How-To: Reviving a Forgotten Brand via Word of Mouth
5 Steps from Cole & Weber United's Jim Elliott
Jim Elliott, creative director of Cole & Weber United, had the task of reviving interest in a nearly forgotten Northwest icon, Rainier Beer (now owned by the Pabst Brewing Co.).
"If your campaign has soul, people will respond. Let it take on a life of its own, nurture it but don't control it, and be open to serendipity," Jim adds. Here, he shares a tips on reviving a brand by building a word of mouth campaign.
Tip #1. Find the talkers
Nothing gets people talking about beer like beer, so Jim went to bars. He drank, talked, and listened. Then he found two Rainier Beer fans and asked them to be his evangelists. They were sent to bars to talk, listen, and uncover the "one thing" that remained true among loyal Rainier Beer fans.
Tip #2. Give them something to talk about
Jim had his evangelists circulate a petition to get commercials dating from the 1970's back on the air. It gave people a story to tell, and the evangelists' personal crusade inspired people out of their indifference.
Tip #3. Create the tools to get the movement started
Jim gave his evangelists their own late-night TV show, their own web site devoted to all things Rainier, and their own pickup truck with a giant, neon R strapped to the back. They were sent to bars, parades, sporting events, and festivals. Rainier Beer was released in a limited edition can inspired by 1970's-era design.
Tip #4. Allow people to join the movement
Audience members were invited to call in to the late-night TV show, and die-hard fans were invited to appear on the show. A "Remembership" program was created on the web site. Weekly newsletters were sent to the growing Remembership base, and the two evangelists quickly became many evangelists.
Tip #5. Measure results
Tracking an integrated campaign operating on many levels is a slippery business. Jim looked at how people were interacting with the campaign, and which campaign elements were working the hardest. He tracked web site visits and Remembership sign-ups. He also used a quantitative brand tracker study.
More about Jim:
Read Jim's WOMBAT presentation (PDF download)
