> FaceValue - Business Cases NIGHTWATCH DECUPLES TURNOVER 2019

NIGHTWATCH DECUPLES TURNOVER 2019


NIGHTWATCH DECUPLES TURNOVER 2019

Startup Nightwatch is a 100% natural energy drink. The five founders have indepth knowledge on product development, production and logistics but no knowledge and experience on marketing and sales. One person is for 30% of working ours available for marketing sales.

The 2018 volume comes from festivals and trendy hotel and catering business in Amsterdam and the Swiss country agent. The Swiss country agent is active with Point Of Purchase 12 visits only. No distribution at the grey market (Gaz stations). On an ad hoc basis consumers and trade receive offers. No registration of trade and consumers are made as well as effect of offers and the actions at the various Points Of Purchase.

The brand is activating 4 out of the 20 Points Of purchase up to an average 23% of the potential in 2018. The total marketing and sales activation was 5%, 90 out of 2000 in 2018.

  Pop's  2018
  1. Social Media  10%      
  2. Ezine  0%
  3. Online Market Research  0%
  4. Online Event   0%
  5. Newsletters  0%
  6. Website  30%
  7. Online Advertising   0%
  8. Customer Survey  0%
  9. Tele Event  0%
  10. Customer Service   0%
  11. Trade Fairs  30%
  12. Visits  20%
  13. In House Events  0%
  14. Training  0%
  15. Branch Organizations  0%
  16. Pop Up store   0%
  17. Market Place   0%
  18. Credit Management   0%
  19. Traditional House Syle   0%
  20. PR/ Blog/ White Paper  0%
  
  Total   90

 

Of the Points Of Purchase activation, Point Of Purchase 13 visits represents 90 % of the new business purchases, POP 11 Trade fairs 10%. 

CHALLENGE FOR 2019


  1. Increase the Nightwatch distribution in Hotel and Catering business, gain distribution in Food supermarkets and grey market.     
  2. Gain distribution internationally in hotel and catering business, food retail and grey market through appointing country agents and requiring the execution of the global marketing sales strategy by using the FaceValue application.

STRATEGY FOR 2019


Agree, describe and inject the Nightwatch Brand including pictures in the FaceValue brains of the FaceValue application for global marketing sales roll out.     

  1. Activating the Nightwatch Brand at all Points Of Purchase through the FaceValue application.
  2. Roll out the global marketing sales execution in all countries by country agents in a structured standardized way, 24 x 7 transparent and accessible for Nightwatch international and re applying the best practices provided by the Nightwatch international.
  3. Continue AB testing to generate best practices on Points Of Purchase and promotions to increase the effectiveness of marketing sales execution of Points Of purchase.    
  4. Execute 24 x 7 cost versus revenue analyses of point Of purchase execution and promotions continuously to increase the effectiveness of the marketing sales execution of Points Of purchase. This to gain turnover growth with limited resources.    
  5. Make marketing sales (overhead) costs 24 x 7 available and accessible to keep these costs at the minimum.
  6. Increase the number of target audience from 0 in 2018 to 5000 in 2019.
  7. Activate 14 Points Of Purchase  versus  4 in 2018 with using on average 41% of the potential versus 23% in 2018 leading to a activation score of 29%, 575 out of 2000, versus 5% in 2018.
  Pop's  2019
  1. Social Media  40%      
  2. Ezine  70%
  3. Online Market Research  0%
  4. Online Event   0%
  5. Newsletters  30%
  6. Website  75%
  7. Online Advertising   40%
  8. Customer Survey  0%
  9. Tele Event  50%
  10. Customer Service   50%
  11. Trade Fairs  50%
  12. Visits  50%
  13. In House Events  20%
  14. Training  0%
  15. Branch Organizations  5%
  16. Pop Up store   20%
  17. Market Place   0%
  18. Credit Management   30%
  19. Traditional House Syle   10%
  20. PR/ Blog/ White Paper  40%
  
  Total   580

RESULTS 2019 TO DATE


  1. DECUPLELATION OF TURNOVER 2019.
  2. Point Of Purchase 12, Visits still leading the total number of purchases.
  3. Number of target audiences increased from 900 in 2018 to 6200 2019 up to date. 
  4. Nightwatch is activated at five Points Of Purchase .
  5. The distribution in the hotel and catering business increased by distribution at the  Kweker, and on June 1 2019 by distribution at Sligro en Hanos.  
  6. First two distribution points are realized in the grey market at gaz stations, starting sales in June 2019.
  7. Distribution increase at hotels and catering business and distribution at food retailers and grey market in full development.    
  8. Standard country agency contract including the requirement to roll out the global marketing sale plan by using the FaceValue application has led to contracting country agents in Switzerland, Sweden, Spain and Ukraine.
  9. FaceValue application by country agents starts per June 2019.   
  10. Standardized execution of events and trade fairs a fact.   

EXPECTATIONS FOR THE REMAINDER OF 2019


  1. Increased speed of distribution built up in Holland.
  2. Increased speed of global roll out of Nightwatch by appointing country agents.
  3. Increased consumption of Nightwatch by consumers through increased and better availability at all Points Of purchase.     
  4. Acceleration of turnover increase through activating Points Of purchase meeting the strategy objectives of 2019. 2019 to date, strategy 1 and 7 have been met and are reflected in the results. Preparation of the other strategies has been completed and the results of the activation will be reflected in the results in the second half of 2019.

EXPECTATIONS 2020


Duplication of turnover 2019 driven by full year effect of Point Of purchase strategy 2019 and increased activation of Points Of Purchase in 2020. This fostered by the FaceValue application.  

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Receive three free months of FaceValue and start to generate purchases for your brand within 24 hours. Persuade your prospects to buy in the ultimate way possible at all 20 Points Of Purchase.

Outperform your competitors by being at all 20 Points Of Purchase in the best manner possible.   

Persuade your prospects to buy in the ultimate way possible at all 20 Points of Purchase. 

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