Moet Hennessey Conference Boosts Distributor Loyalty
The USA Distributor Conference is Moët Hennessey’s annual opportunity to meet with and inspire the distributors they so heavily depend on for marketing, promotions and sales. The challenge is to make the 13 luxury beverage brands in Moët Hennessey’s portfolio irresistible to this critically important partner audience. Ultimately the goal is to inspire greater brand loyalty and increase product distribution. Last year’s Distributor Conference explored Moët Hennessey’s 2014 brand and corporate marketing strategies. A high point was a series of New York City dining experiences where attendees experienced the products and a fabulous meal at some of Manhattan’s finest restaurants.
A three-tiered experience immersed the distributors in the portfolio. First, a system of 13 elegant, custom display units located in the lobby of The TimesCenter venue in New York City showcased each brand’s upcoming campaigns and sales and marketing tools by category: spirits, still and sparkling wines, and champagnes. Next came two half-days of strategy and marketing presentations delivered in the auditorium on a synchronized, panoramic, two-part digital canvas. Presentations carefully crafted on a 50- by 12-foot upper screen with contextually relevant imagery on a panoramic lower screen enveloped the speakers in the world of the brand they were presenting. Finally, the dine-around experience capped it all off.
In 2013 the event scored higher across the board for event satisfaction and effectiveness compared to previous years. Seventy-five percent of attendees felt the presentations were more impactful than previous years.