3 Powerful Marketing Lessons from Modelo’s ‘Mark of a Fighter’ Campaign”
Discover 3 key marketing lessons from Modelo’s ‘Mark of a Fighter’ campaign that helped them become America’s top beer. Learn how strategic investments, unique approaches, and tracking can boost your business success.
In March 2023, Modelo launched its “Mark of a Fighter” marketing campaign. This campaign wasn’t just about selling beer, but it also represented the fighting spirit of underdogs in America. It showed that Modelo had a competitive edge, which was essential in challenging Anheuser-Busch, the company behind Bud Light and Budweiser, “the King of Beers.”
For over 20 years, Bud Light was America’s top beer, starting from 2001. It seemed like Bud Light was as American as fireworks on the Fourth of July. Meanwhile, Modelo wasn’t even in the top 10 beers a decade ago. But Modelo fought its way up, and today, it’s the most popular beer in the country.
So, what’s Modelo’s secret weapon? It’s marketing! Here are three important marketing lessons we can learn from Modelo’s strategy to help you reach the top in your industry too.
Lesson 1: Invest Heavily in Marketing
Modelo’s slogan, “brewed with a fighting spirit,” applies perfectly to their marketing approach. They invested huge amounts of money to reach the top. Research shows that since 2020, Modelo has had the biggest TV advertising budget.
In 2023 alone, Modelo spent $155 million on TV ads, and they plan to spend even more in 2024. By July 2024, they had already spent $65 million on TV commercials, which is 75% more than Bud Light and 35% more than Michelob Ultra (which just took the second spot from Bud Light).
The takeaway? The more you invest in marketing, the more business you generate.
For many business owners, this might seem like extreme advice, but it’s crucial. You need to spend more on marketing than what seems reasonable. Many successful companies like Proctor & Gamble, Atlassian, and Asana have grown by increasing their marketing budgets significantly.
Lesson 2: Go Against the Trends
Sometimes, success isn’t about following the latest trends; it’s about finding your own path. When competitors like Budweiser and Bud Light reduced their TV ad budgets, Modelo continued to spend heavily on TV ads. This helped them dominate a space that others were abandoning in favor of social media and influencer marketing.
Similarly, PostcardMania, has taken a non-traditional approach by focusing on direct mail marketing. While other companies are shifting to digital ads, they increased their direct mail efforts, sending out 232,000 postcards every week. This strategy has paid off, as postcards bring in six times more revenue per lead than digital ads.
The key lesson here? Sometimes, being a big player in a smaller space is better than fighting for attention in a crowded market.
Lesson 3: Track Your Marketing Efforts
One of the most important aspects of marketing is knowing what works and what doesn’t. By tracking your marketing efforts, you can fine-tune your strategy and focus on what brings results.
Modelo realized that traditional TV advertising was working for them, so they kept investing in it. However, they didn’t put all their eggs in one basket—they also invested in other forms of marketing. Diversifying your marketing strategy while tracking its success is crucial for long-term growth.
For example, a dentist in Charlotte, NC, once thought that direct mail was a waste of money. However, after seeing an 87.5% increase in new patients from a postcard campaign, he realized how effective it was.
The lesson? Always track your marketing and be willing to adjust based on results.
In conclusion, Modelo’s “Mark of a Fighter” campaign is a great example of how a strong marketing strategy can lead to industry dominance. By investing heavily in marketing, going against popular trends, and tracking results, Modelo fought its way to the top—and so can you!