Objective
Capitalize on the increased interest in the Moonshine category by creating programs for both the on and off premise that impacted sales, created sustainable distribution, and increased category and brand awareness. the on and off premise that impacted sales, created sustainable distribution, and increased category and brand awareness.
Our Solution
Create and implement a cocktail strategy, shot strategy, volume service program, engaging promotions, and improve POS. Create a calendar of sales programs and resources for the OSM sales team and assist them in implementation. Improve vetting, hiring and training of promotional models and reformat execution of current promotions while providing improved POS and logistics resource and management. Manage national sales resource budgets for all sales teams nationally including promotional spends. Hire, train and manage a field marketing team to focus on target markets.
Create and implement a cocktail strategy, shot strategy, volume service program, engaging promotions, and improve POS. Create a calendar of sales programs and resources for the OSM sales team and assist them in implementation. Improve vetting, hiring and training of promotional models and reformat execution of current promotions while providing improved POS and logistics resource and management. Manage national sales resource budgets for all sales teams nationally including promotional spends. Hire, train and manage a field marketing team to focus on target markets.
Execution
We created and implemented seasonal and annual sales programs for both the Ole Smoky sales team and the FMM team we recruited, hired and managed. The Sales team was given pre selected kits to fit each type of program they sold into accounts, complete with POS, managed bar nights, and promotions. We then booked their events, shipped their kits and provided recap information for each account. Field Marketing Managers (FMMs) were tasked to create new distribution and increase existing volume by achieving monthly key performance indicators such as new distribution, case sales, staff training, promotions, account support, menu placements, visibility POS goals and events. We achieved all program KPIs and were able to deliver a completed program under budget. Additionally we also created and managed a communication chain for on premise national accounts to assist in providing each account location with POS, menus and promotions.
A Nationwide Execution that Resulted in:
- 1,235 national promotions executed and over 300,000 consumers reached and sampled
- 6 seasonal programs completed and executed by sales staff annually
- $1.5 million dollar budget managed across FMM and National sales resources
A Nationwide Field Marketing Program that Included Full Time Market Managers in 13 Markets and Brand Ambassadors in 30 Markets that Resulted in:
- 300 new points of distribution
- 2,560 bar nights/promotions
- 780 menu placements
- 9,920 account visits
- 7,630 staff trainings
- 3,360 social media posts