0
SEIS
TEQUILA
6
Strategic Marketing Plan
Rex Pham & Whitney Krueger
AGENDA
• INDUSTRY ANALSYS
• THE SEIS BRAND
• LAUNCH
• MARKETING PLAN
• GOING FORWARD
• CONCLUSIONS
6
6
INDUSTRY ANALYSIS
Diageo and Jose Cuervo will be ending their distribution
deal in June 2013, removing an extremely prominent
brand (world’s...
WHY DO WE NEED A NEW
TEQUILA?
• With the loss of Jose Cuervo, Diageo loses its position as #1
in the tequila market & lose...
2012 Spirit Sales in US based on 9 Liter Cases (in thousands)
Category Sales Volume Percent of Market
Vodka 65,184 32%
Whi...
MARKET STRUCTURE
Vodk
a
Rum WhiskeyTequil
a
Brand
y
Gin
Spirits
Ultra Premium Super Premium Premiu
m
Value
El
Tesor
o
Don ...
PRICE vs DESIRABILITY
0
1
2
3
4
5
0 1 2 3 4 5
PRICE
DESIRABILITY
DUSTRY ANALYSIS
0
1
2
3
4
5
0 1 2 3 4 5
PRICE vs. LINK to MUSIC
PRICE
LINK TO MUSIC
DUSTRY ANALYSIS
0
1
2
3
4
5
0 1 2 3 4 5
PRICE vs. TASTE
PRICE
TASTE
DUSTRY ANALYSIS
SOURCES of VOLUME
Segment Example
% of Customers
From Segment
Forecast Sales
2013 (in
thousands)
Projected Sales
(in thous...
6
THE SEIS BRAND
POSITIONING STATEMENT
To the 25-35 year old social and cultural
influencers, Seis Tequila is a premium brand that
reflects...
• Silver tequila from 100% pure blue agave
• Produced in the highlands of Jalisco, Mexico
• Lighter, sweeter taste due to ...
BLANCO “WHITE” TEQUILA
HE SEIS BRAND
19.6
24.7
29.3
12.2
16.6
19.3
2.8 3.4 3.6
0
10
20
30
2009 2010 2011
Blanco
Repesado
A...
6
LAUNCH
THE LAUNCH
• Officially launch in late March, with marketing starting in
February to generate buzz
• Extensive marketing t...
TARGET MARKETS
Total Tequila
Drinkers: Drank In
Last 6 MonthsCalifornia 1,597,881
Texas 1,151,606
New York 908,271
Florida...
TARGET MARKETS
Los Angeles San Francisco Miami
New York City Chicago Houston
LAUNCH
6
MARKETING PLAN
MARKETING SPENDING
SPLIT
10%
25%
39%
24%
2% 1%
Radio (950K)
Trade (2.375M)
Experiential (3.657M)
Digital (2.251M)
PR (161K...
MARKETING BUDGET
ARKETING PLAN
2nd Quarter 2014 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23
Experiential ...
WEEKS IN FLIGHT
ARKETING PLAN
2nd Quarter 2014 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23
Experiential
T...
360° MARKETING
Experiential Events
Concerts
Art Exhibitions
Nightlife
Mobile Apps
Interactive Contests/ Giveaway
Out of Ho...
Seis Tequila reflects the vibrant personalities & lifestyle of consumers and
conveys it in a tequila that stimulates memor...
6
GOAL #1
Transform tequila’s poor
image
ARKETING PLAN
CHALLENGE: NEGATIVE
STEREOTYPES
• Closely associated with wild Spring Break parties
• Widespread notion that tequila has a...
APPROACH: CONSUMER
EDUCATION
Tasting Events
• Held in target markets, guests signup online
• Seis’ Master Distiller walks ...
• Bartenders are key touch points and trusted resources for alcohol
consumers, Seis Tequila School leverages them as “prof...
6
GOAL #2
Be the tequila of choice
ARKETING PLAN
CHALLENGE: INTENSE
COMPETITION
• Well over 1,269 brands of tequila on the market
• Category dominated by Jose Cuervo (27% ...
APPROACH: MAKE
CONSUMERS NOTICE
189
2
Ramon
Vega
Amatit
án
Label Design Contest
• Consumers submit designs online
• Seis s...
APPROACH: MAKE
CONSUMERS NOTICE
Strategic Sponsorships
• Leverage sponsorships of concerts, festivals, & cultural
events t...
APPROACH: MAKE
CONSUMERS NOTICE
Digital Search
• Claim specific keywords/ be included in
top search results on Google, Bin...
