Marketing 101: PSP a Successful Beer Seller
Marketing 101: PSP a Successful Beer Seller
August 26, 2008
We all know that Sony's handheld PSP is a great system that can do a lot of things, like surf the web and play games, music and video.
But marketing blog I Believe in Adv. reports that in Australia a specially-branded edition of the system was used to market Stella Artois beer.
Although it's not entirely clear from the I Believe in Adv. post, it does not appear that Sony was involved in the modification of 50 PSPs which were distributed to beer sales personnel. The PSP case was etched with a Stella Artois logo on the back side and the systems were packaged in black velvet drawstring bags which bore similar branding.
The idea was designed to motivate the sales force as well as provide it with data via the PSP's WiFi capabilities:
Foster’s was expecting a brochure, or a folder with loose-leaf pages. They gave them 50 customised Sony PlayStation PSPs instead... they also modified the operating systems and icon sets to reflect the brand. Then they installed the Stella Artois films and artwork, plus short presentations on the history of the brand.
And because PSPs are wi-fi capable, Foster’s can load up new material quicker than new pages can be printed for a loose-leaf folder. Foster’s analysis has shown that every sales representative who was given a PSP met all their sales targets for the relevant quarter. Anecdotal feedback also confirmed that without exception, the PSP was regarded as the best sales presenter ever received. As a result, Foster’s is now reviewing further rollout of the tool.
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Posted 02/09/10 at 12:40pm
Valdearg: @AE: Why don't you think I'm correct? I know Wiki could be flawed, but as far as it says, its up to date as of June 2009.
Valdearg: @AE: Why don't you think I'm correct? I know Wiki could be flawed, but as far as it says, its up to date as of June 2009.
Posted 02/09/10 at 12:39pm
Andrew Eisen: I don't think you're right but I really don't know and don't have the time to find out. However things actually are, it's very clear how they actually should be.
Andrew Eisen: I don't think you're right but I really don't know and don't have the time to find out. However things actually are, it's very clear how they actually should be.
Posted 02/09/10 at 12:34pm
Valdearg: "just because there's no specific state level protection for it, doesn't make discrimination right or legal." I would disagree. If there's no laws against it, it makes it perfectly legal. It's definitely not right, but perfectly legal to do.
Valdearg: "just because there's no specific state level protection for it, doesn't make discrimination right or legal." I would disagree. If there's no laws against it, it makes it perfectly legal. It's definitely not right, but perfectly legal to do.
Posted 02/09/10 at 12:33pm
Valdearg: Meaning in 29 states, private sector discrimination against gays is perfectly legal.. Sickening.
Valdearg: Meaning in 29 states, private sector discrimination against gays is perfectly legal.. Sickening.
Posted 02/09/10 at 12:33pm
Valdearg: 19 states have no protections, and another 10 only have protections for public sector jobs.
Valdearg: 19 states have no protections, and another 10 only have protections for public sector jobs.
Posted 02/09/10 at 12:32pm
Andrew Eisen: Well, most businesses have equal rights policies in place and just because there's no specific state level protection for it, doesn't make discrimination right or legal. Still, no argument against adding such protections.
Andrew Eisen: Well, most businesses have equal rights policies in place and just because there's no specific state level protection for it, doesn't make discrimination right or legal. Still, no argument against adding such protections.
Posted 02/09/10 at 12:28pm
Valdearg: More information. Apparently, it's worse than I actually thought.
Valdearg: More information. Apparently, it's worse than I actually thought.
Posted 02/09/10 at 12:28pm
Valdearg: Check the link. Apparently, its more like 20 states that have no protections.
Valdearg: Check the link. Apparently, its more like 20 states that have no protections.
Posted 02/09/10 at 12:26pm
Andrew Eisen: In the US? Not that I'm aware of. Sad if true.
Andrew Eisen: In the US? Not that I'm aware of. Sad if true.
Posted 02/09/10 at 12:25pm
Valdearg: @AE: Actually, I think, at least for now, businesses can still discriminate against gays in a few states.. Something like 5 or 8. Its part of why Gay Rights Advocates are in support of the Employee Nondiscrimination Act, or ENDA.
Valdearg: @AE: Actually, I think, at least for now, businesses can still discriminate against gays in a few states.. Something like 5 or 8. Its part of why Gay Rights Advocates are in support of the Employee Nondiscrimination Act, or ENDA.
Posted 02/09/10 at 12:22pm
Valdearg: @AE: And that's fine. Official "Church" functions are fine, despite the fact that it's discrimination, it's what I guess I would consider "acceptable" discrimination, despite the fact that I hate to use "acceptable" to define it.
Valdearg: @AE: And that's fine. Official "Church" functions are fine, despite the fact that it's discrimination, it's what I guess I would consider "acceptable" discrimination, despite the fact that I hate to use "acceptable" to define it.
