For brands in the alcohol and beverage industry, the challenge of catching—and keeping—consumers’ attention is heightened by the explosive growth of innovative new concepts, federal and state-by-state regulations, and the juggling act of creating both national and locally tailored marketing campaigns. For brand leaders and representatives, the stakes are high and the to-do lists are long. In such a crowded marketplace, driving awareness, loyalty and brand affinity—while maintaining brand integrity and regulatory compliance, managing the marketing supply chain, and supporting local marketing representatives, for starters—is simply unsustainable without the right support systems in place.
To get to market quickly and efficiently, alcohol and beverage brands need an easy way to manage everything from creative to budgets to national campaign buying windows and rollouts. From integrated marketing campaigns to easily managing coupons (and compliance) to capturing customers and influencing buyer’s attention through in-store marketing displays, OneTouchPoint is here to help. Let us show you how.
Streamline Asset Management
Let’s start with the production of marketing materials, from social media graphics to printed postcards, POS flyers, and branded swag. All of these items, whether they’re produced for global campaigns or for a single retail location, have to uphold your brand standards through consistent messaging, visuals, and production quality. So, as a brand leader, how can you ensure every marketer is producing assets that preserve brand integrity without having to spend hours micromanaging or, worse, just doing it yourself?
The key is to establish an online hub as an easily accessible repository of all the latest, approved marketing assets (and none of the outdated versions). With OneTouchPoint’s U.Connect platform local marketers can instantly download digital assets and order printed materials and swag from an approved printer. No more emailing reps the PDF of the latest POS signage and then wondering if they’ll actually use it. No more worrying about local marketers grabbing outdated promotional information or the old version of the company logos. No more cleaning up messes when the wrong assets get produced and mailed.
The right asset hub also enables customization for seasonal programs or local offers through modular (or templated) content: content that’s been divided into the smallest possible pre-approved components that can be remixed into any number of assets for any number of channels. (Think text blocks like disclaimers, value statements, or product descriptions, and visuals like product shots, videos, or infographics.) This way, anybody with a hand in marketing campaign creation can create relevant assets for seasonal promotions or local markets without having to reinvent the wheel or risk compromising brand integrity.
Leverage Tech-Enabled Controls
From rights to budget management to localized messaging and even coupon compliance, U.Connect provides alcohol and beverage companies with full control, compliance, and oversight capabilities.
Let’s start with budget management, a challenge marketing leaders face in every industry. Empowering local marketers to create and execute their own print campaigns eases the corporate marketing team’s burden, but it may also lead to less visibility into how much your reps are spending, how much stock is on hand, and what’s working and what’s not. OneTouchPoint’s U.Connect platform includes tracking capabilities for expenses, inventory, and other critical stats, taking the reporting burden off local reps’ shoulders and making it easy get a clear picture of status and progress—by location or overall—at any moment.
Unique to the alcohol and beverage industry are challenges around compliance with state-by-state messaging regulations. While the pre-approved modular content capabilities outlined above go a long way in ensuring every asset is up to legal snuff, the automated approval workflows built into the platform—not to mention the rigorous accuracy and quality control processes in place at OneTouchPoint’s production facilities—ensure compliance with the right regulations on every asset, every time.
Believe it or not, the tech-enabled controls U.Connect offers can even alleviate the bane of alcohol and beverage marketers’ existence: coupon management. For example, consider the pressure of tracking redemption to prevent fraud and counterfeit—often a big enough hurdle to tempt marketing teams to scrap coupons altogether. With OneTouchPoint’s sophisticated redemption tracking, brands can see right away when something is amiss and nip it in the bud. If the typical redemption rate in a particular area is around 5 percent, but your dashboard suddenly shows it’s jumped up to 20 percent, you know it’s time to investigate. That visibility allows the business to catch potential fraud quickly and prevent it from siphoning off critical revenue.
Finally, environmental considerations—not to mention consumer demands—have put significant pressure on brands in every industry to find ways to reduce waste without compromising their print marketing effectiveness. For many marketing teams, the additional financial and logistics burdens of sustainability make it a tall order. But with OneTouchPoint, it’s easy being green. Here are just a few of the capabilities our production facilities offer to help alcohol and beverage companies reduce their environmental impact—without watering down their audience impact.
- Print-on-demand production to avoid the waste that comes from overprinting materials (whether that’s based on a printer’s high minimums or long lead times that mean needing to print extras “just in case”).
- Marketing premiums, on demand. Our low MOQ (minimum order quantities) enables you – and your approved users - to order just the quantities you need, while still taking advantage of economies of scale that ensures competitive pricing.
- Inventory management to ensure marketers know what’s in their warehouse at all times. Lack of clear insights into inventory can lead to waste as you continue printing assets that aren’t being used or that you already have excess of. But access to real-time inventory levels, production status, and ordering patterns, empowers informed decisions that reduce waste and minimize your carbon footprint.
- Strategic production and shipping capabilities. At OneTouchPoint, we have printing and fulfillment centers located across the country, so we can promise consistent production quality while ensuring your marketing products’ distribution journey is efficient, cost-effective and environmentally friendly.
OneTouchPoint helps marketers in the alcohol and beverage industry get new products to market, manage coupons in compliance with state laws, produce marketing assets, and launch national and localized campaigns. Our integrated marketing services platform is a purpose-built solution that empowers national and local marketing teams to ensure campaigns are on time, on message, and on brand. When you’re ready to learn more, we invite you to contact us, and one of our experts will talk with you about how to achieve dramatic results at a great price.