Danielle Paynter’s Post

HERITAGE BRANDS OWNING THE MOMENT TO STAY RELEVANT IN THE WORLD. Gordon's, the UK's biggest gin brand is on a mission to turn around its declining fortunes. Their new brand campaign, titles "Many Evenings In" focuses on all the different in-home get togethers. The gin market in the UK has become crowded and as such the leading brands need to win their fight to stay culturally relevant. Gordon's has been in steep decline whilst the new challenger upstarts come and steal its thunder. As we often see, challenger brands go in at a premium tier above the mainstream to drive category value, push the mainstream down and steal their own slice of the lucrative gin pie - its a play we see across categories. Gordon's is here looking to own the causal evenings; a catch up with friends, a house party or dinner with friends. Owning and cementing the moments the brand is fit for is a smart play, homing in on those casual get togethers. At a time when I imagine more and more socialising is done at home post-Covid and in the tough economic times in which we live with people spending their hard earned cash in a more efficient way at home. Will it be enough to save the steep decline in fortunes? Only time will tell, but its a smart play to own a moment in our lives and to then constantly remind us of why the brand helps us in those casual get togethers. #brand #diageo #marketing

Introducing David Robinson, Global Brand Ambassador at Franklin & Sons, and this week’s incredible #IndustryInspiration ! 💙🍾 Thus far, David has had a wonderful career in the hospitality sector, from working in bar leadership roles across the UK and Australia whilst maintaining regular appearances at cocktail competitions, including the World Class GB Semi Finals in 2016, to becoming a full-time brand ambassador with Pernod Ricard in 2019. David now finds himself at Franklin & Sons and is the Global Brand Ambassador.    Telling us more about his role, David explains, “I am responsible for developing international brand advocacy platforms, implementing them in key global markets alongside local commercial and distribution teams, working with key contacts in market to ensure their success. As a branch of the Marketing team, I work to ensure the brand’s growth and recognition by utilising my experience and knowledge of the industry to develop our advocacy strategies, establishing and guiding areas focused on the trade.”   Speaking on his love for the brand, David shares, “The thing that I love most about the brand itself, is our commitment to bartenders and the on trade. Franklin & Sons was established in the on-trade, and we work closely with bartenders to keep a finger on the pulse of industry trends and movements, helping our brand direction to meet and support these.   “This year, we have had the pleasure of launching ‘In the Mix’, our brand-new bartender advocacy programme that celebrates and empowers the industry, providing educational tools for bartenders at all levels as well as opportunities for them to grow their careers.”    The future looks bright for David as he shares his short and long-term goals, “In every role I have held in my career, the constant goal has always been to learn something new every day, so that I can develop and progress into the next chapter of my career, whatever that may be. My focus for the year ahead lies in successfully establishing ‘In the Mix’ in the UK alongside our local brand team and taking our learnings into the second year of the programme. “With that success will come the longer-term goal of successfully establishing the programme in our wider markets to further promote Franklin & Sons’ commitment to bartenders across the world.”   To conclude, David offers some words of advice to fellow hospitality professionals, “The advice I always give to my fellow hospitality professionals is simple: never stop learning, always be proud of what you do and create environments where ideas can be shared.     “As an addition to this, you should never be shy about believing in yourself and your ability to grow. If you have an ambition to try something new, be it a cocktail competition, the creation of new drinks for a menu, bringing a new product to market or even aspirations for a promotion in your area of expertise, don’t let a fear of failure stop you.”

G'Day LinkedIn Fam :-) Elevating dining experiences: American Express & @delicious. Month Out Long-Term Partnership Delivers Success With the rise in cost of living, 41 percent of Australians scaled back on dining out. One of the key hurdles was devising #strategies to encourage #consumers to #dine at participating restaurants while simultaneously boosting consideration and usage of American Express (AMEX) cards. After three years as naming rights sponsor, AMEX returned for a fourth year as Naming Rights Sponsor and exclusive finance partner of delicious. Month Out 2023 – building on the brand perception and consideration lifts reported by Kantar. The awesome Harriet Nash, Client Strategy Director, NSW Consortium told Mediaweek Australia a significant part of the campaign’s success is “maximising every touch point within the delicious ecosystem, but also taking it further than delicious as well”. She said: “We have our #PrestigeNetwork and our wider #NewsNetwork, we have partnerships with Foxtel Group and a lot of editorial PR and marketing support as well. So for us, it was all about the physical events themselves, then maximising the brand footprint and extending to a wider audience using our broader network.” The campaign witnessed unprecedented lifts in brand perception and consideration, with Kantar reporting an impressive +11 point uplift in message association and a +12 point increase in intent to dine out at participating restaurants. Read more on Mediaweek Australia: https://lnkd.in/g5Tqa2Nk See the full case study results: https://lnkd.in/gTW2d9K2 Learn about #Newsamp: https://lnkd.in/dK_HBUnY #NewsAustralia #CampaignMetrics #StrategicRepositioning

We've had a great response to our recent survey exploring what shoppers really think of retail destinations. Here are a few tips we've come up with to help put the findings into action. #SpringShopperSurvey #LMarketing #ShoppingCentres

