Brand managers or ambassadors, pick specific accounts that can benefit the most from education and/or cater to a strategic consumer demographic. If you stroll in today, buy a bottle back from the buyer and gladly claim, "Let me help you sell it." Investing in your own inventory exemplifies a partnership with your account and proves you both have a stake in the success of the brand.
Send out an evite or e-mail to gain your desired traffic. Use social or affinity group listings if you’re lacking a marketing agency. Ask the bar staff to come in for a private one-on-one tasting. Training the staff who interact on a daily basis with the customer is essential.
3) Create a Memorable Occasion
To help support the launch of Highland Park Dark Origins, Ridgway designed a series of bar nights to create the perfect "Dram and a Draft" (beer and whisky) pairings. The program was a success because it allowed for her account’s involvement and a fun consumer occasion to enjoy the whisky, while driving brand awareness. Don’t forget to take pictures and notes, you can post on social media or use in sales presentations.
4) Follow up and Measure
It comes down to the bottom line for sales managers. Be sure to track an immediate and an extended conversion rate for sales - drinks purchased by consumer after sampling. This will help measure program success and customer retention over time.
5) Look at Top Line Results