When you're out of Schlitz...
Published: Sun, 01/14/24
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"When you're out of Schlitz, you're out of beer."
So goes one of the most ubiquitous advertising slogans in history, which helped Schlitz become the #1 beer sold in the USA.
Founded in 1849, by the early 1900s Schlitz Brewing Company was struggling to compete.
Enter future advertising legend, Claude Hopkins.
Hopkins toured the brewery and noticed that Schlitz was doing things differently than the other breweries, but they weren't telling anyone about it.
This included:
So goes one of the most ubiquitous advertising slogans in history, which helped Schlitz become the #1 beer sold in the USA.
Founded in 1849, by the early 1900s Schlitz Brewing Company was struggling to compete.
Enter future advertising legend, Claude Hopkins.
Hopkins toured the brewery and noticed that Schlitz was doing things differently than the other breweries, but they weren't telling anyone about it.
This included:
- all beer was cooled in a plate glass room, in filtered air
- then the beer itself was filtered
- then it was sterilized after being bottled and sealed.
Hopkins realized that if Schlitz could communicate these meaningful details to the public, and position Schlitz as a beer known for purity, they could gain a competitive edge.
He created an advertising campaign that focused this uniqueness - samples of which can be seen here, here, and here.
The campaign was a huge success and, within a few months, Schlitz became the #1 beer in America.
What's this have to do with your practice?
Unless your product is one of one (highly unlikely), and/or unless you stand out as distinctly remarkable in your region (few do), you'll need to explore any and every angle to find your competitive edge.
Once found, 'advertise' the heck out of it.
"As they say down at the post office, here's looking up your address" - Cliff Clavin (Cheers).
Rob
p.s. New year, same successful schedulers ready to serve. Learn more about Wholesaler Masterminds® Schedulers.
He created an advertising campaign that focused this uniqueness - samples of which can be seen here, here, and here.
The campaign was a huge success and, within a few months, Schlitz became the #1 beer in America.
What's this have to do with your practice?
Unless your product is one of one (highly unlikely), and/or unless you stand out as distinctly remarkable in your region (few do), you'll need to explore any and every angle to find your competitive edge.
Once found, 'advertise' the heck out of it.
"As they say down at the post office, here's looking up your address" - Cliff Clavin (Cheers).
Rob
p.s. New year, same successful schedulers ready to serve. Learn more about Wholesaler Masterminds® Schedulers.