Earlier this week, I attended the Pittsburgh American Marketing Association’s annual kickoff dinner at Pittsburgh’s Grand Hall at the Priory. I was delighted to hear Duquesne beer president Mark Dudash talk about how his wife Maria and he are reviving the Prince of Pilsener, Duquesne Beer. Here’s the back story from their Website – it’s a great one too.
Mark’s an attorney and a proud city of Pittsburgh guy like me – in fact, we went to rival highs schools – South Catholic (Beechview – him) and Bishop Canevin (Westwood – 28th Ward – me). He might not be a “classically trained” marketer, but Maria and he are super smart marketers nonetheless – believe me. They didn’t jump into spending a ton of money in outbound marketing, but rather spent their money on creating a unique, high quality brand – a super premium Pilsener beer – at a fair price. And, with their inbound marketing efforts – via Faceboook – their raving fans are spreading their good word.
During his keynote, Mark repeatedly used words and phrases like, ‘loyalty, ‘having fun,’ ‘conducting your due diligence,’ ‘understanding your product’ and doing the right things right. Believe me…the Dudash’s are doing a ton of ‘right things right.’
When we consult with brands, we conduct a ton of research before we ever recommend marketing strategies, tactics and tools.
In fact, we start every new client engagement with a simple, initial 5 question exercise such as:
- Who are you?
- What’s your story?
- Why should someone care?
- What’s your dramatic difference?
- How can/do you passionately demonstrate and convey your dramatic difference?
Maria and Mark, may have not known the questions above, but more importantly, they sure know the answers and are hitting the cover off the ball!
I’m a big fan of Duquesne Beer – it tastes great and its a great brand – and will be rooting for them to “stick it to the man” – the man – or men – being the likes of Mr. Budweiser, Mr. Miller, Mr. Coors and more.
Good luck sweet Prince! We’re glad to have you back!
P.S.: Looking forward to you bringing back Ft. Pitt Beer too!