WHISKEY IS HAVING A MOMENT

MarketaKabeerSpencer

Charlotte

AGENDA

The Magnificent Whiskey

Meet The Customers

Johnnie Walker

The Macallan

Kings County

Assessment & Recommendation

THE MAGNIFICIANT WHISKEY

Water Of Life

JOHNNIE WALKER

Name: Mike

Age: 29

Career: Financial Analyst

Personal Traits:

• Works hard & plays harder

• Sophisticated in a subtle way

• Quality-life seeker

• Keeps Moving & Strives for success

• Confident & Bold

Why Johnnie Walker:

Quality premium drink

Classic brand that reflects desired social status

Represents a quality good time

Fascination Triggers:

Trust

Power

Name: Benjamin

Age: 48

Career: CEO of a public company

Personal Tactics:

• High Income & advanceddegree

• Married with 2 children

• Travel for business

• Read Wall Street Journal

• Watch tennis

• Mercedes E Class

The Macallan

Why The Macallan:

High quality and luxury brand image

Sophisticated Tastes to match their credentials

Fascination Triggers:

Power

Prestige

KINGS COUNTY

Name: Jackson

Age: 31

Career: Graphic Designer

Personal Traits:

• Works so he can enjoy nightlife, music and travel

• Transitioning into adulthood

• Fan of indie/alternative culture

• Seeks out new restaurants and bars

Why Kings County:

Local brand that proudly represents Brooklyn

Unique flavor that can only be found in select bars

Symbolizes enjoying life with friends

Fascination Trigger:

Passion

Rebellion

OWNED MEDIA

OWNED MEDIA

Johnnie Walker 4.3m 4,542 30,097 241

The Macallan 19k 17k/4K 2,512 494 467

Kings County 3,054 2,774 213

Bravo! It’s ok. Why even have it? Yet to be filled

SOCIAL MEDIA

Nicely done

Malpractice

✔Engagement✔Personality ✔Brand image ✔Proper practice✔Telling a story

✖Engagement✖Personality ✖Brand image ✖Proper practice✖Telling a story

SOCIAL MEDIA

#KeepWalking

REAL-TIME MAKRETING

Black Friday Facebook Post

WEBSITE

Easy to navigate?

Loading speed?

Responsive Design?

Convey the message?

Useful information?

Brand Identity?

Aesthetics?

Website Mobile Website

MOBILE APPSpanish App

PAID MEDIA

DIGITAL ADS

Message & Story

Creativity

Washington Post

Observer.com

NBA.com

EARNED MEDIA

#KeepWalking

EARNED MEDIA

Product Review

SEARCH MARKETING

SEM – Keyword: Johnnie Walker

SEARCH MARKETING

SEM – Keyword: Whiskey SEO: Keyword - Whisky - Page 3

SEO: Keyword – Whiskey-??????

OWNED MEDIA

OWNED MEDIA

Johnnie Walker 4.3m 4,542 30,097 241

The Macallan 19k 17k/4K 2,512 494 467

Kings County 3,054 2,774 213

Bravo! It’s ok. Why even have it? Yet to be filled

Quiet on All Social Media Except Twitter

SOCIAL MEDIAAdd an twitter Post example?

WEBSITE

Easy to navigate?

Loading speed good?

Responsive Design?

Convey the message?

Useful information for users?

Brand Identity?

Creativity?

MOBILE APP

The App Mobile Website

?

PAID MEDIA

PAID MEDIA

Master of Photography

✔Print & TV ads ✖ Paid digital ads

maybe find some reason to back up why luxury brand should do digital ads

EARNED MEDIA

The most expensive whiskey

EARNED MEDIA

Limited Edition Product Review

‘Old whiskey’ Every Year

Can you find a better Coverage pic of water of life charity?

SEARCH MARKETING

✖SEM✔Advertisement by third party retailers

SEARCH MARKETING

SEO: Keyword -Single Malt Whisky- Page 2

SEO: Keyword- Luxury Whiskey, Premium Whiskey, High End Whiskey–???

OWNED MEDIA

OWNED MEDIA

Johnnie Walker 4.3m 4,542 30,097 241

The Macallan 19k 17k/4K 2,512 494 467

Kings County 3,054 2,774 213

Bravo! It’s ok. Why even have it? Yet to be filled

SOCIAL MEDIA

Nicely done

Malpractice

✔Engagement✔Personality ✔Brand image ✔Proper practice✔Telling a story

✖Engagement✖Personality ✖Brand image ✖Proper practice✖Telling a story

Can you look over this page and see if you want to change some points

SOCIAL MEDIA

REAL TIME MARKETING

Small Business Saturday Post

WEBSITE

Easy to navigate?

Loading speed good?

Responsive Design?

Convey the message?

Useful information for users?

Brand Identity?

Creativity?

EARNED MEDIA

EARNED MEDIA

Life Style

Business

SEARCH MARKETING

SEARCH MARKETING

SEO: Keyword –New York Whisky- Page 1, 2nd Listing

SEO: Keyword –Brooklyn Whisky- Page 1, 2nd Listing

SEM – Keyword: Kings County Whiskey – 3rd Parties Book Ads

ASSESSMENT & RECOMMENDATIONS

JOHNNIE WALKER

OWNED MEDIA

PAID MEDIA

EARNED MEDIA

SEARCH MARKETING

Blog Best social media practice Mobile app

Expand banner ads to wider site lists

Retargeting ads

Work with bloggers to initiate #keepwalking movement

Launch a blog to tell brand story

Rank for more keywords Better Text Ad copy & add call to

action

RECOMMENDATIONS

OWNED MEDIA

PAID MEDIA

EARNED MEDIA

SEARCH MARKETING

Premium blog Unleash social media potential Develop useful app features

Digital Ads placement Native Advertising

Real-time marketing

Target more keywords

Kings County

OWNED MEDIA

PAID MEDIA

EARNED MEDIA

SEARCH MARKETING

Website overhaul E-commerce YouTube account

Banner ads and sponsorships for book

Regional press outside NY Local events

SEM for book SEO: become top listing for New

York/Brooklyn whiskey searches

Fill your glasses and cheers!