Dream big, Budweiser marketing guru tells operators

Tom Kraus shares insights from beer marketing that could apply to the bus and motorcoach industry.

ST. LOUIS — A key to marketing at the world’s largest brewer is understanding its “brand essence,” the functional and emotional benefits provided to consumers, said Tom Kraus, group director of heritage marketing for Anheuser-Busch InBev.

He welcomed the United Motorcoach Association to the brewery’s hometown by suggesting that the industry’s brand essence should be “fun.”

“Understand who you are, what your difference is versus your competition. Every time I have been on a motorcoach it was to go someplace that was fun,” he said in an address to the opening breakfast at Motorcoach Expo 2017.

Kraus shared insights from beer marketing that could apply to the bus and motorcoach industry. First, he said, is realizing how many different products compete for the consumer’s time and money.

“From the standpoint of discretionary income, people don’t need to use your services,” he said. “People don’t need to pick up our beer. The competition is fierce for every dollar. In our world the competition is off the charts — water, soda, vodka, shots. It is important for us to continue to evolve and look for different ways we can capture his dollar.”

A common theme at Anheuser-Busch InBev is “dreaming big,” he said. “Don’t be afraid to reach for the stars. It is the only way to insure that you keep your market share and evolve your company. Set a big audacious goal.”

Then, he said, “Encourage your employees, inspire them to dream big and over-achieve their targets. Too many times companies set very attainable targets. Don’t be afraid to push your employees to reach for something more.”

When goals are realized, Kraus said, “Don’t be afraid to celebrate those wins. Too many times we achieve goals and then move on to the next thing. We owe it to our company and our employees to celebrate and set the next dream.”

Kraus emphasized the brewery’s adoption of social media in marketing.

“If we are not on social media we are not going to bring in the next generation of beer drinkers. In 20 years we will be looking back and saying, ‘Man, we missed the boat.’

“Never be satisfied with your results. As soon as you are complacent, the game is going to change. What you are doing today is not going to be acceptable 12 months from now. Develop an innovation pipeline — that is new products, new ways of doing service,” Kraus said. “Make sure you are leaders.”

Share this post