Keen Beverage has developed a fully integrated Geofence Marketing approach that combines direct mail, email campaigns, social media platform campaigns, and distributor representative 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. The social media platform campaigns also kick off. This multipronged approach empowers retailers with product knowledge, prompting them to ask questions and request new brands or line extensions. That, in turn, sparks a conversation with the distributor sales representative — 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.
Keen Beverage combines direct mail, email campaigns, social media advertising, and distributor incentive programs into one synchronized marketing push designed to maximize impact and efficiency. At the heart of this approach is Geofence Marketing—the practice of targeting precise geographic areas with focused advertising spend. Rather than spreading a budget thin across an entire state or region, Keen concentrates its efforts like a magnifying glass focusing sunlight—creating heat and traction within small, strategically chosen zones. When a distributor incentive program launches, postcards are timed to arrive at retail locations on the same day that sales reps begin their incentive period, ensuring that retailer awareness and rep motivation peak simultaneously. Retailers receive the physical mailers, ask their reps questions, and are reinforced through follow-up emails and hyper-local Instagram and Facebook ads. By dialing in tight audience radiuses around key stores or towns, Keen maximizes every dollar spent, ensuring that even modest budgets drive measurable engagement and product movement within highly competitive markets.
Awareness Campaign Step By Step
When choosing a launch date for an awareness program, it’s important to consider several key factors that ensure a smooth and effective rollout. Seasonality plays a major role in the spirits industry, so timing the launch to align with high-consumption periods or key promotional windows can greatly enhance visibility and sales. Equally important is confirming that the distributor has adequate inventory and that all state compliance approvals are finalized in time for the launch. Working backward from the target date helps ensure every detail—logistics, marketing materials, and sales tools—is ready when needed. Whenever possible, scheduling a General Sales Meeting (GSM) near the launch provides an invaluable opportunity to educate the distributor’s sales team, energize them around the brand story, and tie in any incentive or awareness programs to their sales efforts. In short, selecting the right launch date sets the foundation for a successful and well-coordinated awareness program.
At this stage, Keen is collaborating closely with the client to design a postcard that’s both visually striking and strategically targeted to their specific audience. The goal is to create a piece that not only grabs attention but also clearly communicates key information—such as the local distributor’s name, contact details, and any relevant brand or product highlights. The postcard will feature high-quality imagery, strong branding elements, and concise messaging that reinforces the product’s identity and appeal. Beyond its visual impact, the design will be structured for function—making it easy for retailers or on-premise accounts to take immediate action, whether that’s placing an order or reaching out for samples. Every design choice, from layout to color palette, will serve a purpose in supporting the brand’s awareness campaign and ensuring that the message lands effectively in the hands of the right decision-makers.
In tandem with the postcard rollout, Keen Beverage will develop a coordinated email campaign designed to deliver impact the moment the postcards land. This email will mirror the visual tone and messaging of the printed piece to create consistency across touchpoints while providing a direct digital pathway for engagement. It will highlight key selling points, include distributor contact details, and feature clear calls to action—such as placing an order, scheduling a tasting, or learning more about the brand. The email design will balance eye-catching visuals with concise, persuasive copy to capture attention quickly and drive response. Strategically timed to reinforce the postcard’s arrival, the campaign ensures recipients are seeing the message across multiple channels, increasing recall and strengthening brand awareness within the distributor network and target market.
The postcards have landed, the email campaign has gone out, and the distributor’s sales incentive is officially underway. As sales representatives visit retail liquor stores and on-premise accounts, they’re entering an environment that’s already been primed for engagement. Retailers have received the postcard or the follow-up email, giving them a visual and informational introduction to the brand before the rep even walks through the door. This coordinated timing shifts the dynamic of the sales call—it transforms the interaction into an informed conversation rather than a cold introduction. The retailer feels more confident and empowered with clear details and visuals already in hand, while the sales representative benefits from an enhanced position, reinforcing the message and seamlessly tying in the active incentive program. It’s where all the groundwork starts to pay off and awareness turns into measurable results.
Altogether, this coordinated launch effort creates a powerful ripple effect that benefits everyone involved—from the distributor to the sales rep to the brand. The strategic alignment of timing, messaging, and execution opens doors at the retail level, driving placement on shelves and building strong brand visibility. For the distributor, it demonstrates a proactive, results-driven partnership that supports their team’s success and strengthens their confidence in the brand. For sales representatives, it provides tools, awareness, and momentum that make their jobs easier and their results stronger. And for the brand, it builds recognition, credibility, and trust within the marketplace. This seamless collaboration generates energy and synergy across all levels of the sales chain—turning preparation and planning into meaningful growth and long-term brand presence.