29 Apr 2010 @ 1:51 PM 

A little while back, I ran across a fascinating article over on Ad Age.

What first drew my attention was, unsurprisingly, the beer. Colorado Native is made by AC Golden Brewing Company, a small 30 bbl subsidiary of MillerCoors. Much like Blue Moon, they are relying on “craft”-style marketing: word of mouth/viral marketing. Part of me really likes the idea of Colorado Native – it is made with almost 100% Colorado ingredients. I mean, we’re talking barley, hops, water, packaging, and even the social marketing they’re using on each bottle.

And that’s what kept my eye on this article. Social Marketing? What what? The article kind of blows through the Snap Tag reference, which is a little crazy considering it’s Ad Age magazine and not a beer-related media. I, on the other hand, was fascinated, so I did a little reading because this is something that I think that craft brewers can learn from.

MillerCoors/AC Golden is using this interesting new type of barcode technology called a Snap Tag. Snap Tags are, for all intents and purposes, pretty barcodes. Here’s an example, from SpyderLynk‘s website.

See the dots in the circle? That’s what defines the code. I’m not exactly sure, but my guess is that the location of the dots in the circle, probably in degrees based on the orientation of the logo, can denote specific information. I speculate that they’re probably a numerical format that can be translated further by an algorithm held at SpyderLynk. Since the particular product we’re talking about is Colorado Native, it’s probably a small code that changes per batch of beer manufactured so that you can track exactly which batch this came out of, who it was distributed by and, very likely (if you have that kind of tracking technology – and why wouldn’t MillerCoors?), what retailer it was bought from.

“Okay,” I can year you saying, “What’s the big deal? People put tracking codes on their products all the time. It’s really helpful for figuring out defects in batches, it helps with customer support, etc., etc.”

Yeah, I totally agree. But what you have here isn’t just a tracking program, it’s a program in which consumers are encouraged to interact with you. The amount of information you’re getting off the Snap Tag and the bottle is small. The information you’re getting from the consumer is enormous. It starts with their phone number and/or e-mail address and then, when you send something back, it continues with their birth date (you have to verify age, right?) and then continues further on with a nice questionnaire asking about their lifestyle preferences, etc. Okay, are you on Facebook? Twitter? Yeah? Awesome. Hi! You are my target market, for you have bought my product. Now I know pretty much everything about you and you have given it to my freely.

It’s a ridiculously good use of modern technology and I’m a little shocked that I don’t see any craft breweries going in this direction.

Snap Tags? No. I’m still not convinced of the merit of Snap Tags, themselves. Each of the case studies that SpyderLynk has listed on their website doesn’t actually use the information listed on the snap tag so much as it uses the Snap Tag to get people to willingly send in their contact information to a company — which is, as far as I’m concerned, the magic.

Allow me to introduce you to something called a QR Code. It’s a bar code many people (those with Androids, maybe even with iPhones, now, I’m not sure) can actually read them with their cell phones, and I’m sure that as time goes on this will become more prevalent. Here’s an example of a QR Code:

Now here’s your Snap Tag replacement, with apologies to SpyderLynk for stealing their format:

Yeah, that’s right. Take a picture of that and send it to me and I’ll get back to you and find out about you, the consumer of said QR code. In many ways the QR code itself is completely inconsequential. In this case, however, not only am I getting information from the consumer, I am also giving information back to the consumer. You can do anything with this – contests, event information, business card info, whatever. And you can make your own QR Code for free. But it doesn’t matter! The code isn’t important! The customer contact is.

Craft breweries, it’s not often that I will tell you to take a an idea from the macros, but… take this one. The most valuable marketing tool you have is a personal relationship between your business and your customer. Take this idea! Use your packaging to do more than just signify what’s inside, it is your easiest customer contact – use it! Take this awesome idea and run with it!

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Categories: industry, marketing, media, news
Posted By: erik
Last Edit: 29 Apr 2010 @ 01 51 PM

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