SMPRoof
Liquid Intelligence

Objective—Brand Establishment

Become aligned among the “who’s who” of the beverage consulting community
within one year

Strategy—Don’t Act Like Everyone Else

In order to “brand” the business, we needed to learn what the client’s
competition didn’t do. 

We recognized the differences of other consultants who don’t focus on our client’s platform, and we heightened those advantages to several media influencers.

Tactical Approach 

The team researched and established relationships with key reporters who understood that beverage marketing requires more than knowledge of consumer-focused publications.

• The team connected with reporters who influence retail buyers, understanding that buyer knowledge and insights are more easily pushed throughout the beverage supply chain.
  
  
• Publicity materials including pitch letters, a corporate backgrounder/bio combination and “case studies” on past clients.
  
  
• The client was characterized as Chicago’s “drink tank” (as opposed to “think tank”) to discuss the several layers of a beverage’s life cycle.  We also used the case of one client that amplified the intangibles behind consumers’ connections with brands and purchases.
  
  
• Instead of doing interviews in offices, we reinforced the brand by conducting interviews in bars, restaurants and grocery aisles.

Results       

The company and its managing partner were mentioned in the same breath as other key industry leaders creating thought leadership positioning in the beverage space.       

New business leads increased significantly, including programming with Coke, Diageo and other recognizable beverage companies.

The company leveraged its thought leadership to establish a platform in beverage growth brands—and seeks to own the space where other consultancies are still working with more established entities and beverages. 

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