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What do you do when you’re asked to set up a complete digital marketing infrastructure for a new brand in the UK? Oh and by the way - you have 5 weeks before launch date! You say to yourself the first rule of marketing – there is no such thing as a problem, only challenges and opportunities!
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Keglevich Fruit Infused VodkaUK Product Launch
Presented by:
Ryan Mullins
Director
T: +44 (0)1234 300 178
M: +44 (0)7725 959526
E: rm@renewmarketing.co.uk
Presented to:
Directors of Keglevich UK
Background
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 2
#1Flavoured Vodka in
Italy
Objectives
• Independents
• Sell 2 cases per week
• Gain national accounts
On trade
• Supermarkets
• Off licenses
• Independents
Off trade
• Facebook likes
• Interactions
• Subscribers
Consumers
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 3
Engage consumers
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 4
Identify Target Audience
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 5
Strategy
Foundations
• Social Media
•Domain Names
•Digital Tools
•Point of Sale
•On-Trade Sales
Exploration
•Events
• Subscriptions
•Consumption
• Feedback
• Likes / views
Engagement
• SMS
• Shares
•Competitions
•Recommendations
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 6
Bar Kits Inflatables
Free standing
Projector graphics
Bar toppers
Cocktail menus
Banners
Clothing
Light boxes
Foundations - PoS
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 7
Foundations - Events
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 8
A Competitor is to sponsor X-Factor runners up JLS on their 10-date tour.
Foundations - Comms
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 9
Social
Direct
Off-Trade
On-Trade
Events
Exploration - PoS
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 10
Exploration - Events
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 11
Exploration - Social
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 12
Engagement - Events
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 13
•Off trade
•SMS
•Outdoor
Pre-event
•QR
•Bluetooth
•Photography
•Video
•Sampling
•Competitions
At event
•SMS
•Foursquare
•Competitions
After party
•Off trade
•On trade
Post event
Engagement - Social
08/01/2014© Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 14
Uploads Competitions
Polls
Recommendations
App
QR Codes
DownloadsLight boxes
Surveys
Feedback
Research
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