A market leader in the adult beverage category was saddled with a decentralized shopper marketing implementation process that drained time from finance, operations, sales and marketing. The status quo was costly and scattered, failed to ensure brand and legal compliance, and led to tracking and reporting inconsistencies as well as executional and shipping errors.
AMG established a backroom, web-based solution (ORA™) that efficiently and effectively delivered shopper marketing tools offering greater control to their corporate staff. Trade marketing and sales finally had a platform to create localized or national programs from a standard menu while brand, finance, legal and operations were confident that programs were cost-effective and compliant.
A once lumbering and time consuming activation process was streamlined into a one-step activity - reducing program ordering time by nearly 80% and time to market by 33%. In addition, print production costs decreased nearly 50%. An ongoing tracking and reporting system was developed which not only assisted in determining campaign effectiveness, but also resulted in the discovery of substantial FSI fraud.
A top ten California wine producer needed a cost-effective, turnkey national program to excite retailers with displays and cross promotions while driving shopper activation and brand engagement.
AMG designed and executed an integrated program including a variety of POS materials to drive distributor, retailer and shopper excitement. The turnkey solution was delivered to market with: cross merchandised shopper savings designed to increase basket rings and reward shoppers; instant-win and grand-prize sweepstakes rewards to further engage shoppers; and incentive programs to activate the program pre-store.
The integrated retail program penetrated the market with high levels of engagement at every intersection. Large floor displays drove traffic in key retail accounts, increasing volume and raising consumer awareness.
An adult beverage manufacturer was seeking an opportunity to digitally engage shoppers pre-store, capture valuable consumer data and ultimately drive volume during a critical sales period.
AMG developed a suite of creative assets to be promoted on Evite, a lifestyle platform where party hosts actively plan upcoming events, send invitations and prepare shopping lists. By providing branded tools including customized invitations, guest response pages, event reminder emails, drink calculators and more, shoppers were repeatedly engaged with the brand over the course of the entire event preparation. In addition, many pages featured links to geo-targeted offers for both the party hosts and guests.
This digital shopper marketing campaign drove click through rates over 80% higher than the platform’s benchmarks. Over 3.3 million branded, engaging impressions were delivered that added value to shopper experiences, ultimately resulting in depletion growth of over 100%.