Read how Benson helped support the sales team's pitch to local retail chains and increased placements.
In the competitive wine and spirits industry, even the most talented sales teams can use a little extra support as they work to get their products the placement they deserve. That’s exactly why St. George Spirits turned to Benson Marketing. Working with the St. George team, we helped them craft a brand awareness campaign that would drive consumer traffic to the local retailers supporting their brand.
Benson started by providing the sales team with a strategic media plan. From there, we executed geo-targeted Facebook/Instagram ads in the local market. As the sales team followed the media plan and the ad campaigns generated results, we provided summary reports to the sales team, giving them practical information and relevant details to share with their chain partners.
By reviewing the combination of brand accolades and mentions of retailers, we were able to demonstrate how earned PR coverage and digital ads leverage each other to create a stronger overall impact. As we worked to define St. George’s target audience, our team assessed prior interest in competitor brands and industry categories. With this information, we were able to help the sales team dial-in their outreach by targeting a tight radius around their existing accounts.
A Long Island campaign led one retailer to add a SKU to all its stores, and then add a new SKU to all stores. Regional manager: “They were so happy with this that all of the stores added Botanivore Gin today. I’ve also heard from reps in the area and they have seen the ads.” Campaign was repeated in Miami.