For upstart beverage brands, a field marketing “win” is the experience of having a potential consumer taste a product and enjoy it enough to buy it. But few brands approach the field with a full sense of how to achieve the most dynamic results with limited marketing resources.
That’s why BevNET Live is featuring an exciting presentation from Julie Suntrup -SVP Agency Marketing + Business Development at Switch, a St. Louis-based experiential marketing agency working to “move our clients’ brands out of the consideration set and into trial, purchase, enjoyment and ultimately, advocacy.”
While that might sound hyperbolic, it’s actually stock-in-trade for Switch; it’s an approach the agency has successfully applied in designing programs for some of the most prolific names in the entrepreneurial beverage business, including vitaminwater, Muscle Milk, 5-Hour Energy, PowerAde, NOS and Fuze … all of which have relied heavily on street level, field marketing efforts to build brand loyalists. Other Switch beverage clients include prominent large powerhouses, Coca-Cola Co., Inc. and Anheuser-Busch/InBev.
Suntrup will offer a program designed with the BevNET Live audience in mind – one that offers flexible and scalable “best practices” for creating field and experiential marketing programs to help new beverages engage their intended consumers in local, regional, national or channel-specific markets. This portion of BevNET Live will offer attendees high-quality instruction and real world examples of how to reach and engage consumers at the right time, in the right place with the right message.
About Julie Suntrup, Switch:
With over 19 years of beverage industry experience, Julie Suntrup has worked across all channels and outlets: malt beverage and functional beverage brand marketing; on and off premise, c-store and national chain program development; national, geographic and field marketing programs; retail sales promotion program development; corporate, international and environmental communications. In 2006, Suntrup represented Switch during the transition of glaceau’s vehicle-based field marketing program – the largest in the country — from client side to agency. Shortly thereafter, she helped the brand more than double the size of that same program, and later transitioned it to Coca-Cola after that company’s purchase of glaceau. Her passions include mastering Bikram yoga, running without injury and traveling anywhere, anytime. A graduate of the University of Missouri – Columbia, Suntrup resides in St. Louis, Missouri where she attempts to raise two teenage daughters.
About BevNET Live Winter 11:
About BevNET Live: A perennial sellout now in its third year at the Loews Santa Monica Beach Hotel, BevNET Live Winter 2011 is a two-day event featuring presentations from leading beverage innovators, instructional breakout sessions, ample networking time, a “mini-expo” of supplier and beverage exhibits, and an intense “New Product Showdown.” It will take place on Dec. 5 and 6, 2011.
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