APPROACH: MAKE
CONSUMERS NOTICE
Mysterious 6
• Pre- launch, “6” signs, posters, mural,
stickers are found all over target ...
6
GOAL #3
Integrate into the lifestyle
of the consumers
ARKETING PLAN
CHALLENGE: CONSUMERS ARE
PICKY WITH BRANDS
• Target influencer demographic is selective of the
brands they associate with
...
APPROACH: Lifestyle
Integration
Brand Ambassadors
• Partner with individuals who convey
creativity, individualism, and goo...
APPROACH: LIFESTYLE
INTEGRATION
• Inform consumers of a free concerts. Advise them to follow Seis’ social
media for detail...
APPROACH: LIFESTYLE
INTEGRATION
Digital Presence
Blog Relationships
Utilize influential lifestyle blogs to
promote Seis by...
APPROACH: LIFESTYLE
INTEGRATIONDigital Presence
RKETING PLAN- GOAL #3
APPROACH: LIFESTYLE
INTEGRATION
• More tequila is consumed on Cinco de Mayo than on any
other day of the year
• Cinco de M...
MUST HAVES vs NICE TO
HAVES
Must Have
• Experiential
• Digital
• Trade
Nice to Have
• Radio
• Out of Home
• PR
QUESTIONS?
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Seis Marketing Plan/ Product Launch

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Marketing plan and product launch strategy for fictitious tequila brand. We incorporated a lot of non standard fonts and formatting, so it may look a bit off on SlideShare

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  • With Diageo’s resources and prior knowledge of Cuervo
  • http://www.discus.org/distilled-spirits-market-share-edges-upward-in-2012/
  • Go thu quick
  • 6 min
  • 3 thousand case
  • 4:32
  • 11:45
  • http://www.discus.org/distilled-spirits-market-share-edges-upward-in-2012/
  • 6:17
  • Transcript of "Seis Marketing Plan/ Product Launch"

    1. 1. SEIS TEQUILA 6 Strategic Marketing Plan Rex Pham & Whitney Krueger
    2. 2. AGENDA • INDUSTRY ANALSYS • THE SEIS BRAND • LAUNCH • MARKETING PLAN • GOING FORWARD • CONCLUSIONS 6
    3. 3. 6 INDUSTRY ANALYSIS
    4. 4. Diageo and Jose Cuervo will be ending their distribution deal in June 2013, removing an extremely prominent brand (world’s #1 tequila) from Diageo’s portfolio. Diageo hopes to fill this void with a new tequila that will eventually regain the company’s place on top of the tequila category. Seis Tequila is that brand. THE SITUATION VS DUSTRY ANALYSIS
    5. 5. WHY DO WE NEED A NEW TEQUILA? • With the loss of Jose Cuervo, Diageo loses its position as #1 in the tequila market & loses a brand that generates $500M annual sales • Tequila is one of the fastest growing spirit categories, 17% since 2007 (2nd only to vodka) • Increased popularity in “premium” tequilas • No premium tequila on the market reflect and celebrates the uniqueness of its drinkers DUSTRY ANALYSIS
    6. 6. 2012 Spirit Sales in US based on 9 Liter Cases (in thousands) Category Sales Volume Percent of Market Vodka 65,184 32% Whiskey 49,656 25% Rum 25,498 13% Liqueurs 21,236 11% Tequila 12,326 6% Brandy 10,993 5% Gin 10,728 5% Mixers 6,261 3% Total 201,882 100% TEQUILA vs THE SPIRIT INDUSTRY DUSTRY ANALYSIS
    7. 7. MARKET STRUCTURE Vodk a Rum WhiskeyTequil a Brand y Gin Spirits Ultra Premium Super Premium Premiu m Value El Tesor o Don Julio Patron Cazado res Milagro Jose Cuervo Sauza 1800 Tequila Juarez Montezu ma DUSTRY ANALYSIS
    8. 8. PRICE vs DESIRABILITY 0 1 2 3 4 5 0 1 2 3 4 5 PRICE DESIRABILITY DUSTRY ANALYSIS
    9. 9. 0 1 2 3 4 5 0 1 2 3 4 5 PRICE vs. LINK to MUSIC PRICE LINK TO MUSIC DUSTRY ANALYSIS
    10. 10. 0 1 2 3 4 5 0 1 2 3 4 5 PRICE vs. TASTE PRICE TASTE DUSTRY ANALYSIS
    11. 11. SOURCES of VOLUME Segment Example % of Customers From Segment Forecast Sales 2013 (in thousands) Projected Sales (in thousands) Super Premium Tequila Consumers Patron 4% 2,156 86.24 Upgrading Tequila Consumers Jose Cuervo 4% 2,959 118.36 Premium Clear Spirits Consumers Grey Goose 1% 5,585 55.85 Image Brand Consumers Absolut/ Ciroc 1% 6,734 67.34 Total 327.79 DUSTRY ANALYSIS
    12. 12. 6 THE SEIS BRAND
    13. 13. POSITIONING STATEMENT To the 25-35 year old social and cultural influencers, Seis Tequila is a premium brand that reflects your unique personalities and ambitions, while enhancing your perception of tequila through invigorating sensory experiences; Seis is a catalyst to your exciting lifestyles “A sense of you” HE SEIS BRAND
