Use digital for discovery Tap into the emotional connections around moments that matter Give them a reason to splurge Convey premium value and aesthetics in holiday season Engage with Interactivity ID: 636106
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Slide1
Fuel WOM with influencersUse digital for discoveryTap into the emotional connections around moments that matterGive them a reason to splurge. Convey premium value and aesthetics in holiday seasonEngage with Interactivity
Best practices forspirits marketers
|Slide2
Aligning with path to purchase
|
Exploration/
Discovery
WOM
Experts:
Mixologists
,
store tastings
Consideration
Purchase/Preferred Brand Status
Gifting & Entertaining
Packaging,
Personaliztion
Digital plays a role with recipes, ideas, research
Engage Interactively
Brand stories, authenticity
Emotional Connections to moments that matterSlide3
Fuel WOM with influencers
|
Drive excitement through partnerships with well
known
mixologists
Espouse experiences and celebrations
Influence at a social level and in moments that matter
Posting experiences when brand is consumed
Partner with other brands engaged in “moments that matter”Slide4
Give them a reasonto splurge. ConveyPremium value andaesthetics in holidayseasonPremium Gift Sets
Limited Edition Bottles
Personalized Engraving
|Slide5
Moments of need:Use digital fordiscovery
|
In-store search
Online gift guides
Branded Content:
Entertaining
Recipes
Branded
Content
In-Store
Search
|Slide6
Engage withInteractivity
|
Branded
Content
In-Store
Search
Digital ads with layers of interactivity
Engage at higher level
Use video and galleries to
tell the brand’s story
Provide offers to increase brand connection
|Slide7
Become part of the experience that personalize brand connectionsEvoke the emotion embedded in moments that matterTap into the emotionalconnections aroundmoments that matter
|
Tequila at the Hispanic/Latino family
Grappa and GrandpaSlide8
|
Brand matters
:
There
is a very high level of brand preference in the Spirits category both on and off premise. Implications for Spirits Brands; brands are built (and market share) before
consumers/shoppers enter the
premises
.
Aficionados build brand ambassadors:
Knowledge
of spirits is rapidly becoming social currency, especially among Millennials, who will order name brands as a way of impressing others. Millennials are more interested in top shelf brands than other age segments.
Implications for Spirits Brands;
on location “intelligence” matters.Living room lounge: The high level of brand loyalty and preference for off-premise consumption is driving the movement to “bring the bar home”Give them a reason to splurge: Presentation, aesthetics and personalization trumps budget when purchasing a gift. Presentation matters.
Executive Summary