{"id":1117,"date":"2016-02-25T21:34:51","date_gmt":"2016-02-25T21:34:51","guid":{"rendered":"https:\/\/steveraye.wordpress.com\/?p=1117"},"modified":"2016-05-31T18:23:59","modified_gmt":"2016-05-31T18:23:59","slug":"put-your-money-where-their-mouth-is-in-store-tasting-is-a-primary-promo-strategy","status":"publish","type":"post","link":"https:\/\/bevologyinc.com\/blog\/2016\/02\/25\/put-your-money-where-their-mouth-is-in-store-tasting-is-a-primary-promo-strategy\/","title":{"rendered":"Put Your Money Where Their Mouth Is:  In-Store Tasting Is a Primary Promo Strategy"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1740\" src=\"http:\/\/dev.bevologyinc.com\/blog\/wp-content\/uploads\/2016\/02\/States-in-which-off-premise-tastings-are-permitted-300x186.jpg\" alt=\"States in which off premise tastings are permitted\" width=\"300\" height=\"186\" srcset=\"https:\/\/bevologyinc.com\/blog\/wp-content\/uploads\/2016\/02\/States-in-which-off-premise-tastings-are-permitted-300x186.jpg 300w, https:\/\/bevologyinc.com\/blog\/wp-content\/uploads\/2016\/02\/States-in-which-off-premise-tastings-are-permitted-768x476.jpg 768w, https:\/\/bevologyinc.com\/blog\/wp-content\/uploads\/2016\/02\/States-in-which-off-premise-tastings-are-permitted-1024x635.jpg 1024w, https:\/\/bevologyinc.com\/blog\/wp-content\/uploads\/2016\/02\/States-in-which-off-premise-tastings-are-permitted-1080x670.jpg 1080w, https:\/\/bevologyinc.com\/blog\/wp-content\/uploads\/2016\/02\/States-in-which-off-premise-tastings-are-permitted.jpg 1111w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Tastings are probably the most effective tool wine and spirit suppliers have to make a direct impact on moving more boxes while building the brand. This is in contrast to couponing and discounting which can also have a significant volume impact, but at the risk of undermining, rather than building a brand.<br \/>\nThe most successful retail promo programs are those that help individual accounts increase their volume and margins. Let\u2019s be realistic, on and off premise accounts are going to be more interested in supporting the brands that support them\u2026directly (and legally.)<\/p>\n<p>But as they say on TV \u201cBut Wait! That\u2019s not All\u201d. Here\u2019s a list of some of the other lessons of a successful tasting program we relearned:<br \/>\n<span style=\"text-decoration: underline;\"><strong>\u201cRemind\u201d the trade that the brand moves<\/strong> <\/span><br \/>\nEven if it might not be the sexiest new product in the store, a brand that is a proven volume generator is part of the foundation on which the retailers\u2019 business is based. As is often the case, the attention of management and line folks at the distributor and importer level is often diverted to other priorities. Tastings keep your brand top of mind by making your brands\u2019 sales velocity and customer satisfaction strengths more visible.<br \/>\n<strong><span style=\"text-decoration: underline;\">New Distribution<\/span><\/strong><br \/>\nThe same is true in terms of new distribution; tastings can be a great tool for sales to use to increase distribution for proven brands, not just new brands.<br \/>\n<span style=\"text-decoration: underline;\"><strong>Increase Visibility<\/strong><\/span><br \/>\nBrands sponsoring tastings are the ones that are going to get the floor displays.<br \/>\n<span style=\"text-decoration: underline;\"><strong>Increase Volume<\/strong> <\/span><br \/>\nMoving boxes is the name of the game. In one program we ran we increased average sales per store 16X the day of the event. That\u2019s testimony not only to the program, but the quality of staff training and retailer commitment.<br \/>\n<span style=\"text-decoration: underline;\"><strong>Repeating Events Tell a Stronger Story<\/strong><\/span><br \/>\nScheduling a series of events in a given store can dramatically increase the run rate in between events. The retailer will be more receptive to stocking inventory and reordering based on sales in their own store. It\u2019s also a great way for local sales to demonstrate support for your best accounts. Implicit message\u2026 \u201cwe\u2019re here to help you.\u201d<br \/>\n<strong><span style=\"text-decoration: underline;\">Scaling Perception into Reality<\/span><\/strong><br \/>\nA good goal is to achieve a 30% conversion rate\u202630% of the people tasting, purchased product. And depending on the price point, that conversion rate can often be in multiple bottles purchased.<br \/>\nIn fact, we executed this particular promotion in what we considered second tier markets, and the conversion rates there reached almost 60%. Clearly, showing a little love can pay off in spades. The same point is true in terms of bottles purchased\/event. Where we had corporate chain support we nearly doubled the average number of bottles sold per event.<br \/>\nBottom line, there\u2019s a lot of great new promotion ideas out there, but in the wine and spirits business, getting customers to put the product in their mouth is the most effective sales promotion tool in our arsenal.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tastings are probably the most effective tool wine and spirit suppliers have to make a direct impact on moving more boxes while building the brand. This is in contrast to couponing and discounting which can also have a significant volume impact, but at the risk of undermining, rather than building a brand. The most successful [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1409,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-1117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","et-has-post-format-content","et_post_format-et-post-format-standard"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/bevologyinc.com\/blog\/wp-content\/uploads\/2016\/02\/states-in-which-off-premise-tastings-are-permitted1-768x511.png","jetpack_shortlink":"https:\/\/wp.me\/p7k1BV-i1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/1117"}],"collection":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/comments?post=1117"}],"version-history":[{"count":3,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/1117\/revisions"}],"predecessor-version":[{"id":1742,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/1117\/revisions\/1742"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/media\/1409"}],"wp:attachment":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/media?parent=1117"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/categories?post=1117"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/tags?post=1117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}