Foster’s Beverage Portfolio "World Class Wines"

Planning

Prepare briefs & engage appropriate teams

  • Creative (e.g. copy, design, photography) & digital teams, mail-house, call centre & external for competition permits.

Segmentation & list generation

  • CRM to generate lists from database of current customers to send to Computershare for de-duping.

Collateral approval

  • Final approval with all stakeholders – management, legal, brand, partners – brochure, letter, eDM.

System Setup

  • Campaign setup, inventory allocation, website & eDM A&B testing.

Pre go live & live

  • Call centre briefing, daily analytics monitoring, live tweaking & sales recording.

Post campaign review

  • Results reporting, presenting to the team & management , & preparation of reports for partners including regular meetings to run through results & tracking to annual plans.

RESULTS

  • Campaign success meant some other Wine Club Managers then wanted to run a similar campaign offer via their clubs to boost sales.

  • The Trading Manager arranged with Foster’s to secure a greater beer allocation that added benefit to the broader Cellarmaster Wines business.

CAMPAIGN STATISTIC EXAMPLE

  • Qty (mail & eDM) = 220,000

  • New Customer Orders (contact centre phone & online)

  • 9L Cases (12 bottles)

  • Net Revenue

  • COGS (cost of goods sold)

  • GM (gross margin inc net credits & charges)

  • Net Contribution

  • Net Contribution per Customer

Specific numbers have been removed for confidentiality.

Acquisition CampaignsChristie Glasson