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KRISTA BURNS

PROJECT SAMPLING

AREAS OF EXPERTISE
Turning Brand Insights into Sales
Promotion and Incentive Strategy
B2B and B2C
Push and Pull
Product Launches
Partners and Sponsorships
Managing Creative Services
Art Direction
Agency Management
Sales Collateral
Presentations
Training Materials
Digital Assets
Targeted Communications
Merchandising and Signage
Specializing in Distributed Products

PROMOTIONS & INCENTIVES


Distributor Principle Incentive
Problem:

The wine industry is seasonal with business peaking


over the holidays and bottoming out in February and
March. The sales team needed a means to finish the
year strongly and start the fiscal year with heightened
performance.

Action:

Developed a sales incentive targeting distributor


owners. The incentive prize was upgraded to be a
once in a lifetime trip that could not be duplicated by
an individual.

Budget:
Results:

$500,000 750,000

The South African incentive was the most


successful in the companys history.
The program resulted in a return of $1.4 million
after expenses.

PROMOTIONS & INCENTIVES


Loyalty Program
Problem:

Wine and spirits distributors can have as many as 10,000


different SKUs in their warehouses. Getting your fair share
of attention from the sales force is a challenge.
Compounding this issue was the premium pricing of Paterno
Products. Our products required an additional sales effort.

Action:

We made Paterno products the brand of choice for every


selling situation by developing a distributor sales incentive
where front-line sales people were rewarded for each case
they sold. Individual sales goals were established, tracked,
and monthly communications sent to sales people
identifying progress toward their sales goal. Once the goal
was reached, the reward was put onto a debit card for
redemption. Sales Supervisors were also rewarded for the
performance of their reports.

Budget:

Results:

$750,000

Annual depletion increases of more than 20% YOY


Small brands experienced increases of more than 30%
YOY

PROMOTIONS & INCENTIVES


Multi-brand Promotion Strategy
Seductive Sips Pinot Noir Distribution Drive
Problem:

Contracts with several new wineries resulted in a


significant inventory of Pinot Noir wines. It was
necessary to fill the pipeline, educate distributor sales
people, and promote these wines. Individually these
wineries did not have budgets sufficient to accomplish
these objectives.

Action:

Used a multi-brand promotion strategy for these wines.


Developed an umbrella themed promotion; Seductive
Sips. Each wine had its own sell sheet to educate
distributors as to the nuances and selling features of
each product. Rules, sales goals and prizing was
established.

Results:

New product placements increased by over 1,000


cases
Generated an ROI of 13%

Seductive Sips Sales Material

CREATIVE SERVICES MANAGEMENT


Creative Services Process
Problem:

Brand Managers were using outside agencies and design


houses for their graphic needs. They cited the inferior
design abilities of the creative staff as the reason. The
average cost per project was $20,000, This caused two
problems:
The design staff was under utilized
Using outside agencies was not cost effective

Action:

Brought all creative in-house. Upgraded the Creative


Services Department so that it was comparable with
outside design agencies. A new creative process was
implemented to accommodate additional work flow, and
Brand Management was trained as to the new procedures.

Results:

Generated saving of $20,000 per project or $300,000


annually
Increased department efficiency
Increased on-time delivery against project deadlines

CREATIVE SERVICES MANAGEMENT


Digital Asset Library
Problem:

It was 2001, and the need for digital assets was


increasing. The protocol for sending digital files was
copying the images to CDs and mailing them
overnight. Additionally, many product shots were low
quality, and inconsistent with companys upscale
image.

Action:

Hired a design student to set-up a network shared


drive containing all logos, labels and product shots in
JPG, PDF and EPS files. All bottles were rephotographed with proper lighting.

Results:

Field Sales had immediate access to all brand


images
Designers could focus on projects rather than on
image fulfillment
Decreased overnight shipping costs
Product shots were consistent with the Companys
premium image

COMMUNICATIONS
Targeted Communications
Challenge:

Key to the success of any program s knowing who your


customer is. As a contract foodservice provider, our
primary customer is the client. Secondary customers are
the parents. Students are the consumers and influence
the buying decision.

Action:

Materials were developed to meet the needs of the three


different audiences. The brochure was designed to help
the university explain the meal plans to parents and
students. A pocket brochure was designed for students
to fit in their ID card holder, and a postcard mailer was
developed to inform parents of meal plan options and
purchase opportunities.

Pocket Dining Guide


Dining Brochure
Materials supporting meal plan purchases for
in-coming students and their parents.

Results:

Increased knowledge, understanding and perception


of the meal plans
Increased the sales of voluntary meal plans by 26%
Encouraged trade-up to the comprehensive meal
plan.

Postcard Mailer

MERCHANDISING
Merchandising Materials

Gaining additional
display space is a key
strategy when selling
to retail establishments.
This can be
accomplished via
secondary display
solutions: Stands,
racks, floor displays
and counter displays.

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