Friday, November 15th, 2024
5 Reasons Great Pull-Through Programming Will Boost Sales & Help Build Your Beverage Brand
By Dante Maciel
For those of us in the bev-alc industry, walking into a bar for you is a much different experience than it is for most folks. Most people grab a seat and take a quick peek at the menu before ordering a drink or asking the bartender for a recommendation. But your first instinct is to scan the backbar and scope the situation at this account: Which brands do they carry? Where do they sit on the back bar? Which ones are featured on the menu or table top display? This quick survey gives us tons of insight on which brands are performing well and the hierarchy of relationships at a particular account.
But there’s one other thing I always look for in both on and off-premise accounts: dusty bottles. Aside from not being a great look for a brand, these lonely soldiers are often a canary in a coal mine for how a brand is balancing (or not) their sales and marketing efforts. It’s an important reminder that it’s really hard to build a brand in this industry, and successful brand-building hinges on so much more than a sales team’s ability to get the placement. Effective pull-through programming is a game-changer, leaving a memorable impression on your consumer, driving demand and ensuring that your products move off the shelf (or bar) quickly.
Here are five key reasons why impactful pull-through programming is essential for supporting your sales teams and for the long-term health of your sales and marketing strategy.
Who is your target consumer? Where do they live, work and play? What are their hobbies? The foundation of any successful marketing strategy in the spirits sector begins with an in-depth understanding of your consumer profile. Consumer preferences in our industry vary so much based on demographics, psychographics, and buying behaviors, and are constantly influenced by trends, cultural elements, and even regulatory changes. Identifying who your consumers are, what they value, and how they make purchasing decisions is crucial - and it’s safe to say you would be hard-pressed to run a compelling field sales or marketing strategy – or any truly impactful brand activation without doing this important work.
This knowledge enables brands to tailor their messaging, product development, and marketing strategies to meet the specific needs and desires of their target audience. At TMS, we see tons of promising brands with a quality product and a great brand story who still haven’t taken a deep-dive to answer this all important question.
ONE
Enhancing Consumer Engagement through Sampling Programs
A well-executed sampling program is a cornerstone of a solid pull-through strategy. By allowing consumers to taste and experience your product firsthand, you create memorable interactions that drive purchase intent.
- Taste Before Purchase: Sampling programs give potential customers the opportunity to try your beverage before committing to a purchase. This direct experience can significantly increase the likelihood of a sale. This approach can pay massive dividends for premium and ultra-premium brands at a higher price point, but without brand recognition.
- Feedback Loop: Collecting quality consumer feedback during sampling events provides valuable insights into preferences and perceptions, which can be used to refine marketing strategies and product offerings.
Effective consumer sampling is essential to create trial, awareness and adoption.
TWO
Driving Brand Awareness and Loyalty
Quality pull-through programming is pivotal for brand building because it not only introduces your brand to new customers but also reinforces your brand's presence among existing ones.
- Increased Visibility: Strategic promotions and events make your brand more visible to consumers, distinguishing it from competitors.
- Loyalty: Great programs encourage repeat purchases and help foster an engaged and loyal customer base of evangelists for your brand. Some examples could include key market visits from your company founder, or bottle signings from your master distiller to promote a new expression.
THREE
Supporting Retailer Relationships
Strong pull-through programs demonstrate your commitment to supporting your retail partners, enhancing your relationship with them.
- Collaborative Promotions: Working with retailers on joint promotions can drive sales and strengthen partnerships. Retailers appreciate brands that invest in pull-through activities, as these efforts directly contribute to their sales.
- Increased Shelf Space: Successful pull-through programs can lead to better shelf placement and more prominent displays, as retailers prioritize brands that drive consumer demand.
FOUR
Generating Measurable Results
One of the significant advantages of pull-through programming is the ability to track and measure results, providing clear ROI for your efforts.
- Sales Data Analysis: By analyzing sales data before, during, and after pull-through activities, you can quantify the impact of these programs on your overall sales performance.
- Consumer Insights: Pull-through programming can yield valuable data on consumer behavior and preferences, helping you make informed decisions about future marketing strategies and product development.
FIVE
Differentiating Your Brand in a Crowded Market
You might have the highest quality, best-tasting new premium tequila with beautiful packaging, but guess what? There are over 3,000 other tequila brands that feel the same way, and the harsh reality is that if people don’t know about yours, it’s not going to sell! This is a saturated market and effective pull-through programming can set your brand apart from the competition.
- Unique Experiences: Creating unique and engaging consumer experiences through events, tastings, and promotions helps your brand stand out. Consumers are more likely to remember and choose brands that offer something special. How about a whiskey pairing dinner program at select key accounts with each menu item incorporating your product? Or a build-your-own margarita program to empower your consumers to see how easy it is to make their friends a great cocktail with your tequila?
- Emotional Connection: Programs and activities like these will build an emotional connection with consumers, making them more likely to become loyal advocates for your brand.
Targeted programming creates positive and lasting emotional connections with your brand’s targeted consumer
Conclusion
In the beverage alcohol industry, impactful pull-through programming is not just a support mechanism for your sales team—it's a critical component of your overall brand building strategy. By enhancing consumer engagement, driving brand awareness, supporting retailer relationships, generating measurable results, and differentiating your brand, pull-through programming ensures that your products not only reach the shelves but also leave them quickly. Don’t be the dusty bottle!
Implementing strategies like an effective sampling program and strategic marketing initiatives, can significantly boost your brand building efforts and increase your overall sales.
If you found this article insightful, follow our LinkedIn page and connect with TMS Agency to chat about how we can partner to elevate the sales and marketing efforts for your brand. We have over 80 years combined experience developing targeted and impactful sales and marketing campaigns for beverage brands and beyond.
Author: Dante Maciel
Transformative Marketing Services
With over twelve years of experience in ground-up development and operational oversight of beverage industry-leading national field sales and marketing programs for globally recognized brands, Dante is known for strategic thinking, identifying inefficiencies and striving for continuous improvement.
