A worker in a white coat and hairnet operates machinery in a beverage factory, highlighting a multi-channel production approach. Various colored liquid-filled bottles line the conveyor belt, emphasizing the industrial focus on efficient and diverse beverage output.

Driving targeted results across multiple channels

A major beverage manufacturer and bottler wanted to drive targeted void closures with food service on-premises (FSOP) customers and deliver incremental revenue for a specific brand. Their goal was to achieve a void closure rate of 10% with a stretch goal of 15% of their nearly 5,500-customer audience.

RESULTS

The push/pull tactics for this campaign increased the voids closed overall, surpassed the voids closed from a previous campaign, and increased their typical promo take rate.

Industry

Manufacturing

Consumer goods and services

Problem space

Channel engagement

Services

Multi-channel marketing

Research and data analytics

Recognition

Incremental revenue

A major beverage manufacturer and bottler wanted to drive targeted void closures with FSOP customers and deliver incremental revenue for a specific brand. Their goal was to achieve a void closure rate of 10% with a stretch goal of 15% of their nearly 5,500-customer audience.

Multi-channel awareness campaign

We developed a multi-channel campaign to build awareness and motivate purchase behaviours through multiple touchpoints and a reward. The client developed and executed a sales overlay that created a push/pull to elevate the campaign. The touchpoints in the campaign included:

Launch outreach: email, direct mail, order site banner linking to open info splash page
Non-responder outreach: email, direct mail, order site banner linking to open info splash page
Reward purchase behaviour with a reward: JBL Tune Flex true wireless earbuds
Multi-language campaign: English and Spanish

Exceed expectations

The campaign exceeded the client’s expectations. The push/pull tactics amplified the results by increasing their typical promo take rate by 576%. They exceeded their stretch goal, reaching a 21% closure rate, and they had close 27% more voids than a previous promotion they ran. The combination of touchpoints also had a positive impact.

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