Cadria’s Ron Corbisier Presents at the Minnesota Interactive Marketing Association Summit

The challenge – with a budget of $500,000, develop a multi-channel marketing plan to test market a new yogurt based energy drink targeted toward busy, on the move urbanites in the twin cities. Our very own Ron Corbisier, Cadria’s chief marketing officer, presented his ideas along with representatives from General Mills, Medtronic and Colle+McVoy.

Here are some highlights from Ron’s presentation:

Key business objectives:

• Build awareness of Edge-Y with our “on the move” urban audience targets.
• Motivate repeat purchasing by mobilizing product offering.
• Optimize mobilization tactics based on daily performance measures.
• Gather feedback on product and marketing mixture performance.

Test Market Tactics:

• Launch tie-in at major metro event
• Mobile (green friendly Gem car) stores throughout key metro locations
• Branded “Edge” card mobile money
• Web site with mobile store locator and Edge card reloading
• Twitter updates on mobile locations
• Guerilla sampling and couponing
• Point-of-Sale media at select retail locations
• Out-of-home mobile media
• Multi-channel performance measurement and purchase analytics

Budget Breakdown:

• Launch Event (sales and sampling) – 8%
• POS – 15%
• Web Site & SEO – 8%
• Couponing/Sampling – 10%
• OOH – 20%
• Mobile Store – 34%
• Analytics & Performance Measurement – 5%

While each presenter had their own unique take on how to use the budget, there was consensus that sampling and couponing would be a key tactic in building brand awareness and trial. What would you do with $500,000? Tell us what you think about Ron’s ideas or share ideas of your own.