2007/2008 communications plan. page 1 agenda deussen: capabilities update deussen & bgtrd:...
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2007/2008 Communications Plan2007/2008 Communications Plan
Page 2
AgendaAgenda
Deussen: Capabilities Update Deussen & BGTRD: Financial Review Deussen & BGTRD: Account Review 07/08: BGTRD Key Issues 07/08: BGTRD Plan
Page 2
Deussen: Capabilities Update Deussen & BGTRD: Financial Review Deussen & BGTRD: Account Review 07/08: BGTRD Key Issues 07/08: BGTRD Plan
AgendaAgenda
Page 3
The Garden GroomNational Product LaunchThe Garden GroomNational Product Launch
Goal• Introduce the world’s first cut and collect
hedge trimmer to Canada and the US
Strategy • Appeal to emotional needs for an
environmentally-friendly, efficient, and/or safe tool
• Overcome super-premium price barrier• Grow name recognition to pave the way
for future Garden Groom products
Page 4
ResultsResults
From 0 to 5,000 units sold in 6 months 51% of online and phone sales made within 2
weeks of local media placement• Newspapers most influential (77%)• Additional 23% — website, radio, television, and
magazines Additional sales avenues due to exposure
• Increased catalogue outlets from 3 to 10• Two QVC appearances• Skymall
Retail strategy accelerated due to media coverage• 2 major US retail chains in negotiation• Retail sales originally planned for summer/fall
200 bumped up to summer 2006
Page 5
Perfect PairingsA Culinary & Cocktail Experience
Perfect PairingsA Culinary & Cocktail Experience
Objectives• Reinforce brand as innovative
leader• Move beyond design platform• Expand client base without harming
existing equity
Strategy• Create image that appeals to those
in the food and style industries, as well as mainstream consumers
• Partner with brands established in those industries
Page 6 Distributor Training & Motivation Distributor Training & Motivation
Page 7
The ConceptThe Concept
Partner with Gourmet and GQ to deliver consumer brand experience
An evening of lively competition, top-notch cooking, and inspiring cocktails draw guests into the world of Bombay Sapphire
Two hand-selected consumer teams go head-to-head to create the ultimate pairing of a Bombay Sapphire cocktail and a gourmet dish• Teams work with top local chefs and
mixologists, giving them a chance to live out their culinary dreams and get creative with true mentors
• Local celebrities and event guests will select a winning team and crown the Perfect Pairings champions
Page 8
The TalentThe Talent
Consumers — 4 teams of 5 per market• Hip-metro men and women who love a
gourmet meal, a great cocktail, and aesthetically pleasing setting
Chefs — 4 per market• Top chefs from hot restaurants in each
market• Gourmet proposed; brand team and
Deussen approved- Nationally recognized names garner PR
Mixologists — 4 per market• Top “bar-chef” type bartenders with a keen
palate and classic skills• Selected by local RMs and DMMs for trade
leverage Local Celebrities and Influencers
• GQ and Gourmet secure celebrity Hosts, MCs, DJs, and guests
• Both publications tap lists to populate room with target consumers
2007/2008 Communications Plan2007/2008 Communications Plan
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