Look Across Complementary Products and Services When Innovating in Spirits, Wine, and Beer Marketing
When spirits, wine, and beer brands seek to grow a brand or launch one, they choose fairly traditional methods of doing so. I’m sharing in today’s post, Path 4 of the Blue Ocean Strategy Six Paths Framework. Looking across primary products and services.
When looking across primary products and services in the step of the Blue Ocean Shift process, one wants to focus on the context of how the product or service is being used. Is there a before, during, and after process?
Generally, there is. We want to assess where our products or services fit into the before, during, and after stages of the consumer’s journey.
Why is there not more innovation in the sampling, tasting, and activation part of the industry? There are numerous reasons. The list includes, this is the way it’s always been done. Another, our legal department says, this is how we do it. Another, “my competitors are sponsoring this event, I’d better jump in on the next one.” Another, they just don’t know better ways to spend the money afforded to marketing.
Pain points in sampling, tasting, and activations include the fact that there is little to no personalization or authenticity in the marketing of spirits, wine, and beer for consumers. Consumers may have a relationship with a bartender or server but never a brand. The pain points for Shared Spirits primary buyers, spirits, wine, and beer brands, surround the fact that the spends on sampling, tasting, and activation campaigns are not trackable down to the user level. There is no ability to measure the true effectiveness of ambassadors, sampling programs or activations relative to a permanent data set on the consumer. Is there a “share of wallet” being captured? In today’s spirits, wine, and beer marketing, no one knows.
In the graphic below, we’re looking at the three stages of a consumer journey in the marketing of spirits, wine, or beer.
Traditionally, the before stage is completely random. Consumers show up at a liquor store and are called over to a table where a brand rep of some kind offers a taste of something. Experienced Ambassadors know the product and actually may be consumers as well.
In the Shared Spirits method, the individual is sought out specifically for attendance to the event. i.e. the during stage. Utilizing Eventbrite technology Shared Spirits finds category fans and invites them purposefully to the event. With their attendance they receive a complimentary drink or coupon. Upon redemption, the data regarding, where, when, who, and what are known.
In the after stage, Shared Spirits then markets the reinforcement to share about the brand and visit the retailer for a purchase for the home.
Through the introduction of Shared Spirits and it’s Eventbrite integration, brands may now support sampling, tasting, and activation campaigns knowing a significant percentage of consumer participants will have post-event contact reinforcing the brand. The brand will know who sampled, who redeemed a post-event on-premise or retail offer, and what they did to share the brand afterward. In addition, the Eventbrite technology integration along with Shared Spirits tools afford brand marketing managers ways to measure Influencers and ambassadors in highly personal and effective ways.
The marketing cycle works as follows.
- Invitation Sent to Highly Targeted Audience for the Category and Brand
- RSVP by the Attendee is Tracked
- Checkin at the Tasting, Sampling or Activation
- Deployment of a Drink Credit or Coupon to the Checked-in Attendee
- Redemption Encouragement Pointed to Recipients – Email and Text Reminding them of their Attendance Gift
- Redemption Tracked
- Post Redemption Marketing to Reinforce Brand
If you’re a brand decision maker wanting more information or a distributor wanting to know how to assist your brands, reach out to Sherman Mohr of Shared Spirits. He’s prepared to integrate this Blue Ocean Strategy influenced marketing and sales tool to your company.