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Path To Purchase

  1. 1. Path to Purchase Close the Consumer Gap & Increase Sales Author: Jaclyn Beazley, 2017
  2. 2. the Problem • Want more Shelf Space • Want more Sales • Want more Margin • Want more Distribution
  3. 3. the #1 Solution Create a sales eco-system
  4. 4. We are all salespeople We live in a media convergence Two Truths
  5. 5. the Solution 3 steps in how to execute your sales eco-system 1. Use Bottom-Up Method 2. Receive Endorsements 3. Infiltrate Your Message
  6. 6. the Solution Assumptions You are a wine, beer or spirits producer that already has a go-to market strategy This isn’t about how to market your product. It’s about leveraging your go-to market plan with strategies that save you time and money
  7. 7. the Example Savory Mushroom-Flavored Vodka • Ethnic, emerging food cities • Focus with on-premise • Education critical, buy backs* Launch Plan *Trade.Tastings.com
  8. 8. the Solution Use Bottom-Up Method • Forward-thinking • Focus on individual accounts • Build influencers, fans • Personal touch, events, dinner *Canva.com
  9. 9. the Solution Using Bottom-Up Method • Takes enthusiasm & energy • Start small, grows big • Happens quickly • Be prepared for growth!
  10. 10. the Solution Receive Endorsements • Product differentiator • Credibility & Confidence • Objective analysis
  11. 11. the Solution Receive Endorsements, Why? • ABInBev published study • Label, Price, Points – influences decision • 2 minutes, 40 seconds to purchase • Deloitte University Press • Consumers don’t trust brand websites • Consumers want 3rd party endorsers
  12. 12. the Solution Receiving Endorsements • Choose wisely • Ask for marketing support • Trust is essential • Would you listen to a friend?
  13. 13. the Solution Infiltrate Your Message • Ready your brand story • Authentic, simple, relevant • Long journey to make
  14. 14. the Solution Infiltrate Your Message • Use social media • Don’t talk - listen! • #mushroom #detoxify • Re-use good ideas
  15. 15. the Solution Infiltrate Your Message • Create video • Tap into YouTube equity • Make a list of influencers to flatter • Use Instagram, Facebook Video file:///.file/id=657136 7.33790160
  16. 16. the Solution Infiltrate Your Message • Invest in people • Messengers • Feelings are important • Hire brand ambassador • Learn & Listen
  17. 17. the Solution Summary: 3 tips on how to execute a sales eco-system 1. Use Bottom-Up Method 2. Receive Endorsements 3. Infiltrate Your Message Connect With Me: jaclyn@tastings.com Follow Me: @ltdreserve @tastingsbti
  18. 18. Connect With Me: jaclyn@tastings.com Follow Me: @ltdreserve @tastingsbti

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