Marketing Agency Bristol Bath Swindon

Marketing One

Marketing Two

Client: Newtree Chocolates
Project: Launch product to market
About: A leading chocolate manufacturer from Belgium wanted a launch into the UK market, so the product had to be marketed from the ground up and be sold to buyers to get it in-store too. The above images show a selection of concept boards supplied to Newtree showing the various elements that were going to be actioned.

Firstly, we had to get the product in-store, we assembled a package for the buyers that would attract their attention. The package was based around the unusual ingredients found in the chocolate, namely the Lavender, so we wrapped up the premium chocolate bar range in some gardening hessian, placed it into a subtly branded watering can alongside Newtree branded Lavender seeds and a reply postcard with a survey and the sales directors personal number. For lesser multiples, we simply sent out the slabs of chocolate, seeds and reply card wrapped in the same hession ribbon. The response rate was really high and led to the product being exclusively stoked in Waitrose, Harvey Nichols and Harrods.

The next phase was to attract consumer attention on a low budget, the first was to mail out an advent calendar style taster pack to a database of chocolate loving public. Secondly, to create some cheap PR, we mailed blocks of the premium chocolate to all the movers and shakers in the magazine publishing world, specifically with a readership of women in the 30-50 bracket, who purchase expensive chocolate as an indulgent treat when shopping. Alongside this PR in the magazines, we placed small quarter page adverts with money off 'incentive to purchase' coupons. With the target market being female and of a certain age, we felt that they would be readers of a certain type of novel, we got Newtree to sponsor a category in awards program of The Society of Authors, namely – the new author award for debut fiction from a female 35+, which gains exposure on the bookshelves of major book retailers.

Now we have got the product in-store and the consumer at the shelves, we needed a second draw to seal the purchase, the first of which was to link up with a major premium coffee brand to cross promote purchase, after this, an on pack promotion to win the chance to send a 'new' tree in a bag to a friend via tree2mydoor.com and lastly, shelf wobblers to advertise the chance to win an 'indulgent' weekend with Mr & Mrs Smith. Around the major London stores, tube stations were manned (at lunch times) with a branded dump bin where people could swap a bar of their 'inferior' chocolate bar for one of Newtree's and a money off voucher for their next purchases.

All in all the project was a success, the Newtree chocolate range is now in store and being shifted off the shelf by the water-butt load. As you can see, the aspects of marketing are huge and varied depending on your product or service, for those that are just after some generic advice, I have compiled a list of marketing ideas and tips.

For a more bespoke approach, why not contact me to see what I can do to promote your product or service.

More marketing projects will be uploaded soon, please check back again for regular updates...

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