2017 refresh - snipp...2017 refresh: the state of innovation in alcohol marketing i webinar 1 carlos...
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2017 REFRESH: THE STATE OF INNOVATION IN ALCOHOL MARKETING
WEBINARI
1
Carlos Dunlap-Beard
VP, Loyalty Solutions &
Business Development
Russell Pantek
Director of Sales
TODAY’S PRESENTERS
2
We take brands along the full
continuum from a single promotion
to an ongoing loyalty initiative.
ABOUT
3
PACKAGING INNOVATIONS
CELEBRATING EXPERIENCES
MOVING TO MICRO
SATISFYING THE RETAILER
AGENDA
BEST PRACTICE CHECKLIST & QUESTIONS
4
PACKAGING INNOVATIONS
5
WHY PACKAGING?
Two thirds of alcohol buyers indicate paying attention
to package format.
64% pay attention to label design, meaning packaging
is more than simply the thing that holds what’s inside.
When it comes to being satisfied with a product, the
average consumer ranks the products packaging
almost as important as the brand itself.
Over 50% of consumers in one survey are interested in
digitally scanning packaging to find out more
information.
6
3 PACKAGING POINTS
YOU CAN’T IGNORE
Create a
Craft Vibe
Drive Engagement
on the Shelf
Balance Technology
with Lifestyle
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DIAGEO: SMART BOTTLES
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KEYSTONE LIGHT: GAMIFIED TECH
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CELEBRATING EXPERIENCES
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PAST VS. PRESENT
EARLIER NOW
Restaurants
Pubs
Stores
At home
Music festivals
Food festivals
Sports events
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How Consumers Engage
How do consumers new environments translate into experiences?
At Home
Brewing/Mixing
80% of DIY brewing/
mixing suppliers have
seen an explosion of sales
over the last three years
Millennials are 44%more likely to agree that
they live a lifestyle that
impresses others
IT’S ALL ABOUT EXPERIENCE
Lifestyle
Integrations
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BUSCH BUCKS – REWARDING LIFESTYLE
• Anheuser-Busch wanted to incentivize sales and build
loyalty through brand engagement and rewards for
their Busch Beer brand.
CHALLENGE
• Loyalty program incentivizing purchase and non
purchase behavior
• Integrated SnippCheck & SnippLoyalty platform
• Consumers who purchase qualifying products can submit
their purchase receipt to earn points
• Additional points earned through non purchase activities
on social media
• Receipt validation and age & state gating by
SnippCheck
SOLUTION
13
PINNACLE VODKA COCKTAIL RECIPE
MOBILE ENGAGEMENT PROMOTION
• Pinnacle wanted to build awareness and consumption of
its different Vodka flavors
CHALLENGE
• Consumers could text their favorite flavor from 45
different Pinnacle Vodka flavors to 811-811 to receive a
free recipe for a mixed drink
• Snipp age and state gated each SMS and then
consumers received a text message with an exciting
cocktail recipe related to the keyword they sent in
SOLUTION
14
MOVING TO “MICRO”
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MICRO IS A BIG DEAL
As of the end of
2016 - every 1.2
DAYS a new
craft brewery
opened its
doors in the US.
The Brewers
Association
believes that craft
could potentially
grab a 20%
market volume
share by 2020.
In one month, an
American
purchases 3.6
different brands of
craft beer. For
more passionate
people, it is 4.4
different brands.
16
3 REASONS TO EXPLAIN
THE GROWTH OF MICRO
Authenticity
Quality vs. Quantity
Experience-driven
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INNIS & GUNN: VIRTUAL REALITY
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HOW CAN BIG BRANDS
WIN BACK MICRO FANS
Adjust your packaging
Remind consumers of quality
Collect as much data as you can
Create a whole new brand
Create authentic, experience-driven activations
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Quality vs. Quantity
Authenticity/Lifestyle
Experience
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SATISFYING THE RETAILER
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HOW LOYALTY PROGRAMS ARE
KEY FOR RETAILER SATISFACTION
FINDINGSAlcohol specific retailers and grocery
stores are the main retail categories.
IMPLICATIONSLoyalty programs for alcohol specific
retailers may become a normalized
business cost.$
22
WHAT DO THESE PROGRAMS
LOOK LIKE?
No one right
way to
structure a
program
Keep it
targeted
What is the
total value
proposition?
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TOTAL WINE & MORE
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Receipts TotalsBy Store Name
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BEST PRACTICE CHECKLIST
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CHECKLIST
✓ Focused and Aligned
• Know your purpose
• Obtain executive
sponsorship
• Ensure internal alignment
• Secure subject matter
expertise
• See from your customer’s
POV
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✓ The Right Stuff
• Incorporate brand passion
• Inventory your assets
• Be unique
– Differentiate from
competition
– Use the attributes of your
brand
CHECKLIST (CONTD.)
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✓ Treat It Like Any Other Investment
• Run the numbers
– Do the projections check out?
– Will the program break even in 10 -14 months?
– Is the return greater than 2:1 in the 3rd year?
– Do the rewards and benefits investment outweigh the operational costs in year 2?
• Make it interesting
– How long will it take the average member to earn a meaningful reward/benefit?
– What about top tier members?
– Is the overall value proposition worthy of their time? Would it appeal to your friends and family?