The marketing strategy needed to be carefully crafted, as the product’s limited supply and elite status could not be compromised. This meant highly-selective exposure and absolutely measurable results. We worked closely with the ANOTHOS team and analyzed the sales strategy in place. From there we created a marketing plan that could penetrate the desired territories, place the product in locations that would reach key demographics, and find solutions to expand its network through word-of-mouth tactics. We brokered a deal with Astir Palace, a 5-star Starwood property in Athens, and arranged for the ANOTHOS EVOO to be displayed in its main lobby. We designed a high-end display case that integrated a tablet-based interactive experience, showcasing every element of the product. Guests and visitors could then be redirected to the concierge desk for purchases. In order to further promote the quality and unique taste of the EVOO, the hotel’s executive chef specially created an ANOTHOS menu available only for private dining. This meant that its elite status was enhanced, as only distinguished guests of the hotel were given the option to taste the specific menu. We boosted this collaboration by running a joint press campaign, announcing the Astir Palace exclusive partnership with ANOTHOS. Through our wire service, we carefully targeted media in strategic territories and industry sectors. Knowing this campaign would attract attention, we prepared a media kit containing an extensive FAQ section, a quick chat with the founder of ANOTHOS analyzing the true vision of the brand, and select still life and pack shot images to circulate in the press. This became a valuable asset as the exposure received was absolutely measurable and controlled.
In order to support corporate sales, we assisted ANOTHOS in sponsoring a CEO Club event. This was inherently a closed networking opportunity that we deemed highly appropriate for the ANOTHOS brand, as it only showcased the product to the most prominent CEOs of the country. Being chosen as one of the most innovative products of the year, ANOTHOS was given the opportunity to open the event with its own presentation. We created a one-minute video highlighting the key points of ANOTHOS and its growing reputation. This networking event not only achieved great exposure for the product but also translated into a remarkable conversion, as corporate gift contracts were struck between several CEOs and ANOTHOS.
The overall marketing direction implemented for the ANOTHOS brand and product has relied on sound strategy and careful planning. Keeping the brand value in mind, all campaigns launched succeeded in reaching the desired types of clients while avoiding over-exposure. Till this day we work closely with the each ANOTHOS distributor to customize the marketing tactics implemented in each territory.