How a global alcoholic drinks manufacturer creates more sales and achieves a 26% uplift in sales.
This Global alcoholic beverage group sells its brands in venues and locations around the world. Most venues stock multiple brands of each spirit, so there is stiff competition to ensure that the consumer chooses their brands above all of the other brands that are on offer.
The people who are representing the brand within the venue are the bar and wait staff who are the ones interacting with the consumer.
Stoking Consumer Imagination
If not given any direction, many consumers will simply order something that they have had before, and usually the generic version:
“I’ll have a gin and tonic.”
The staff who are taking their order may not be aware of the choices behind the bar or may rely on the knowledge of the bartender, who may not be the one taking the order. This lack of information for both parties can result in consumers being given a random assignment of brand for their drink.
Without education of both the consumer and the staff, a brand that is stocked in a bar with a broad range of products will struggle to stand out and be chosen.
Winning at the Point of Sale
To solve this problem, this brand produces menus and point of sale material to be used in the location.
When a consumer is reviewing a menu, it can inspire them to try a different drink than their usual, or it can encourage them to upgrade to a premium spirit for their standard order:
“I’ll have a Tanqueray and tonic, please.”
Along with menus promoting everyday drinks, menus can help bars and restaurants to sell more higher-profit items, such as cocktails or craft beers. This is a win for everyone – the consumer gets the great experience that they are looking for, the bar owner gets more profitable sales, and the brand gets to sell more of their product over the competition.
To tie this all together, the brand should work with the venue owner to create a comprehensive campaign – such as cocktail nights, or a Gin & Tonic specialist menu, for example – and create content to support that event, such as social media invitations, posters, flyers, table tents, and other in-venue marketing materials. Combine this with the content that ushers consumers along the full path-to-purchase, such as logoed beer mats or staff t-shirts, and you get a full-on promotion. This creates energy for the consumer, events, and uplift for the venue, and increased sales for the brand.
How Does it Work?
This group uses Brandgility Menu Maker to enable their sales teams to provide menus to their customers using Menu Maker. Menu Maker turns menu designs into easily customizable templates that field sales teams can use in sales calls with bar or restaurant owners. In these meetings, they pick an existing design that works for the venue and then jointly decide on which drinks are featured, set pricing and special offers, and personalize the menu for that specific location with their logo and contact details.
To make it easier, Menu Maker automatically pulls in all of the brand’s existing serve information and gorgeous photography from a database, which means that the sales teams don’t need to worry about sourcing details or images, the brand teams get to ensure that only the correct and current content is used, and the customer can trust that they will get a perfect menu that will increase customer order value.
Point of Sale, Social Media, and Recipe Cards
In addition to Menu Maker, the brand uses Brandgility to create complementary point of sale material for the venue, social media posts for the location to promote their event, and recipe cards to ensure that the bar staff makes perfect serve every time.
Successful Sales Meetings
For the sales leadership of this group of brands, the key here is in having deeper partner relationships with their customers. A brand that brings a venue owner ideas on how to promote their venue, how to grow their customer base, and how to increase the value of each customer, is a true partner, and one which has the trust of their customers. It makes for the kind of meetings which build a relationship and grow business over both the short and the long term.
For the field sales teams, it is so fast and simple to use that it allows them to spend their time doing the sales work that they do best while having the most successful sales meetings that they have ever had. It also produces sales uplifts between 26% and 150%, allowing them to hit their numbers.
The venue owner is happy as they have an excellent, customized promotional item to help them grow their business, and the sales rep is happy because they get an increased order from the venue.
And the brand managers are happy because all of this has been created on a platform that uses clever rules to allow adaptation while still protecting valuable brand equity.
This brand reports that they see sales uplift of between 26% and 150% when they use menus to promote their brands within an off-trade venue. And because of the simplicity of using Brandgility, the process was fast and seamless, so it was easy to do, resulting in increased take-up of the menu and promotional offer.
Speed & Ease
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