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!
Your birthday. Your spouse’s, kid’s, parent’s, grandparent’s, brother’s, sister’s etc., birthdays. Your wedding anniversary and/or your parent’s anniversary. The 4th of July – America’s anniversary. All big time events and occasions to celebrate right?
Well, as a ‘homer’ living in Pittsburgh, and as a professional marketer I’m baffled by the fact that the Pittsburgh Pirates marketing team did absolutely nothing – zero – not a thing – this season to celebrate the 10th anniversary of PNC Park (a gift by the citizens of Pittsburgh), arguably the best ballpark in all of Major League Baseball.
Hey, but don’t take my word that the Pirates’ PNC Park is the best, check out this brief ranking list of the best Major League Baseball ballparks by some of the ‘folks that really know’:
Now, certainly you can argue that PNC Park might not be the best Park in all of Major League Baseball, but you’d have to agree that it’s at least in the Top 5. And, even if PNC Park wasn’t ranked that high, why wouldn’t you still take advantage of the significance of the date and celebrate all season long?
In fact, the symbolism for a 10th year anniversary for the Pittsburgh Pirates is incredible too. The symbol for the 10th year anniversary is aluminum or tin and here we have one of the greatest companies ever headquartered in Pittsburgh – ALCOA – the Aluminum Company of America (its Headquarters is only .19 miles or 44 seconds from PNC Park) and the world’s leading producer of aluminum! And the designated gemstone of a 10 year anniversary is the diamond…get the symbolism, baseball diamond?
You could also argue, that the Pirates didn’t have much to celebrate and/or remember over the past 10 years, but don’t we all have bad years? It doesn’t mean you forgo celebrating your birth!
We do a ton of hospitality marketing consulting and anyone in the business will tell you the profitable, sales building significance of celebrations such as birthdays and anniversaries.
It’s sad and disappointing that the Pittsburgh Pirates missed the tag on the 10th anniversary of PNC Park. They would have hit the cover of the ball knocking it clear out of the Park and into the Allegheny River!
Don’t forget to step up to the plate and swing for the fences when your brand’s birthday/anniversary rolls around!
All of us at BrandMill are happy to report that one of our super clients – Idlewild & Soak Zone in Ligonier, PA (about an hour drive from Pittsburgh) – is now open and operating its 134th season of summer fun and has made a huge splash with its new water park attraction, “Wowabunga” Family Wave Pool.
New Wowabunga Family Wave Pool
Wowabunga features intermittent waves suitable for both younger and older guests as well as a “beach” area perfect for guests looking to soak up the summer sun. See awe-inspiring cirque entertainment all summer long at Cirque Extreme – Under the Big Top and enjoy the following special events – all included with the price of admission – and with free picnicking too:
- June 13 – 17 & June 20 – 24 – BOGO Days
- June 19 – Firefighter/EMS Family Appreciation Day
- June 27 – July 3 – Showcase of Stars
- July 4 – Fireworks
- July 5 -8 – Antique & Classic Car Show and Parade
- July 11 – 15 – Mister Rogers’ Neighbor Days
- July 18 – 22 – Meet the Marvel Comic Super Heroes (Iron Man, The Incredible Hulk, Captain America)
- July 25 -29 – Christmas In July
- July 31 – Cheerleading Competition
- August 12 – Italian Day Festa
- August 22 – 26 – Car Load Days
- October – Hallowboo!
For more details, check out this recent video on KDKA-TV’s Pittsburgh Today LIVE featuring Park Spokesperson Jeff Croushore.
About Idlewild & ZoakZone
Founded in 1878 as a simple picnic ground along the Ligonier Valley Rail Road, Idlewild & SoakZone is the oldest amusement park in Pennsylvania and third-oldest in America. In addition, it is rated the best kid’s park in the world by Amusement Today magazine and the best park for families by the National Amusement Park Historical Association. Idlewild features seven fun theme areas such as SoakZone Waterpark, Story Book Forest and Mister Rogers’ Neighborhood of Make-Believe. Seasonal operations run through Labor Day and “Hallowboo,” a Halloween-themed event, takes place in October. Idlewild is part of the Palace Entertainment family which hosts over 13 million visitors annually at 40 locations across the country. With 8 theme parks, 11 water parks and 21 family entertainment centers, Palace is the largest operator of water parks and family entertainment centers in the nation. For more information, call 724.238.3666 or visit http://www.idlewild.com and http://www.palaceentertainment.com.
Ugh! What a state of depression I’ve been in since! Can’t wait to go back!
However, one man/woman made creation that simply took my breath away as a marketer was the Gelateria (gelato) stands and stores throughout the various Italian cities we visited. They seemed to be on every street corner!
And, what a merchandiser’s dream of flawless execution.
Believe me, even if you were a severe lactose intolerant individual, you’d cave in to any one of these Italian gelato taste bud blowing experiences.
You would not be able to resist it!
As these pictures show, the merchandising of these Italian Gelateria’s are without peer. And, the taste delivers on the merchandising promise.
My question then is, “What are you doing with your merchandising to create a brand experience such as these Gelaterias?”
P.S.: For a great tour guide for Italy, the Holy Land and more, check out Fr. Anthony Nachef’s Proximo Travel. And, tell him Steve Wayhart sent you!