As I often do around this time of year, I have immersed myself in the NCAA basketball tournament.  48 games over 4 days, Dinosaur BBQ, and bracket competitions–now that’s a weekend!  The only downside to this is that you are hit with the same commercials over and over again.  Luckily, none of them are overly annoying (except of course for, “This is our country…”).  However, one did catch my eye.

Miller Lite has started a new ad campaign touting their beer as being “Triple Hops Brewed.”  Being both a marketing advisor and a homebrewer I was intrigued.  Forget for a moment that Miller Lite has very little hop flavoring and that using three hops isn’t that rare in brewing.  I started to think about why they would promote this.  Over the past 5 years the “Macro” brews (Miller, Budweiser, Coors) have been losing considerable ground to the “Micro” brews (Sam Adams, Pete’s Wicked, Magic Hat).  So they needed to create something that would help them stand out and make them seem more “craft” brewed.  They clearly couldn’t do this by changing their recipe for fear of alienating their loyal customers.

So essentially what Miller Lite has done is take their normal brewing process, again nothing that is all that different, and gave it a “brand”.  In this case “Triple Hops Brewed.”  Ok, before I make everyone salivate and head to their nearest tavern, I’ll get to my point.

Staffing firms are often faced with this same problem.  “How can we stand out when we are essentially offering the same thing that our competition is?”

Well you can take a lesson from Miller.  Review your basic service process and think about how you can “brand” it to make your clients feel like they are getting something special.  I actually had a client do this several years ago with success.  They gave their service process a name and even created a brochure showcasing it.  It was something they did for everyone, it didn’t cost anything more for the staffing firm, but it gave clients the impression that they were getting something special. 

Or maybe you can take your top candidates and “brand” them.  Give your clients the impression that they have access to the cream of the crop before anyone else.

So take a look at your services and see what will be your “Triple Hops Brewed”.  It just might help you stand out from the “Macro” staffing firms.

0 thoughts on “Staffing Marketing Tactics from Miller Lite

  1. Todd,
    I enjoyed the analogy. I also recently heard a similar bit of advertising from a local contracting company. This company highlighted the fact that they use 5 nails on every roofing shingle instead of just 3 or 4 like most companies. The benefit they touted was that this helped reduce the chances of a shingle blowing off–which meant less maintenance and cost in the long run. The 5th nail doesn’t add a huge cost to the roofing company, but it provides a big “perceived” value to the homeowner.

    If you think about it there are probably hundreds of value adds that staffing companies could attach to their services to provide a large “perceived” value to their clients. For example, with each new order they could provide free benchmark testing of a top performing employee already in that position. The cost is relatively low, but a more targeted, better fit employee provides a huge value to the client.

    Brad

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