Implementation of a unique strategy through brand innovation and original sponsorship helped GB Wines become a high profile player amongst the 12 major importers of South African wine.
Targeted wine tastings - using sophisticated geocoded targeting, consumers within a specific area were invited to the local tasting.
- Wines for the tasting were chosen based on consumer preferences.
- Tasting fees were covered so that the consumer didn’t have to bear the cost.
- Detailed analysis recorded using Brand Action Team.
Innovative marketing – conversion rate over 70%.
- At every sponsorship representatives of the company handed out branded paraphernalia catered to the event. The branded items included raffles, tasting bottles and locations where one can find the wine products within the vicinity of the event.
- Double effect – company representatives placed at the liquor stores closest to the event to greet any potential customers from the event.
- Triple effect – wine tastings simultaneously held at liquor stores closest to the event.
Press releases (click for – GB Wines Wins Four Medals and GB Wines Release).
- Issued based on achievements such as awards.
- Simultaneously issued press clippings to sales staff (company and distributor) and retailers.
Magazine
- Featured articles about retailers in wholly owned and published quarterly magazine.
- Quarterly magazine circulated freely to distributors and over 2,500 retailers and to 5,000 plus member database.
Eye-catching advertisements
- Strategically placed advertisements in industry specific (Beverage Media, Beverage World and such) lifestyle, gourmet, and events magazines.
- Liaising with in-house legal team and external law firm, Buchman Law Firm to ensure strict compliance with the law (legal advice and compliance sought on all promotions).
Guerrilla marketing
- Wild posting - strategically placed posters around key retailers, events and geotargeting key customers including member database.
Digital marketing
- CMS website.
- Created a 5,000 plus member database.
- Geocoded store location system.
- Visitor tracking and retention program.
- Rich media.
- Flash advertisements placed strategically on industry specific (Beverage Media, Beverage World and such), lifestyle, gourmet, and events websites.
- SEM
- SEO
- Display advertising on wholly owned magazine website.
Strategic partnerships - establishing strategic partnerships with many high profile organizations.
Such as amfAR, The Foundation for AIDS research (click for press release), Global Leadership Conference (GLC) of the Young Presidents’ Organization (YPO), high profile charity galas of the Business Council for International Understanding (BCIU) at The Metropolitan Opera and a close relationship with the Indo American Arts Council and other non-profits leading to auctions at Christie's, music recitals at Carnegie Hall, Broadway and West End shows such as Bombay Dreams, art shows at the MoMA, several fashion shows, events at art galleries including vernissages, polo matches, consulate events, book launches, TV shows such as In The Life and film festivals including Independent Film Project (IFP).
POS material developed in conjunction with distributors and retailers.
- Ride-withs organized between company sales staff and distributor sales staff for better understanding of distributors and retailers needs.
Telesales marketing
- Advanced Customer Experience Management (CEM) to make sure that customers (retailers) were called intermittently to ensure top of mind awareness of the brand.
- Provided a good opportunity to inform retailers of upcoming sales visits, organize tastings of new products and to generally receive feedback.
Tie-ins (distributors)
- Distributor sales staff were encouraged with cross promotional programs i.e. travel rewards, free product, high-end gym memberships (at the time based on promotional program with Equinox Fitness Clubs).
- Representatives from distributors and retailers were invited to many sponsored events.
Tactical and measured growth
- In-depth market research on the American alcoholic drinks market.
- Developed ROI models and presented US market penetration strategy to the Board Members at Cobra Beer.
- Adhering to budgets and plans for each quarter.
- Detailed analysis of customers using proprietary company software using Cognos - Supplier Reporting System (SRS) created in association with Vermont Information Processing.
- Buying patterns.
- Detailed product analysis.
- Customer segmentation.
- Hidden distribution opportunities.
- Allowed control and visibility on promotion and advertising spending.