Today’s top craft breweries can only stay on top and relevant if they work at it. We wrote it here, and we continue to watch Boston Beer try and fight this fight. New Belgium Brewing has been among the best in the upper crust in terms of staying on brand, and to keep it that way, the company will be leveraging Rival IQ, a social marketing analytics and insights group, to benchmark their social media marketing efforts, optimize digital marketing strategies, monitor competitive social activity, craft leading marketing content and learn from other leading global beverage brands.
“It’s easy to get stuck comparing yourself to yourself,” said Kevin Darst, digital and media manager, New Belgium Brewing. “If you’re only analyzing your business’ metrics, that data isn’t informing you about your progress in the market or the industry. With benchmarks from Rival IQ, we can compare our performance against industry leaders, premium beverage brands and other craft brewers. Benchmarks give social metrics power; a reference point.”
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A service like Rival IQ is meant to act like an extra marketer on staff that can take a deeper dive into trends that are happening, seeing and determining if a company is directly influencing social performance or if there’s an external force moving the needle.
“What’s great about Rival IQ is that you can spot trends in algorithm changes. For instance, if engagement suddenly drops, we can see if it only happened to us, or if everyone in our landscape experienced the same trend,” Darst said.
“We’re proud to help New Belgium Brewing see continued success in their digital marketing efforts,” said John Gallagher, vice president of marketing, Rival IQ. “With Rival IQ, they are better able to inform their digital and social marketing strategies and see exactly how they’re performing where it matters most.”
Companies and marketing agencies interested in learning more about gaining competitive insights, social benchmarking and simplifying reporting may get a free trial of Rival IQ here.
