By Amy Looker, editor National Liquor News

Investing in building a social media presence while continuing its successful catalogue schedule will be vital to Porter's Liquor in 2015, the retailer says.

Sales and promotions manager, Alex Carter, said Porter's will keep up with its regular catalogues while working towards developing a complementary online presence driven through Facebook.

“As proven by some of the catalogue promotions that we ran in 2014, we have seen that if you offer market leading promotions and a catalogue that is relevant to your target customer base then you can achieve market share and grow your business,” said Carter.

“The key to this is to reach beyond your means and advertise in a format that reaches as many customers as possible.”

He said that while traditional media such as TV and print was still the major customer driver within the FMCG industry, the use of social media platforms was becoming increasingly important as both a branding and sales tool.

“To this end, we are making a big investment in this area, particularly with Facebook. Porter's Liquor management runs a main Facebook page and also manages a number of our member’s pages. As well as doing this internally, a dedicated social media company has been contracted and we find their expertise invaluable. We are doing regular posts and are making a significant investment in paid advertising targeting our relevant demographic.”

Read the full interview in the upcoming Leaders' Forum edition of National Liquor News.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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