SPECIALTY RETAIL PROGRAM OVERVIEW:
Taste Network invites you to learn more about our integrated marketing program focused on placement, promotion, depletion, training, and detailed reporting with the best specialty food and wine retailers across the country. The goal is to hand-sell retail “tastemakers” and support them in building awareness, appreciation and purchase intent amongst consumers through digital marketing and targeted ad spends on social media.
Retailer participation requires promotion of producer, region and purchase of product during a limited time offer “LTO”. Each promotion has a midterm and closing milestones whereby retailers provide detailed information for reporting. In parallel to each program, our media partner, runs digital ads and provides digital content targeted to consumers and trade and designed to create a synergy between the wines and consumers. The best of all, Taste Network created evergreen content for digital from award winning authors, photographers and videographers that retailers can use in this program and beyond.
KEY DELIVERABLES:
Product Placements
Order Products
All participating retailers are required to purchase as a part of the 3 month program “LTO’.
In-Store Promotion
All participating retailers are required to display promotional print materials in-store.
Staff Trainings
All participating retailers are required to hold staff training on selected wines as knowledgeable hand-selling is paramount to the program’s success..
Results: Our program is designed not only as a consumer campaign, but, more strategically, as a trade campaign to heighten awareness and interest among retailers, store sales team etc and it works. Placements have been successful and almost all of them will remain after promotion's end.
Digital Placements with a media partner sweeten the deal!
Media Partner Website
The campaign can be supported with a homepage takeover and micro-site on a media partner promoting our retailer partners. Additionally, we can run up to sponsored posts (articles with photos / video). The platform sells product and generates thousands of new emails segmented by trade and consumer.
Social Media
Dedicated posts/stories and programs are highlighted on our media partner's social media channels (Instagram, Facebook, and Twitter) not limited to reposting content from participating retailers. The twelve sponsored posts can include a contest (email capture) or incentive to enter your sales pipeline.
Targeted Social Media and Newsletter Ads
Geo-targeted social media advertising that pushes consumers to the stores while leaderboard ads in culture's dedicated trade and consumer e-newsletters promoted new leads, education and email signups.
PROGRAM COMPONENTS:
Retailers must add product(s) to their wine shelf and report on purchases.
Retailers must promote the products and report on engagement.
Retailers must promote contests or lead generation (email capture).
WHAT'S NEXT: Taste Network will schedule a discovery call to fine tune your needs and framework the initial promotion. We suggest starting with a few dozen retailers in key markets in year 1 but can expand the number of retailers to 100 retailers nationwide by the end of the second calendar year. Specialty shops should be an excellent environment to placements for winemakers that want to solidify their brand in the US.