TideSmart West | Retail Marketing Management
15539
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Retail Marketing Management

Kobrand Corporation was looking to use events to drive trial among key audiences, maximize awareness and consumer preference, both on and off premise, and increase sales in markets visited of three primary brands – Louis Jadot, The Seeker and Sequoia Grove. Each brand sought access to a unique audience. For Louis Jadot: a female-skewing, middle-aged, middle class audience. For Sequoia Grove: a more affluent population with refined wine tastes. For The Seeker: a millennial audience with limited wine knowledge.

To use events to create opportunities for consumers to sample wine. Educate consumers about the varietals and purchase locations.

Developed unique event set-ups specific to each brand to maximize the uniqueness of each. Events were selected based on the target audience and included art festivals; music festivals; boat shows; food & wine events; “taste” events; community events; sporting events; on and off premise locations; trade events; and more. Worked with various distributors and on-site vendors to ensure regulatory compliance.

To date, more than 100,000 samples at 27 events across the country, generating consumer affinity and demonstrable sales lift in the process.