What  Makes inVision Different?<br />People. Passion.  Experience.  Innovation.  Expertise.<br /><ul><li>Structure - Full-...
Geographical territories to cover the entire distribution area
Consistent and on-going wine and spirit training
Quality Assurance – working in the field every weekend
Creative – most program ideas come from experience in the field
Training of store personnel and clerks</li></ul>1<br /><ul><li>300 + Trained and Motivated kube part-time Consumer Educators
Formal trainings and on-going field training
Trained and tested on product knowledge
Low turnover
2007 – over $43,000 spent on training (over 23,000 hours)
Zero Tolerance Policy
Multi – Cultural and “Specialty” Teams
100+ highly trained kube Elite Educators with over 2 years experience
Specializing in ultra-premium, luxury wine and spirits
Multicultural Educators; Hispanic and ACCM</li></li></ul><li>2<br />SV Wine and Spirits Consultant Program<br />Longest Ru...
3<br />1<br />2<br />3<br />4<br />Increase<br />On Premise &<br />Retail<br />Sales<br />Increase<br />the number <br />o...
Focuses on educating consumersabout wine and spirits
Manages and executes retail events based on consumer trialof featured wines and spirits in the Southern Wine & Spirits por...
Deploys both full and part-time associates
Illinois – 7 full-time and 400 part-time
Florida( – 5 full-time and 150 part-time
Pennsylvania – 4 full-time and 60 part-time
Kentucky – 2 full time and 30 part time
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In Vision Marketing Linkedin

  1. 1. What Makes inVision Different?<br />People. Passion. Experience. Innovation. Expertise.<br /><ul><li>Structure - Full-time dedicated kube staff managing day-to-day field activity
  2. 2. Geographical territories to cover the entire distribution area
  3. 3. Consistent and on-going wine and spirit training
  4. 4. Quality Assurance – working in the field every weekend
  5. 5. Creative – most program ideas come from experience in the field
  6. 6. Training of store personnel and clerks</li></ul>1<br /><ul><li>300 + Trained and Motivated kube part-time Consumer Educators
  7. 7. Formal trainings and on-going field training
  8. 8. Trained and tested on product knowledge
  9. 9. Low turnover
  10. 10. 2007 – over $43,000 spent on training (over 23,000 hours)
  11. 11. Zero Tolerance Policy
  12. 12. Multi – Cultural and “Specialty” Teams
  13. 13. 100+ highly trained kube Elite Educators with over 2 years experience
  14. 14. Specializing in ultra-premium, luxury wine and spirits
  15. 15. Multicultural Educators; Hispanic and ACCM</li></li></ul><li>2<br />SV Wine and Spirits Consultant Program<br />Longest Running, Consistent Program-Starting 9thYear<br />64 Chicago land Storeswith Highest Traffic and Best Demographics<br />Rolling 12 Month Wine & Spirits Consultant Program<br />48 Weeks of Consumer Marketing, Advertising, Education &Tasting Events<br />Permanently Assigned Consumer Educator to Each Program Store<br />Major Support and Commitment of Program By Supervalu MSP Corporate<br />− Dave Miller, Kim Connery, Sandy Vox<br />“Jewel-Osco Radio” reaching 750,000 Consumers Weekly<br />Delivering Up to 63 Million Gross Product Impressions<br />Extensive In-Store Merchandising Support, Chicago Tribune and Internet<br />Consumer Marketing Support & Resources<br />
  16. 16. 3<br />1<br />2<br />3<br />4<br />Increase<br />On Premise &<br />Retail<br />Sales<br />Increase<br />the number <br />of Wine <br />and Spirits<br />Consumption <br />Occasions <br />Position Participating Brands as Indispensable to Retailer<br />Assist Retailers with Category Management<br />Wherever applied, our trademark Consumer Education & Promotions Program—“inVision”— has been highly effective<br />inVisionTM Marketing Events & Promotion Division since 1995<br /><ul><li>inVision Marketing is an independentSupplier Funded retail & on premise marketing divisionthat is exclusive to the suppliers of Southern Wine & Spirits
  17. 17. Focuses on educating consumersabout wine and spirits
  18. 18. Manages and executes retail events based on consumer trialof featured wines and spirits in the Southern Wine & Spirits portfolio
  19. 19. Deploys both full and part-time associates
  20. 20. Illinois – 7 full-time and 400 part-time
  21. 21. Florida( – 5 full-time and 150 part-time
  22. 22. Pennsylvania – 4 full-time and 60 part-time
  23. 23. Kentucky – 2 full time and 30 part time
  24. 24. Delaware – 2 full time and 30 part time
  25. 25. Nevada, California, Arizona 2011</li></ul>inVision Has Four Objectives<br />
  26. 26. 4<br />Typical Retail Promotions Programs<br /><ul><li>REACTIVE
  27. 27. No training or Poorly trained – lack of brand knowledge and legalities
  28. 28. Low wages - High-turnover
  29. 29. No programs or consistency
  30. 30. Minimal supervision
  31. 31. No performance metrics
  32. 32. Locally or Regionally sourced
  33. 33. Insurance Requirement met and maintained 12/24/7 ????
