The strategy centers on refreshing the brand packs for alcoholic beverages to achieve increased distribution, visibility, and growth. Engaging key distributors is critical, as it involves presenting the refreshed brand packs, gathering feedback, and creating exclusive offers to motivate them. An example of this is arranging a launch event for distributors to experience the brand refresh firsthand, which helps in building anticipation and loyalty among them.
Leveraging social media and digital marketing plays a key role, with strategies such as engaging influencers, organizing competitions, and creating behind-the-scenes content. For instance, launching a social media competition encourages user-generated content about the brand packs, boosting visibility and excitement around the product.
Enhancing in-store visibility ensures that the refreshed brand packs stand out. This involves developing eye-catching displays, collaborating with retailers for prime shelf placements, and deploying sales teams to support in-store staff. For example, implementing a mystery shopper program ensures retailers are effectively promoting the brand packs, thus maintaining a consistent brand presence in stores.
The strategies
⛳️ Strategy 1: Engage your key distributors
- Conduct a meeting with top distributors to present the refreshed brand packs and gather feedback
- Create exclusive pre-launch offers to incentivise distributors
- Develop a training programme for sales teams to effectively communicate the benefits of the refreshed packs
- Implement a distributor loyalty programme tied to sales targets for the new packs
- Arrange a launch event for distributors to experience the brand refresh firsthand
- Utilise a limited edition pre-order system to build anticipation with distributors
- Provide marketing collateral and point-of-sale materials for distributors
- Set up a distributor recognition system to reward high-performing partners
- Schedule regular check-ins to monitor the performance of the brand packs at distributor level
- Use data analytics to offer insights and recommendations to distributors on stocking strategies
⛳️ Strategy 2: Leverage social media and digital marketing
- Develop a digital marketing campaign to tease the refreshed brand pack
- Engage influencers relevant to alcoholic beverages to create buzz
- Launch a social media competition to encourage user-generated content of the brand packs
- Utilise targeted ads to reach potential customers who match the brand's target demographic
- Create behind-the-scenes content showcasing the brand pack design process
- Host a virtual launch party via social media platforms
- Create a dedicated landing page highlighting the features of the refreshed brand packs
- Engage with customers through interactive content like polls and quizzes about the brand packs
- Promote in-depth video reviews or testimonials from early adopters of the refreshed packs
- Utilise retargeting campaigns to engage users who expressed initial interest in the new packs
⛳️ Strategy 3: Enhance in-store visibility and availability
- Develop eye-catching in-store displays that effectively highlight the refreshed brand packs
- Collaborate with retailers to secure premium shelf space for the new packs
- Provide retailers with merchandising kits that include brand visual guidelines
- Implement a mystery shopper programme to ensure retailers are promoting the brand packs effectively
- Offer special joint promotions with retailers to drive sales of the refreshed packs
- Deploy regional sales teams to provide support and conduct training for in-store staff
- Create point-of-purchase displays that attract consumer attention in the store aisles
- Incentivise retailers with financial bonuses based on sales volume of the refreshed packs
- Monitor stock levels and replenish in-store inventory promptly to prevent shortages
- Utilise augmented reality experiences in-store to engage customers with the brand packs
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
