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inVision Marketing offers.....

inVision Marketing offers.....


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  • 1. What Makes inVision Different?
    People. Passion. Experience. Innovation. Expertise.
    • Structure - Full-time dedicated kube staff managing day-to-day field activity
    • 2. Geographical territories to cover the entire distribution area
    • 3. Consistent and on-going wine and spirit training
    • 4. Quality Assurance – working in the field every weekend
    • 5. Creative – most program ideas come from experience in the field
    • 6. Training of store personnel and clerks
    1
    • 300 + Trained and Motivated kube part-time Consumer Educators
    • 7. Formal trainings and on-going field training
    • 8. Trained and tested on product knowledge
    • 9. Low turnover
    • 10. 2007 – over $43,000 spent on training (over 23,000 hours)
    • 11. Zero Tolerance Policy
    • 12. Multi – Cultural and “Specialty” Teams
    • 13. 100+ highly trained kube Elite Educators with over 2 years experience
    • 14. Specializing in ultra-premium, luxury wine and spirits
    • 15. Multicultural Educators; Hispanic and ACCM
  • 2
    SV Wine and Spirits Consultant Program
    Longest Running, Consistent Program-Starting 9thYear
    64 Chicago land Storeswith Highest Traffic and Best Demographics
    Rolling 12 Month Wine & Spirits Consultant Program
    48 Weeks of Consumer Marketing, Advertising, Education &Tasting Events
    Permanently Assigned Consumer Educator to Each Program Store
    Major Support and Commitment of Program By Supervalu MSP Corporate
    − Dave Miller, Kim Connery, Sandy Vox
    “Jewel-Osco Radio” reaching 750,000 Consumers Weekly
    Delivering Up to 63 Million Gross Product Impressions
    Extensive In-Store Merchandising Support, Chicago Tribune and Internet
    Consumer Marketing Support & Resources
  • 16. 3
    1
    2
    3
    4
    Increase
    On Premise &
    Retail
    Sales
    Increase
    the number
    of Wine
    and Spirits
    Consumption
    Occasions
    Position Participating Brands as Indispensable to Retailer
    Assist Retailers with Category Management
    Wherever applied, our trademark Consumer Education & Promotions Program—“inVision”— has been highly effective
    inVisionTM Marketing Events & Promotion Division since 1995
    • inVision Marketing is an independentSupplier Funded retail & on premise marketing divisionthat is exclusive to the suppliers of Southern Wine & Spirits
    • 17. Focuses on educating consumersabout wine and spirits
    • 18. Manages and executes retail events based on consumer trialof featured wines and spirits in the Southern Wine & Spirits portfolio
    • 19. Deploys both full and part-time associates
    • 20. Illinois – 7 full-time and 400 part-time
    • 21. Florida( – 5 full-time and 150 part-time
    • 22. Pennsylvania – 4 full-time and 60 part-time
    • 23. Kentucky – 2 full time and 30 part time
    • 24. Delaware – 2 full time and 30 part time
    • 25. Nevada, California, Arizona 2011
    inVision Has Four Objectives
  • 26. 4
    Typical Retail Promotions Programs
    • REACTIVE
    • 27. No training or Poorly trained – lack of brand knowledge and legalities
    • 28. Low wages - High-turnover
    • 29. No programs or consistency
    • 30. Minimal supervision
    • 31. No performance metrics
    • 32. Locally or Regionally sourced
    • 33. Insurance Requirement met and maintained 12/24/7 ????
    • 34. PROACTIVE
    • 35. Extensive training and education – inVisions professionals understand a product’s brand image and market to the consumer & legally compliant
    • 36. Above market salary - Low attrition rates
    • 37. Performance based incentives
    • 38. Quality control
    • 39. Nationally, Regionally or Locally sourced
    • 40. Compliance with HR, Legal, Insurance
    inVision kube Promotions Program
    The SWSA National Opportunity with inVision – kube Marketing
    Exclusive Availability of Events & Promotions Professionals
  • 41. 5
    “inVision kube Marketing” Illinois & Kentucky CONDUIT
  • 42. JEWEL OSCO IN-STORE ACTIVITY
    6
    INVISION MARKETING SOLUTIONS NOW IN ITS
    10TH CONSECUTIVE YEARWITH SUPERVALU
  • 43. 7
    inVision conducts events for Wine, Spirits or 4 item “Mix n’ Match” Creatively Developed Programs
    Wine Events
    • 13,515 Events
    • 44. 885,432 Consumers Presented
    • 45. 221,358 Consumers Sampled
    • 46. 68,733 Bottles Sold
    • 47. 31% Close Rate
    • 48. 5.1 Avg Bottles
    • 49. 9,356 Events
    • 50. 1,200,560 Consumers Presented
    • 51. 300,140 Consumers Sampled
    • 52. 65,028 Bottles Sold
    • 53. 22% Close Rate
    • 54. 7.0 Avg Bottles Sold/Event
    * 8 In-store Announcements per event
    reaching 37.5 million shoppers / year!
    • 10,779 Events
    • 55. 2,085,992 Consumers Presented
    • 56. 521,498 Consumers Sampled
    • 57. 133,761 Bottles Sold
    • 58. 26% Close Rate
    • 59. 12.4 Avg Bottles Sold/Event
    • 60. More Cost Effective
    Illinois Marketing, Events & Promotions
    Wine & Spirits Combined Events
    Spirit Events
  • 61. 8
    inVision Valuable Communications
     