Spending your way via a co-brand credit card to attaining an elite or a specific status with a hotel, airline or a travel brand isn’t new. But there are several aspects that airlines, as merchants, need to delve into as their members do the same. There are cases where a traveller opts for pay annual fee for a #cobrand #creditcard, and immediately attains a certain tier. The card holder keeps an eye on the status of the loyalty program, indulges in spending and keeps on accruing #loyalty currency. But what if the traveller isn’t a frequent flyer and can’t avail exclusive travel benefits like priority check-in, boarding etc.? Are other benefits lucrative enough for the spender to keep spending, while availing benefits and perks whenever they travel? What if the limited period voucher for upgrade is going waste because one isn’t travelling within the stipulated period? There were interesting topics that were discussed during the recently held Co-Brand & Travel Rewards 2023 in Wilmington, Delaware. Hear what Tom Madden had to say about a couple of key takeaways: https://lnkd.in/dXDtPSuQ Christopher Staab Ritesh Gupta cxLoyalty iSeatz TripGift® - Travel Gift Cards LoyaltyPlays Switchfly arrivia Kobie Marketing Rocket Travel by Agoda Collinson

SUNTORY GLOBAL SPIRITS: THE ASHISH GANDHAM INTERVIEW. This week's blogs are exceptional. For the first time on TRunblocked.com, we present a 3 part interview - and it's with Ashish Gandham, Managing Director Global Travel Retail of the rebranded Suntory Global Spirits. It really is as definitive an interview as it gets and is as much about TR industry thought leadership as it is about the company's excellent brand portfolio. Part 1 covers the key reasons for the rebrand on the 10 year anniversary of the two companies (Beam/Suntory), with their disparate cultures coming together. As Ashish says, Suntory Global Spirits is now an apt name for a premium drinks company with global brands. And, given the broad portfolio and different styles of whisky brands they have, he says that Suntory Global Spirits 'understands whisky like no other' and that the business focus is now to be 'the most admired' spirits company, not just the fastest growing. For Travel Retail, the business has set its sights on creating deep experiences and this is done by getting the quality and the assortment right, then bringing their stories to life. These are the top priorities. I suggested that bringing stories to life was not always easy, given how brands are somewhat shackled by retailers and by the current business model. But we agreed that change was necessary. Understanding broad trends is not enough, the industry needs to dive deeper. The travel retail landscape is changing. Consumers are changing their buying habits. So in order to keep pace, we need to evolve and use the available data far, far better. There are some bright spots, and Ashish goes into some detail as to why Dubai Airports and Dubai Duty Free, Hamad International Airport and Qatar Duty Free, Singapore Airport and Lotte Duty Free are excellent examples of airports and retailers that act in close collaboration to operate - and deliver - great retail. Together. So what about the consumer? Ashish thinks that they still remain outside the Trinity triangle and not in the centre as they should be. It's been said before, but it's still true, the Travel Retail ecosystem needs to change. We talk about new business models. But change is also about the basics, like improved digitalisation and queue management. Have we shifted the dial on convenience? Absolutely not, he says. It's a remarkable, self-reflective interview of Suntory as a business, one well worth watching. Parts 2 and 3, coming to you on Wednesday and Friday this week, present the whole picture of a company that has clearly identified its path forward. https://lnkd.in/djreMwci #SuntoryGlobalSpirits #AshishGandham #TravelRetail #Partnerships #AeroportsDeParis #LagardereTravelRetail #HamadInternationalAirport #QatarDutyFree #FrankfurtAirport #GebrHeinemann #DubaiAirports #DubaiDutyFree #SingaporeChangiAirport #LotteDutyFree #Data #Convenience #Digitalisation

PROMOTIONAL CHECKLIST FOR TIME TRAVELLERS Let’s face it…. promotions are like time warps. Too often venues use set and forget promotional schedules. Pretty soon you are looking at promotions that are as stale as your dad’s old jokes. Read more at The Drop: https://lnkd.in/gauHZRfe #Thedrop #PromotionalChecklist #PromotionIdeas #MarketingStrategy #EventPromotion #VenuePromotion #CreativePromotions #TimeTravelers #InnovativeMarketing #FreshPromotions #PromotionTips

Bacardi changed my life! Well, not the actual drink... In 2010, I was working with Bacardi USA as they were evaluating expense software. The controller said, “Michael, we really want to move forward, but we need to understand the ROI.” I dug up an Excel-based ROI calculator that was floating around the sales org. and spent two days trying to make sense of it before my big meeting. I sat down with Warren (Bacardi’s controller), and we muddled through the numbers. At the end of the meeting, Warren said “This is one of the better ROI tools that I have seen.” A light bulb went off 🤔 … maybe I have a competitive advantage here. I proceeded to use it on my next four opportunities, and it completely changed the way I sold. - I knew which prospects were interested and which ones were window shoppers - I knew if I had a strong champion - My conversations moved from features to financial outcomes - My confidence was at an all-time high It had such a huge impact that two years later, I decided to quit everything and start my own software company to help other reps sell outcomes not features. So, cheers to you, Warren from Bacardi… If you hadn’t muttered these words… “This is one of the better ROI tools that I’ve seen.” My life would be completely different! PS – I won Bacardi and two out of those next four deals.

#MarketingTips #EventMarketing 20 Fun Examples of Non-Traditional Easter Promotions: Just becuase your business isn't associated with Easter, you can still get in on the fun. Here are 20 examples of non-traditional Easter promotions.

It’s time to grab a mulled drink, put your skates on and enjoy the seasonal wonders of the Christmas Market… but first we need to unravel the masterful experiential and branding techniques that encapsulate that ‘festive feeling’. 🎄 ⛸️ Seasonal pop-ups aren't just for marketing these days - these experiential events are now hot Christmas brands in their own right. This hasn’t gone unnoticed by a lot of hotels, country houses, parks, and just about any public space, which are being transformed into ticket-only, money-making opportunities for their owners. So, which ones stand out, why, and where do we find these life size, walk-in snow globes? Link in the comments below. 👇 #Christmas #PopUpEvents #Branding #Experiential #EventProfs