Case Study: Sazerac Cordials – Successful Marketing Strategy
While we’re sure we’ve probably said something like this before, a successful marketing strategy can’t just depend on a single good idea. Similarly, marketing is most often a team sport, and it requires the cooperation and coordination of many moving pieces.
This has been particularly present in our work with The Sazerac Company. Their impressive portfolio includes over 300 different brands of spirits in every major spirits category. The Sazerac Company is the largest family-owned spirits marketer in the country, which of course means that they have some high-profile brands to manage. But not every brand can be the most popular brand, which means it’s still someone’s job to market those that are less well-known – but just as important to the company’s bottom line.
We at Marketicity worked alongside the senior brand manager of the company’s cordials, liqueurs and brandy’s to come up with a number of easily-implementable ideas to encourage the sales team a place they might not have otherwise thought of for displays for these great brands.
We found that many of these brands had a high number of giveaways, incentives, and display pieces that were in a warehouse waiting to be used. So we created a series of turnkey display recommendations for the sales team, removing much of the time and thought process required to make these displays ‘from scratch’. Additionally, we generated a variety of sample display renderings to show how they might look in different locations within grocery and liquor store settings (e.g.: deli, seafood, produce, and other “out of category display locations).
Next, our team produced vibrant and engaging sell sheets explaining how simple it is to provide retailers and customers with fun, eye-catching and engaging displays to help pair these great brands with other products in store.
The ultimate goal, help a time stretched sales force quickly and easily understand which items were needed various displays and thus expedite their time in stores and maximize sales opportunities. In many instances, brands received geographic merchandising materials customized for specific cities and markets. The improved efficiency for the sales team made these previously time-consuming displays a far more compelling option than before, and the sales of these brands increased as a result.
Marketicity is a marketing services firm whose team members have delivered successful campaigns and have been Moving Brands Forward for some of the best-known brands in their categories – both locally, regionally and nationally. We’re proud of our work but even more proud that our clients are proud of the work produced for their brands. Want to learn more about how we can help you “move your brand forward”? Simply give us a call or visit our Contact Us page. We look forward to hearing from you.
