Report • 12.10.2015

Golden POS-Marketing: Tasting wine with all senses

The POSMA Awards 2015 with successful marketing concepts

The Barefoot Roadshow: Every wine has its film
The Barefoot Roadshow: Every wine has its film
Source: Stein

Tasting wine in a different way: With the aim to enhance the popularity of the brand „Barefoot“ a promotion agency in Hamburg, Germany developed a special promotion concept which is quite different from usual food tastings.

It was the only campaign that won the Golden POSMA Award 2015 in the category Personal Promotion: the „Barefoot Roadshow 2014“ with the motto „California Lifestyle“ of the Stein Promotions GmbH. This pop-up store concept with multimedia elements led to a sales increase of 35 percent.

The customers could sit down in beach chairs and taste wine while watching different films for each sort of drink. With success: „We could measure a huge effect on product and brand awareness as well as for sales. Retailers were extremely interested,” says Sören Fischer, Business Director of Stein.

The roadshow reached over 50 food outlets on 87 days with 20,000 tastings and 50,000 contacts with products. During this time, 15,000 bottles of wine were being sold and retailers ordered more than 50,000 pieces.

With the Golden Award at POSMA the agency automatically got qualified for the Promotional Marketing Council of the European Association of Communication Agencies. Additionally to this award Stein also won two Bronze and two Silver decorations in different categories for following campaigns:

  • “Kleiner Keks – große Wirkung” (little cookie – big effect) for Nespresso
  • A design concept for the beer brand Astra of Carlsberg Deutschland GmbH
  • “Transparency into the dark” for ASUS Computer GmbH
  • “Fish where fishes are” for the Amazon.de GmbH

Lars Roisch, Managing Director of Stein, explains: “We are very delighted about receiving seven POSMA Awards. The wide range of the awarded projects shows our competence in all relevant retail disciplines. We exactly know the mechanism at the POS and what you have to do so that a product finally ends up in the customers shopping carts.”

Author: Natascha Mörs, iXtenso.com

related articles:

popular articles:

Thumbnail-Photo: Beware of price promotions: “Don’t teach your customers to be...
27.05.2019   #sales promotion #price labels

Beware of price promotions: “Don’t teach your customers to be bargain hunters!“

Neuroscientist Kai-Markus Müller tells us about the impact of pricing

In a conversation with iXtenso, Professor Kai-Markus Müller, CEO of The Neuromarketing Labs gives great insights into how products and prices affect the brains of shoppers. How does he know? He is a neuroscientist and can look inside the ...

Thumbnail-Photo: U.K. and USA: What about consumer spending?
28.05.2019   #marketing #shopping habits

U.K. and USA: What about consumer spending?

Millennials driving success of new retail models and shaping retail trends in U.S. and U.K.

As Millennials gain a reputation for being category killers across various industries, a recent study by First Insight, a global technology company transforming how leading retailers make product investment, pricing and marketing decisions found ...

Thumbnail-Photo: Crisis management in retail: Making a mountain out of a molehill –...
18.07.2019   #online trading #brick and mortar retail

Crisis management in retail: Making a mountain out of a molehill – what now?

How retailers should prepare for crisis communication

A lengthy order, a faulty delivery, an unsatisfactory customer service - all this is quickly evaluated and spread on the Internet and can have negative consequences for the retailer. We talked to Alexander De Ruiter from OBI4wan about the tasks ...

Thumbnail-Photo: Post-purchase communication: Well-informed customers are happier...
21.05.2019   #customer satisfaction #customer relationship management

Post-purchase communication: Well-informed customers are happier

Shipment tracking options and convenient returns management solutions

Harald Mösel from b.telligent asserts that retailers can set themselves apart from the competition with positive, unique post-purchase experiences. In this interview, he illustrates how companies can utilize post-purchase communication to ...

Thumbnail-Photo: Consumers demand sustainable fashion but won’t pay more...
28.06.2019   #sustainability #fashion

Consumers demand sustainable fashion but won’t pay more

Top five demands for the industry to become more sustainable

New research suggests over half (52 percent) of consumers in the UK and US want the fashion industry to become more sustainable, with calls for reduced packaging and fair pay for workers among their top demands. But only 29 percent of these ...

Thumbnail-Photo: GfK study: Brick-and-mortar retail in the EU...
14.06.2019   #marketing research #trend research

GfK study: Brick-and-mortar retail in the EU

Highest 2019 growth in Romania and Lithuania

The majority of European consumers are currently subjected to opposing forces. On the one hand, this consists of uncertainty over Brexit, trade conflicts and weaker growth prospects in important export markets such as China. But on the other hand, ...

Thumbnail-Photo: Choosing the right marketplace for your business: A profitable niche...
17.06.2019   #online trading #marketing research

Choosing the right marketplace for your business: A profitable niche product is key

"Platform strategies are critical for success," says Dr. Kai Hudetz of the IFH Cologne (Institute for Trade Research)

Ebay or Amazon, Zalando or Otto? Retailers have many options when it comes to an online marketplace where they can sell their merchandise. Success for retailers hinges on making good choices.Dr. Kai Hudetz, CEO of the IFH Cologne, gives tips on what ...

Thumbnail-Photo: Of local heroes and global players
04.07.2019   #online trading #digital marketing

Of local heroes and global players

An overview of online marketplaces

Amazon and eBay – many retailers heavily rely on these top names. Yet there are other online marketplaces that could offer useful features. After all, the easy solution isn’t necessarily the perfect fit for ...

Thumbnail-Photo: retail trends 2-2019: focus sales promotion
03.06.2019   #customer satisfaction #customer relationship management

retail trends 2-2019: focus "sales promotion"

How to win, serve, and keep customers

Read our latest edition retail trends 2-2019 online as an e-paper. ...

Thumbnail-Photo: DOOH displays are engaging
01.04.2019   #digital signage #Digital Out-of-Home (DOOH)

DOOH displays are engaging

Consumers to seek out more information after seeing digital signage

The majority of U.S. consumers notice out-of-home digital video displays, according to “On-Site Insights,” a new study from Edison Research. In today’s media landscape where it is increasingly challenging for brands to reach ...

Supplier

iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln