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<\/a><\/p>\nThe once and future Spider-Man told Seth Meyers<\/a>, \u201cthank God I found acting,\u201d because it took \u201cevery bit of acting chops I\u2019ve got to convince them I know what I\u2019m talking about.”<\/p>\n Today\u2019s master of marketing is one of those boardroom experts, and her marketing wisdom will help you hone your Spidey senses<\/strong> \u2014 whether you\u2019ve got a celebrity-founded brand or not.<\/p>\n Your product or service isn\u2019t for everybody. And trying to market to everybody will dilute your message like a watered-down beer.<\/p>\n \u201cWe know that every person who likes a beer isn’t going to try a non-alcoholic one,\u201d Widmann says. So \u201cremembering that you can\u2019t be everything for everyone is really important<\/strong>, and it\u2019s something I\u2019ve tried to bring into the ecosystem of what we\u2019ve built at BERO.\u201d<\/p>\n For instance, extensive consumer testing found that people \u2014 whether they\u2019re sober, participating in Dry January, or just want a night off \u2014 are frustrated with the taste and look of other NA beers they\u2019ve tried. Widmann says that rather than trying to persuade beer drinkers to pick up an NA can, BERO\u2019s focus has been on elevating its products to address those grievances.<\/p>\n Don\u2019t pour your resources into marketing to the wrong audience<\/strong>; you might as well be pouring a beer down the drain.<\/p>\n Widmann says it\u2019s been important from the beginning that BERO is \u201can additive to your drinking and social consumption behaviors\u201d \u2014 not a substitute.<\/p>\n \u201cOne of the biggest things we\u2019ve noticed about the non-alc space is that a lot of brands are speaking to non-alcoholic options as a substitute. We want to create a product that\u2019s the gold standard.\u201d<\/p>\n The more I thought about it, the more I realized: This is great advice, non-alcoholic beer or no. Chances are good that whatever you\u2019re marketing, you\u2019re not the only product or service in that space.<\/p>\n NA beer isn\u2019t new, but good <\/em>NA beer is another story. \u201cPeople often say that the non-alc beer options they\u2019ve tried feel like a lesser version of beer,\u201d Widmann says. \u201cIt\u2019s a little watered down. Maybe the carbonation is not quite at the level it needs to be.\u201d<\/p>\n Plus, \u201ca lesser version of beer\u201d doesn\u2019t exactly make for a great marketing slogan. So focus on what you can add to your customers\u2019 lives<\/strong> and be the gold standard in your category.<\/p>\n Even though BERO has Tom Holland behind it \u2014 and, by all accounts, he\u2019s very involved at every level \u2014 it\u2019s still a new company trying to break through in a market where every Hollywood A-lister seemingly has their own beverage line.<\/p>\n Widmann is a veteran marketer in the beverage industry, and she says that having Holland behind the brand isn\u2019t a shortcut.<\/p>\n Good marketing isn\u2019t about slapping a celebrity face on a new product; Widmann tells me they\u2019ve done extensive consumer testing and have tried different marketing plays to find what works best. For instance, when Holland writes something in his own words and tags BERO, the posts outperform any Tom Holland x BERO collaboration posts.<\/p>\n So on those days when you find yourself daydreaming about working for your favorite celeb, remember: You still gotta do the work.<\/strong><\/p>\n What are your thoughts on the ongoing \u201cattribution\u201d controversy? And what’s the right amount of attribution without getting overly scientific\/metrics-focused with your marketing strategy? <\/strong>\u2014Alex Lieberman<\/a>, co-founder of Morning Brew<\/p>\n Widmann: When you\u2019re building a new brand from the ground-up, you don\u2019t have historical data to look at as you evaluate performance.<\/p>\n We\u2019re doing everything that we can to combine a mix of more tactical metrics (i.e., sales of our products across channels as we invest in various marketing tactics, how quickly we are growing our community and how engaged they are with the information we\u2019re sharing with them, and of course monitoring sentiment around everything that we say and do).<\/p>\n The best thing brands can do right now is to operate with a connected strategy and look at every moment as an opportunity to be 360 \u2013 and truly analyze your results in the same way.<\/p>\n Widmann asks: Right now, it feels like so many brands are investing in beautifully produced, curated, experiential moments that are intended to drive awareness and shareability (and are likely very expensive). How do you think new brands with limited budgets should approach this tactic and still manage to cut through the clutter?<\/strong><\/p>\nMeet the Master<\/strong><\/h2>\n
![\"Jackie](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/masters-in-marketing-2-20250326-7889490.webp\" "\\"\\"")
<\/p>\nJackie Widmann<\/h3>\n
VP of marketing for BERO Brewing<\/a><\/h3>\n
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Lesson 1: Don\u2019t market to everybody.<\/h2>\n
Lesson 2: Reframe your brand as an addition to the market, not a substitution.<\/strong><\/h2>\n
Lesson 3: Celebrity doesn\u2019t guarantee success \u2014 you still have to do the work.<\/h2>\n
LINGERING QUESTIONS<\/h2>\n
THIS WEEK\u2019S QUESTION<\/h3>\n
THIS WEEK\u2019S ANSWER<\/h3>\n
NEXT WEEK\u2019S LINGERING QUESTION<\/h3>\n
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