key strategies to drive the business 2016/17 to 2018/19 · knowledge 101 . lcbo curates ; period...
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Charan Bhogal Director Integrated Marketing, Marketing Marketing Calendar Overview
M A R K E T I N G C A L E N D A R O V E R V I E W
2017/18
How-to-Advice
Expertise Tips, Tricks + Hints
Stories
New, Now + Trending
Facts + 101
HIGH ENGAGEMENT
HIGH INTEREST
INSPIRATIONAL
INSIGHTFUL
INFORMATIVE
‘LEARNING’ AS A KEY MARKETING STRATEGY
PROMOTIONS CALENDAR
MONTH June/July July/August Sept/Oct Nov/Dec Jan/Feb Mar/Apr
PERIOD
P3
P4
P5
P6
P7
P8
P9
P10
P11
P12
P13
P1
THE BIG STORY
Canada's
Best
Summer Mixers
Expertly Crafted
How to Holiday like
FOOD & DRINK
Product
Knowledge 101
LCBO
Curates
PERIOD LEARNING THEME
Rituals & Traditions
Made in Canada
Mixology
101
Flavours
101
Local Craft
(VQA)
Global Craft
(Whisky)
What to
Serve
What to
Give
Taste 101
Essentials To Know
Our
Favourites
Top Picks + Top Sellers
LEARNING FOCUS THROUGH
COMMUNICATION AND CONTENT
LCBO as Teacher- History of Bev Alcohol, Canada,and its traditions
LCBO as Specialist- The stories of Canada’s best of everything
LCBO as Teacher- Best Blends and Mixes
LCBO as Expert- Mixing Up Flavours
LCBO as Local Supporter- Why choose local?
LCBO as Teacher- Traditions and Classics
LCBO as Entertainer- how to choose the best and serve it welll
LCBO as Teacher- what F&D would give and why
LCBO as Teacher- How to taste it, what’s in your beverage
LCBO as Teacher- bar basics + classic essentials for your bar
LCBO as Expert- Why, how we select
LCBO as Specialist- Stories of favourites, classics and icons
P5/6 SUMMER MIXERS IN-STORE CAMPAIGN
P7/8 EXPERTLY CRAFTED IN-STORE CAMPAIGN
SEASONAL CATEGORY PROGRAMS
Rose Wine
Ready-To-Drink
Summer Beer
KEY CATEGORY PROGRAMS
PERIODS: 5, 8, 9, 12
NEW!
MINI-THEMATICS
WINE BEER SPIRITS
FROM SHOPPING GUIDE TO BI-WEEKLY ASSORTMENT FLYER
A FOCUS ON EVERGREEN CONTENT
Learning Library
Print Series
lcbo.com
Video
+ Podcasts
EVERGREEN CONTENT IN PRINT
Learning Library Print
Series
EVERGREEN CONTENT ON LCBO.COM
lcbo.com
EVERGREEN CONTENT VIA VIDEO AND PODCAST
Video +
Podcasts
ON SHELF LEARNING
DIGITAL CONTENT
ECOMMERCE MARKETING
ECOMMERCE MARKETING
CURATED ENTERTAINING/ GIFTING BOXES
GROWING THE REACH OF FOOD & DRINK
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Recipes | Décor | Entertaining Tips
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