The
Goal
Create consumer awareness, trial and a positive brand image
for Raynal’s newly-launched TAO liqueur among multicultural
consumers.
The Execution
Marlin utilized its Brand Ambassador program to staff and
manage 260 promotional events over a four-month period in
key bars, lounges, and clubs.
Chosen specifically for their interpersonal
and communication skills, over 100 Brand Ambassadors were
trained in enticing consumers in targeted “hot spots”
to sample TAO and were explicitly versed on the product’s
selling features.
Our field staff spent 2.5 hours on-premise
approaching patrons, distributing drink tickets and premiums,
and eliciting product feedback. Detailed reporting, including
same night event reporting and monthly recaps, were provided.
Results Recap
Marlin built an enthusiastic fan base by introducing over
50,000 people to the brand and converting over 18,000 people
into TAO consumers. Our campaign defined TAO’s most
receptive audience, allowing Raynal to refine future promotional
efforts.
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