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ROADMAP

STAGE 1

e) Route to Market
Continued

Advertising & Promotional (A&P) Budget Elements

Communicating your brand eiciently and efectively is an essential part of your brand’s success.
In creating advertising and promotions, you must consider the type of content and activity that
works best for your brand and your USP. Two key areas to consider amongst many others for
brand communications follow.

Social Media Channels

A 2-way, interactive communications plan is required for social media. In the drinks industry,
your target will very likely be particularly experienced digital media users. They want to regularly
hear from you with news on product innovation. Perhaps a seasonal launch or a special limited
edition. Digital communications bring great eiciencies in targeting speciic consumer groups
in your marketing spend. You can create content relatively quickly and cost efectively while also
tracking the number of people who engage with your content online. This allows you to properly
assess your spend in this channel and ensure the best return.

Public Relations (PR) Media Channel

Create messaging in relevant media channels on your brand launch & unique back story, as well
as any news on your brand. You can also use events such as trade shows and drinks festivals to
leverage content for PR purposes. Many drinks companies use domestic and international awards
as a vehicle to showcase their quality and engage consumers & customers.

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