The top challenge for a brand or business, above and beyond the daily hurdles, is getting your product in the hands (and mouths) of your potential customers. Your goal is to get them to taste it, love it, and then share with their friends to let them know how much they need to experience it for themselves.
Sharing is key, and word of mouth, especially in hospitality and F&B, is at the core of any great marketing effort to create loyalty, trust, and expand your reach.
Belvedere Vodka™ is no stranger in the world of adult beverage brands, and in a recent article written by Giselle Tsirulnik, their brand has chosen to drive sales of their new lines- Belvedere Pure, Pink Grapefruit and U80- to major cities nationwide through a mobile-social hybrid marketing program.
“The social/mobile aspect of our program allowed our team to communicate with like minded individuals and the mobility allowed for real-time reporting,” said Tony Fair, senior brand manager for Belvedere Vodka at Moët Hennessy™.
What are the key ingredients to structuring campaign success?
Your brand must:
- Understand your target audience in select cities
- Learn what drives them to take action
- Identify the best venue for your audience to experience your brand
- Select the proper influencers in those targeted cities
- And finally, arm those influencers with the right campaign tools to track and drive sales
In the end, the ambassadors chosen to promote this initiative drove 144 million social media impressions via a custom mobile platform to communicate and engage others about their experience.
This video gives you an idea of how a campaign like this is structured.