Download - Jay Turner Portfolio - Beringer
JAY TURNERTURNAROUND MARKETING
Turnaround Marketing
Distinction Series, $40-$65 Private Reserve, $40-$165
Classics, $4-$6 Sparkling, $8-$10
Single Vineyards (DTC), $75-$100
Helped reshape Beringer architecture / NPD to elevate brand center of gravity and profitability
Regional Estate Grown, $18-$40Founders’ Estate, $10-$12
OBJECTIVES
• Drive cases to the floor using borrowed equity platform
• Elevate brand perceptions with a luxury brand association
• Increase trial and awareness via local PGA tournaments
KEY ELEMENTS
• “Official Wine of the PGA Tour”
• Sponsor 20+ local PGA tournaments in US and abroad
o Beringer poured at tournament concessions and venues
o Advertising, signage, branded wine bars
o Retailer promotions with $ off grounds tickets
o Hospitality tickets and suites
• National PGA programs tied to key weeks to win
JUSTIN LEONARD, BERINGER AMBASSADOR
• 12-time PGA Tour, British Open, and Ryder Cup Winner
• Use of name and likeness on all marketing materials
TIMING
• Local PGA program in market Jan – Oct
• National PGA program May, July, Oct/Nov
Elevated PGA Tour Sponsorship to the Next Level
Managed 20+ local PGA tournament sponsorships that drove awareness, trial, and local depletions
Program AdvCourse Signage
Hospitality Tents Concession Pours / Depletions
Branded Wine Bars
$10 Off Retail Coupon
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Created Premium PGA Tournament POS / Flow
Golf Bag Bottle Rack
Shelf TalkersCoasters
Back bar piece
Wine folio Save Up to $5 Tie in Partner Necker
Mass display
Case card
Social Media – PGA Messaging & Sweepstakes
Carried PGA messaging and sweepstakes into Beringer social channels to increase follower loyalty and retention
Facebook PGA / Golf Sweeps Posts
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Created new premium PGA / Justin Leonard shippers that increased excitement and rate of sale on display
Lithography Printed, Varietal Specific
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Background• Offer scratch-off game pieces on bottle necks
during key seasonality
• Consumers win up to $100,000 in golf prizeso Divot toolso 12 TaylorMade® Golf Bagso 6 Sets of TaylorMade® Golf Clubso Grand Prize: 1Trip for 2 to TPC Sawgrass
• “Win the Gift of Golf for the holiday”o Scratch card can be used as stocking stuffer
Created New National PGA Program –
“Scratch Golfer” Off/On Premise
Scratch off golf ball icons with Beringer golf tee
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Match 3 icons to win up to $100k in prizes2
3 Redeem $1 off BFE instantly (where legal)or redeem other prizes online
Originated “Scratch Golfer” Name & Concept
Created Eye-Catching “Scratch Golfer” POS
Case Card 3-Way Pole TopperDealer Loaders
Scratch Off Game Cards
Christmas / December
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Background• Beringer will be a proud supporter of Homes 4 Heroes, a
PGA Military Warriors Support Foundation that awards mortgage-free homes to wounded heroes injured during combat in Iraq and Afghanistan. The homes are for families who have severe and/or unique circumstances due to their injuries received while serving our country.
Timing• Oct / Nov 2014 in US, during Veteran’s Day &
Thanksgiving
How Much• $50k donation funded by brand, POS funded by Sales
How It Works• For every bottle sold of Beringer Founders’ Estate, $1 will
be donated to Homes 4 Heroes during the promo window
Created New National PGA Program –
“Homes For Heroes” Charity Off/On Premise
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Activated “Homes 4 Heroes” POS
Pole Topper
Ceiling Dangler
Mass DisplayBottle Necker
Case Card
Shelf Talker
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Background• Beringer will be a proud supporter of Birdies for the Brave,
a national military outreach initiative designed to say thank you to the courageous men and women of our US Armed Forces and their families. PGA currently promotes Birdies for the Brave charity organization.
