Page 33 - Beverage Master February March 2020

Craft Beverage

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keting strategy, craft beer producers need to focus allocated toward the participants who are most
on maximizing the return on their marketing spend. impactful to their sales growth.
This means that they should target first and scale
second. Another aspect of your targeting strategy is choos-
ing to set incentive promotions by specific regions
For instance, would it make more sense financial- or product lines, based on strategic initiatives and
ly to target your program to the sales and brand opportunities for growth.
managers at the distributor level or the individual
reps who work beneath them? It depends on your Collecting More Complete Data
go-to-market strategy and the size and number Throughout Your Channel Joe Kesteloot, Head Brewer, Peace Tree Brewing Co.
of distributors you work with. If you sell through
smaller wholesalers with a handful of reps, who Craft beer producers, like many other companies
each are responsible for a significant portion of who sell into a channel, often struggle with having
your overall sales volume, then it might make inaccurate and incomplete data about their chan-
sense to structure your program to reward individ- nel. Your incentive program is an opportunity to
ual sales reps. On the other hand, if you’re selling motivate distributors and wholesalers to provide
through a number of wholesalers and distributors, more complete data. There are several ways craft
or an extremely large distributor with thousands beer producers can use their incentive program to
of reps, it might make more sense to target your fill in gaps in channel data:
incentive programs to sales and brand managers.
• Structuring enrollment forms that capture con-
Additionally, from those managers and sales tact information and firmographic data during
reps, craft beer producers can set qualification program registration.
thresholds, based on sales volume or engagement,
to ensure that their incentive program spend is • Including automated tools for sales reps to

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