Rhinegeist_Book_of_Insights_Spring_2016_linkedin

The Ghost of Rhine Rises How to spread the love for the Ghost across the Rhine?

bluezzoon | creating inspirational brands copyright © bluezzoon | 2016 all rights reserved 1


The Ghostly Question How to spread the love for the Ghost across the Rhine?

How can you spread love for the Ghost across the Rhine, into the land

of the Norse Millennials, and change how they think of beer?


#480Jedis and the Ghostly Dream Team How to spread the love for the Ghost across the Rhine?

Yoda has engaged 27 #480Jedis in an award-wining process of completing client-based projects in Spring 2016. All Jedi were asked to conduct 360º situation analysis of a client’s marketing environment in order to address the “Ghostly Question.” Specifically:

• Extensive secondary data research of over 500 articles obtained from Fast Company, Advertising Age, Brand Channel, Google Finance, Motley Fool, Gallup, Nielsen, Boston Consulting Group, Pew Research, Hofstede, or OECD to complete SWOT analysis, competitive analysis, analysis of inspirational brands, generation analysis, and societal and cultural analyses;

• Analysis of sample survey data collected for Made by Mavis based on responses from 447 Millennials;

• Direct and indirect observations in Rhinegeist Brewery in OTR in March 2016;

• Experience surveys (interviews) with Rhinegeist customers;

• Integration of six selected projects into one presentation by The Ghostly Dream Team.

How can you spread love for the Ghost across the Rhine, into the land of the Norse Millennials, and change

how they think of beer?


#480Jedis and their Ghostly Client How to spread the love for the Ghost across the Rhine?




#480Jedis and their Ghostly Client How to spread the love for the Ghost across the Rhine?

“Rhinegeist, founded by Bob Bonder and Bryant Goulding, two friends with unrivaled passion for tasty brews, believes that a good craft beer

can bring people together and forge stronger communities that respect each

other’s traditions and history. Every sip of their beers and ciders or the spirit of their brewhouse reflect those beliefs. Today, they are on a mission to turn their brewhouse on 1910 Elm Street in Over-the-Rhine district into a place where these

beliefs come to life.”

Class of #480Jedis Spring 2016





6

Dark Side: What are the barriers to solving

the problem?

1

Bright Side: What have we learned about how

to break those barriers?

2

Path: How can you break the barriers and

solve the Ghostly Question?

3

How can you spread love for the Ghost across the Rhine, into the land of

the Norse Millennials, and change how they think of beer?


The Dark Side What are the barriers to solving the problem?

How is life in the U.S. in general? Source: OECD Better Life Index (2016). United States. The Organisation for Economic Co-operation and Development.

People, especially those living in Ohio

and Kentucky, worry about health, safety, jobs, and work-life

balance.

“The ability to juggle family, work and personal time affects our individual well-being. It also impacts those in our household and how much time we have to give back to our community. A significant factor in work-life balance is the amount of time we spend at work. Evidence suggests that spending too much

time at work can impair our health, jeopardize our safety and increase stress.”

KentuckyOhio



How do historical numbers of active U.S. breweries look like? Source: Teeter, A. (2015). The Craft Beer Bubble. Vinepair.

Beer sales are growing, especially due to fast growth

in craft beers.



What about growth in number of craft breweries from 2012 to 2014? Source: Teeter, A. (2015). The Craft Beer Bubble. Vinepair.

Beer market is becoming more and more competitive, especially due to fast

growth in craft beers.

Craft beer market is on rise and very

competitive.



What are top 20 most popular beers in the U.S.? Source: Teeter, A. (2015). The Craft Beer Bubble. Vinepair.

“Bud Light effect” Beer market is

dominated by lighter beers, mostly in

cans but…



Growing multiculturalism, especially across

Millennials, contributes to changes in tastes and

consumer behaviors.

How is cultural landscape affecting U.S. consumers? Source: Nielsen. (2016). Hispanic Millennials Seek a Cultural Connection at Grocery. Nielsen.

Millennials are more “multicultural” than any previous generation. In the

U.S., approximately 40% of the generation identify as Hispanic, African-American or Asian American. And over

a quarter of all U.S. Millennials are first- or second-generation immigrants

—many of whom have strong ties to their global origins.

