Page 151 - Drinks Industry - 14 Jan 2016
P. 151
ROADMAP
STAGE 2
b) Nurture & Grow
The key focus of this topic is to ensure you continue to connect with your consumers and
customers in a relevant way. The critical elements of this ‘nurture and grow’ phase are as
follows.
• Optimum deployment of you’re a&p activities across the irst year in market, especially
on social media channels.
• Continuous participation at trade fairs & exhibitions. These events are not solely
designed for the creation of new relationships, they are also an ideal vehicle for
maintaining existing relationships with large groups of customers in a single exercise.
• Participating in as many networking opportunities as possible, to keep in touch with
changes in the various relevant environments- legal, political, marketing, economic,
production etc
• Building relationships with your consumer-facing customers, bar tenders, mixologists,
restaurateurs and of-trade staf, to keep your brands and products front-of-mind.
• Leveraging festivals and awards competitions.
• Monitoring performance through efective & eicient reporting and monitoring
procedures in order to glean insight on your brand/business and improve performance
in market.
151
STAGE 2
b) Nurture & Grow
The key focus of this topic is to ensure you continue to connect with your consumers and
customers in a relevant way. The critical elements of this ‘nurture and grow’ phase are as
follows.
• Optimum deployment of you’re a&p activities across the irst year in market, especially
on social media channels.
• Continuous participation at trade fairs & exhibitions. These events are not solely
designed for the creation of new relationships, they are also an ideal vehicle for
maintaining existing relationships with large groups of customers in a single exercise.
• Participating in as many networking opportunities as possible, to keep in touch with
changes in the various relevant environments- legal, political, marketing, economic,
production etc
• Building relationships with your consumer-facing customers, bar tenders, mixologists,
restaurateurs and of-trade staf, to keep your brands and products front-of-mind.
• Leveraging festivals and awards competitions.
• Monitoring performance through efective & eicient reporting and monitoring
procedures in order to glean insight on your brand/business and improve performance
in market.
151
