Customer Sampling. Big Liquor Budgets $10 to $15 per. But for What?

Customer Sampling. Big Liquor Budgets $10 to $15 per. But for What?

Spirits Marketing
I was reading through a significant liquor supplier's marketing plan deck. It was a deck associated with a particular year's go to market plan. Customer sampling cost of $10 to $15 per sample to the consumer was the planned spend for the year. The difference between $10 and $15 was determined by the nature of the event or activation as we call it in booze marketing. Screen grab from a big liquor marketing deck This informs you immediately as to the extremely high cost of sampling customers in the spirits, wine, and beer industry. What are satisfactory metrics for these brands? Social reach/engagementMedia impressionsBuilding relationshipsAbility to leverage key accounts Do you notice what's not listed? Data, knowledge or relationships with customers, data that bridges the gab between these activations and…
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