Tigris pulled together a team promotion for Mark Anthony to launch their new product, Calypso Vodka, in 3 BC markets – Kelowna, Victoria and Vancouver. A team of male events staff was requested since the demographic for the spritzer was largely female so Tigris regional management recruited and hired more than 3 temporary sales staff for the team promotion.
Kicking off on Jun. 7, more than 50 in-store samplings took place over the course of two months. The team promotion was expanded to include Palm Bay at a series of music festivals including Sun-fest, Centre of Gravity, Rock the Peach and even a boat cruise! While the in-store sampling was primarily a push for our sales staff; the special events had an experiential focus on brand engagement and association. The program was temporarily put on hold from mid-August until mid-October while Mark Anthony determined an action plan for the remaining 30 tastings.
The team promotion picked back up on Oct. 28 for the last stretch of the campaign, this time with a focus on Palm Bay Tiki Mango, Mike’s Hard Winter Blackberry, Hell’s Gate and Okanagan Cider.
Tigris was required to maintain event management in each city as well as a roster of 8-10 temporary sales staff in Victoria/Kelowna and 20-25 in Vancouver to cover all available shifts, some on extremely short notice, over the course extended program. The primary goal of the team promotion was brand awareness to directly facilitate onsite sales.
During the 6 month team promotion, more than 7,500 samples were distributed to the public/consumers, 1,000 branded giveaways – contributing to an amazing 3,500 sales (in cans). This equates to an average of approximately 700 sales of 4-packs of Calypso Vodka/Mike’s Hard OR 6-packs of Palm Bay.
The samplings program was supposed to include 100 executions in June but Tigris was flexible when the client asked to extend the program while their reps secured venues and permits. Tigris was able to further expand its BC roster of temporary staff with such an amazing opportunity. The team promotion was a blast for everyone involved and more importantly a sales win for our client.