{"id":101647,"date":"2024-07-03T11:14:22","date_gmt":"2024-07-03T09:14:22","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=101647"},"modified":"2024-07-04T18:00:54","modified_gmt":"2024-07-04T16:00:54","slug":"average-rob-bier-tout-bien-of-social-media-als-onderhandelingswapen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/average-rob-bier-tout-bien-of-social-media-als-onderhandelingswapen\/","title":{"rendered":"Average Rob-bier Tout Bien, of sociale media als onderhandelingswapen"},"content":{"rendered":"\n<p>Supermarkten smeken om het in de rekken te mogen zetten, klanten schuiven rijen dik aan voor getapte pintjes en de aankondiging van een nieuwe rouge-variant werd organisch zo\u2019n 350.000 keer bekeken. <strong>Tout Bien <\/strong>is nochtans \u201cheel gewone\u201d pils, maar het biermerk van internetfenomeen Average Rob bewijst de kracht van marketing als geen ander\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Van gehypet naar \u2018established\u2019 merk<\/h2>\n\n\n\n<p>Net als de Youtuber zelf wil het biermerk vooral \u2018average\u2019 zijn: Tout Bien staat voor een doodgewoon, lekker Belgisch pintje. Toch is het succes van het jonge merk allesbehalve gemiddeld, niet het minst op marketingvlak. Op <a href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/retail-marketing-day-2024\/\" target=\"_blank\" rel=\"noreferrer noopener\">de Retail Marketing Day op 19 september vertelt <em>general manager<\/em> Wim Maeyens (voorheen <strong>Duvel<\/strong>) hoe Tout Bien Pils creativiteit<\/a>, strategische samenwerkingen en een sterke online aanwezigheid bundelt om een uniek merkverhaal neer te zetten.<\/p>\n\n\n\n<p>De eerste batch Tout Bien Pils in 2022 was al binnen enkele uren uitverkocht. Om maar aan te geven hoe hard het kan gaan via sociale media. Daarna kwam echter het \u201cechte werk\u201d: hoe maak je van een gehypet biertje in een verzadigde markt een heus merk dat in alle grote supermarkten en drankenhandels ligt? Voor Maeyens betekent het vooral nadenken over wederzijdse partnerships: waar ligt de waarde van een klein bedrijf voor de grote spelers in Belgi\u00eb?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cNieuwe klanten aantrekken naar de winkelvloer\u201d<\/h2>\n\n\n\n<p>Toen Tout Bien in de rekken kwam te liggen bij Delhaize maakte het pilsmerk daarover een video die viraal ging op Linkedin. Average Rob kroop vervolgens zelf in medewerkerstenue voor de aankondiging van de nationale opstart bij Colruyt en Albert Heijn. \u201cDankzij die samenwerkingen kunnen wij ons bereik enorm vergroten en een breed publiek aanspreken, terwijl de supermarkten nieuwe doelgroepen naar hun winkels trekken. Het is een win-win situatie: zij krijgen nieuwe klanten over de vloer en wij krijgen een platform om ons merk te laten groeien.\u201d<\/p>\n\n\n\n<p>Het blijft echter niet enkel bij sociale media: de nieuwe Tout Bien Rouge was dit jaar enkele weken exclusief beschikbaar bij Prik&amp;Tik-drankenhandelaars en er werd ook een unieke beerpong-tafel weggegeven. Tijdens Pukkelpop werkte Average Rob voor zijn DJ-set in de Boiler Room een dagje mee aan de kassa van de Colruyt-winkel in Zonhoven, wat resulteerde in een wachtrij van 170 man.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Creativiteit en buikgevoel als basis van ondernemerschap<\/h2>\n\n\n\n<p>\u201cOnze marketingstrategie draait om creativiteit en authenticiteit. We willen niet de traditionele weg bewandelen. In plaats daarvan proberen we altijd iets nieuws en spannends te doen. Dit soort acties zorgen voor veel hype bij consumenten en versterkt de relatie met de retailers op verschillende vlakken.\u201d<\/p>\n\n\n\n<p>Een van de grootste uitdagingen is immers die unieke positie behouden door te blijven innoveren. \u201cWe willen bovenal waarde cre\u00ebren voor zowel onze klanten als consumenten. Daarom moeten we ons constant bewijzen en samen blijven nadenken over creatieve manieren om ons product in de markt te zetten.\u201d<\/p>\n\n\n\n<p>Deze zomer staat alvast opnieuw een stunt gepland: Tout Bien zal een heuse pop-up organiseren met OKay tijdens de Gentse Feesten. \u201cDe map met idee\u00ebn is alleszins nog goed gevuld voor de toekomst. Het is fantastisch om als wendbare startup te navigeren zo een unieke plek in de markt in te nemen. Ik kijk er naar uit om ons verhaal te delen\u201d, aldus Wim Maeyens.<\/p>\n\n\n\n<p><em>Verwacht je op de Retail Marketing Day op 19 september aan keynotes van <strong>Carrefour<\/strong>, <strong>Tom &amp; Co<\/strong>, <strong>Standaard Boekhandel<\/strong>, <strong>Tout Bien Pils<\/strong>, <strong>LolaLiza<\/strong>, <strong>Voyado <\/strong>&amp; meer!<\/em><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background\" href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/retail-marketing-day-2024\/\">Bestel nu je tickets en geniet meer dan 20% korting<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Tout Bien is nochtans \u201cheel gewone\u201d pils, maar het biermerk van internetfenomeen Average Rob bewijst de kracht van marketing als geen ander\u2026<\/p>\n","protected":false},"author":5,"featured_media":94757,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[1502],"topic":[488,774],"region":[90],"class_list":["post-101647","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-tout-bien","topic-marketing","topic-retaildetail-day","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Average Rob-bier Tout Bien, of sociale media als onderhandelingswapen - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Tout Bien is misschien &quot;average\u201d pils, maar het biermerk van internetfenomeen Average Rob bewijst de 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