NEW-Marketing Guide 2018-2019

TABLE OF CONTENTS INTRODUCTION ............................................................................................................................................................................ 2 Our Vision .................................................................................................................................................................................................. 2 Our Mission ............................................................................................................................................................................................... 2 Our Values ................................................................................................................................................................................................. 3 Commitments & Expectations ............................................................................................................................................................... 3 Key Contacts ............................................................................................................................................................................................. 3 SALES TRENDS ............................................................................................................................................................................... 4 MARKETING PROGRAM APPLICATIONS .................................................................................................................................. 6 Application Process ....................................................................................................................................................................................... 6 Period Highlights ..................................................................................................................................................................................... 7 ON SHELF PROGRAMS AND ONLINE MARKETING *NEW* .................................................................................................. 9 Added Value Program............................................................................................................................................................................. 10 Shelf Talker/ Neck Tag Program............................................................................................................................................................ 11 Limited Time Offer Program (LTO) ....................................................................................................................................................... 12 DISPLAY PROGRAMS ................................................................................................................................................................ 14 Small Format / Impulse Display Program ............................................................................................................................................ 15 At Cash Display Programs .................................................................................................................................................................... 15 Premium Mass Displays ....................................................................................................................................................................... 17 Spirit End Aisle Display ......................................................................................................................................................................... 18 Beer Style & Featured Cocktail ............................................................................................................................................................ 19 Wine End Displays ................................................................................................................................................................................ 20 Spirit & Wine End Wings ...................................................................................................................................................................... 21 Case Stacker Display ............................................................................................................................................................................ 22 CHILLED PRODUCT PROGRAM ................................................................................................................................................ 23 Cooler at Cash Program ........................................................................................................................................................................ 22 Chilled Wine and Spirits Program......................................................................................................................................................... 23 IN- STORE TASTINGS ................................................................................................................................................................. 25 PEI Liquor Wine Tasting Station ............................................................................................................................................. 27 ADVERTISING *NEW* ................................................................................................................................................................ 28 Website.................................................................................................................................................................................................... 29 Social Media & E-Flyer........................................................................................................................................................................... 30

Exterior Window Advertising................................................................................................................................................................ 32

2018 – 2019 PEI Liquor Marketing Program Guide | 1