Dewar's
We're
retained on a fascinating project for Dewar's, part of the Bacardi-Martini
group. At the heart of this assignment lies
the Dewar's 'World of Whisky' Visitor Centre in Aberfeldy, Scotland.
The Centre provides an ideal platform to build direct contact with consumers.
The main aims of the project are to develop customer relationships in
order to:
- build visits to the centre
- create a community of brand advocates
- recruit new customers
- improve product sales across a range of core products and branded goods
- measure the impact of initiatives
Affinityworks has met and continues to focus on these aims through:
- Key contribution to development of new website, including development of regular content management
- The establishment of data capture facilities at different customer touch-points
- Introduction of service feedback within requests for customer information
- Generation of service performance reports for Dewar's management
- Developing an integrated approach to marketing, linking traditional point-of-sale literature and adverts with web and e-mail facilities
- Providing a central co-ordinating role for development of marketing campaigns and collaborative work with Scottish Tourism initiatives (Visit Scotland, Perthshire Tourist Board and Edinburgh Military Tattoo)
- Linking on-line marketing with UK product distribution to on-trade and retailers