Marketing Mix: Promotion

At Rock-It Vodka we have a wonderful team of creative minds working on ways to turn our brand, in our customers eyes, from just something to drink, into a worldwide culture.  The first step for us to achieve these ends has already started. "Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Companies use marketing research in a wide variety of situations."(Marketing: An Introduction. Armstrong/Kotler pg 106). We have been doing test surveys in our market, ( hip 21-30 years of age, and another for ages 31-50) with the simple question of 'How do you enjoy your vodka?'. We couldn't have asked for better results, with every conceivable answer including some we never would have thought of, and these fit directly into our a little classy and a little wild brand image. This includes: vodka sour, on the rocks, bloody marys, screwdrivers, cranberry juice, straight out of the bottle and even...thats right, a beer bong! Getting our customer insight is very important to us, "Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships."( Marketing: An Introduction. Armstrong/Kotler pg. 102). Our next plan for promotion is to release our company website and our personal Rock-It Vodka creative website.  This will tie directly in with our, " This is your ______. How do you Rock-It?" media campaign.  This website will be a place for our dreams of creating a worldwide culture to begin. We encourage and dare our customers to be the best and what they do, and we want to have a place to share this with all of our customers worldwide.  Here, customers post original content to share with the rest of the Rock-It world.  From art, to videos, music, poetry, drink recipes, and more we encourage our customers to be themselves, nothing more, nothing less.  Our marketers will be working on our  social media pages like Facebook, Twitter, and Myspace; these will be updated constantly with new content directly from our customers. Daily drink recipes, thoughts,and more will be shared through these channels to help influence our target market of millenials. "The Millennials were the first generation to grow up in a world filled with computers, cellphones, satellite TV, iPods, and online social networks. A recent study found that 91 percent of Millennials are on the Web." ( Marketing: An Introduction Armstrong/Kotler. pg 74). The point of all these is to let our customers, and potential customers know that we care about them, and we truly care about a sense of community at our very core. On top of all of this will be our radio commercial ad, with the music for it written by Phrygian Cap (alias Danny Newcome).  By embracing the future of digital media, and our relationships with our customers, Rock-It Vodka is sure to succeed in creating a worldwide culture of fun and togetherness!