Customer Sampling. Big Liquor Budgets $10 to $15 per. But for What?
I was reading through a significant liquor supplier's marketing plan deck. It was a deck associated with a particular year's go to market plan. Customer sampling cost of $10 to $15 per sample to the consumer was the planned spend for the year. The difference between $10 and $15 was determined by the nature of the event or activation as we call it in booze marketing. Screen grab from a big liquor marketing deck This informs you immediately as to the extremely high cost of sampling customers in the spirits, wine, and beer industry. What are satisfactory metrics for these…