DB Bars Online
Category: STRATEGIC VISION Award: GOLD
Category: INFORMATION SYSTEMS Award: SILVER
Category: PRODUCTION & FULFILMENT Award: SILVER
Many larger businesses have successfully employed direct marketing disciplines
and systems to achieve competitive advantage within their marketplaces.
This entry demonstrates how DB has been able to promote and deliver an
integrated marketing system designed to directly support the marketing
activities of its retail partners. This has resulted in a win-win
situation for DB and these partners.
DB can now ensure adherence to brand guidelines for each of their beer brands,
while time and cost efficiencies have been delivered in supporting their retail
partners.
For partnering bars, access to the system has enabled them to quickly and
successfully adopt direct marketing practices that a re driving tangible
results and returns from their own marketing activity.
The marketing system that has been delivered provides access to a fully
integrated toolkit to manage their own website; manage online promotion of
events and bar calendars (changing daily); capture customer details and provide
a mechanism for them to communicate directly with targeted customers using
email. The system has been designed in such a way to support marketing to
small numbers of customers, and recognises the human resource constraints of
bars in having access to high levels of IT skills and support.
Entrant: Proximity iD
Campaign Credits:
Grant Caunter, Trade Marketing Manager, DB Breweries
Geoff Cooper, Director
Lawrence Brock, Database and Development
Kasia O'Neil, Developer
Glen McMillan, Developer
Charlotte Crawford, Chief Architect
Richard Daldy, Network Engineer
Greg Forsyth, Online Planner
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