  34. 34. PROACTIVE
  35. 35. Extensive training and education – inVisions professionals understand a product’s brand image and market to the consumer & legally compliant
  36. 36. Above market salary - Low attrition rates
  37. 37. Performance based incentives
  38. 38. Quality control
  39. 39. Nationally, Regionally or Locally sourced
  40. 40. Compliance with HR, Legal, Insurance</li></ul>inVision kube Promotions Program<br />The SWSA National Opportunity with inVision – kube Marketing<br />Exclusive Availability of Events & Promotions Professionals<br />
  41. 41. 5<br />“inVision kube Marketing” Illinois & Kentucky CONDUIT<br />
  42. 42. JEWEL OSCO IN-STORE ACTIVITY<br />6<br />INVISION MARKETING SOLUTIONS NOW IN ITS <br />10TH CONSECUTIVE YEARWITH SUPERVALU<br />
  43. 43. 7<br />inVision conducts events for Wine, Spirits or 4 item “Mix n’ Match” Creatively Developed Programs<br />Wine Events<br /><ul><li>13,515 Events
  44. 44. 885,432 Consumers Presented
  45. 45. 221,358 Consumers Sampled
  46. 46. 68,733 Bottles Sold
  47. 47. 31% Close Rate
  48. 48. 5.1 Avg Bottles
  49. 49. 9,356 Events
  50. 50. 1,200,560 Consumers Presented
  51. 51. 300,140 Consumers Sampled
  52. 52. 65,028 Bottles Sold
  53. 53. 22% Close Rate
  54. 54. 7.0 Avg Bottles Sold/Event</li></ul>* 8 In-store Announcements per event <br />reaching 37.5 million shoppers / year!<br /><ul><li>10,779 Events
  55. 55. 2,085,992 Consumers Presented
  56. 56. 521,498 Consumers Sampled
  57. 57. 133,761 Bottles Sold
  58. 58. 26% Close Rate
  59. 59. 12.4 Avg Bottles Sold/Event
  60. 60. More Cost Effective</li></ul>Illinois Marketing, Events & Promotions<br /> Wine & Spirits Combined Events<br />Spirit Events<br />
  61. 61. 8<br />inVision Valuable Communications<br /> <br />Valuable Pre-Event Communication Between Sales, Supplier, Headquarters and Stores<br />Events booked through inVision, SWS sales, Suppliers and/or retailers directly<br /><ul><li>Booking Sheets Communicate and confirm important event details and ensure optimal results</li></ul>Date, time, key contacts, product verification, POS to leverage sales<br /><ul><li>Event Calendar distributed weekly by inVision to Suppliers, SWS Management & SWS Sales advising upcoming events
  62. 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</li></ul>Inventory Management<br />Calendar of Events<br />Booking Sheets <br />
  63. 63. 9<br />inVision Valuable Communications<br /> <br />Pre-Event Communication Between Consumer Educator, Stores & inVision<br /><ul><li>inVision program instructions and training materials provide consistent and accurate product education, recipes suggestions, entertaining ideas, suggestive selling techniques and event execution standards.
