What is the Future of Brand Support for On and Off Premise Distribution Success?

Problem/Opportunity

Making your brand successful in the retail liquor store environment is challenging.

Maybe more challenging today than ever.

- Craft Distillers are showing up in every market.

- Brand Extensions are projected to continue.

- Craft Brewers continue to innovate and bring new items to the market.

- Wine brands continue to innovate and grow.

As more new brands and package sizes enter the market, the ability to get your brand into distribution at a liquor store or bar becomes a major challenge,

Once you have the distribution, the ability to communicate with consumers so they know your great brand is available is even more challenging.

RETAILER INTERVIEWS DELIVER SIMILAR CONCERNS

Recent interviews with retail buyers share concerns.

"Each week our distributor representatives are bringing new items. On average, each month we see 10-15 new items at a minimum."

We are asking the representatives, that’s great, and I like the brand, 

• What is the pull support program?
• What do I replace with what you are bringing me?
• How will consumers know about the brand?
• What’s the advertising program?
• Tastings are great; however, I only have a certain number of slots each week (In tasting markets).
• What are you going to do to help me sell the other new items I purchased from you the last three months that are not selling?

Retailers are looking to wholesalers for solutions.

Wholesalers are looking to brands for new innovative solutions to support their launches.

BRAND COMMUNICATION/CONNECTION WITH CONSUMERS WILL BE A MAJOR KEY.

Deloitte Center for Industry Insights 2017 Consumer Products Industry Outlook Progressive Grocer: January 20, 2017.

Key Takeaway from the Study:

" It’s imperative to target the right consumer with the right message in the right moment through whatever device they are using."

Solution

Phoenix Rising Group has developed a Social Selling Platform that:

TARGETS CONSUMERS:

• Who have already specified their interest in specific PRODUCTS/CATEGORIES
• Targets consumers by: demographics - (age, gender, zip code, proximity to store) income, etc.
• Automates the placement of brand messaging on multiple social media platforms that consumers are use daily.
• Reaches consumers on their device of choice and the moment of choice (Smart phone, tablet, or laptop browser).

Learn More: Contact the Phoenix Rising Group Inc