CASE HISTORIES

QSMP sell Cask Ale
CASK ALE
Brand Owner objective to grow category, increase brand penetration and keep loyals.  QSMP Response:
  • On-going dedicated Tele Account Management team
  • Calling on key L&T Estates, Brewer IFT, Managed Retail and Regional Wholesale
  • Exceptional results, introducing new cask brand in over 30% of opportunities
  • Significant volumes achieved via transfer orders
  • QSMP fulfil transfer orders direct with RTM and order POS direct with client
QSMP sell World Lager
DRAUGHT WORLD LAGER
Objective to increase distribution of draught world lager across all on-trade RTMs.  QSMP Response:
  • Target list created in conjunction with data house
  • DM sent in staggered fashion to target outlets
  • Telemarketing call to question outlet to establish profile, talk up the brand and give them good reasons to agree to see a field salesman
  • Brewer’s Sales team emailed daily with detailed leads including lagers stocked, prices, volume, RTMs preferred and contact details
  • Existing stockists also called every 6 months to check brand still pouring, establish branded glassware and asset requirements
QSMP sell Premium Draught Lager
PREMIUM DRAUGHT LAGER
Re-launch of premium lager brand in L&T channel requiring sales support for draught installs.  QSMP solution:
  • Data exercise to merge RTM target lists with QSMP enhanced data
  • Direct mail to target outlets talking up brand, generous deal and support. Return number direct to QSMP
  • Telesales call vetting to establish warm and possible leads
  • QSMP Tactical Field team recruited and briefed. Provided with branded clothing, samples & coolbag, realistic trade offers
  • Field visits delivered on target number of installs
  • RFW’s and POS orders sent to Brand Owner 
  • Follow up telesales calls made to check gone ahead & flag issues
QSMP sell Spirits
SPIRITS
Brand owner wanted to drive distribution of spirits range in key L&T and Brewer IFT customers. QSMP response:
  • Made use of brochure deals and out of brochure POS support
  • Excellent strike rate achieved through careful targeting and timing along with appropriate trade offers
  • Category messages also given to assist mainstream pubs to serve basic cocktail range
QSMP sell craft beer
CRAFT BEER
Tactical telesales several times a year to support new packaged listings in biggest L&T estates.
  • Excellent Strike Rate
  • Supported with POS and/or free case deal
  • Success ensured continued listing confirmed
  • Activity extended to gaining listings for craft keg as part of rotation
  • Where rotation a success, lead generation calls to gain interest in permanent listing, followed up by field sales
  • Success linked to careful data analysis and targeting followed  up by questioning to ensure outlet type is correc
QSMP sell Cider
CIDER
Major draught cider re-launched – brand owner required activation in L&T customer with strict rules of engagement. QSMP response:
  • Telemarketing exercise to talk up the re-launch and generate leads
  • QSMP tactical field sales team of 15 Field visited to positive leads
  • Install support package offered 
  • Every install agreed by QSMP Field Sales was confirmed as actioned by RTM as a result of careful targeting and complying with rules
  • Limited by target call set and restrictive rules of engagement
  • Activity extended to another channel