  64. 64. 72 hour pre-event account communications to confirm details: date, time, inventory levels, sampling location, product replacement procedures, etc…
  65. 65. Event recaps capture and document critical sales data, field and customer feedback
  66. 66. Convenient product replacement procedures managed by inVision team & SWS distribution</li></ul>Program Instructions<br />Event Recap Form<br />Product Replacement<br />
  67. 67. Built-In Synergy With SWS Sales Force<br />Creative Displays, Party Suggestions and Occasions<br />Food and Drink Recipe Highlights<br />Consumer Marketing Support<br />www.libations.com<br /><ul><li> Featured Monthly Product
  68. 68. Product Information link provided as a resource for Consumer Educators
  69. 69. News link to Industry Related Articles to expand the consumer’s wine and spirit knowledge
  70. 70. List of promotions, updated weekly to encourage repeat visits
  71. 71. Cocktail and party suggestions offer consumers creative ideas and food pairings for their wine and spirit </li></ul> purchases (Mixology link)<br />WHAT MAKES INVISION DIFFERENT?<br />10<br />
  72. 72. 11<br /> <br />In-Store Event Communications<br /><ul><li>inVision printed pieces provide creative brand messaging to capture consumers attention
  73. 73. In-Store event calendars promote upcoming events and build consumers interest
  74. 74. In-Store public address announcements capture shoppers attention and drive traffic to liquor department and tasting events
  75. 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. 76. Consumer Marketing Support & Resources; Libations.com resource for consumers to further expand their knowledge and usage of featured supplier products
  77. 77. Access to SWS Master Mixologist Bridget Albert and Master Sommelier Serafin Alverado</li></ul>inVision Valuable Communications<br />
  78. 78. 12<br /> <br />In-Store Quality Assurance & Performance Management<br /><ul><li>Quality Assurance – working in the field every weekend
  79. 79. Territory Manager to ensure proper promotion execution</li></ul> In-field 10 steps training<br /> In-field sales training<br /> In-field product training<br /><ul><li>Geographical territories to cover the entire distribution area
  80. 80. Training of store personnel and clerks
  81. 81. Performance Tools; Spot Checking Evaluations, 3rd Party Secret Shop Evaluations</li></ul>3rd Party Secret Shop Evaluations<br />Spot Checking Evaluations<br />inVision Valuable Communications<br />
  82. 82. 13<br /> Results & Reporting<br /> <br />Post Event Reporting<br /><ul><li>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. 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. 84. Consumer research and surveys to provide valuable information to suppliers and to improve program successes
  85. 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 </li></li></ul><li>14<br />Jewel Osco Scan Results<br />New 4-4-4 Report<br />Unit sales were down 18% before the tasting ran, were up 18% 4 weeks during, and up 16% 4 weeks after. <br />
  86. 86. 15<br />Consumers Say…..<br /><ul><li>THE RESTAURANT ( FOOD) CONSUMER SAYS (*) :</li></ul> - 66% want guidance in choosing a wine to go with a meal<br /> - 50% would drink more wine if provided recommendations<br /> - 44% feel intimidated by wine lists<br /> - 64% consider selves novices of wine knowledge <br /><ul><li> RESTAURANT CONSUMER IS YOUR RETAIL CUSTOMER
  87. 87. THE FOOD & DRUG CONSUMER :
  88. 88. 20 – 30 million shoppers daily nationally (**)
  89. 89. Money $$$ to spend
  90. 90. Captured audience
  91. 91. Shopping for FOOD for meals
  92. 92. NEED TO PUT WINE & SPIRITS INTO THE EDUCATION EQUATION</li></ul>* Restaurant Wine issue #103 (**) Shopper Marketing<br />
  93. 93. 16<br />The Experts Say… <br /><ul><li>“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. 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</li></li></ul><li>17<br />The Experts Say… <br /><ul><li>“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. 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. 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.”</li></ul>Shopper Marketing POP 2008<br />Wine & Spirits Daily <br />Daily news and commentary for the alcohol beverage industry.winespiritsdaily.com<br />