    14. 14. • Silver tequila from 100% pure blue agave • Produced in the highlands of Jalisco, Mexico • Lighter, sweeter taste due to distillation process • Priced in “super premium” category: $35-$40 • Eventual launch of “gold” tequila • Initially focus on on-premise, then move to retail THE PRODUCT Back in 1892, long time shoemaker Ramon Vega experimented with distilling tequila, harvesting the blue agave plants that grew around his home in Amatitán, Jalisco, Mexico. A true craftsman, Vega developed a unique process that produced a tequila that was smooth and lightly sweet, which won praise from his friends and family. At the same time, his shoe business was struggling and he faced difficult dilemma: try to continue the shoemaking craft that has run in his family for generations or pursue his real passion of producing beloved tequila. Vega chose the later, and his timeless tequila is now Seis. HE SEIS BRAND
    15. 15. BLANCO “WHITE” TEQUILA HE SEIS BRAND 19.6 24.7 29.3 12.2 16.6 19.3 2.8 3.4 3.6 0 10 20 30 2009 2010 2011 Blanco Repesado Anejo Extra Anejo US Tequila Consumption (Liters- Millions)
    16. 16. 6 LAUNCH
    17. 17. THE LAUNCH • Officially launch in late March, with marketing starting in February to generate buzz • Extensive marketing two weeks before May 5th. More tequila is consumed on Cinco de Mayo than any day of the year. • Concentration on spring/ summer holidays: Memorial Day, 4th of July, Labor Day • Peak on New Year’s eve LAUNCH
    18. 18. TARGET MARKETS Total Tequila Drinkers: Drank In Last 6 MonthsCalifornia 1,597,881 Texas 1,151,606 New York 908,271 Florida 907,867 Illinois 601,624 Target 6 large urban markets with: high volume of tequila drinkers, sizeable Hispanic population, influential cultures, lively nightlife and entertainment LAUNCH
    19. 19. TARGET MARKETS Los Angeles San Francisco Miami New York City Chicago Houston LAUNCH
    20. 20. 6 MARKETING PLAN
    21. 21. MARKETING SPENDING SPLIT 10% 25% 39% 24% 2% 1% Radio (950K) Trade (2.375M) Experiential (3.657M) Digital (2.251M) PR (161K) Out of Home (104K) Total Budget = $9.5 M ARKETING PLAN
    22. 22. MARKETING BUDGET ARKETING PLAN 2nd Quarter 2014 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23 Experiential 900,000 240,000 Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 OOH 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 Radio 50,667 50,667 50,667 63,333 63,333 63,333 25,333 25,333 25,333 25,333 50,667 50,667 50,667 Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 PR 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 Total 143,613 143,613 143,613 156,279 161,543 1,061,543 123,543 123,543 123,543 363,543 148,876 148,876 148,876 2,991,002 3rd Quarter 2014 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/25 9/1 9/8 9/15 9/22 Experiential 240,000 240,000 240,000 Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 OOH 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 TV Streaming 63,333 25,333 25,333 25,333 25,333 25,333 25,333 50,667 63,333 25,333 - - - Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 PR 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 2,308 2,308 2,308 Total 401,543 123,543 123,543 123,543 123,543 363,543 123,543 148,876 161,543 363,543 91,346 91,346 91,346 2,330,798 4th Quarter 2014 9/29 10/6 10/13 10/20 10/27 11/3 11/10 11/17 11/24 12/1 12/8 12/15 12/22 Experiential 240,000 240,000 240,000 Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 OOH TV Streaming - - - - - - - - - - - - - Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 PR 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 3,908 3,908 Total 91,346 331,346 91,346 91,346 91,346 331,346 91,346 91,346 91,346 331,346 91,346 92,946 92,946 1,910,700 1st Quarter 2015 12/15 12/22 12/29 1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9 Experiential 360,000 240,000 240,000 240,000 Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 OOH TV Streaming - - - - - - - - - - - - - Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 PR 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 Total 91,346 91,346 451,346 331,346 91,346 91,346 91,346 331,346 91,346 91,346 91,346 331,346 91,346 2,267,500 TOTAL 9,500,000
    23. 23. WEEKS IN FLIGHT ARKETING PLAN 2nd Quarter 2014 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23 Experiential Trade OOH Radio Digital PR 3rd Quarter 2014 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/25 9/1 9/8 9/15 9/22 Experiential Trade OOH Radio Digital PR 4th Quarter 2014 9/29 10/6 10/13 10/20 10/27 11/3 11/10 11/17 11/24 12/1 12/8 12/15 12/22 Experiential Trade OOH Radio Digital PR 1st Quarter 2015 12/15 12/22 12/29 1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9 Experiential Trade OOH Radio Digital PR
