Tips for Promoting Drinks in Supermarket or an Event
If you are in the Food and Beverage business then you must understand how the beverage market works. To make your brand stand out amongst various competitors, effective marketing is essential. Here are some tips at sundaypromotion.com – especially for new brands.
1. Free tasting Activity
When you launch a new beverage in the market, due to the lack of influence of products or brands in the market and low consumer awareness, companies hope to establish the influence of brands as soon as possible and attract consumers to have a try, so they will make some free small bottles for consumers to taste, usually 125 ml. In addition, in order to establish a consumer group, we will give tasting bottle of the main products in these tasting activities for free, and normally two bottles. Some also specialize in some road show activities, tasting and buying promotional activities at the same time. This type of promotion is pretty suitable for low-end wines, cold drinks etc..
2. Coupon Tickets
In order to stimulate consumers to take the initiative purchase or stimulate consumers’ desire, we can print a batch of colorful redemption tickets and dispatch on street. The tickets should indicate the deadline for the promotion event, the products of the event, the way to buy gifts, and the location of the event. With these tickets, consumers can go to the terminal event selling point to join the “buy one and get one free” activities, or to get a free tasting bottle.
Attention should be paid for this kind of promotion:
A. the small ticket must be stamped to control the flow;
B. the distribution of the dense consumption cluster for the terminal;
C. the best distribution points should be: resident community, trade fairs, supermarkets, shopping malls etc..
Make statistics on the number of each distribution points before and after the release, and make statistics on the feedback rate, so as to adjust the strategy. The time of the activity should not be too long, a period of 15 days or 20 days would be ideal. Guarantee the timely delivery of the event’s point of sale.
3. Experience promotion
The so-called experience promotion is to embed the company’s brand image and brand promotion guide into a certain part of the consumer’s consumption process. For example, if you buy 10 wedding wines, you can get a business car as the wedding car for a day, and a birthday party with 5 wines to provide a birthday cake. You should implant the brand elements in this promotion, in order to effectively enhance the brand image and brand awareness.
Price discount is an important way to attract consumers to buy. In the process of practical application, it is divided into direct discount and indirect discount. The former is to directly reduce the sales price of the product, while the latter does not change the price, but allows the consumer to get more products at the same price. The former is more sensitive and tends to cause larger sales changes, the latter has a buffering process psychologically. The advantages are: result quickly; increases sales in the short term; increases the purchase amount; has an strong impact on consumers; the most effective action against competitors. This kind of promotion is welcomed by middlemen like supermarket and is more welcomed by the salesmen of the company. Disadvantages are: can not help long-term sales growth; lead to difficulties to resume normal product prices; low profits; long-term continuous price cuts will damage the brand image; damage the “brand loyalty” of consumers; these is no big attraction to new customers; it is very easy to initiate a price war or a competitor’s fight back.
5. Offer free promotional gifts
After the consumer purchases the product, you can offer a creative gifts like custom leather coasters, a small wine, a drink cup, a custom bottle opener keychain, o stimulate the purchase and form a psychological preference. However, this form is likely to lead to consumer promotion dependence or promotion fatigue. It is necessary to cooperate with certain forms of promotional themes to let consumers feel the meaning and value of the promotion.
For example, we have a client sells wines, they told sundaypromotion.com a valuable promotional activity. They launched a large-scale promotion campaign called “Good wine gives good friends” in some business hotels. The creative idea is that as long as you have bought their wine for a long time at the hotel, you can fill out a card to your good friend who has not been in contact for a long time, they will sent out a bottle of wine gift set to your friend in a week based on the address you filled in.
The results were surprisingly good, the sales was quickly increased.
However, with the flood of promotional gift applications, consumers are becoming more and more numb to promotional gift. So for companies, the choice and design of the gifts must be to grasp the gift premium value, so that consumers feel worth for their money, generally in the gift must have a collection value, for example, custom cork coasters in creative designs.