    Valuable Pre-Event Communication Between Sales, Supplier, Headquarters and Stores
    Events booked through inVision, SWS sales, Suppliers and/or retailers directly
    • Booking Sheets Communicate and confirm important event details and ensure optimal results
    Date, time, key contacts, product verification, POS to leverage sales
    • Event Calendar distributed weekly by inVision to Suppliers, SWS Management & SWS Sales advising upcoming events
    • 62. Inventory , out of stock & depletion reports communicated weekly to SWS Management, key retailers & SWS Sales to ensure recommended store inventory to ensure optimal sales results
    Inventory Management
    Calendar of Events
    Booking Sheets
  • 63. 9
    inVision Valuable Communications
     
    Pre-Event Communication Between Consumer Educator, Stores & inVision
    • inVision program instructions and training materials provide consistent and accurate product education, recipes suggestions, entertaining ideas, suggestive selling techniques and event execution standards.
    • 64. 72 hour pre-event account communications to confirm details: date, time, inventory levels, sampling location, product replacement procedures, etc…
    • 65. Event recaps capture and document critical sales data, field and customer feedback
    • 66. Convenient product replacement procedures managed by inVision team & SWS distribution
    Program Instructions
    Event Recap Form
    Product Replacement
  • 67. Built-In Synergy With SWS Sales Force
    Creative Displays, Party Suggestions and Occasions
    Food and Drink Recipe Highlights
    Consumer Marketing Support
    www.libations.com
    • Featured Monthly Product
    • 68. Product Information link provided as a resource for Consumer Educators
    • 69. News link to Industry Related Articles to expand the consumer’s wine and spirit knowledge
    • 70. List of promotions, updated weekly to encourage repeat visits
    • 71. Cocktail and party suggestions offer consumers creative ideas and food pairings for their wine and spirit
    purchases (Mixology link)
    WHAT MAKES INVISION DIFFERENT?
    10
  • 72. 11
     
    In-Store Event Communications
    • inVision printed pieces provide creative brand messaging to capture consumers attention
    • 73. In-Store event calendars promote upcoming events and build consumers interest
    • 74. In-Store public address announcements capture shoppers attention and drive traffic to liquor department and tasting events
    • 75. Built in synergy with Consumer Educator , inVision Territory Managers and SWS Sales force offers added in-store support for participating retailers and suppliers
    • 76. Consumer Marketing Support & Resources; Libations.com resource for consumers to further expand their knowledge and usage of featured supplier products
    • 77. Access to SWS Master Mixologist Bridget Albert and Master Sommelier Serafin Alverado
    inVision Valuable Communications
  • 78. 12
     
