At Tui the User Experience is King
30/01/2011 by Richard Wright
I have just returned from the Super 15 rugby game between the Hurricanes and the Cheifs. I am in Palmy killing time before flying back to Auckland and reflecting on a great day and nursing a bit of a sore head. As the great Colin Meads said at the aftermatch yesterday - "I haven't paid for a beer all day. I will be back next year. Where the beer is free is me" - brilliant!
I went to the game to become aquainted again with the brand and gather valuable insights into what the Tui drinker likes, what motivates them and what makes them so passionate and loyal to the brand. This will help a huge amount in planning the types of online campaigns that are going to support the Tui user experience and turn casual visitors to the website into active participants with the brand. Living in Auckland you tend to forget the strong values that rural New Zealander's have that makes them support a brand like Tui.
Whenever I go to a Tui event I am always blown away at the depth of passion with which the Tui staff and more broadly DB approach the overall user experience. In my opinion Nick Rogers the DB commercial manager who is based at the Tui Brewery is the finest proponent of customer experience in the country - period. Somone that lives in the Manawatu/Wairarapa district said to me yesterday that Nick had made a huge impact on the entire region since moving there 5 years ago. I also know that he is making a big impact on the West Coast with his vision for the Monteiths Brewery. Jarrod Beer and William Papesch (and Honor Dillon) are also supremely committed to the Tui User Experience.
The game at Mangatainoka could only have been pulled off by these bunch of people and with the support right to CEO level (Brian Brake DB CEO was there yesterday). The Mangatainoka RFC is a tiny rural rugby field that is actually on local farmer Neil Symonds farm. The Tui team built a grandstand and tent village. 7000 people turn up, the game is followed by bands and entertainment.
I could not believe the effort that goes into providing a great experience for those 7000 people. I would generally say that if they were not Tui loyalists before the day then they would be now. The atmosphere was fantastic.
So why is the User Experience at Tui so great.
- Strong and clear brand principles and values
- These values and principles are adhered to in every channel - TV, web, Facebook, on and off premise, packaging, events etc
- The community is engaged and involved with the brand - the entire lower North Island (and the wider country) is aware of and values the contribution that Tui makes to the community. The Mangatainoka School made over $3000 out of the Tui rugby event by selling food and parking. This is somewhat of a diaspora for a beer brand as alcohol also does harm. One thing for sure though the concept community is important to Tui and more broadly DB.
- Attention to detail at events - everything about the day at the Mangatainoka RFC had Tui themes of cheeky humour and mateship running through it. From having girls playing rugby in the warmup game and then getting up on stage and playing a set, to having kiwi rugby royalty Colin Meads kicking off the match, to having the Canes and Chiefs players signing autographs after the game for an hour or more. The User Experience was undeniably and strongly Tui.
- Engage the support of great people as their support will support other users experience. Whether it is the brewer, sales and marketing or their web company, Tui engages with and inspires great people that do things that inspire others.
These girls played in the warm-up game before playing a set to the 7K Tuians at Stadium Mangatainoka
When good stags go bad. Jarrod Beer (Tui Brand Manager in foreground)
Having proactive players and teams helps reinforce the User Experience
Reinforce the UX by having great people associated with and working for the Brand
Free PR reinforces the UX