Case Histories
CASE HISTORIES
CASK ALE
Brand Owner objective to grow category, increase brand penetration and keep loyals. QSMP Response:
- On-going dedicated Tele Account Management team
- Calling on key L&T Estates, Brewer IFT, Managed Retail and Regional Wholesale
- Exceptional results, introducing new cask brand in over 30% of opportunities
- Significant volumes achieved via transfer orders
- QSMP fulfil transfer orders direct with RTM and order POS direct with client
DRAUGHT WORLD LAGER
Objective to increase distribution of draught world lager across all on-trade RTMs. QSMP Response:
- Target list created in conjunction with data house
- DM sent in staggered fashion to target outlets
- Telemarketing call to question outlet to establish profile, talk up the brand and give them good reasons to agree to see a field salesman
- Brewer’s Sales team emailed daily with detailed leads including lagers stocked, prices, volume, RTMs preferred and contact details
- Existing stockists also called every 6 months to check brand still pouring, establish branded glassware and asset requirements
PREMIUM DRAUGHT LAGER
Re-launch of premium lager brand in L&T channel requiring sales support for draught installs. QSMP solution:
- Data exercise to merge RTM target lists with QSMP enhanced data
- Direct mail to target outlets talking up brand, generous deal and support. Return number direct to QSMP
- Telesales call vetting to establish warm and possible leads
- QSMP Tactical Field team recruited and briefed. Provided with branded clothing, samples & coolbag, realistic trade offers
- Field visits delivered on target number of installs
- RFW’s and POS orders sent to Brand Owner
- Follow up telesales calls made to check gone ahead & flag issues
SPIRITS
Brand owner wanted to drive distribution of spirits range in key L&T and Brewer IFT customers. QSMP response:
- Made use of brochure deals and out of brochure POS support
- Excellent strike rate achieved through careful targeting and timing along with appropriate trade offers
- Category messages also given to assist mainstream pubs to serve basic cocktail range
CRAFT BEER
Tactical telesales several times a year to support new packaged listings in biggest L&T estates.
- Excellent Strike Rate
- Supported with POS and/or free case deal
- Success ensured continued listing confirmed
- Activity extended to gaining listings for craft keg as part of rotation
- Where rotation a success, lead generation calls to gain interest in permanent listing, followed up by field sales
- Success linked to careful data analysis and targeting followed up by questioning to ensure outlet type is correc
CIDER
Major draught cider re-launched – brand owner required activation in L&T customer with strict rules of engagement. QSMP response:
- Telemarketing exercise to talk up the re-launch and generate leads
- QSMP tactical field sales team of 15 Field visited to positive leads
- Install support package offered
- Every install agreed by QSMP Field Sales was confirmed as actioned by RTM as a result of careful targeting and complying with rules
- Limited by target call set and restrictive rules of engagement
- Activity extended to another channel