    24. 24. 360° MARKETING Experiential Events Concerts Art Exhibitions Nightlife Mobile Apps Interactive Contests/ Giveaway Out of Home Digital Music Street Art Point of Sale Consumer Education Customization Brand Ambassadors 6 Radio Product Seeding Social Media Digital Content ARKETING PLAN
    25. 25. Seis Tequila reflects the vibrant personalities & lifestyle of consumers and conveys it in a tequila that stimulates memorable experiences Transform the negative perception of tequila into a more refined image Become a “top of mind” choice amongst influential alcohol consumers Integrate brand into the lives of our target consumers GOALS APPROACH Educate/ mentor consumers on how to identify & appreciate premium tequila Establish genuine credibility with consumers Focus majority of resources on digital, experiential, and on premise marketing Establish strong presence in 6 key urban markets Develop partnerships with brand ambassadors that embody brand’s values Shift consumption method to sipping & cocktails ARKETING PLAN
    26. 26. 6 GOAL #1 Transform tequila’s poor image ARKETING PLAN
    27. 27. CHALLENGE: NEGATIVE STEREOTYPES • Closely associated with wild Spring Break parties • Widespread notion that tequila has a poor taste, is cheap in quality, burns, and causes bad hangovers • “Premium” tequilas is growing, but still not top of mind ARKETING PLAN
    28. 28. APPROACH: CONSUMER EDUCATION Tasting Events • Held in target markets, guests signup online • Seis’ Master Distiller walks guests through the craftsmanship, explaining the premium elements • Guests learn about the heritage behind Seis, how to differentiate it, ways to appreciate premium tequila • Results: raises consumer tequila IQ, familiarizes them with Seis, allows them to taste, utilize contact information to do direct marketing Original Viral Content • Produce online video content showcasing history and heritage • Behind the scenes clips of the production process • Content could be conveniently viewed and shared • Results: consumers learn about the building blocks of Seis in an engaging way, drives social media activity when content is shared, quickly reach a large audienceRKETING PLAN- GOAL #1
    29. 29. • Bartenders are key touch points and trusted resources for alcohol consumers, Seis Tequila School leverages them as “professors” on tequila • Events posted on social media, where guests also RSVP • “Professors” teach guests how to mix Seis infused cocktails and how to appreciate super premium tequila • Broadcast “course” online, encourage interaction from viewers through live chat/ tweets • Share recipes on website/ social media • Results: allow consumers to taste, introduce consumers to new ways to consume Seis tequila, develop signature cocktails, build relationships with influential mixologists, generate social media fan base, leave impression ACTION: CONSUMER EDUCATION “Seis Tequila School” RKETING PLAN- GOAL #1
    30. 30. 6 GOAL #2 Be the tequila of choice ARKETING PLAN
    31. 31. CHALLENGE: INTENSE COMPETITION • Well over 1,269 brands of tequila on the market • Category dominated by Jose Cuervo (27% market share), Patron (15%), and Sauza (14%) • Tequila not as popular as vodka, whiskey, rum RKETING PLAN- GOAL #2
    32. 32. APPROACH: MAKE CONSUMERS NOTICE 189 2 Ramon Vega Amatit án Label Design Contest • Consumers submit designs online • Seis selects 10. Public votes for their favorite on Seis website • Top 3 labels get limited production • Results: generate excitement, social media activity, word of mouth, & PR, establish brand’s creative identity, connect with consumers The Seis Bottle RKETING PLAN- GOAL #2 Limited Edition Packaging • Special edition bottles designed by different artists (local and known) • Limited production • Creates demand and collectability element • Artists/ designs/ retail locations announced through social media • Results: creates demand, builds social media following, association with artists, builds relationships with retailers
    33. 33. APPROACH: MAKE CONSUMERS NOTICE Strategic Sponsorships • Leverage sponsorships of concerts, festivals, & cultural events to reach target audience • Sponsor industry trade shows • Results: reach consumers in high traffic environment, build awareness, associate Seis with art, music, fashion& good times, allow consumers to sample, RKETING PLAN- GOAL #2