Posted 02/09/10 at 12:21pm
Valdearg: What's stopping someone from working with the church to declare a Catholic Corporation, that would retain it's "right" to discriminate against non-Catholics?
Valdearg: What's stopping someone from working with the church to declare a Catholic Corporation, that would retain it's "right" to discriminate against non-Catholics?
Posted 02/09/10 at 12:20pm
Valdearg: Let me ask you this. What defines something as "catholic"? There are Catholic Schools, Churchs, Charities, and even law firms.
Valdearg: Let me ask you this. What defines something as "catholic"? There are Catholic Schools, Churchs, Charities, and even law firms.
Posted 02/09/10 at 12:20pm
Andrew Eisen: Indeed. You can restrict the membership of your private club however you see fit. However, a business can't refuse to hire someone based on sexual orientation.
Andrew Eisen: Indeed. You can restrict the membership of your private club however you see fit. However, a business can't refuse to hire someone based on sexual orientation.
Posted 02/09/10 at 12:20pm
gellymatos: Would you hire someone against gay rights for a position of leadership in a gay rights advocacy group?
gellymatos: Would you hire someone against gay rights for a position of leadership in a gay rights advocacy group?
Posted 02/09/10 at 12:19pm
gellymatos: So, it's wrong to not hire a guy for a position specific to a belief when his belief conflicts with his position.
gellymatos: So, it's wrong to not hire a guy for a position specific to a belief when his belief conflicts with his position.
Posted 02/09/10 at 12:18pm
Valdearg: And either way, it's discrimination. I'm not saying that the Government should force the church to make gay people priests, but there are plenty of other seemingly "religious" posts that really aren't all that religious.
Valdearg: And either way, it's discrimination. I'm not saying that the Government should force the church to make gay people priests, but there are plenty of other seemingly "religious" posts that really aren't all that religious.
Posted 02/09/10 at 12:17pm
Valdearg: There's a fine line between Job Descrimination and Letting them practice their religious "right" to discriminate.
Valdearg: There's a fine line between Job Descrimination and Letting them practice their religious "right" to discriminate.
Posted 02/09/10 at 12:15pm
gellymatos: Oh, and they are worried that "would restrict the right of a church school to employ a head teacher who shared their faith"
gellymatos: Oh, and they are worried that "would restrict the right of a church school to employ a head teacher who shared their faith"
Posted 02/09/10 at 12:15pm
Andrew Eisen: If it is separate, then the church has every right to discriminate against its own members. Put another way, the gov't has no say who the church lets in its own organization.
Andrew Eisen: If it is separate, then the church has every right to discriminate against its own members. Put another way, the gov't has no say who the church lets in its own organization.
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Comments
The future of video games (exactly what happened to movie theaters). Another format to blitz people with adverts. Wonder if Sony is going to be up in arms over this, or use it as a stepping stones to get sponsors and more money...?
What happened to movie theaters?
Mmmm beer. Stella's not the greatest but it's a step up from Bud. Now if that were a crown royal purple bag...
I'm not a fan of stella a lot of people in a beer club i'm part of like it i just don't particularly like it. The advertising concept is ok nothing special.
Very slick idea! Article says it helped their sales force reach record sales numbers.
I have never heard of this brand of beer, however as it is related to Fosters, I can only assume that it is essentially raw sewage thats bottled and sold by the carton...
Still, it is an ingenious form of marketing, althought the custom operating system and icons may be a bit of a problem (I am not sure about this, as I havn't researched Sony's position on modified content on the PSP system).
As a mainstream lager, Stella's actually pretty good, although I've heard from numerous Australians that the stuffed brewed under license by Foster's is quite horrid. Kind of a shame, really.
And while I have no interest in or use for game consoles, I would dearly love to get my hands on one of these. Call me a sucker for slick marketing, but... well, I guess that about sums it up, really.
"We all know that Sony's handheld PSP is a great system that can do a lot of things"
Uh I'm sorry could you repeat that, I had something crazy in my ear.
"The idea was designed to motivate the sales force..."
Because if there's on thing that improves productivity, it's video games!
Um ... I think some of you may have missed the point of the branded PSPs - they were given to the sales staff to show promo videos etc to customers.
It wasn't given to customers or used 'just for games'.
The PSP makes for an effective marketing tool because it offers a clear image, nice movies, skype communication with the other team members, quick data exchange, and a very effective relaxation tool during downtime.
Plus, with the device, you can hand it to a consumer and have them be treated to a movie or several stunningly detailed photos on a device that, face it, looks rather cool and high-tech in the first place. This is much more impressive than a simple brochure.
A very solid marketing idea and since it was successful, this could pad the numbers for Sony's shiny black gem of a handheld. (which has already sold over 20 million units anyways).
The slogan for Stella Artois in the UK is "Reassuringly expensive". Just consider the irony of this for a moment and move on.