Make Marketing History

The views of a marketing deviant.

Wednesday, April 18, 2007

Brew Tube Droops.


Switching the focus of one's advertising from TV to new media is a big step for a company and the story of Bud tv shows that old habits die hard.

The attempt to have a direct relationship with a potential customer is smart thinking, but I was struck by the paradox of a soft sell and the frequent references to maintaining control.

Marketing experts argue that it’s a small price to pay for connecting with today’s more skeptical, harder-to-reach consumers, and they urge companies to relinquish control and learn to love it. Anheuser-Busch executives do not agree. “I think YouTube does what it does just fine,” Schumacker said, adding, “I don’t want to be YouTube.”

Could this be the reason for the apparent failure of the venture as reported in Ad Age?

I think so because while they are right, in one sense, to say that "shoving those ads to the Web, where the multitasking, short-attention-span crowd spends hours and hours, won’t suffice" , I think their characterisation of the net users is wrong and somewhat patronising, while other spectacular ads have flourished online because people discover them and pass them around in a way that they are not consumed on TV.

No you shouldn't just move your ads ads online, but it's even more important to realise that you shouldn't move your old attitudes there as well.

2 Comments:

Blogger Kevin said...

John - It's tough to isolate any one reason why Bud.TV is failing. Not making it YouTube-ish is one, but I think the ultimate reason might be the prohibitive login (which they cannot get around). Again, if I had to pick one that would be it. But another issue to look at is how they did/did not promote it when it launched.

I also wrote about this topic here:
http://prblog.typepad.com/strategic_public_relation/2007/03/what_budtv_shou.html

9:28 AM, April 19, 2007  
Blogger john dodds said...

Agreed Kevin, I was going to mention the registration issue but it was covered well in one of the articles to which I linked. I know that it's a legal requirement given the alcohol laws, but it also reeks of wanting to maintain control.

11:10 AM, April 19, 2007  

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