By Shane T Williams
LMG will launch a bold new national marketing campaign in November which will revolve around “Shopping for Occasions”.
LMG's Damien Page addresses the 2016 Conference
LMG General Manager of Merchandise and Marketing, Damien Page addressed the 400 delegates at the 2016 LMG conference and unveiled the group's new marketing campaign.
“Brand purpose must come from shopper insights”, said Page, adding that the new campaign is based on “facts, not ‘I reckon’”. The new campaign “tells shoppers that Bottlemart and SipnSave are the places to start their fun”.
Page added: “LMG must differentiate their brand from the rest in the Australian liquor industry and this campaign will be supported with national press as well as point of purchase, additional in-store signage, floor mats and pricing.
“Bottlemart and SipnSave over index when it comes to service and shopper insights show that the majority of shoppers consume their purchases within an hour of purchase.”
Page made it clear that LMG want to “own part of the occasion, the part where all the fun starts and that’s where they make their purchase”.
“The campaign will promote occasions like BBQ’s, Melbourne Cup, Father’s Day, sporting occasions, gifts and Mother’s Day and that Bottlemart and SipnSave is where shoppers need to start those occasions,” said Page.
Keep up to date and read the full conference wrap up to be published in the November issue of National Liquor News.