    In-Store Quality Assurance & Performance Management
    • Quality Assurance – working in the field every weekend
    • 79. Territory Manager to ensure proper promotion execution
    In-field 10 steps training
    In-field sales training
    In-field product training
    • Geographical territories to cover the entire distribution area
    • 80. Training of store personnel and clerks
    • 81. Performance Tools; Spot Checking Evaluations, 3rd Party Secret Shop Evaluations
    3rd Party Secret Shop Evaluations
    Spot Checking Evaluations
    inVision Valuable Communications
  • 82. 13
    Results & Reporting
     
    Post Event Reporting
    • Weekly sales results and supplier recaps communicated to Suppliers, SWS Sales Management, key retailers providing program specific sales results, success stories, consumer feedback, etc.
    • 83. Scan data (as available) to ensure accurate and measurable program results and sales trend information year over year and in program stores vs. non program stores
    • 84. Consumer research and surveys to provide valuable information to suppliers and to improve program successes
    • 85. 4-4-4 Scan Analysis report to measure program results and sales trends ; 4 weeks prior to program, 4 weeks during and 4 weeks post
  • 14
    Jewel Osco Scan Results
    New 4-4-4 Report
    Unit sales were down 18% before the tasting ran, were up 18% 4 weeks during, and up 16% 4 weeks after.
  • 86. 15
    Consumers Say…..
    • THE RESTAURANT ( FOOD) CONSUMER SAYS (*) :
    - 66% want guidance in choosing a wine to go with a meal
    - 50% would drink more wine if provided recommendations
    - 44% feel intimidated by wine lists
    - 64% consider selves novices of wine knowledge
    • RESTAURANT CONSUMER IS YOUR RETAIL CUSTOMER
    • 87. THE FOOD & DRUG CONSUMER :
    • 88. 20 – 30 million shoppers daily nationally (**)
    • 89. Money $$$ to spend
    • 90. Captured audience
    • 91. Shopping for FOOD for meals
    • 92. NEED TO PUT WINE & SPIRITS INTO THE EDUCATION EQUATION
    * Restaurant Wine issue #103 (**) Shopper Marketing
  • 93. 16
    The Experts Say…
    • “The good news for marketers is that a product display and sampling program builds brand equity. No matter what rulebook you studied in marketing, price promotions don’t build any brand equity and is in some cases can be equity destroyers.” Shopper Marketing POP 2009
    • 94. “Americans are changing their out-of-home drinking habits and moving to store to save money in this poor economy. 60% of W & S consumers are cooking more at home and going out less and will continue to do so thru 2009.” Research Alert 2008
  • 17
    The Experts Say…
    • “Instead of buying the $15 club cocktail, they’re mixing them at home. A survey of young adult consumers found that one-third are going out less and three-quarters are entertaining more at home. On premise sales have declined 2.2 percent, but off premise sales have increased by nearly three percent.” Wine & Spirits Daily 2009
    • 95. “More and more of communication is moving to store. In a period where you have food price inflation, more and more consumers are making their buying decision in store.”
    • 96. “Important factors that drive impulse purchases are Sampling and product displays - ranked one and two. Sampling and Product display builds brand equity, not cutting price.”
    Shopper Marketing POP 2008
    Wine & Spirits Daily
    Daily news and commentary for the alcohol beverage industry.winespiritsdaily.com
  • 97. 18
    Reaching Consumers…..
    ADVERTISING IMPACT CHANGE 2003 – 2008*
