceed to answer a question or solve a problem. 

There are no real industry standards or established best practices for writing a white paper, but there are some commonalities that distinguish white papers from, say, a brochure or pamphlet. 

• Generally, a white paper is a PDF document ranging from 6 to 10 pages in length. 
• White papers generally employ visually appealing cover pages and many images and nifty designs to attract the target audience and to provide some breaks in between lengthy reading blocks with informative depictions of the arguments being presented. 
• Sometimes infographics, charts, or just visual representations of the information being presented is used in order to captivate the reader's attention. 
• Titles of white papers often lead the reader to want to learn more about the content or the study being presented, a key signifier that the written material is of value to the consumer. 
• Text is usually broken up with different subheadings or images in order to make the material easier to digest.  
• It uses logic and facts to inform and educate the reader. It helps people understand what the current problem or situation is, and allows the reader to see the need for a change to the status quo.  It presents objective research, counterarguments, rebuttals, and provides studies, surveys, and other useful information to support the claims and positions. 
• Readers view the white papers because they can relate to the problem that they face or they believe is afflicting some part of their world. The white paper should not only incorporate elements of informative and analysis, but also seems like a guide. 
• Near the conclusion of the white paper, the document should begin to discuss the business and the business products or services that it offers. This should be well aligned with the problem and the research that was presented throughout the paper. 
• Remember that even near the end of the conclusion, the discussion on the business' product is not overtly promotional.

To see a great example of the use of graphics/images with texts in order to communicate valuable content to readers, check out this white paper written by Joe Pulizzi and Robert Rose from the Content Marketing Institute. 

A Quick Review/Rundown On Format Mentioned Above

Here's a short breakdown of what the general format looks like:

-Cover page with provocative and enticing title
-A table of contents (if necessary)
-Identification and introduction of the problem or issue being discussed
-Evidence, research, studies, surveys, academic papers, etc.
-Recommendations and solutions
-Blurb about company and the product or service being offered
-Don't forget images/infographics/subheadings to space out the text and provide some rest

When in doubt, consult with the white paper FAQs (Frequently Asked Question), which identifies key characteristics for a white paper as the following:

• A document containing narrative text
• At least 5-6 pages long, in portrait format
• Educational, practical and useful, NOT a sales pitch
• Used BEFORE a sale, not AFTER a sale 
• Provides facts, NOT just opinion 
• Includes an introduction or executive summary 

Also consult the white paper FAQs if you have more questions, such as the difference between case studies and white papers or the difference between press releases and white papers. 

Questions To Ask Yourself

The Content Marketing Institute suggest you ask yourself the following questions when you begin to consider writing or improving your writing.

The origin story of this white paper holds valuable lessons about creating white papers, overall; but it’s likely that it has also sparked some questions in your mind about your own firm’s white paper processes, such as:

• Editorial calendars: Does your firm have an editorial calendar that leaves enough time for creating white papers without interfering with other projects and responsibilities?
• Writing processes: Do you stress the importance of planning before you write? Regardless of who writes your white papers, do you encourage them to start with a mind map or outline based on your market’s personas, the message you want to communicate, and the way you’re going to use the white paper? In particular, do you encourage your firm’s top voices to partner on projects, with each one creating his or her own drafts, then rewriting and building upon each other’s ideas, until a richer viewpoint emerges — one that goes beyond what either alone could accomplish?
• Collaboration: Most important, does your business or association — regardless of size — have a dependable team of writers and designers to create your white papers, plus established communication procedures to engage everyone involved in your content marketing success?

Additional questions provided by Anjana Srikanth from the Internet Writing Journal to consider include the following: 

• Do you want your article to send readers off the site? 
• Would you want it to be the exit page on a site? 
• What kind of business articles does your company need? 
• What kind of brand do you want to portray? 
• As far as credibility goes, how do your articles fare? 
• Do you have what it takes to get a site like Yahoo, Bit Pipe or Forrester to list them? Articles of a certain caliber, we mean!

For more information about creating valuable content for marketing to general audiences as well as for specific military audiences, check out some of previous blog posts about content marketing and using video campaigns.

Check out some of RallyPoint's unique Business Services here and have access to more than 740,000 members of the military and former military on our social network.