Big Bang Or Do You Want To Do The Math The Top 5 Marketing Tips You Can Learn at Oktoberfest

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The Top 5 Marketing Tips You Can Learn at Oktoberfest

Oktoberfest is an annual celebration held in Munich that dates back to 1810. The first edition was a post-wedding party to celebrate the marriage of Crown Prince Louis and Princess Theresa, 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’ve had over 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 work that roughly translates to a cross between comfort, warmth, belonging, joy and fun. And personally, I have never had so much fun in my life as I did during my two trips to Munich for Oktoberfest.

As they say when the first keg is opened and the festival begins, “It’s been tapped!” So 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 people attend the Oktoberfest. What does this tell us? Lowering prices is not always a good thing.

Yes, there are obviously more factors involved in this statistic, but as Irish salesman Jon McColloch said in a recent email, it’s easier to sell an $80,000 BMW than it is to sell 80 Chevy Cobalts at $1,000 a piece. And in case you’re wondering, the average price of a liter at this year’s Oktoberfest is around $11.68.

2) Planning is essential.

Every year, months before 7 million people enter the gates and the music starts and the glasses clink, Oktoberfest is planned down to the smallest detail. The famous they march the beer is brewed in March. Large breweries with capacity for more than 10,000 people are built months in advance. Even the locals are involved in the planning.

The famous German waitresses who carry all those liters can make enough money during the two-plus weeks of Oktoberfest that they won’t have to work for the rest of the year. If they can tip one euro per beer, bring 14 beers at once and do a new round of beers every five or seven minutes…well, do the math. They have, and they plan for 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 is held. They were present at the first Oktoberfest in 1810, and since they gave Munich the fairgrounds for the festival, it’s safe to say they’ll all be allowed after. Giving can go a long way.

4) Be creative with your brand.

Beer has been around for a long time in Bavaria. So long, in fact, that there is some uncertainty as to when some of the Big Six breweries were even created!

The oldest is Augustiner Bräu, established in 1328, and they sure know a thing or two about brewing, as well as marketing (or not marketing). 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 their beer is the most popular of the festival and the local people, almost unanimously, it is the best beer of 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 and the pretzels and the music. Some go to a particular tent for a special food served there. Some choose a room because they like the band or the decor.

Individually, they’re 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 twinkling lights of roller coasters.

Use this philosophy to analyze your products and services. Make sure your customers get the same attention and make an effort to give them an experience they’ll never forget, every time.

Maybe even come up with a clever name or tagline to help brand it. At Oktoberfest, it’s called gemütlichkeit. As long as gemütlichkeit it is mentioned in the song, it is obligatory for people to toast. When people toast, drink. Needless to say, the song is played quite often. This is Sales and Marketing 101. Cheers!

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