  97. 97. 18<br />Reaching Consumers…..<br />ADVERTISING IMPACT CHANGE 2003 – 2008*<br /><ul><li>T.V. 50% LESS EFFECTIVE </li></ul> - 900 Cable channels<br /> - Blockbuster<br /> - Tivo<br /> - Significantly less time watching <br /><ul><li>RADIO 45% LESS EFFECTIVE
  98. 98. While “listening” 65% using Cell Phone
  99. 99. While “listening” 57% on line
  100. 100. While ”listening” 47% are reading
  101. 101. While ”listening” 18% are watching multi-media
  102. 102. New satellite commercial free digital radio
  103. 103. NEWSPAPERS 22% LESS EFFECTIVE – LESS TIME TO READ
  104. 104. MAGAZINES 21% LESS EFFECTIVE – LESS TIME TO READ</li></ul>*Source: Wine Business Online March 15, 2009<br />
  105. 105. A FRESH LOOK AT IN-STORE SAMPLING<br />19<br />FROM THE IN‐STORE MARKETING INSTITUTE Market Research Says…<br /><ul><li> Consumers Are Looking For Inspiration & Information When Shopping
  106. 106. In‐Store Sampling Is The #1 Improvement Opportunity Seen By Consumers When Buying
  107. 107. Sampling Serves Up Greater Sales & Profits</li></ul>SHOPPERS WANT<br />->More In‐Store Product/Testing <br />->More Displays That Give You Versatility Of Product <br />->More In‐Store Events & Activities <br />->More Displays That Highlight Specific Brands Or Categories <br />RETAILERS WANT<br />-> See Sampling As A Valuable Tool & Doing More Of It 48%<br />-> See Sampling As A Valuable Tool& Doing The Same Amount 30%<br />
  108. 108. A FRESH LOOK AT IN-STORE SAMPLING<br />20<br />FROM THE IN‐STORE MARKETING INSTITUTE Market Research Says…<br />IN-STORE SAMPLING BOOSTS SALES LONG AFTER THE DAY OF EVENT<br />
  109. 109. …And on a cost basis, inVision’s CPM (cost per one thousand product impressions) is much lower than other channels<br />inVision<br /><ul><li>Wine and Spirit Consultant Program
  110. 110. $ 4.40(4)</li></ul>Advertising Channel Cost Comparison<br />Advertising Channel<br />Pros<br />CPM<br /><ul><li>Major Networks (ABC, CBS, NBC, FOX, etc.)
  111. 111. Cable Networks (CNN, CNBC, etc.)
  112. 112. $ 6.93
  113. 113. $ 10.17</li></ul>Television(1)<br /><ul><li>Clear Channel Radio Stations: Primetime (M-F)
  114. 114. WBBM Radio Chicago: Primetime (M-F)
  115. 115. TapScan Radio: Primetime (S&S)
  116. 116. $ 14.79
  117. 117. $ 10.34
  118. 118. $ 39.00</li></ul>Radio<br /><ul><li>Wall Street Journal
  119. 119. USA Today
  120. 120. Chicago Tribune
  121. 121. New York Times
  122. 122. $ 87.84
  123. 123. $ 89.36
  124. 124. $106.72
  125. 125. $122.91</li></ul>Newspapers(2)<br /><ul><li>Economist
  126. 126. Business Week
  127. 127. Fortune
  128. 128. Forbes
  129. 129. $ 55.35
  130. 130. $ 48.96
  131. 131. $ 37.52
  132. 132. $ 36.67</li></ul>Magazines<br />Internet<br /><ul><li>Yahoo
  133. 133. $150.00(3)</li></ul>Notes: (1) Average CPM across multiple stations for one 30 second spot during an evening news broadcast (6:00 pm)<br /> (2) Full page advertisement<br /> (3) “Cost per Click” is $0.15 – varies by category. This is the cost for 1,000 hits.<br /> (4) Product impressions are taking place directly at the point-of-sale<br />Source: Company websites; Standard Rate and Data Service – Winter 2008; LeGrand Hart PR – AdTrack; SWS analysis <br />21<br />
  134. 134. inVision Builds Brand Success!<br />PUTS YOUR BRAND IN CONSUMERS HANDS AND MOUTH…That’s Priceless!<br /> Manages and executes retail events based on educating consumersand consumer trialof featured wines and spirits in the Southern Wine & Spirits portfolio directly at POP.<br />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.<br />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.<br />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.<br />22<br />
  135. 135. inVision MARKETING @ WORK <br />23<br />Industry Leader in Consumer Educational Events<br />Great Displays & Talented Staff<br />

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