This diversity is shifting their attitudes—71% of all Millennials say they

appreciate the influence of other cultures on American way of life. It’s

also shaping their consumer habits—from brand loyalty and product

purchasing to language and media usage.



“Bud light” effect

How can you spread love for the Ghost across the Rhine, into the land

of the Norse Millennials, and change how they think of beer?

Variety is increasing

Worries about health, jobs, safety, and work-life

balance

Preferences vary across gender, region, and age.

Growing multiculturalism

Millennials worry about debt.

Craft beer competition is

growing

Elephant effect



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2



3




the problem?

1


The Bright Side: Generational opportunities What have we learned about how to break those barriers?

Gen Z Millennials Gen X Baby SilentWhen were they born? >1996 1979 - 96 1965-78 1946-64 <1945How old are they? 18- 19-35 36-49 50-69 70+Do they buy beer? ✓ ✓ ✓ ✓Do they buy wine? ✓ ✓ ✓ ✓Do they have disposable income ✓ ✓ ✓ ✓Buy from socially responsible brands? ✓ ✓ ✓Seek brands with rewards? ✓ ✓ ✓Buy from Chipotle, Starbucks, and Panera Bread? ✓ ✓ ✓Want to buy from Target and Whole Foods? ✓ ✓Are they in debt? ✓ ✓Do they use social media a lot? ✓ ✓ ✓Do they shop online? ✓ ✓ ✓Care about local, organic, healthy? ✓ ✓Care about stories behind brands? ✓ ✓Want two-way interaction? ✓ ✓Seek unique, diverse experiences? ✓ ✓Love to party and entertain? ✓ ✓Dream about traveling? ✓ ✓Dream about changing the world? ✓ ✓Have a great influence on other generations? ✓Will soon shape choices of their children? ✓

Continue targeting Millennials who are

strong influencers whose preferences can still be

shaped and value many of the characteristics possessed by your brand and worry about

the things you can help them with.

How can I unplug from my busy life? How can I connect with my

friends, family, and community better? How can I discover something new

and different?


The Bright Side: Observations in Prague, CZ What have we learned about how to break those barriers?

Exploratory observations conducted in Prague and Krušovický Pivovar (Heineken) revealed several noteworthy ideas:

1. Provide timeline of brewmasters on the wall in the brewery and-or website;

2. Organize “culinary” event at the brewery during which brewmasters present their ideas about what foods are best with what beer.

3. Install lights in the shape of your typical glass.

4. Provide 3D model of OTR district to demonstrate its revival progress.

5. Provide information about how pouring beer on tap into a glass affects its taste.

6. Consider painting walls with images/photos of the original building.

1 2

3 4 5

6

Tap into customers’ interest and

appreciation for cultural diversity, history,

heritage, and craftsmanship.


The Bright Side: Sample survey of Millennials What have we learned about how to break those barriers?

Demographic profile of the sample:

• Millennials (60% female): • Younger: 18-25 years old (74%) • Older: 26-34 years old (26%).

• Living in Kentucky (54%), Greater Cincinnati (27%), Ohio (12%), and Indiana (3%).

• Predominantly single (79%). • Caucasian (89%).

• Attending college or college educated (88%). • Part- (43%) or full-time (43%) employed. • Income below $40,000 (73%).


How often, if at all, do you shop in any of the following grocery stores?

Gro

cery

Sto

re

Kroger

Target

Wal-mart

Meĳer

Remke's

Whole Foods

Jungle Jim's

Sam's Club

Trader Joe's

Costco

Shopping in a given grocery store at least 2 to 3 times a month.0% 25% 50% 75% 100%

1%

2%

4%

6%

6%

9%

10%

29%

15%

81%

4%

2%

5%

5%

5%

6%

12%

29%

42%

88%

Female (n = 265)Male (n = 182)

Reaching Millennials in

Kroger is a great way to drive awareness.



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the problem?

1



2



3




The Path to the Bright Side How can you break the barriers and solve the Ghostly Question?

Step 13: Opportunities are endless!

Engage your employees and customers in activities that unleash their creativity to identify new ideas about how to bring your brand to life, such as:

1. How could you use our space with games to engage older Millennials with kids?

2. How would you integrate the ghost into lives of those with kids? (e.g., Lego® like mini figures, adaptation of “McDonald’s kids meal with toys” concept for adults with kids,…).

