3. 3.
Objectives and Measurements
Objective Measurement
1. To gain new target account placement in
Gold account.
• Gained first placement of Peroni in The
Langham hotel in Boston, have made effort
to help carry this success to other Langham
hotels around the country.
2. Drove incremental sales by implementing
Peroni Aperitivo before fashions shows,
every Tuesday.
• Since this is a new account placement, no
data to support increase in sales in
comparison to last year.
3. Highlighted the brand in association with
fashion and food pairing, in high end
establishment.
• Promoted through social media with
pictures of high end fashion and promotion
of the Aperitivo.
4. 4.
Description of Activity
• Developed Peroni Aperitivo program in partnership with BOND at
the Langham Hotel to drive incremental sales of Peroni before the
Timeless Tuesday Summer Fashion show series
• The Aperitivo program consisted of the following:
– Aperitivo choices developed in conjunction with the head chef of the
restaurant.
– The program was advertised via email to their and mine VIP list, as well as
facebook groups of the restaurant, model agency, photographers, and also
promoted on-site via table tents in the bar and on tables.
– Pricing – customers purchasing a Peroni would pay the normal price of $6, but
would receive a complimentary small plate of appetizers with their purchase
– The program ran from 4:30-7:30pm Tuesdays from June through August
– Brand POSM supplied:
• Peroni Gobo light display of logo during Aperitivo and Fashion shows
• Stand up Banners displayed
• Peroni table tents
• Peroni videos displayed on TV
• Total cost of the program: $1500 (in Aperitivo bar spends and case donations)
5. 5.
What worked
• Promotional pitch– The pitch of the
Aperitivo promotion gained entry into
account, allowed me to show support
and get to know bar staff.
• The Aperitivo table tents, gobo light and
stand up banners, gave Peroni a lot of
presence at account and increased
brand recognition amongst fashionistas
and high end clientele.
• VIP hour before shows for friends of the
designer.
What didn’t work
• Felt that this type of high end crowd did
not care much about a promotion, as
money was not much of a concern for
them.
• The aim of the Aperitivo was to try to get
a crowd in early before the show,
however it seemed this did not have as
much pull as hoped for. In the future I
would have the Aperitivo go throughout
the fashion show as well as afterward.
• The VIP hour before the show worked well,
however was late in developing.
Lear ni ng
6. 6.
BOND at t he Langham Hot el
Ti mel es s Tues day Summer Fas hi on Show Ser i es
Bos t on, MA
Gi anni Maz zot t a
8. 8.
Pr omot i onal Fl yer s , hi ghl i ght i ng di f f er ent
des i gner ever y week
9. 9.
• Visited the account on sales call with
distributor sales rep.
• Used IPad app, showed manager Peroni
video. Left samples.
• In brief discussion she mentioned her
plan to create a Summer Fashion show
series.
• Wrote follow up email proposing
Aperitivo idea and offering support for a
launch party.
• She loved the idea..!
• New Peroni target account gained and
named official sponsor of the Fashion
show series!
• Minimal investment of Aperitivo promo
($50 to $150 per show, plus a total of 10
cases donated for VIP receptions before
shows)
• Potential to gain Langham Hotel
placement of Peroni in other cities as
well..!!
Story of Sponsorship
10. 10.
Per oni Fi at Pr es ence
• Presence of the Peroni Fiat always adds
a great dimension to the events.
• Guests and passersby take pictures and
it puts a smile on faces seeing it!
• Leaves lasting impression of Peroni in
the memories of attendees.
11. 11.
Aper i t i vo Per oni !
Aperitivo Peroni conducted before each show from 4:30pm to 7:30pm
This was able to
generate some
new trials of
Peroni, as well
as to promote
the menu.
Guests just
coming in for a
couple beers
after work may
have never tried
the delicious
food before..!
12. 12.
VI P Hour bef or e t he s how
• I n addi t i on t o t he
Aper i t i vo bef or e t he
shows, i n t he
devel opment of t he
event s, we i nt r oduced a
pr i vat e VI P r ecept i on
f or an hour bef or e t he
show f or f r i ends of t he
desi gner and of f er ed
compl i ment ar y Per oni !
13. 13.
Aper i t i vo & VI P r ecept i on bef or e t he s hows !
14. 14.
VI P r ecept i on bef or e t he s how. . !
15. 15.
Pr of es s i onal phot os bei ng t aken bef or e s how
Perfect
alignment
with Peroni
Brand!
Brought the
brand to life!
