1 / 9

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

kylan-hartman
Download Presentation

2007/2008 Communications Plan

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related