 Liquor Marketing Group
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Create:
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The Liquor Marketing Group (LMG) is the largest independent liquor retailer in Australia, with over 1,900 participating pubs. Across this network LMG controls a portfolio of brands, including Bottlemart, Bottlemart Express, Sip’n Save and Western Cellars.
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With a heavy investment in print, radio and TV advertising, it is important that customers can always find their nearest LMG outlet anytime, anywhere, and using the channel of communication that bests suits their needs.
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LMG has deployed the eHound platform across all its channels of communication, including Web, 1300 and SMS. For the Bottlemart brand for instance, this means consumers can:
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- visit the Bottlemart website www.bottlemart.com.au
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- call the 1300 number (1300 364 441)
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- send their suburb or postcode as a text message to the SMS service (19944666)
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For LMG the eHound platform provides the following advantages:
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- managing and publishing location information in real time across multiple channels, all from a single database
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- database access privileges which can be customised by geography, function or brand
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- the ability to ‘tag’ location results with details of current promotions, or opt-in messages
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- integration with internal CRM systems as required.
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Analyse:
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Being a purely digital platform, eHound also provides LMG with the ability to run 24x7 reports on customer search activity across multiple criteria, including campaign, media, geography, brand and channel.
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Optimise:
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The data generated from these reports can be used to refine marketing strategy, including distribution, media planning and buying, specific promotions and brand management.
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