To stand out within a competitive sales landscape, it is no secret that differentiation is key. If your brand has a unique value proposition validated by customers or “Purple Cow” as Seth Godin taught us, rest assured you are differentiated. But is your business leveraging this in the best way possible? This is where a Branded Program might be a solution.
A Branded Program can be described as a marketing initiative created to meet a business objective (sales, impressions, leads, etc.) which has the distinction of being purposefully and inherently tied to your brand’s key differentiators.
We know differentiators may manifest themselves in different areas such as your visual branding, your core offering, your partnerships and alliances, the brand’s values, the level of knowledge or expertise offered and even its physical location. Through branded programs marketers are able to harness all of these elements to create unique offers and experiences that can result in repeat visits, higher ticket prices or increased loyalty.
The Case of JungleBird
JungleBird, a hot leisure cocktail bar offering the best of the island experience, saw an opportunity in leveraging the following main differentiators among their competition:
- Product and industry knowledge
- Accessibility to variety of products
- Brand relationships to leverage
With these 4 differentiators identified and growth objectives set, the first program was born:
Behind the Bar
A year-long program gave attendants 9 on-premise experiences through which they would learn about a different spirit, taste it and prepare cocktails with. Spirits ranged from vodka (Absolut) to Gin (Plymouth) and Rum (DonQ) to Champagne (Perrier-Jouet) and even beer (Goose Island). This program was done in collaboration with local startup Urban Vittles, which at the time sought to bring unique and off-the-beaten path culinary experiences to their customers.
JungleBird Rum Club
A year-long program which was the founders’ dream for some time. Having seen success and learned from the Behind the Bar program, a Rum Club was established through which subscribers would be able to assist private tasting sessions from some of the world’s most renowned Rum ambassadors and brands. Partners included Angostura, DonQ, Foursquare Rum and Clement Rum.
Partnering with local industry leader Alexandra Rivera, a branded program was jointly created to provide a whisky experience catering to an identified audience segment interested in learning more about this particular spirit. Two sessions were held at JungleBird, and since then the program has continued to thrive under Alexandra’s supervision.
In conclusion, through branded programs marketers are able leverage elements such as your visual branding, core offering, partnerships and alliances, brand’s values, the level of knowledge or expertise offered and even your physical location to create unique offers and experiences that can result in repeat visits, higher ticket prices or increased loyalty.
This blog post was written by Héctor Ortiz, Marketing Advisor at DuartePino. Want to learn more about how to implement branded programs into your business marketing and growth plans? Contact our Marketing Advisors at DuartePino who are here to assess your business’ unique offerings to leverage. Contact us.