Keen Beverage has developed a fully integrated approach that combines direct mail, email campaigns, and distributor representitive programming to maximize brand awareness and sales execution. When a supplier launches an awareness campaign tied to a distributor incentive program, Keen works backwards from the start date to synchronize every piece of communication. Direct mail postcards are strategically timed to land in retailers’ mailboxes just as the incentive program kicks off, followed immediately by targeted email campaigns to bars, restaurants, and liquor stores across the state. This dual approach empowers retailers with product knowledge, prompting them to ask questions and request new brands or SKUs. That, in turn, lights a fire under distributor sales reps—who are often juggling multiple supplier incentives—and positions them to take full advantage of the program by actively selling in the featured product. The result is a seamless alignment of supplier investment, distributor effort, and retailer engagement that drives measurable results.