PROMOTION

Nowadays, mead is a forgotten alcohol, mead resellers in Belgium are mainly local beekeepers. To compete for market share, we have to attract consumers who does not event know what mead is.

To achieve this task, we have made a 3 steps promotional plan planned on 3 years.

We start locally

A website : discribing our product with simple but relevant informations and then the use of an SEO agency to place the website on the 1st page of Google searches (using key words such as : spirits, liquor, mead, local product, Belgian product, artisanal alcohol,honey alcohol, etc.)
 

A fan page on Facebook :  Allowing potentials customers to find information about our products. Indeed, many consumers often seek out informations about a product they have seen or heard about on Facebook.This page will also be useful in order to keep customers informed, about our sales location, upcoming events, and to share the stages of production and the company's developments. Finally, it is also to maintain contact, a permanent link with potential customers.
 

Partnership & sponsoring events :

Brussels Vintage Market: Our mission is to bring a long-forgotten drink up-to-date, so it seems obvious that we have to be present at this event, especially when analysing the concept it offers : "Vintage fashion now affects several sectors of activity and awakens the nostalgia of our childhood and previous generations" " It allows us to touch whit the fingertips a time we would have liked to know. "

Women's Show : This annual event gathers women from every social class, breaking down every barriers and allowing them be be "only" Women, and not managers, waitresses etc. In this context, women are more likely to think about how they take care of themselves, and how concerned is the society, the industry. And so, we are going to show them that we are.

Medieval festivals: Mead is often associated in the collective unconscious at the time of the Celts, the Vikings, etc. Although the historical fidelity is violated, it suits us and we would enjoy promoting our brand during these events.
Apéros Urbains, Eat!Brussels: urban events where it is also interesting to offer our products to discover.
→ The underlying idea is to offer, in each of these events, free samples to touch potential consumers and sensitize them to our 100% Belgian brand.
 

Tupperware meeting : we offer bottles to agencies or independent organizing Tupperware meetings so they can bring our mead to these meetings. By offering a free liquor to their clients it will satisfy both partners. The meeting organiser will add value to the concept, through a tasty gift that can be blended with many flavors to spice up the evening. For our part, we will benefit from the advertising and use these meetings as salling point. Moreover, our target is mainly consuming at home to relax or to have fun with some friends, so these meetings create the relaxing and friendly ambiance we want to share.

develop a syrup against sore troath in partnership with local pharmacist and doctors  to back the healthy side.

Through the previous various partnerships and sponsoring , we will gather multimedia content,  allowing to start the second step of our promotional campaign

Social medias : advertising campaigns via Facebook. By using facebook our ads will effectively reach the target, using precise creteria such as age, gender, lifestyle,etc. This will allow us to reach even more people.

Women's lifestyle magazines : women are major consumers of this type of magazines and often refer to their advices. We will highlight healthy consumption, responsible, tasty and with a minimal environmental impact

Then, we aim to expand our sales volumes and to reach or goal we are goinf to conduct a national pomotion campaign

RTBF : The channel offers to do a short video reportage about every new trendy local product. We will start our mass campaign by reaching near by 4 millions potential consumers watching the news.
 

Advertising posters : the goal is to repeat, clubbing the consumer. The potential buyers see our product as often as possible. Belgian public transport have more than one billion travels, that makes of it a very effective way to take a place in people’s mind.

TV Spot : Spots broadcasted on Belgian channels for 6 months, close to the times when the female audience is the highest (€ 15 000 to € 20 000)

PLACE

According to our segmentation, our places of sale will be at the beginning the specialized, typical sellers of alcohol which are " La Barrique" at Nalinnes, " Boire et Fumer " at Ixelles or stores such as " Nicolas ". We believe that It will help us to reach our objectives at a lower cost.

Furthemore, because our product is organic we believe that the channel of Belgian store "Bio - planet" suit perfectly to our product. This channel will allow us to be present on the e-commerce. 

In the meantime with a local and organic vision, a presence in the chain of fast food exki will be an interesting option.

We believe that expension could develop our brand, that's why in the long term we would also widen our points of sale targeting the stores of mass-market retailers such as Delhaize or Colruyt which actually favors the local and biological products. .