    • T.V. 50% LESS EFFECTIVE
    - 900 Cable channels
    - Blockbuster
    - Tivo
    - Significantly less time watching
    • RADIO 45% LESS EFFECTIVE
    • 98. While “listening” 65% using Cell Phone
    • 99. While “listening” 57% on line
    • 100. While ”listening” 47% are reading
    • 101. While ”listening” 18% are watching multi-media
    • 102. New satellite commercial free digital radio
    • 103. NEWSPAPERS 22% LESS EFFECTIVE – LESS TIME TO READ
    • 104. MAGAZINES 21% LESS EFFECTIVE – LESS TIME TO READ
    *Source: Wine Business Online March 15, 2009
  • 105. A FRESH LOOK AT IN-STORE SAMPLING
    19
    FROM THE IN‐STORE MARKETING INSTITUTE Market Research Says…
    • Consumers Are Looking For Inspiration & Information When Shopping
    • 106. In‐Store Sampling Is The #1 Improvement Opportunity Seen By Consumers When Buying
    • 107. Sampling Serves Up Greater Sales & Profits
    SHOPPERS WANT
    ->More In‐Store Product/Testing
    ->More Displays That Give You Versatility Of Product
    ->More In‐Store Events & Activities
    ->More Displays That Highlight Specific Brands Or Categories
    RETAILERS WANT
    -> See Sampling As A Valuable Tool & Doing More Of It 48%
    -> See Sampling As A Valuable Tool& Doing The Same Amount 30%
  • 108. A FRESH LOOK AT IN-STORE SAMPLING
    20
    FROM THE IN‐STORE MARKETING INSTITUTE Market Research Says…
    IN-STORE SAMPLING BOOSTS SALES LONG AFTER THE DAY OF EVENT
  • 109. …And on a cost basis, inVision’s CPM (cost per one thousand product impressions) is much lower than other channels
    inVision
    • Wine and Spirit Consultant Program
    • 110. $ 4.40(4)
    Advertising Channel Cost Comparison
    Advertising Channel
    Pros
    CPM
    • Major Networks (ABC, CBS, NBC, FOX, etc.)
    • 111. Cable Networks (CNN, CNBC, etc.)
    • 112. $ 6.93
    • 113. $ 10.17
    Television(1)
    • Clear Channel Radio Stations: Primetime (M-F)
    • 114. WBBM Radio Chicago: Primetime (M-F)
    • 115. TapScan Radio: Primetime (S&S)
    • 116. $ 14.79
    • 117. $ 10.34
    • 118. $ 39.00
    Radio
    Newspapers(2)
    Magazines
    Internet
    Notes: (1) Average CPM across multiple stations for one 30 second spot during an evening news broadcast (6:00 pm)
    (2) Full page advertisement
    (3) “Cost per Click” is $0.15 – varies by category. This is the cost for 1,000 hits.
    (4) Product impressions are taking place directly at the point-of-sale
    Source: Company websites; Standard Rate and Data Service – Winter 2008; LeGrand Hart PR – AdTrack; SWS analysis
    21
  • 134. inVision Builds Brand Success!
    PUTS YOUR BRAND IN CONSUMERS HANDS AND MOUTH…That’s Priceless!
    Manages and executes retail events based on educating consumersand consumer trialof featured wines and spirits in the Southern Wine & Spirits portfolio directly at POP.
    BUILDS BRAND – by creating awareness, the inVision programs ensures the consumer understands the value of your brand and demands your product—in short, inVision builds brand image.
    BUILDS BRAND LOYALTY inVision is focused on educating the consumer about key product traits and the value of your brand and positions your brands as indispensable to the consumer.
    BUILDS RETAIL SALES inVisions creative point of purchase marketing increases the number of wine and spirit consumptions occasion and has proven extremely productive in terms of driving retail sales volume in Illinois.
    22
  • 135. inVision MARKETING @ WORK
    23
    Industry Leader in Consumer Educational Events
    Great Displays & Talented Staff