Positioning & Communication Strategy for Wild Turkey Bourbon
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Transcript of Positioning & Communication Strategy for Wild Turkey Bourbon
Vasso Patrikiou | Portfolio Project December 9, 2016
1. Situation Analysis &Never Tamed
2. The Next Stage of NeverTamed
3. Rethinking the Next Stage4. Recommendation
Outline
Situation Analysis & Never Tamed Campaign
Bourbon Boom
Millennials
Wild Turkey
Situation Analysis
The Never Tamed Campaign
The Next Stage of Never Tamed
Wild Turkey’s Marketing Efforts
2012
2013-2014
2015
2016
Sharing Wild Turkey’s Story
“This time the whole campaign ecosystem revolved around Jimmy
Russell.”Andrew Floor, Marketing Director Brown Spirits,
Campari
Rethinking the Next Stage
How About Your Audience?
Source: Forbes & Marketing Charts
78% of Consumers
Desire Some Type of Content
Personalization
4 out of 5 Consumers State
Brands Don’t Know Them As
Individuals
“Understanding the mythology of your partner, your customer and your audience is far more important than watching the instant replay of what actually happened.”
Seth Godin
Target Audience: Cultural Explorers
78% of Millennials would choose to spend
money on an experience
Source: Forbes
Timeless Experience
Why Wild Turkey?
Experiential Marketing
“Creating a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.”
Econsultancy
Creating Experiences
Source http://markdebrand.com/experiential-marketing-statistics/
98% of
consumers feel more inclined to purchase after attending a live
activation
74% of
consumers have a better opinion about the brand after attending
an in-person event
71% of
consumers share information about their
experience with their peers and
family
Recommendation
The Sweet Spot
Timeless Experience
Cultural Explorers
Find Your Journey
Experiential Marketing
Find Your Journey
Find Your Journey
Find Your Journey
Activation Ideas
Experience Wild Turkey: Tasting
Thank You!
References
“Consumers Say They Find Personalized Ads More Engaging and Memorable,” Marketing Charts, June 3, 2014.
http://www.marketingcharts.com/online/consumers-say-they-find-personalized-ads-more-engaging-and-memorable-43005/
(accessed December 9, 2016).
Morgan Blake, “NOwnership, No Problem: Why Millennials Value Experiences Over Owning Things,” Forbes, June 1, 2015.
http://www.forbes.com/sites/blakemorgan/2015/06/01/nownershipnoproblem-nowners-millennials-value-experiences-over-
ownership/#187e184f1759 (accessed December 9, 2016).
“Which Brand Attributes Matter Most to Millennials?” Marketing Charts, September 23, 2014.
http://www.marketingcharts.com/traditional/which-brand-attributes-matter-most-to-millennials-46236/ (accessed December
9, 2016).
Whitler Kimberly, “IBM Study Finds Consumers Are Disappointed By Marketers,” Forbes, April 1, 2015.
http://www.forbes.com/sites/kimberlywhitler/2015/04/01/ibm-study-finds-consumers-are-disappointed-by-
marketers/#a9645d151cb7 (accessed December 9, 2016).
Rivero Sol, “13 Experiential Marketing Statistics You Should Know,” Mark DeBrand, May 13, 2016.
http://markdebrand.com/experiential-marketing-statistics/ (accessed December 9, 2016).