Cornelius Beer are a global leading manufacturer of drinks dispensing products, their beer division is based in Brighouse and specialising in beer cooling and dispensing. Their advanced beer cooling technology range has energy saving qualities to reduce the cost of operating beer pumps. As an existing client, Cornelius approached us to provide digital marketing support as they launched their revolutionary Modular Beer Cooler at the Brau Beviale exhibition in Germany in 2016. The modular beer cooler is not only super energy efficient but because they are modular, they are cheaper to install (only requiring a single engineer) and technical issues can be handled onsite (by replacing or fixing specific modules), whereas normally beer coolers require replacement and offsite fixes, so this is a significant advantage. We used the tag #GameChanger because this product really is industry leading!
Even though the product launch was not until November we began the digital launch process in September. The Beer division did not have any social pages or following so we acquired assets for Twitter, Facebook and Linked In and set-up. We worked with the team at Cornelius to prepare a proactive social broadcast schedule and email marketing campaign, targeting contacts from previous exhibitions. We had a challenge in that we couldn’t mention the word ‘modular’, this would have let the cat out of the bag pre-launch. We had to ensure that we hit the ground running post-launch so we created website content substituting the work ‘modular’ for ‘new’ so that this could easily be switched out and redirects done once the product was launched, this included a pre and post launch website hero image in the slider.
During September and October, we focused on raising awareness, using the key messages, that this product would be ‘revolutionary’, sector ‘leading’ and a complete #GameChanger. With any B2B social campaigns, gaining traction takes time. We used the exhibitions’ feeds to encourage engagement and support the anticipation of the product launch. We posted blog posts, followed up emails and gave new contacts the opportunity to sign-up to be the first to hear about the product once launched. Other collateral included the image and video of a shrouded product, to be revealed on the 8th November. All activity was tracked, individual posts were monitored using specific tags to ensure we could effectively drive the campaign. We set-up IP monitoring to pick up the details of any businesses engaging with the site.
During launch we were on call to reactively pick-up any useful activity and we saw engagement peak during the exhibition. Our advanced marketing software enabled us to listen across all online channels for opportunities to promote the brand and the product. We timed the website content switch from ‘new’ to ‘modular’ after the actual product launch and released a new blog post and emails to coincide with the activities on the exhibition stand in Germany.
The campaign went according to plan with a steady build-up of activity in time for the launch. We noted significant growth in website activity, engagement was ahead of expectations and the opportunities that have been generated and strengthened as a result of the marketing activity has directly led to new sales opportunities for the Cornelius sales team. The pages for the modular cooler are ranking at the top of Google for the major keywords, further enhancing the return on investment generated from the campaign and providing a solid foundation for future marketing activities.
This specific digital marketing activity was vital in supporting a physical product launch, the Modular Beer Cooler ensuring that once the launch was complete there was no lull in results. Building up a sales funnel and further contact program is essential in maximising return on investment and leaving a solid base for further marketing activities and future product launches.
What Cornelius Beer – Modular Cooler Launch 2016 said
Jon Leaning - Cornelius Beer Division
Cornelius Beer had no hesitation in approaching Ascensor to fully manage a digital marketing campaign around a new product launch, a product launch that was to give nothing away until the launch date at the BrauBeviale 2016 exhibition on the 8th November 2016.
This type of campaign was a first for Cornelius Beer, we trusted Ascensor to deliver on what they said. As with past experiences with Ascensor they went above and beyond what was expected, delivering a highly successful marketing campaign.
From setting up our new social media accounts (LinkedIn, Twitter, Facebook), proactively broadcasting via these channels on a regular basis, updating our website throughout the campaign and delivering e-mail campaigns Ascensor took care of everything.
Customers visiting our stand at the BrauBeviale 2016 exhibition commented on the interest and intrigue the campaign had driven and that they had not experienced this kind of social interaction before, such comments under pin the success of the marketing campaign.