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2007/2008 Communications Plan

2007/2008 Communications Plan. Agenda. Deussen: Capabilities Update Deussen & BGTRD: Financial Review Deussen & BGTRD: Account Review 07/08: BGTRD Key Issues 07/08: BGTRD Plan. Page 1. Agenda. Deussen: Capabilities Update Deussen & BGTRD: Financial Review

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2007/2008 Communications Plan

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  1. 2007/2008 Communications Plan

  2. Agenda • Deussen: Capabilities Update • Deussen & BGTRD: Financial Review • Deussen & BGTRD: Account Review • 07/08: BGTRD Key Issues • 07/08: BGTRD Plan Page 1 Agenda • Deussen: Capabilities Update • Deussen & BGTRD: Financial Review • Deussen & BGTRD: Account Review • 07/08: BGTRD Key Issues • 07/08: BGTRD Plan

  3. The Garden GroomNational Product Launch • Goal • Introduce the world’s first cut and collect hedge trimmer to Canada and the US • Strategy • Appeal to emotional needs for an environmentally-friendly, efficient, and/or safe tool • Overcome super-premium price barrier • Grow name recognition to pave the way for future Garden Groom products

  4. Results • From 0 to 5,000 units sold in 6 months • 51% of online and phone sales made within 2 weeks of local media placement • Newspapers most influential (77%) • Additional 23% — website, radio, television, and magazines • Additional sales avenues due to exposure • Increased catalogue outlets from 3 to 10 • Two QVC appearances • Skymall • Retail strategy accelerated due to media coverage • 2 major US retail chains in negotiation • Retail sales originally planned for summer/fall 200 bumped up to summer 2006

  5. Perfect PairingsA Culinary & Cocktail Experience • Objectives • Reinforce brand as innovative leader • Move beyond design platform • Expand client base without harming existing equity • Strategy • Create image that appeals to those in the food and style industries, as well as mainstream consumers • Partner with brands established in those industries

  6. Distributor Training & Motivation

  7. The Concept • Partner with Gourmet and GQ to deliver consumer brand experience • An evening of lively competition, top-notch cooking, and inspiring cocktails draw guests into the world of Bombay Sapphire • Two hand-selected consumer teams go head-to-head to create the ultimate pairing of a Bombay Sapphire cocktail and a gourmet dish • Teams work with top local chefs and mixologists, giving them a chance to live out their culinary dreams and get creative with true mentors • Local celebrities and event guests will select a winning team and crown the Perfect Pairings champions

  8. The Talent • Consumers — 4 teams of 5 per market • Hip-metro men and women who love a gourmet meal, a great cocktail, and aesthetically pleasing setting • Chefs — 4 per market • Top chefs from hot restaurants in each market • Gourmet proposed; brand team and Deussen approved • Nationally recognized names garner PR • Mixologists — 4 per market • Top “bar-chef” type bartenders with a keen palate and classic skills • Selected by local RMs and DMMs for trade leverage • Local Celebrities and Influencers • GQ and Gourmet secure celebrity Hosts, MCs, DJs, and guests • Both publications tap lists to populate room with target consumers

  9. 2007/2008 Communications Plan

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