6. Prize inside the box
The box prize or prize in the packing tin has been widely used for beverage promotion.
You can place a scratch card in the box (cover), the card marks the regulation of the games and should let the consumer to understand whether he won the prize or the middle prize by scratching the cards. The award setting often includes wine, tickets, cigarettes, cash, dollars, precious metal products, exquisite souvenirs, travel products, etc., come in many forms. Promotions for scratch cards also require good consumer activity notification and market supervision to prevent the terminal seller retain the prizes. At the same time, we must pay attention to make full use of the grand prize winning points to attract continue attention to form the effect of promotional hit.
7. Points redemption
Points include collecting scores and collecting purchase bill. Consumer can get a free gifts or another free bottle of drinks according to different point level.
Point promotion is suitable for products with large sales volume like daily dinks, only when consumers have enough demand then they can stimulate a buying impulse. If the sales volume of the product is not large, it means that the consumer has less consumption, in this case, even a free drink gift cannot attract consumer interest.
Point promotion requires a certain period of time, so it is suitable for products with short consumption cycles, high frequency of purchase, and large amount purchases, such as low-end and mid-range wines, beer, etc., so that consumers can get benefits in a short period of time. The prizes are the fundamental purpose to attract consumers to participate, and the participation method and redemption involve should be very convenience.
8. Bottle opening bonus
The bottle opening fee as a promotion method is commonly seen in the restaurant for the middle wines. The manufacturer stimulates the sales of the catering channel and offer the salesman with $3 – $5 bottle opening bonus for each recommendation bottle of wine. The waiter in the restaurant or promoters like this type of promotion.
9. Promotion on a special event.
In the beer marketing, the promotion method of the chain cover has an empty bottle (empty box) for wine exchange, that is, a certain number of empty bottles can be exchanged for a bottle of original or other special prizes. A card exchange (secondary redemption), Redeem gifts or originals by collecting the specified number or type of card of the beer bottle sleeves or caps. For example, if there is a national name award card during the World Cup, the winner’s national prize card can be redeemed for prizes, and to collect a full 32 national name cards can be redeemed for prizes. It is a very good promotion for beer during the world cup Champaign.
10. Prize contest
By carefully designed questions and answers about the enterprises and products, manufacturers can encourage consumers to promote the company brand or products at the promotion site. Companies sometimes organize game-type programs through TV stations to complete competitions, and promote the company and products by distributing the products of the company on TV programs.
11. Sponsorship activities
Sponsorship activities for special groups or for special festivals, such as Thanks Giving Day, Teacher’s day, Film promotion, the new company opening ceremony, anniversary celebrations etc.. These activities has a large number of potential customers and a good sponsorship can let the attendants to be able to taste the brand, become opinion consumer leaders, and carry out word of mouth marketing.
12. Secret promotion
Due to the fierce competition in the liquor terminal, many companies buyout the hotels, you bought the hotel, can you completely control the hotel, you bought the hotel owner, you also bought the hotel management staff, you bought the hotel management staff Is it also the waiter? Did you also get the bar staff? There are bosses, lobby managers, waiters, even bar staff, your competitors would probably bought these sales staff of your hotel. So make a good PR strategy, to pull them to you as your front line seller, let them to promote your products, it can play a very important role in sales promotion and brand promotion.
13. Membership marketing
The core of the consumer membership system is to establish a database of consumer data, to conduct statistics and analysis on a large amount of information, and then to carry out “one-to-one” marketing. To provide consumers with caring and personalized products and services, it should be said that the membership system is a marketing strategy, not just a promotional tactic.
When it comes to the use of the consumer membership system to promote sales, it is important to truly provide consumers with value-for-money benefits, so that consumers can truly enjoy the benefits of being a member and be more loyal to the brand.
There are limitless opportunities to market your product with various practical tips and examples. Use it to your advantages, research, gather insights, build your budget, evaluate every part of your project and be consistent about it, the key is to understand your potential consumer needs and then keep reinventing your brand.