Guinness'S Experiential Marketing

How to cheer up a brand that has a history of 243 years?

The answer is: integration of historical strength and charm of contemporary design, so that the brand can provide consumers with a modern experience.

Dublin Guinness Storehouse has reconstructed its brand and has successfully played a good role in customers, employees and the public.

When Guinness began to redesign his outdated tourist center in Dublin, Ireland, the famous brewery knew that it was not just a shrine for people to visit, but of course, it was also important to grasp the 243 year history of the enterprise itself and to understand the thirst of pilgrims who went to the holy places of beer in Ireland.

But more importantly, Guinness should prepare for future development: use a super modern device to inject vitality and vitality into the old brand, and link the old business with young people again.

The Guinness Brewery opened at the end of 2000.

The Guinness brewery was launched in late 2000. It features some exhibits that can tell about the history of the Guinness company, as well as conference rooms, art galleries, restaurants, cafes, bars, places of activity, and an employee training centre.

Therefore, the Guinness Brewery played a mixed role. It was a gathering place for travelers, Guinness employees and Dublin people.

"Guinness is a brand that is completely related to the public.

What it does is to bring people together and share their stories. "

Ralph, director of marketing and strategic planning at Imagination Ltd, said (Ralph Ardill).

This is an avant-garde london design company dedicated to helping companies build competitive strategies.

"The Guinness brewery is playing a powerful role in social catalysis."

At the time of designing the Guinness brewery, Guinness company tried to reproduce the magic charm of the hall, which was filled with strangers who did not know each other and had the intention of meeting new friends.

"This is not an enterprise church that admired and worship the Guinness," Ralph said. "This is a place for tourists to visit Ireland, local residents and the training of Guinness employees."

Nowadays, Irish bartenders are attracted by this unique bar class, and come to study.

"For example, they can learn how to fill a cup with a pint of beer perfectly."

Marie, marketing director of Guinness brewery, said (Mary Clarke).

Founded in 1759, St. James s 1 (Gate Brewery) has used the Guinness brewery as its conference and training site.

"We have done a lot of research to study how the changes in Europe have had an impact on us."

Marie said that even genealogy was included in the study area, mainly because of the information about the people who lived in Dublin.

It is undeniable that it is a good idea for the Guinness company to take history as the starting point of the research. For many years, many Dublin worked for the Guinness company.

Guinness brand has a reputation in the world.

Although Guinness brand has a reputation in the world, it has breweries in more than 50 countries and sells about 10 million bottles of beer each day.

However, Guinness worked in his hometown.

In the second half of 2001, sales of Guinness in Ireland dropped by 3%.

Why did it drop?

Because, like many brands, Guinness, though loved by consumers, is old and out dated, and is considered the choice of the older generation.

Today, Irish teenagers in their twenties are turning to HeineKen, Heineken or cocktail and vodka.

As a way to solve the problem, Guinness realized that it was necessary to enhance the attraction of the Guinness Brewery to attract those patronized in bars and clubs.

Every day, at the end of the night, the Guinness Brewery will organize some special activities, such as awards ceremony, concerts, fashion shows and art works exhibitions, so as to attract local residents, tourists and professionals in the industry.

Because of such activities, the Guinness brewery is more like a community center.

The attraction of people in their twenties and thirties to the Guinness Brewery has laid a good foundation for the future development of Guinness company.

"The Guinness brewery is a contact point with a new generation of young people. The aim is to make the younger generation pay more attention to Guinness."

Clive, assistant general manager of Irish Guinness company, said (Clive Brownlee).

After paying about $10, the Guinness Brewery visitors will get a palm sized pebble marked with the logo of the black beer.

With this pebble, visitors can browse around.

When visitors climb up the top floor, the Gravity bar is on the head, and the pebble is handed to the bartender. The bartender will take out the small steel strip inside the pebble and return it to the visitors as a souvenir, then pour a glass of Guinness black beer to the visitors.

A glass of Guinness black beer in hand, visitors can overlook the panoramic view of the city through the glass window 360 degrees, and its taste is wonderful.

"This pebble is very important. It is not only a ticket, but also a channel for dialogue between Guinness and visitors."

Ralph said.

Now, the Guinness brewery is a top tourist destination in Ireland, attracting people from all over the world.

But Guinness and imagination have not yet declared that the Guinness Brewery has been successful.

Ralph said that some visitors have already put forward new visit requirements, and they have no relevant strategies for meeting visitors' requirements.

According to Ralph, they need to make some changes to the bar, and they need to launch a brainstorming campaign on how to make the bar warmer and more exciting.

"The goal of the Guinness brewery is to evolve, adapt and grow," Ralph said. "The Guinness Brewery has brought together consumers, employees and the public to open the door for communication.

But remember, there are ways to make the company's vision clearer, but it all needs to be dealt with randomly according to market changes, which does not mean that everything is going to stick to the rules.