Top 10 tips for marketing drinks brands13th June, 2014 by db_staff
With the face of trade and brand marketing for drinks brands ever changing, marketers are using a whole host of different approaches to gain consumer acceptance and drive sales, writes Joanna Davies, CEO at drink, part of the ZAK Media Group.
With recessionary pressures on spending resulting in declining on-trade visits, operators are facing stiffer competition and seeking a differentiated offering to create richer, unique customer experiences and tempt punters in.
This new on trade environment has created a shift in the working relationship between brands and operators.
Operators have become more and more anti-brand while the shift to a more stripped back interior style has meant branded collateral is being increasingly restricted.
This has resulted in booze marketers no longer being able to rely on back bar displays, paper POS and in-venue communication materials to support in-venue brand awareness.
Perhaps in the future we will see a new age of marketing; an age where marketing departments allocate budgets based on consumers, shoppers or customers rather than media channels.
But until that future arrives, brands must continue to help our clients achieve better on trade results through channel unbiased campaigns that address on trade challenges, barriers and needs.
With all of this in mind, here are some top tips designed to help drinks brands gain success in marketing…