Shopper Marketing - May 2016 - 48


WHO'S WHO IN DIGITAL SHOPPER MARKETING & E-COMMERCE

partnerships that will tie the company's digital
ed-edition bottles of el Jimador and giveaways
goals with digital shopper campaigns that can
available via Foursquare. "We were able to leverspeak to retailers, shoppers and diners "when
age this partnership to promote a national intethey are 'in the moment' and most receptive to
grated digital/in-store merchandising campaign
our messaging."
with our sales team," she says. "The successful
She expects data to be the next disrupter
campaign drove awareness to digital opportuto the digital shopper marketing field. "We
nities in our category and drove sales up 30%
need to prove the effectiveness of our digital
versus the previous year."
efforts with tangible sales data so our interBrummer is excited about the recently
nal stakeholders can be comfortable with the
launched party-planning website, CheersToThespend and retailers can see the results through
Host.com, which showcases Brown-Forman's
growth in category sales," Brummer explains.
branded drink recipes. The site also includes
decorating ideas, food
recipes and tips for re- " We need to prove the effectiveness of our
sponsible hosting as well
digital efforts with tangible sales data so our
as videos with wines and
internal stakeholders can be comfortable with
spirits expert Tim Laird,
dubbed "America's Chief
the spend and retailers can see the results."
Entertaining Officer,"
Conferences and seminars allow her to
and the "How-to Hostess" Brittany Gilbert. Promeet vendors in person and keep up with
motion for the site kicked off last Fourth of July -
the industry, and she also values talks with
the second largest sales week for spirits outside
those younger than herself. "Whether it's inof the winter holidays, she says - with a media
terns and new hires at Brown-Forman, or my
campaign and in-store material. "This year, we'll
younger friends and relatives, [I like] to hear
focus on digital media to drive awareness of
what their behaviors are, what their likes and
the site in order to reach high-purchase-intent
dislikes are, as well as listen to any frustrashoppers and drive conversion," Brummer says.
tions," she says.
With the legal restrictions involved in the
Brummer herself lives on her iPhone - local
adult beverage category, there's a layer of comTV station apps; sports apps to keep up with
plexity when it comes to executing shopper
her Iowa Hawkeyes; shopping apps including
marketing campaigns. "It's particularly imporIbotta, Amazon and Kroger; and Facebook, Yelp
tant," says Brummer, "that our partners are very
and Foursquare are just some of the many that
familiar with these regulations so we can plan
she uses frequently. "And I could not live withresponsibly and in accordance with the many
out the airline apps that get me through a hectic
laws in place surrounding beverage alcohol."
travel schedule," she adds, noting that she's not
While she can't share the specifics of potena Millennial. "The use of mobile is all about contial relationships, Brummer does say Brownvenience, and people of all ages get this."
Forman in the coming year plans to explore
48

y SHOPPER MARKETING MAY 2016


http://www.CheersToTheHost.com http://www.CheersToTheHost.com

Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
Shopper Marketing - May 2016 - 22
Shopper Marketing - May 2016 - 23
Shopper Marketing - May 2016 - 24
Shopper Marketing - May 2016 - 25
Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
Shopper Marketing - May 2016 - 30
Shopper Marketing - May 2016 - 31
Shopper Marketing - May 2016 - 32
Shopper Marketing - May 2016 - 33
Shopper Marketing - May 2016 - 34
Shopper Marketing - May 2016 - 35
Shopper Marketing - May 2016 - 36
Shopper Marketing - May 2016 - 37
Shopper Marketing - May 2016 - 38
Shopper Marketing - May 2016 - 39
Shopper Marketing - May 2016 - 40
Shopper Marketing - May 2016 - 41
Shopper Marketing - May 2016 - 42
Shopper Marketing - May 2016 - 43
Shopper Marketing - May 2016 - 44
Shopper Marketing - May 2016 - 45
Shopper Marketing - May 2016 - 46
Shopper Marketing - May 2016 - 47
Shopper Marketing - May 2016 - 48
Shopper Marketing - May 2016 - 49
Shopper Marketing - May 2016 - 50
Shopper Marketing - May 2016 - 51
Shopper Marketing - May 2016 - 52
Shopper Marketing - May 2016 - 53
Shopper Marketing - May 2016 - 54
Shopper Marketing - May 2016 - 55
Shopper Marketing - May 2016 - 56
Shopper Marketing - May 2016 - 57
Shopper Marketing - May 2016 - 58
Shopper Marketing - May 2016 - 59
Shopper Marketing - May 2016 - 60
Shopper Marketing - May 2016 - 61
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Shopper Marketing - May 2016 - 63
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