Presentation Transcript

1. Allocating Marketing Budgets
2. What Brands Need to Bring to Market Product: Good Tasting Product Unique, Attractive Package Product Point Of Differentiation Path: Organization (Your Own or Importer/Supplier) to Manage Business Distributors Who Stock and Distribute Product Retailers (On & Off-Premise) Who Introduce Your Product to Your Target Consumers Promotion: Sales and Education Materials In-Store/Bar Merchandising – POS Support Advertising/Public Relations/Programs Price: Must Fit Positioning U.S. Drinks Conference 2010
3. Must do…

   Allocating Budgets - A Question of:

   Shoulddo… Could do… 3

4. You Must

   4
5. You Must Get the Product into a distributor. Who is looking for: What are you going to do to move it out of our house so I can make money Get Retailers. Who are looking for: What are you going to do to move it out of our bar/store so I can make money Get Consumers. Who are looking for: A product (like yours) that fits my needs U.S. Drinks Conference 2010
6. You Must Sell Your Product and Educate Trade and Consumers on Why Your Brand Provide sales tools to your sales teams (internal and external) Sales literature, sampling kits, fact cards, etc Education material – What is this product? Why should I sell/consume it? Product description, tasting notes, pairings, point of differences, etc U.S. Drinks Conference 2010
7. You Must Create Consumer Demand at Point of Purchase and Outside POP At POP Off-Premise – bottle necker, shelf talkers, display materials… On-Premise – fact cards, table tents, unique point of sale that brings your Both - Sampling, promotion, events.. Outside: bring your brand to life… Advertising Public Relations Social Media Your budget will dictate which way you go U.S. Drinks Conference 2010
8. You Should 8
9. You Should Market your brand to the Trade: Retailers Bar Owners Bartenders Staff Etc Why you may ask? U.S. Drinks Conference 2010
10. FUNNEL 10
11. FUNNEL U.S. Drinks Conference 2010
12. How To Market To The Trade The Top Way Trade Gets Information is: Trade Publications Editorial Distributors Suppliers Trade Publication Advertising On-Line E-Newsletters Working with Trade Publications is effective: Trade PR is effective and lower cost On-Line growing and where they say they want to get info Trade Advertising effective in getting your exact message to the trade Reversed for Off vs. On U.S. Drinks Conference 2010
13. You Should Promote your brand to your target consumer Social Media Marketing Blogs specifically set up for Beer, Wine, or Spirits that can reach large numbers of Passionate beverage alcohol consumers Sites & Forums that reach large sums of consumers who are interested in Beer, Wine, Spirits FaceBook – Best place, least expensive way to engage your consumers Other Media Outreach – traditional & on-line Targeted to your audience as much as possible Also key in on lifestyles that match your target consumers U.S. Drinks Conference 2010
14. Shifting Marketing $$ to Online/SMM Adding Reducing Marketing Sherpa 2009
15. You Could
16. You Could Advertise: On-Line allows you to target consumers and lower cost Traditional more expensive and less targeted Events Facilitates sampling Tie in with Celebrities At events Though Sponsorships Conduct Partnership programs Tie-in with complimentary products, programs, etc Value Added packs U.S. Drinks Conference 2010
17. Reference Media Spend: Spirits The B.I.G. 2010 Liquor Handbook U.S. Drinks Conference 2010
18. Reference Media Spend: Spirits The B.I.G. 2010 Liquor Handbook U.S. Drinks Conference 2010
19. Reference Media Spend: Beer The B.I.G. 2010 Beer Handbook U.S. Drinks Conference 2010
20. Reference Media Spend: Beer The B.I.G. 2010 Beer Handbook U.S. Drinks Conference 2010
21. Pro Forma Budget Allocation Just a starting point U.S. Drinks Conference 2010
22. Pro Forma Budget Allocation: Spirit BAT Analysis U.S. Drinks Conference 2010
23. Pro Forma Budget Allocation: Spirit Priorities Put Your Money On the Street Get the Trade Involved Stimulate measurable actions by people who “raise their hand” BAT Analysis U.S. Drinks Conference 2010
24. Pro Forma Budget Allocation: Wine BAT Analysis U.S. Drinks Conference 2010
25. Pro Forma Budget Allocation: Wine Put Your Money On the Street Get the Trade Involved Stimulate measurable actions by people who “raise their hand” BAT Analysis U.S. Drinks Conference 2010
26. Pro Forma Budget Allocation: Beer BAT Analysis U.S. Drinks Conference 2010
27. Pro Forma Budget Allocation: Beer Put Your Money On the Street Get the Trade Involved Stimulate measurable actions by people who “raise their hand” U.S. Drinks Conference 2010
28. Conclusions You need to think about: What are your short and long-term goals What type of product are you launching: Value brand vs. premium brand How much money can you invest Do you need to be national? – You can go regional or in a state or two You have to determine what you must, should and could do U.S. Drinks Conference 2010
29. Thank You! Jeff Grindrod, Managing Partner 1 Darling Dr. Avon, CT 06001 USA 860-676-7900 JeffGrindrod@comcast.net U.S. Drinks Conference 2010