Speaker 1: Get ready for your daily dose of marketing strategies and tactics from entrepreneurs with the guile and experience to help you find success in any marketing capacity. You're listening to Marketing School with your instructors, Neil Patel and Eric Siu.

Eric Siu: Welcome to another episode of Marketing School. I'm Eric Siu.

Neil Patel: And I'm Neil Patel.

Eric Siu: And today we are going to talk about what the oldest brand in the world can teach you about marketing. So, the oldest brand in the world is what, Neil?

Neil Patel: Stella. You guys all know the beer. If you haven't drank it, go and buy one, they sell it at any local grocery store, and just chug one away.

Eric Siu: Yeah. Neil and I don't drink that much, but when we do, we drink Stella, sometimes. But Stella's actually not that bad, it's fine, but I think when you look at the marketing around Stella, they've been around for a long time. Why is it that these old brands actually last? Well, first and foremost, they're boring. They do the same consistent things over and over and over. It's not like they try to do everything under the sun, they just do what they're good at. And that's why they have stood the test of time.

Neil Patel: They also create amazing product. If you don't have an amazing product or service, you're not going to last forever, because someone else is going to come in and they're going to create something better than you. Whether they charge more or less, people are going to start moving over, because everyone over time wants a better quality product. And if you look at Stella, and a lot of these older brands, it's not just Stella themselves, they focus and they take pride in creating the best product out there in the market. And if you're not proud and passionate about what you're building, someone else is going to build something better than you.

Eric Siu: Yeah. And they also stay relevant, too. So, gaming is becoming larger and larger, people are on Twitch, people are on YouTube gaming. Stella is actively trying to stay relevant. They're producing ads out there that are with the times, they are witty as well, and they're also paying attention to where the attention is going. So yes, gaming is getting more and more popular. And then they're also running a lot of different ads. They run Super Bowl ads as well. And they work with some of the best creative agencies in the world to get this creative out there. So to stay relevant, sometimes you have to have some of the best creative out there, and you have to look at where the attention is for your relevant audience.

Neil Patel: And Eric makes a good point here: if you look at a lot of the up-and-coming brands, like the Skinnifit tees and companies like that, they're leveraging new channels that the existing players weren't leveraging. If you look at Stella and some of these larger, older brands, the reason they're still doing well is they're adapting with the times. So when Snapchat comes out and it starts becoming popular, they may not be the first mover, but they'll join as it's starting to become popular, and put resources behind it, and make sure that they have a team dedicated to getting their brand out there on these new channels. Same with Instagram, same with Facebook, and the list keeps continuing. But in other words, what they're doing is they're adapting their marketing to the times. And by doing that, they're staying relevant, and it makes it harder for newcomers to come in and just gobble up a piece of their market share.

Eric Siu: I recommend that those of you out there that are more interested in Stella's marketing, go to AdWeek and just search for Stella, what's the last ... is it Artois?

Neil Patel: It's something like that, I don't know how to say it.

Eric Siu: Stella Artois. So it sounds like it's right. And they also did, I don't even know, the Cannes Film Festival? But they have these special cans for that festival, there's four different cans here that I'm staring at. My point is, go to AdWeek, take a look at their advertising, look at what they're doing to stay relevant, and you might get some ideas that can help your campaigns.

Neil Patel: And it's funny, too, I remember I was at a conference years ago called Think Tank. Now, I don't know how accurate this statement is, but someone told me Stella, wherever it's created, back home, it's pretty much considered crap beer. But in the US, and in a lot of other regions, it's known as good beer. And I'm not saying it's good or it's bad, but perception is everything. So whether people think your product is a certain way, if you can create the brand, the advertising to back it up ... For example, if a lot of people see influencers drinking your beer, let's say it's celebrities or athletes, or using your product or service, then they're going to be like, "Oh my god, XYZ uses this," or "X, Y, and Z's wearing Beats by Dre, we gotta too."
It doesn't matter necessarily if you're the best out there. Ideally you should create the best product. But one big thing that people take for granted is, just because you create the best product doesn't mean you're going to be successful. Getting your product or service in the hands of influential people within your space does wonders for your company.

Eric Siu: All right, so that's all we got for today, but before we go, check out our marketing tools to help you grow your business. Just go to singlegrain.com/giveaway and we'll see you tomorrow.

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