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…
Read More
In-Store Tastings with Engagement

In-Store Tastings with Engagement

Spirits Marketing
Suppliers and brands in the spirits and wine business have been settling for less. They deserve in-store tastings with engagement. Engagement from the customers who frequent the retail stores and have the greatest potential to buy their products. The current in-store tasting generally occurs via an agency that sends out a young attractive female who spends more time on her phone than engaging with the consumer and proactively inviting them to the table to experience the brand and its story. A look across other industries is warranted. In Blue Ocean Strategy terms, this look across alternative industries is important because there are important takeaways from borrowing what happens in those industries. Let's take a look at the conference or convention model. Expos in conferences feature the booth where participating companies…
Read More