Path To Purchase
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Close the Consumer Gap and Increase Sales
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Path To Purchase
- 1. Path to Purchase Close the Consumer Gap & Increase Sales Author: Jaclyn Beazley, 2017
- 2. the Problem • Want more Shelf Space • Want more Sales • Want more Margin • Want more Distribution
- 3. the #1 Solution Create a sales eco-system
- 4. We are all salespeople We live in a media convergence Two Truths
- 5. the Solution 3 steps in how to execute your sales eco-system 1. Use Bottom-Up Method 2. Receive Endorsements 3. Infiltrate Your Message
- 6. the Solution Assumptions You are a wine, beer or spirits producer that already has a go-to market strategy This isn’t about how to market your product. It’s about leveraging your go-to market plan with strategies that save you time and money
- 7. the Example Savory Mushroom-Flavored Vodka • Ethnic, emerging food cities • Focus with on-premise • Education critical, buy backs* Launch Plan *Trade.Tastings.com
- 8. the Solution Use Bottom-Up Method • Forward-thinking • Focus on individual accounts • Build influencers, fans • Personal touch, events, dinner *Canva.com
- 9. the Solution Using Bottom-Up Method • Takes enthusiasm & energy • Start small, grows big • Happens quickly • Be prepared for growth!
- 10. the Solution Receive Endorsements • Product differentiator • Credibility & Confidence • Objective analysis
- 11. the Solution Receive Endorsements, Why? • ABInBev published study • Label, Price, Points – influences decision • 2 minutes, 40 seconds to purchase • Deloitte University Press • Consumers don’t trust brand websites • Consumers want 3rd party endorsers
- 12. the Solution Receiving Endorsements • Choose wisely • Ask for marketing support • Trust is essential • Would you listen to a friend?
- 13. the Solution Infiltrate Your Message • Ready your brand story • Authentic, simple, relevant • Long journey to make
- 14. the Solution Infiltrate Your Message • Use social media • Don’t talk - listen! • #mushroom #detoxify • Re-use good ideas
- 15. the Solution Infiltrate Your Message • Create video • Tap into YouTube equity • Make a list of influencers to flatter • Use Instagram, Facebook Video file:///.file/id=657136 7.33790160
- 16. the Solution Infiltrate Your Message • Invest in people • Messengers • Feelings are important • Hire brand ambassador • Learn & Listen
- 17. the Solution Summary: 3 tips on how to execute a sales eco-system 1. Use Bottom-Up Method 2. Receive Endorsements 3. Infiltrate Your Message Connect With Me: jaclyn@tastings.com Follow Me: @ltdreserve @tastingsbti
- 18. Connect With Me: jaclyn@tastings.com Follow Me: @ltdreserve @tastingsbti