positioning & communication strategy for wild turkey bourbon
TRANSCRIPT
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Vasso Patrikiou | Portfolio Project December 9, 2016
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1. Situation Analysis &Never Tamed
2. The Next Stage of NeverTamed
3. Rethinking the Next Stage4. Recommendation
Outline
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Situation Analysis & Never Tamed Campaign
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Bourbon Boom
Millennials
Wild Turkey
Situation Analysis
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The Never Tamed Campaign
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The Next Stage of Never Tamed
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Wild Turkey’s Marketing Efforts
2012
2013-2014
2015
2016
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Sharing Wild Turkey’s Story
“This time the whole campaign ecosystem revolved around Jimmy
Russell.”Andrew Floor, Marketing Director Brown Spirits,
Campari
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Rethinking the Next Stage
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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
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“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
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Target Audience: Cultural Explorers
78% of Millennials would choose to spend
money on an experience
Source: Forbes
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Timeless Experience
Why Wild Turkey?
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Experiential Marketing
“Creating a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.”
Econsultancy
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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
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Recommendation
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The Sweet Spot
Timeless Experience
Cultural Explorers
Find Your Journey
Experiential Marketing
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Find Your Journey
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Find Your Journey
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Find Your Journey
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Activation Ideas
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Experience Wild Turkey: Tasting
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Thank You!
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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).