Marketing idea: A nice gesture with an important message
Every year, this company sends craft beer to its customers. This year, it sent a clear message with the “Bureaucracy-Bock” in May.
New year, new motto: a liter bottle of beer brewed especially for this purpose has been going to Bornemann Gewindetechnik customers for several years now. “It’s now a small tradition and an integral part of our marketing,” says Managing Director Moritz von Soden. The customers appreciate the gesture and enjoy tasting the new types of beer.
Label with a clear appeal to reduce bureaucracy
This year, the entrepreneur is testing an innovation: for the first time, the Maibock’s label carries a message from the company that is intended to convey the views of small and medium-sized businesses. “Von Soden calls this year’s beer “Bürokratiebock” (bureaucracy buck) because it is all about reducing bureaucracy. “Our Maibock stands for everything that SMEs need right now: Less bureaucracy, more freedom and the courage to get things done,” reads the label under the bock, which is standing on a pile of documents. And: “May makes everything new – less blah blah blah, more bock!”
“We want to use the slogan to draw attention to the situation of businesses,” emphasizes von Soden. It is also intended as a bit of hope for the new government, which aims to reduce bureaucracy for SMEs. This is also written on the label.
And what is the feedback like? “Some take it with a smile, others toast with hope and send us pictures as a thank you,” reports the entrepreneur from Delligsen. The newly elected Minister President of Lower Saxony, Olaf Lies, and the Lower Saxony Ministry of Economic Affairs have also received “bottle mail” with the craft-brewed beer, “in the hope that the beer will make an impact very soon,” says Moritz von Soden.
