Ask the Collective
The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
How should PR coverage be integrated into an effective marketing strategy, and what impact can news articles realistically have on sales?
News coverage alone rarely drives directly attributable sales; instead, it should be one component of a broader integrated marketing campaign. Members report that a **360° marketing mix** combining PR, social media, print, digital, and retail activation is the proven approach. When securing press coverage (e.g. national newspaper features), pair it with: - **Social media activation** — leverage the news story across your channels to amplify reach - **Retail partnerships** — time in-store presence (e.g. placement in major retailers like Waitrose John Lewis) to coincide with or follow press - **Outlet activation** — coordinate point-of-sale and sampling at your distribution channels Members note that even with significant press (Sunday Times coverage), direct sales attribution is typically unclear; impact emerges over time as part of the cumulative campaign rather than as an immediate spike. The strategy requires patience and measurement across multiple touchpoints rather than expecting a single news article to drive measurable revenue.
What digital and local targeting strategies work best for driving grocery store awareness and sales?
Members recommend prioritising partnership marketing with the grocer itself before investing heavily in external digital campaigns. The strategic approach depends on your objective: if you're demonstrating activity to a buyer, targeted campaigns in specific locations can work; if you're driving sales, in-store activation followed by external support is more effective. **Strategic approaches:** - **In-store partnership marketing first** — maximise all co-marketing options directly with the grocer (e.g. end-caps, till points, loyalty schemes) before branching into external digital spend - **Targeted local digital campaigns** — members have run successful campaigns in specific areas (e.g. Welwyn Garden City for a major gin brand), but these work best when paired with in-store activity - **High-performing store focus** — concentrate external support on your best-performing locations to amplify existing momentum rather than spreading spend thinly - **Buyer-facing campaigns** — if the goal is to show the buyer you're investing in the brand, specific geographic targeting (even something like a billboard in a smaller market) demonstrates commitment and can support shelf negotiations **Caveats:** External digital targeting alone is "more hit and miss" in terms of driving actual store visits and conversions. Members suggest that external campaigns work best as a complement to in-store visibility rather than a replacement. Conversion data from media vendors should be treated with caution and verified against actual till performance.