2017 refresh - snipp...2017 refresh: the state of innovation in alcohol marketing i webinar 1 carlos...

2017 REFRESH: THE STATE OF INNOVATION IN ALCOHOL MARKETING

WEBINARI

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Carlos Dunlap-Beard

VP, Loyalty Solutions &

Business Development

Russell Pantek

Director of Sales

TODAY’S PRESENTERS

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We take brands along the full

continuum from a single promotion

to an ongoing loyalty initiative.

ABOUT

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PACKAGING INNOVATIONS

CELEBRATING EXPERIENCES

MOVING TO MICRO

SATISFYING THE RETAILER

AGENDA

BEST PRACTICE CHECKLIST & QUESTIONS

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PACKAGING INNOVATIONS

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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.

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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

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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

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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.

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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.$

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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?

lets.talk@snipp.com

QUESTIONS

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WEBINARI