Top 5 Marketing Tips You Can Learn At Oktoberfest
Oktoberfest is an annual celebration that has been held in Munich since 1810. The first edition was an after-wedding party to celebrate the marriage of Crown Prince Ludwig 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 200+ years to perfect the art of throwing a party, there’s a lot to learn. From promotions to branding, everything seems to contribute to a common goal: Gemütlichkeit – a German play that roughly translates to a cross between comfort, warmth, belonging, joy, and fun. And speaking personally, I have never had as much fun in my life as during my two trips to Munich for Oktoberfest.
As they say when the first barrel is opened and the festival begins, “It’s open!” 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 the 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 dealer Jon McColloch said in a recent email, it’s easier to sell an $80,000 BMW than it is to sell 80 Chevy Cobalts for $1,000 each. And in case you were wondering, the average price for a pint at this year’s Oktoberfest is around $11.68.
2) Planning is paramount.
Every year, months before 7 million people walk through the gates and the music starts and cups clink, Oktoberfest is planned down to the smallest detail. The famous marzen the beer is brewed in March. The huge breweries with capacity for more than 10,000 people are built months in advance. Even the locals get on schedule.
The famous German waitresses who carry all those liters can earn enough money during the two weeks or more of Oktoberfest that they don’t have to work the rest of the year. If they can tip $1 a beer, carry 14 beers at a time, and make a new batch of beers every five to seven minutes… well, you do the math. They have done it and plan to do 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 takes place. They were present at the first Oktoberfest in 1810, and because they gave Munich the fairgrounds for the festival, it’s safe to say they’ll be allowed to attend all subsequent events. Giving can go a long way.
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 sure know a little about making beer, as well as marketing it (or not marketing it). They didn’t 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 do not export their Oktoberfest beer. They are the only brewery at the festival that serves it in traditional wooden barrels. And it turns out that their beer is the most popular at the festival and the locals point to it, almost unanimously, as 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 store for a special meal that is served there. Some choose a hall because they like the band or the decor.
Individually, these are all great, but when you add them up, they create an experience that’s hard to replicate. Every little detail contributes, from the smell of candied almonds to the bright lights on the roller coasters.
Use this philosophy to analyze his products and services. Make sure your customers get the same attention, and strive to give them an experience they’ll 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 is mentioned in the song, it is mandatory for people to toast. When people toast, drink. Needless to say, the song is played quite often. That’s Sales and Marketing 101. Prost!