E-cоmmerce toolkit

1.

2.

E-C0MMERCE TOOLKIT
ROLE OF E-COMMERCE FOR MANIFEST
GUIDE TARGET AUDIENCE THROUGH THE WHOLE
FUNNEL FROM AWARENESS TO PURCHASE AND TO
LOYALTY
AS OFF-TRADE DISTRIBUTION IS LIMITED,
E-COMMERCE CAN ENSURE AVAILABILITY TO WIDER
AUDIENCE
ENGAGEMENT POSSIBILITIES THROUGH ACTIVATIONS
OWN SHOP OR RETAILER WEB SITES SHOULD SERVE AS
A LANDING PAGE FOR PAID MEDIA
GOAL
TO DEVELOP AND OFFER TOOLS, ASSETS AND
ACTIVATIONS BASED ON NEW CREATIVES FROM GBM
FOCUS CHANNELS
D2C – OWN E-SHOP / DISTRIBUTORS E-SHOPS
AMAZON / MARKETS PLACES
ON-LINE SPECIALISTS

3.

FULL FUNNEL APPROACH
SOCIAL MEDIA
RETAIL MEDIA
AWARENESS
INFLUENCERS
EMAIL MARKETING
COUPONS & FREE SAMPLING
BRAND STORE / PRODUCT PAGE
PAID SEARCH
PROMOTIONS
LISTING ADS
SHOPPABLE WIDGETS
EMAIL MARKETING
TRIAL
CONSIDERATION
PURCHASE
RETENTION

4.

Markets infrastructure
Own E-shop
(allowed to sell bottles)
Own e-shop
(only for merch)
US
Germany
Canada
UK
CZ (portfolio e-shop)
Austria
South Africa
China (Tmall shop-in-shop)
Brand site
(without e-shop)
France
Italy
Spain
NL
Czech
Slovakia
Hungary
Poland
Romania
LATAM
Pan Africa

5.

Segmentation / 3 types
Activations/Promotions should be developed for 3 types of markets
Own e-shop
(only Jagermeister products)
Distributors e-shop
(broad portfolio of products)
3rd party retailers
(Amazon, Tesco, Rozetka,
Rohlik.cz)
User data base
For DM
Yes
Negotiable
Depends on market
No
Free sampling
Yes
Negotiable
Depends on market
No
Merch/gifts
Yes
Negotiable
Depends on market
Only as Gift pack
Activation
landing page
Yes
Yes
Yes

6.

Agency tasks
1.
Develop concept for sampling to recruit new users (JGM lapsed user, whiskey/cognac drinkers):
1.
2.
3.
2.
Creative idea / communication plan
Sampling kit (simple to produce, without physical gifts)
Execution scenarios / retargeting and further engagement to drive purchase for 3 types of markets
Develop concept for sales activation (those who know / Tried Manifest)
1.
2.
3.
Creative idea / communication plan
No need to develop Gift packs
Execution scenarios / retargeting and further engagement to drive purchase for 3 types of markets
3. Develop concept to drive repeated purchase (those who already purchased Manifest)
1.
2.
3.
Creative idea / communication plan
Bottle personalization tool and Gift Packs to be included in the concept but no need to develop them for
now
Execution scenarios / retargeting and further engagement to drive purchase for 3 types of markets

7.

Requirements
1.
Striking and catchy ideas
2.
Globally applicable
3.
Digitally heavy – all engagement should be through digital touch points to meet at least one goal: track users
and retarget them, collect user data for email marketing
4.
New technologies are welcome – AI applications, AR etc.
5.
Partnerships with global brands/platforms/influencers can be proposed as add-on but keep in mind low
feasibility (due to budget, collabs with alcohol) meaning concepts should work without them
6.
Deadline for the final playbook with all concepts and visuals – Sep 15th.

8.

INPUTS & OUTPUTS
INPUTS FROM Global Brand marketing:
OUTPUTS GTM:
Product description / product story / RTB
ASSETS FOR BRAND STORE AND DIGITAL SHELF
Pack shots of all SKUs
ON-LINE EXCLUSIVE E-VAP AND DIGITAL ASSETS
Production images/videos
SAMPLING & SALES ACTIVATIONS
Images of perfect serve
PERSONALIZATION TOOL FOR GIFTING OCCASION
Life style images and videos
SHOPPABLE WIDGETS
New campaign assets
MEDIA ASSETS
MEDIA TACTICS AND BEST PRACTICES

9.

DIGITAL ASSETS
PRODUCT DESCRIPTION OPTIMIZED FOR SEARCH
WHERE TO USE:
IMAGES & VIDEOS TO TELL THE BRAND AND PRODUCT
STORY TO DRIVE TRIAL AND CONVERSION
PRODUCT DETAIL PAGES AT ALL
RETAILERS AND PARTNERS
OWN & DISTRIBUTORS E-SHOP
BRAND STORE ON MARKET PLACES
(E.G.AMAZON)
PAID BRANDING OF RETAILERS SITES:
• MAIN PAGE BRANDING
• CATEGORY BANNERS
• TAKE OVERS
CLEAN PACK SHOTS
PERFECT SERVE
PRODUCTION / LIFE STYLE
FUNCTIONAL AND EMOTIONAL MESSAGES
OPTIMIZED FOR SEARCH AND VISIBILITY
CONSISTENT ACROSS DIFFERENT CHANNELS
DIFFERENT FORMATS (SQUARE, VERTICAL, HORIZONTAL)
Place holder for price

10.

On-line exclusive Gift Pack &
activation content
Super premium
0.5, 0.7, 1.0 – TBC
glassware
Digital assets for PDP and media
Pack shots, stills, video

11.

Sampling
Discount coupon (digital or with printed Manifest presenter) when competitor
brands are purchased:
distributors e-shop
Free 5cl bottle/free Tasting set is added to the purchased competitor brand:
distributors e-shop
Sampling coupons are distributed via KOLs in social media. Coupons are redeemed
for free gifting set or free 5 cl bottle at:
own e-shop
distributors e-shop
Amazon
E-mails with discount coupon to selected customers from 3rd party retailers or from
own data base

12.

Customization tool for gifting
Microsite where users can customize the bottle/label or gift pack with
personalized message / image
Social ads /KOLs
How:
- Engraving on bottle
- Printing on gift box
Where:
• own e-shop
• distributor e-shops
• on-line specialist site (requires specific agreements on integration
and order fulfilment)
https://shop.jaegermeister.de/jaegermeister/11/jaeger
meister-gravurflasche-07l#15ab86758f048d5ed8a315195d069136
https://www.jagershop.co.uk/category/personalised
Promo-site with
customization tool
Agency
customizes gift
Order delivery

13.

Buy on-line / buy local
Brand site widgets
Redirects to 3rd party platforms
Shows the nearest store
Convert well-informed shoppers into “purchase-ready” customers
Allows consumer to select which online retailer they prefer/trust most
Gain insight into customer behavior, including preferred products, retailer performance, and sales data

14.

Buy now
Shoppable Widegts Social, email, video, QR
Increase conversion rates by
displaying only retailers where
product is in stock
Improve user experience by
enabling the consumer to select the
retailer of their choice
Enable retargeting efforts with
support for tracking pixels