US: Brown-Forman signs up new media marketer
Toast! Network will provide Brown-Forman Beverages with relationship management tools and a nationwide database of qualified customers through its extensive network of retail partners.
“We’re always looking for new ways to reach out to our customers to build loyalty for our brands and establish long term relationships with consumers. Toast! offers a very effective means for us to initiate and maintain a dialogue with our customers at both the retail and consumer level,” said Andrew Mansinne, global brand director for Brown-Forman Beverages Worldwide.
Toast! has a database of over 500,000 qualified consumers giving brands the ability to target consumers using a variety of demographics including age, gender and location.
Brown-Forman will use Toast! Network to advertise a variety of brands over the next 12 months. Toast! Magazine will feature the brands in advertorials, product spotlights, recipes, and branded merchandise offers.
“As marketers, our ultimate goal is to talk directly to the consumer, and that is just what the Toast! Network will allow us to do, in partnership with retail outlets. Toast! will build consumer loyalty for our brands and increase the frequency and the amount of their retail purchases. That’s a win-win outcome for all of us,” said Bolla brand manager Gervasio Cubenas.
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