Timing• May / June 2015 in US, leading up to Memorial Day
How Much• $50k donation funded by brand, POS funded by Sales
How It Works• For every bottle sold of Beringer Founders’ Estate, $1 will
be donated to Birdies for the Brave during the promotional window
Created New National PGA Program –
“Birdies For The Brave” Charity Off/On Premise
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Poster
Case Card
Case Card
Shelf Talker Donation Necker3 Case Chute
Bottle Topper
Activated “Birdies For the Brave” POS – Off Premise
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Activated Unique PGA / Military POS – On Premise
• Program specific table tent• Support ribbon bottle glorifier• Support ribbon wine stopper• Camouflage branded coaster• Program specific coaster• Donation cards• Bartender/Waitstaff outfits
Created/Managed “Founders’ 4 Majors” sales incentive that motivated key markets & distributors
4: PEBBLE BEACH
- 18-hole round at Pebble Beach
- Dinner / Lodging at Pebble Beach resort
- Coveted Beringer Blue Jacket ceremony
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3
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The Ultimate Golf, Wine, & Food Pairing1
3: SAN FRANCISCO
- 18-hole round at Presidio golf course
- Dinner / Lodging at Fairmont Heritage Place
2: NAPA VALLEY
- 9-hole round or golf lesson at Meadowood
- Dinner / Lodging at Meadowood Resort
1: BERINGER
- Beringer winery tour & tasting
- Private dinner at the Hudson House
Q UALIFIERS / TIMING
- Must hit 100% of 1H F14 depletion goal
- Golf trip in April ’14 for 40 global winners
Increased Facebook Likes 7X from 20,000 to 140,000
with Facebook ads and new “Quintessential
California” content
“Quintessential California” Facebook Posts
FB Posts Drove Brand Engagement from <1%
to 9%
Fb Ads Reached 100,000 Consumers Per Week,
<$0.30 CPC and ~90% CPC to CPL Conversion
Fixed Promo Mistake and Grew Brand Engagement
Facebook Posts – Beringer Great Steak Challenge Promotion
Fixed Promo Mistake and Grew Brand Engagement
Redesigned Beringer website that increased
unique visitors and stickiness on site
KEY ELEMENTS
• 8 amateur chefs submit their best steak and BFE wine pairing recipe + side dish for a chance to win $25K
• Grill-off filmed at Beringer & aired Cooking Channel
• Off-premise in-store point of sale with big name – high value tie-in partners including Lea & Perrins
• Media to support in-store execution including TV commercial spots on Cooking Channel and online ads
TIMING & MARKETS
• Activate Displays/POS in market end May – mid Jul
• Finale at Beringer on October 13th with Deen Bros
Managed “Great Steak Challenge” Program
Filming with Deen Brothers at Beringer Winery
Created Great Steak Challenge Microsite
Redesigned Beringer Classics packaging which
increased appetite appeal & varietal
differentiation
Created new Beringer Classics accolade
stickers that added quality cues and wine
credentials
Created new Beringer Classics back label flavor
profi les to assist purchase decision at shelf
Redesigned Beringer Classics shippers to “pop” on
display
Launched new “Heritage with a Fun Twist” Beringer Sparkling Moscatos that drove incremental cases
VIVACIOUSPINK MOSCATO
LIVELYMOSCATO
DAZZLINGRED MOSCATO
Created new Beringer Classics “Unwind” platform that appealed to women’s key wine purchase driver
SummerUnwind
Valentine’s DayUnwind
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SpringUnwind
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Drove cases & displays during key months – “Unwind During the Holidays with Redbox Movie”
OBJECTIVE
• Get low involvement females to unwind with Beringer Classics wine and movie favorites during the holidays
KEY ELEMENTS
• Download 1 free holiday movie from Red Box
• National FSI in December - Save $2 off 3 bottles
• Tie-in partners with candy, popcorn, snacks
Mass Display Case CardNational FSI
Free Movie Download
Drove displays & cases during key months – “Spring Escape with Trip to Jamaica”
OBJECTIVE
• Get to the floor during Easter, the 3rd highest volume holiday of the year
KEY ELEMENTS
• Win a Spring Getaway to Jamaica!
• National tie-in partners with cheese, wine, flowers
• Spring DIY tips on recipes, flowers, decorating
• Strong digital promotion on Facebook
Case Card
Booklet or Tearpad
Neck Tag
Spring Getaway Sweeps
• Launched Lindeman’s Sweet Red and Moscato varietals
• Launched Lindeman’s 3L premium box wine in Chard, Cab, Merlot
• Applied accolade stickers (50+ Best Buys, 250+ Medals) to all bottles
• Offered incremental trade discounts to hit retail price points $1 below yellowtail in key markets
Lindeman’s Turnaround FY12 in the US