Retail Activation marketing is the deployment of fully integrated custom-designed strategies to promote new products, engage customers and stimulate purchases through promotional events and experimental activations that continue to resonate particularly well in the realm of spirits and craft liquor.
The good times that are associated with alcohol brands make them the perfect product around which to orchestrate fun shared experiences that build lasting emotional connections and foster brand loyalty. And, of course, retail activations provide a perfect opportunity for shoppers to sample promoted brands either neat or in mixed drinks, the most effective way to covert event attendees into paying customers. Retail activations also allow us to collect firsthand insights on shopper behavior, opinions and actions.
Our activation strategies incorporate educational experiences that deliver real value to a consumer. These include cocktail classes or drink making experiences, where customers learn how to mix customized delicious concoctions alongside industry professionals.
Business to Business and Business to Consumer trade shows and events are a perfect opportunity for craft spirits suppliers to generate leads, nurture prospects, build brand awareness, expand distribution, conduct training, or enhance relationships with existing customers.
To enhance marketing activations, product launches, corporate gatherings, conventions, expositions, trade shows and other promotional events, Tru-Brand Collective provides clients with a wide gamut of services starting from sourcing, training and deployment of accomplished brand ambassadors, promoters, and product demonstrators and to full turn-key marketing strategies that incorporate development of the event’s creative concept, logistics planning, on-site execution and generation of insightful feedback and reporting.
When your product is built on craftsmanship, your branding – from logo and tagline and to content strategy and social media presence - must transmit brand’s authenticity and artisanal characteristics to consumers who are increasingly seeking out independently produced brands. Compelling brand identity is a powerful way to communicate with the world, differentiate yourself from competition, and create a brand experience that encourages people to engage with your product.
This is particularly important for craft brands, considering that most of them are comparatively unknown to consumers and, for many independently produced spirits, their marketing budgets are often strained. Add to this equation an intense competition for shopper attention in today’s overcrowded marketplace and marketing challenges rising from the excessive use of “craft” and “artisan” labels by many brands and it becomes clear that the advantages of having consistent, concise and engaging brand identity that highlights craftsmanship, authenticity and artisanal characteristics cannot be overstated. At Tru-Brand Collective, we develop relevant, tangible, result-driven solution through all elements of brand identity development:
- Brand Name and Tagline Development
- Logo Development
- Brand Voice and Tone
- Content Strategy
360° Marketing is defined as a comprehensive, multi-channel marketing campaign, which is executed across all marketing mix elements of the brand, including print, digital and social media as well as in-store and online interactions, and designed to communicate a consistent brand message to consumers at all points of their contact with the brand.
Mobile technology has cardinally changed the ways of how consumers communicate with the brands in today’s fast-paced environment and significantly impacted their shopping patterns and preferences. At the same time, limitations on shipment of distilled spirits that are enacted in many States, underscore the importance of retail activations since most of the spirit sales still happen in off-premise accounts. The complexity of the distilled spirits industry in the US dictates that a successful 360° Marketing campaign should target consumers’ shopping cycle in its entirety and may involve:
- Retail Activations
- Sampling Campaigns
- Digital Campaigns
- Social Media Engagements
- Experimental Marketing
- Consumer promotions