3. Should we integrate regular events on certain week days, each appealing to different group (e.g., Mother’s day, Wine & Beer night, World Beer Day, College Night, Employee Appreciation Night, Garden Day, Movie Night, Ghost in the Foam,…)? How?

4. Should encourage local bands to integrate Ghost into their lyrics? How?

5. Should we create an in-house soda, root beer or even “kid” beer?

2

4

1

3

How can I unplug from my busy life? How can I connect with my friends,

family, and community better? How can I discover something new and different?

Collaborating with customers is a great way to drive engagement and create

sub-cultures. Challenge them with questions that yield creative ideas. Use social media

to do that!

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the problem?

1



2



3





Nicole Hudson Researcher, creative thinker, brand builder

Job: Marketing Coordinator at Enquirer Media

Education: B.S. in Marketing and B.A. in International Studies, May 2016, Northern Kentucky University, and 5 Bluezzoon-driven experiences

Contact: 513-482-1837 | [email protected] | in

“A creatively analytical mind on a mission to help brands innovate (and change the world) through consumer insights.”

Jamie Kohls Researcher, team builder, project manager

Job: Server at Hofbrauhaus in Newport

Education: B.S. in Marketing, May 2016 Northern Kentucky University, and 5 Bluezzoon-driven experiences

Contact: 859-468-3890 | [email protected] | in“Analytical mind on a mission to create valuable stories about clients and brands using well-developed data.”

Maria Collins Creative thinker, researcher, team builder

Job: Program Leader at Boone County Parks & Recreation

Education: B.S. in Marketing, May 2016, Northern Kentucky University, and 2 Bluezzoon-driven experiences

Contact: 859-394-2306 | [email protected] | in“A creative and playful mind that creates stories for clients and brands through data and research.”

Andrea Neimeyer Creative thinker, team builder, project manager

Job: Assistant Branch Manager at Guardian Savings Bank

Education: B.S. in Marketing, May 2016, Northern Kentucky University, and 3 Bluezzoon-driven experiences

Contact: 859-992-1719 | [email protected] | in“Building creative ideas for clients and brands using data and constructing it into an artistic story.”



David “Yoda” Raska Mentor, creative thinker, innovator, researcher

Job: Founder of Bluezzoon, and Associate Professor of Marketing at Haile/US Bank College of Business, Northern Kentucky University

Education: M.A. in Education, Masters in Management of Technology, Ph.D. in Marketing

Contact: [email protected] | 859.445.1736 | in “Creative mind on a mission to awaken the force of college students and inspirational brands for a better world.”

Emily Sparks Researcher, brand builder, enthusiast

Job: Junior Project Manager & Assistant Coder at SIRS Research

Education: B.S. in Marketing, May 2016, Northern Kentucky University, and 3 Bluezzoon-driven courses

Contact: 859-653-8979 | [email protected] | in“Passionate mind inspiring others to expand their thinking and building brands to better our world.”

Sean Flynn Creative thinker, team builder, dreamer

Job: Purchasing Associate at Procter and Gamble

Education: B.S. in Marketing, May 2016, Northern Kentucky University, and and 3 Bluezzoon-driven experiences

Contact: 859-444-0445 | [email protected] | in“A creative and imaginative mind helping to create brands that will make a difference in our world.”



Research (data collection, analysis, interpretation, organization)

Creativity (idea generation, presentation, graphic design, copywriting)

Note: Skill assessment was conducted by Dr. Raska as a team leader and a mentor, and provides the audience with a better understanding of how each of the apprentice contributed to the overall work. The presentation was prepared by Dr. Raska, who used apprentices' inputs.

Mr. Flynn 5%

Ms. Sparks 10%

Ms. Neimeyer 10%

Ms. Collins 15%

Ms. Kohls 15%

Ms. Hudson 15%

Dr. Raska 30%

Mr. Flynn 5%

Ms. Sparks 10%

Ms. Kohls 13%

Ms. Collins 15%

Ms. Neimeyer 15%

Ms. Hudson 18%

Dr. Raska 25%

Rhinegeist_Book_of_Insights_Spring_2016_linkedin

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