Raising Glasses and Expectations: Black Tower Wine’s Tantalising Campaign at UK Exhibitions
The campaign aimed to promote Black Tower wine at key UK exhibition locations, focusing on engaging customers and driving brand awareness. EXECUTIONAL was tasked with implementing this campaign, offering wine sampling and capturing customer feedback across three major cities.
Campaign Overview:
- Strategic Stand Locations: Positioned stands at high-traffic areas in exhibition centres across Manchester, London, and Birmingham, ensuring maximum visibility and engagement.
- Sampling and Customer Engagement: Distributed thousands of wine samples while engaging attendees in conversations about Black Tower’s range, with specific attention to the low-alcohol Rose wines and bubbly range.
- Feedback and Promotion: Collected valuable customer feedback, promoted brand awareness, and encouraged attendees to photograph wine labels for future reference.
Execution:
- Effective Staffing and Management: EXECUTIONAL provided a team of professional staff, managing the campaign over multiple days in each city.
- Sampling Figures: Successfully distributed approximately 7,000 units in Manchester, 11,000 in London, and 12,500 in Birmingham.
- Customer Feedback Collection: Gathered positive responses and suggestions from attendees, noting preferences and perceptions about the wine varieties.
- Competition Engagement: Conducted a successful competition to win a case of wine, with high participation in physical forms and considerations for improving digital engagement.
Impact:
The campaign was highly successful in promoting Black Tower wine, with the strategically located stands drawing significant attention and engagement from attendees. The team’s professional approach and effective sampling strategy led to substantial brand exposure and positive customer interactions. Feedback collected provided valuable insights into consumer preferences and potential areas for improvement and digital engagement strategies.