    34. 34. APPROACH: MAKE CONSUMERS NOTICE Digital Search • Claim specific keywords/ be included in top search results on Google, Bing, Yahoo Examples : • Brand/Tequila Keywords: 6, Seis, 6 Tequila, Seis Tequila, 6 Tequila, Six Tequila, Tequila • Competitive Search Terms: 1800, Jose Cuervo,, Patron • Nightlife/Culture Search Terms: Nightlife in NYC, Nightlife in New York, Night Life in Chicago, Bars in NYC, Bars in New York, Bars in Chicago, Bars in LA, Bars in Los Angeles, Clubs in LA, Clubs in Los Angeles, Clubs in Dallas, Clubs in Miami, Concerts in New York, Concerts in Chicago RKETING PLAN- GOAL #2
    35. 35. APPROACH: MAKE CONSUMERS NOTICE Mysterious 6 • Pre- launch, “6” signs, posters, mural, stickers are found all over target cities • Accompanying “#whatisseis?”& website address with teaser content • Consumers encouraged to seek out/ take pictures of 6s for prizes • Results: generates curiosity & excitement, establish ownership of “6”, drive social media following RKETING PLAN- GOAL #2
    36. 36. 6 GOAL #3 Integrate into the lifestyle of the consumers ARKETING PLAN
    37. 37. CHALLENGE: CONSUMERS ARE PICKY WITH BRANDS • Target influencer demographic is selective of the brands they associate with • Knowledgeable of trends • Express themselves through their choices in fashion, music, art, parties, overall lifestyle • Value brands that are authentic, disregard those that aren’t RKETING PLAN- GOAL #3
    38. 38. APPROACH: Lifestyle Integration Brand Ambassadors • Partner with individuals who convey creativity, individualism, and good taste • Choose up & coming artists, creatives, designers with strong social followings and buzz • Celebrities & local figures • Ambassadors host, perform, promote events, participate in creative direction of brand • Results: add personality/ face to the brand, gives consumers personal connection, piggyback off ambassadors followings, create content, expands Seis past being only a tequila brand RKETING PLAN- GOAL #3
    39. 39. APPROACH: LIFESTYLE INTEGRATION • Inform consumers of a free concerts. Advise them to follow Seis’ social media for details. • Details of show (time, place, performer) are kept secret until 4 hours before showtime • To RSVP, people have to answer a simple question (ie “What excites you?”) and the best, immediate responses gain entry • Invite bloggers, celebrities, influencers to generate PR • Concerts held in intimate venue. Seis is promoted on-premise, with sampling opportunities • Brand ambassador performs exclusive, which can download on Seis website • Pictures, video content posted on social/ digital outlets • Results: create memorable experience for consumers, associates the brand with artists, builds social media following, and generates PR/ buzz due to mysteriousness/ exclusivity of the shows. “Seis Secret Shows” RKETING PLAN- GOAL #3
    40. 40. APPROACH: LIFESTYLE INTEGRATION Digital Presence Blog Relationships Utilize influential lifestyle blogs to promote Seis by inviting to events Digital Music Playlists Partner with Spotify/ Pandora to curate music playlists featuring brand ambassadors and other favorite artist Original Content Produce videos, music, artwork with ambassadors and consumers to share on content outlets YouTube and Tumblr Social Media Engagement Use Facebook, Twitter, Instagram to “converse” with consumers and engage consumers after using product/ going to events KETING PLAN- GOAL #3
    41. 41. APPROACH: LIFESTYLE INTEGRATIONDigital Presence RKETING PLAN- GOAL #3
    42. 42. APPROACH: LIFESTYLE INTEGRATION • More tequila is consumed on Cinco de Mayo than on any other day of the year • Cinco de Mayo has grown to more of a big party and has lost that cultural aspect. Seis de Mayo celebrates Mexican heritage, with tequila as a compliment, not the focus • Outdoor event that blends traditional and modern Mexican culture. Seis brings together chefs, artists, and performers • All ages event with specific areas for 21+ to buy Seis product • Results: develop stronger link to Hispanic community, celebrate brand heritage, build relationship with businesses, generate PR RKETING PLAN- GOAL #3 Seis de Mayo
    43. 43. MUST HAVES vs NICE TO HAVES Must Have • Experiential • Digital • Trade Nice to Have • Radio • Out of Home • PR
    44. 44. QUESTIONS?
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