PESO Framework - Budweiser
An important model in the field of media marketing is the PESO model. As a comprehensive marketing strategy, the PESO model plays a crucial role in integrating four types of marketing activities, which consists of paid media, earn media, shared media and owned media to create a strong and cohesive brand image. We can utilize the PESO model to evaluate the influence of any brand in the market.
I will apply the PESO model to the analysis of Budweiser brand and elaborate on these four media resources in detail during this process. As a globally renowned brand, Budweiser has firmly established itself in today's fiercely competitive beer market.
Firstly, as the term implies, paid media entails brands paying for promotional activities including sponsored content, boosted articles, advertorials, and paid social media posts. Reaching the target audience and raising brand recognition are the goals of these actions. One of the most famous sporting events worldwide is the Super Bowl. Brands have also worked hard to develop their advertising campaigns in order to attract viewers' attention. Budweiser's commercials are always eagerly awaited, strengthening brand loyalty through imaginative narratives that emotionally connect with the audience. In this year's Super Bowl advertisement, Budweiser's iconic Clydesdale and cute little dog still appeared. They spent a long transportation road together and successfully delivered beer to a small town bar that was hit by the snowstorm. The advertisement highlights the use of previous transportation methods and kickbacks for the title "Old-School Delivery". While reflecting the brand's longevity, it also embodies the brand's commitment to bringing high-quality products to consumers after experiencing so many changes and reforms in the times.
Public relations, influencer relations, brand reputation, and soft power are more important when it comes to earned media. The earned media will give the brand a more trustworthy image, as influencers or bloggers leverage the established relationships and trust with consumers to promote products or services, which is also known as influencer marketing. As part of earned media, brands frequently take part in social and cultural events, such as supporting sporting events and music festivals. Budweiser has surely received a lot of media attention and increased its level of customer awareness by sponsoring the Super Bowl. Furthermore, since its inception in 2013, Budweiser storm electronic music festival has attracted over 500000 electronic music enthusiasts and has become a trendy cultural symbol. This year, many kols have posted check-in posts, attracting the attention of many consumers.
What is more special is that Budweiser, which has cooperated with the Super Bowl for 37 years, gave up advertising in 2021 during the COVID-19 epidemic. This substantial advertising fee will be used to produce a series of public service advertisements to raise awareness and importance of vaccines among people. In the special environment of the epidemic, Budweiser gave up sponsoring this sports crown event and instead used its advertising budget for social welfare, gaining a lot of media coverage and consumer reputation.
In terms of Shared Media, Budweiser focuses on interacting with consumers, such as conducting lottery activities on domestic platforms like Weibo and Red. Budweiser has successfully stimulated user generated content, making consumers active participants in brand communication. This strategy not only enhances the brand's social media influence, but also stimulates interaction between users, forming a good brand community. Therefore, using social media platforms, fostering community involvement, and supporting user promotion are at the heart of shared media. It entails producing audience-resonant shareable material that gains awareness through likes, comments, and sharing.
Last but not least, Budweiser frequently posts information on its products, drinking customs, and brand events on its official website and social media accounts. With their abundance of excellent visual content, the brand's international social media accounts like Facebook and Instagram have a sizable following base, as do domestic platforms such as Weibo and Red. Budweiser is able to interact with customers directly and build stronger bonds thanks to the use of its proprietary media. This refers to proprietary media, including brand owned content channels such as websites, blogs, email communications, and brand publications.
By combining four types of media resources together, Budweiser has indeed achieved the maximum value of integrated marketing and grown into a successful brand.
The PESO framework provides a comprehensive view of Budweiser's marketing strategy, effectively highlighting how the brand leverages paid, earned, shared, and owned media to establish a strong presence in the competitive beer market. Budweiser’s Super Bowl advertisements exemplify the power of paid media, showcasing creative storytelling that resonates emotionally with viewers. The decision to pivot during the COVID-19 pandemic, directing funds towards public service announcements instead of traditional advertising, demonstrates a commendable commitment to social responsibility and earned media, enhancing the brand's reputation.
ReplyDeleteMoreover, Budweiser's engagement with consumers through shared media platforms like Weibo and Xiaohongshu emphasizes the importance of community-building and user-generated content in modern marketing. Shared media's focus on user-generated content and owned media's direct interaction with customers are key to fostering a strong community around the brand.
After learning about the Budweiser case, I have a deeper understanding of the brand's marketing strategy, and at the same time, I have some doubts. How does Budweiser measure the success of its PESO strategy, and what metrics are most critical in evaluating the effectiveness of each media type in its integrated marketing approach?
Hi Wanting, I think your essay demonstrates the Budweiser's strategy of the PESO model through a mix of paid, earned, shared, and owned media, which enhanced the brand visibility and consumer engagement. Same time, the essay highlights the brand's successful integration of these parts of the PESO model, and ultimately strengthen the market presence of Budweise.
ReplyDeleteSo, after I searching for some relative information about the business collaboration with the Super Bowl, I could say that it was the outstanding Emotional Connection and Storytelling that helped the brand earn the media. Budweiser's advertising campaigns often tell stories that resonate on a personal level, building emotional connections with the audience. This is different from other beer brands that might focus more on product features or direct marketing messages.
And it‘s marketing strategy really sized up the situation when it gave up advertising in 2021 during the COVID-19 epidemic and turned to launch campaigns aimed at disaster relief propaganda. By aligning with important social issues, Budweiser demonstrates its commitment to making a positive impact beyond the realm of beer. It is worth learning that Budweiser integrate comprehensive strategies to balance tradition with innovation.