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CONTENTS

STAGE 1

e) Route to Market
Continued

Advertising & Promotional (A&P) Budget Elements

A key part of your brand communication plan and direct engagement with consumers lies in
creating visibility in outlet. This can come in many forms such as signage, glassware or staf
advocacy on your brand.

Stand Out Visibility in the on and of-trade. If consumers can’t see it, they simply won’t buy it!
The task here is to create a presence for your brand in the bar and retailer that helps showcase
your brand’s USP and in turn engages consumers with your brand and entices them to buy it.
Here are some key success factors to consider when creating this visibility in outlet:

• In-Bar: Plan for staf education & engagement. 9 out of 10 consumers will take a staf
recommendation prior to purchase. Providing the right glassware to outlets also ensures
the right serve for your drink. Think also about rituals for your brand (e.g. 2 part pour for
Guinness) and occasion-based promotions & experiences.

• In-Store: Think about staf education & engagement in this outlet. Shelf presence is key
to getting noticed in a very cluttered environment on shelf. Consider occasion-based
promotions & activity such as Mother’s Day promotion on cream liqueur.

Budgets Scope: Large drinks companies spend up to 20% of their sales revenue on A&P
to keep their brands relevant. Smaller companies need to cut through the clutter of media
messages and be as focused as possible with their choice of channel and message content.
You need to ensure you’ve allocated enough of your start up funding to this activity so you can
create as big a base of consumers as possible for your brand to build on going forward.

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