Case Study
Texas Beer Company
Background
Our friends at the Texas Beer Company had a strategic problem.
They were in danger of losing grocery and retail placements. They were flirting with the cut lines in a significant number of locations and needed to get specific location sales up.
This is the sort of problem we love to solve. It's specific, manageable, and has a deadline.
The Corsair Communications team dove into the specifics for each location, the broader markets, and their values.
We created a campaign with four objectives:
Convert the people who were already in the stores buying beer to Texas Beer Company consumers.
Create brand awareness among the people who were purchasing beer in the markets where they need to improve their sales.
Drive sales of specific products to meet inventory and production needs.
Create an impression among the retailers that they were committing to driving up their numbers.
The principle goal was to generate new revenue in the stores, so we targeted the ads to the people in the stores as well as those on their way to the stores.
When we paired our media analysis capacity and geolocation infrastructure, we were able to find people who were talking about beer and consuming content about beer with people who were going to those specific grocery stores.
Social media platforms let us put a tight geography and similar interest screens on the program.
A buy in a notable local magazine and strategic billboard placements around the stores gave the impression that the campaign was operating on a significant scale, while the actual program costs would remain very affordable.
The ads themselves drove the existing values of the brand—
accessible, open, warm, local.
Magazines
Digital Ads and Social Content
Billboards
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