Free playbook · Five releases
Ads that send shoppers to a bottle.
The Performance Marketing Playbook is a five-part guide for alcohol beverage marketers. Plan campaigns in the right order, read the numbers that matter, and turn a click into a sale at a licensed retailer near the shopper.
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The campaign inside the playbook
73
shoppers clicked through to a retailer
$3,139.98
in sales value sent to retailers
2.67x
return on ad spend in three weeks
−29%
cost per 1,000 people reached, as spend grew
One winery's two-market Meta campaign on a small budget.
What's inside
Five releases, one method.
Each release ends with a short "do this next" checklist you can run on your own campaign the same week.
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01
What is performance marketing?Why the name alone doesn't make a campaign perform, and the three things that do.
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02
What it looks like in alcohol beverageWhy alcohol is harder to advertise, and how to make the ad shoppable so shoppers can buy where they like.
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03
How to plan digital campaignsCreative, channel, audience, geo, optimization. Five decisions, made in order, before you spend more.
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04
How to evaluate performanceThe four numbers to read, how to read them market by market, and when to pause.
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05
Running the playbook in real timeThe whole method on one winery's live campaign, from first ad to retailer click.