By Sarah Billingsley
AWN Communications Director
In March, as we were unpacking, sorting through old AWN boxes and settling into our new digs, we got a beautiful housewarming gift from Phoenix Media/Communications Sales Director Sean Weymouth – a cool, new, Heineken advertising buy! And we discovered shortly after, it was a gift that just keeps on giving.
The first wave of Heineken orders we received was a modest three-week campaign from Heineken Light which we welcomed as good news (as anyone would, not knowing what might follow). Next, Heineken Lager registered another $200k on the sales ledger running in about fifteen markets. Finally, another round of Heineken Light arrived with more markets and another $155k. All together, Heineken was scheduled to run nearly $400,000 through the first week of September. So, we asked Sean how the deal came down.
How did you generate this buy? Was it an agency and/or client that you have worked with in the past? I have been calling on Heineken for the AWN for a number of years. We had a very strong buy from them in 2007 and then corporately they cut all print (aside from a few one offs) from the budget in 2008 and 2009. However I have always tried to keep in touch with Mediavest, even doing a presentation for the team there during one of the down years in 2009. In fact in the time that they last did buying (2007) to this year’s buy (2010) the entire team at Mediavest for Heineken is 100% different. Just a lot of calls and frustration and meetings for this year’s very generous payoff I guess!
This ad buy has grown over the past few months, was that part of the plan from the beginning, or did the agency change their plan due to effective advertising? They are doing their buy in two phases. First is Heineken Lager, second is Heineken Light. Each brand has their own markets that are priority and while many overlap, there are some exclusive to one or the other. In each case they are buying in Q2, Q3 and Q4 with the Q4 schedules and markets yet to be released. However I have heard rumblings and believe it will be a nice cap to a very strong year with Heineken.
What did you pitch? (i.e. Added value) We received approval on an aggressive rate schedule from each publication involved. I also want to thank each publication on their patience and generosity with the rather aggressive ‘positioning’ requests that we had to meet from Mediavest. Once the buy was placed each market was responsible to meet with their local brand contact to discuss merchandising options – if said local brand team asked to do so. In some markets Heineken is running a program called ‘Inspire’ where those publications were asked for specific added value in support of the event. Again thank you to all of the contributing AWN partners here no matter what your situation was regarding the added value.
What challenges have you faced? When you are dealing with a buy of this size and a brand with so many moving pieces like Heineken USA is there are a lot of challenges. Creative direction and delivery. Added Value and Positioning. Not to mention handling the account locally on my end for both Boston and Providence Phoenix publications. Challenges can be overcome if given the right mindset, having patience and having partners like the AWN papers. I am fortunate to have all three of those things. ??
AWN Publications running Heineken ads
Albany Metroland
Atlanta Sunday Paper
AZ Weekly
Boston Phoenix
Charleston City Paper
Chicago New City
DC On Tap Magazine
Easy Reader
Folio Weekly
Ft. Lauderdale City Link
Hartford Advocate
Honolulu Weekly
Independent Weekly
Las Vegas Weekly
New Haven Advocate
NY Press
Orlando Axis
Philadelphia City Paper
Providence Phoenix
Sacramento News & Review
San Diego City Beat
San Francisco Bay Guardian
Tampa Bay Times
What can publications do to become more attractive to this kind of buy? I have said this before to numerous people whenever the beverage business has come up. I even said this at the AWN convention in Little Rock on microphone. I cannot stress this enough – Find A Local Champion For Your Publication in Your Market. Any rep can give media information and good reps can sell media information but in the beverage world it comes down to selling product locally. Work with distributors, brand directors even promotional teams in the market. Demonstrate your support for the products and even try and get them involved locally to show how your pub can make a difference in the bottom line. Know the players in your market. Can’t stress it enough. You do not want to be caught in a situation where the agency is recommending you to the client but the local feedback the client is receiving from their brand team sends the agency a different way. It’s happened to everyone and it isn’t exclusive to Heineken. The beverage business is local partnerships and relationships and effective presentations and information at the agency level. Period.
Sean, we thank you for the “housewarming gift”. I should have sent you a proper Thank You card by now. My mother would be disappointed in me, I was raised better than this… On behalf of AWN, we appreciate your efforts and please keep up the good work!
Sean looking every bit as cool as possible
Sean Weymouth is currently Sales Director, Integrated Media at Phoenix Media/Communications Group in Boston. He joined the National Sales Staff at Phoenix Media in 2004 where he was primarily responsible for ad sales from Liquor & Beer industries. Prior to The Phoenix, Sean was involved in promotions at several radio stations in the area. He graduated from Suffolk University in 2000.
Sean is a sports enthusiast and yes, does have at least one favorite bar. You can reach him at sweymouth@phx.com and also see his fairly recent wedding photos at http://www.facebook.com/sean.weymouth