Development of a database driven contact strategy to drive distribution of the Red Bull range within the independent and convenience retail market. Communication channels used included field sales, direct mail and telemarketing.
We developed a database of 33k retailers who stocked energy drinks, including Red Bull. Data was assessed and segmented by level of potential worth to drive quarterly campaigns. High worth retailers received sales calls, the rest mailings with a strong offer strategy and rationale to stock the full Red Bull range. Response was added to the database and analysed to refine the next quarter’s campaign.