USMP Says This Bud's For You
Nov 2, 2007
Beer is back. More and more, revelers are calling for Anheuser-Busch’s Budweiser, Bud Light and Budweiser Select in lieu of a martini or a Merlot. This is especially true at the on-premise accounts where A-B’s 400 brand ambassadors are engaging bar-goers via a program created by Los Angeles-based USMP.
USMP regularly sends out its team of male and female ambassadors, ages 21-27, to popular nightspots in the top 25 markets to interact with the patrons. Unlike promotions of the past where beer brands sent scantily dressed shot-girls or loaded up the staff with bags of swag, these influencers simply show up, have conversations, and share a beer with their new friends.
“We are in the business of engagement in terms of helping a client enter into a dialogue with their audience,” said USMP president Simon Temperley.
The results are undeniable. “You can tell how much sales went up at the accounts, compared to how much was spent to conduct the program,” said Temperley. “That’s the formula: Find where your consumer is and how they like to be marketed to, put together a program that fits them, and measure, measure, measure.”
USMP, a division of The Marketing Arm, would know how it’s done. Established in1983, the agency has 146 full-time office associates and 2,200 dedicated field staff in the 30 top DMAs. Blue-chip clients include AT&T, Frito-Lay, Home Depot and State Farm, to name a few. The firm provides expertise in each of its four vertical disciplines: field marketing; presence marketing (like event and mobile marketing); retail services (in-store sampling and product demonstrations); and corporate events and meetings.
“We need to be involved in all of these elements because consumer interactions cross all of these disciplines,” said Temperley. “It’s all about engaging the consumer.”
For more information please visit www.usmpagency.com.
