Transcript Deussen - PowerPoint Services

2007/2008 Communications Plan
Agenda
 Deussen: Capabilities Update
 Deussen & BGTRD: Financial Review
 Deussen & BGTRD: Account Review
 07/08: BGTRD Key Issues
 07/08: BGTRD Plan
Page 1
The Garden Groom
National Product Launch
 Goal
• Introduce the world’s first cut and collect
hedge trimmer to Canada and the US
 Strategy
• Appeal to emotional needs for an
environmentally-friendly, efficient, and/or
safe tool
• Overcome super-premium price barrier
• Grow name recognition to pave the way for
future Garden Groom products
Page 2
Results
 From 0 to 5,000 units sold in 6 months
 51% of online and phone sales made within 2 weeks
of local media placement
• Newspapers most influential (77%)
• Additional 23% — website, radio, television, and
magazines
 Additional sales avenues due to exposure
• Increased catalogue outlets from 3 to 10
• Two QVC appearances
• Skymall
 Retail strategy accelerated due to media coverage
• 2 major US retail chains in negotiation
• Retail sales originally planned for summer/fall 200
bumped up to summer 2006
Page 3
Perfect Pairings
A Culinary & Cocktail Experience
 Objectives
• Reinforce brand as innovative leader
• Move beyond design platform
• Expand client base without harming
existing equity
 Strategy
• Create image that appeals to those in
the food and style industries, as well as
mainstream consumers
• Partner with brands established in those
industries
Page 4
Distributor Training & Motivation
Page 5
The Concept
 Partner with Gourmet and GQ to deliver
consumer brand experience
 An evening of lively competition, top-notch
cooking, and inspiring cocktails draw guests
into the world of Bombay Sapphire
 Two hand-selected consumer teams go headto-head to create the ultimate pairing of a
Bombay Sapphire cocktail and a gourmet dish
• Teams work with top local chefs and
mixologists, giving them a chance to live out
their culinary dreams and get creative with
true mentors
• Local celebrities and event guests will select a
winning team and crown the Perfect Pairings
champions
Page 6
The Talent
 Consumers — 4 teams of 5 per market
• Hip-metro men and women who love a gourmet
meal, a great cocktail, and aesthetically pleasing
setting
 Chefs — 4 per market
• Top chefs from hot restaurants in each market
• Gourmet proposed; brand team and Deussen
approved
- Nationally recognized names garner PR
 Mixologists — 4 per market
• Top “bar-chef” type bartenders with a keen
palate and classic skills
• Selected by local RMs and DMMs for trade
leverage
 Local Celebrities and Influencers
• GQ and Gourmet secure celebrity Hosts, MCs,
DJs, and guests
• Both publications tap lists to populate room with
target consumers
Page 7
2007/2008 Communications Plan