Kennebec Valley Chamber

Serving the Kennebec Valley, Maine Region

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Friday Report ~ March 11, 2016

"I don't always write a blog, but when I do..." - As I sit down each week to write these blogs, I contemplate what my readers (that's you) may want to hear about. I have been writing these for over a year now and have written well over 50 blogs. I will admit that I am running a bit thin on new creative ideas.


It would be easy to sit at this keyboard and rant about the election. Both sides of the political arena have given me plenty to be unhappy about. I may someday share my thoughts on this year's political contest and how divisive our country has become, but today is not that day.

Today we talk about beer. Personally, I'm a big fan. I prefer an IPA if given the choice, but more often than not I try something new and significant to the region I am in. I first drank Dos Equis when I was living in southern Texas. It was readily available and just right for the climate. I mention Dos Equis because over the last 10 years some estimates say that sales of imported beer as a group dropped by 4%, but sales of Dos Equis climbed by 22%. I found this to be an anomaly and every anomaly needs an explanation.

The explanation is quite interesting. In fact, it's "the most interesting man in the world."  That's right, that distinguished man of mystery and action has been the sole reason for the dramatic increase. This week the brand announced that they are retiring the character after 10 years. Dos Equis was first imported in 1973, but was primarily found in the southwest and cultural pockets of major cities. In 2015 it was the 5th largest selling imported beer in the US.

Dos Equis claims that the gentleman presents us with a vision what we wish to be at the end of our days; rich in experiences and money. Man or woman, I think we all want to get to our retirement years with great memories and experiences and a zest for living. In that way, we could all connect on some level with his image. This ad campaign clearly made a difference for this beer brand, and his memes on social media will continue for years to come.

So what are you doing to advertise your brand? Are you presenting your product or service as a solution to a problem, a quick fix? Or a way of life? Are you marketing your business as an experience itself? If not, you should be. Your customers should find your brand to be a representation of how they want to live. They may determine that through use of your product, but they need to get that message through your marketing as well. If you are not advertising somewhere, you need to be. 

It doesn't take much investment in today's social media world to reach a target audience. If you need some help getting off the ground, feel free to reach out to our Small Business Resource Team for a hand. We can help you find the right fit and provide a pointer or two. As always, feel free to call me directly if you have any questions.

Stay thirsty my friends!