The Vice President of the 2nd largest wine distribution company in America send a invite to meet with him for a hour in his office.
Its not everyday you get invited to site down with the Vice President of a $5 Billion company:
Body of the letter:
My name is Eric Pfeil and I am the EVP of Premier Beverage. I am somewhat intrigued by your company and what you can do. I would like to sit with you and our Director of Marketing to determine if there’s a fit between our companies. The following dates I have available are:
Do any of these dates work for you?
Eric G. Pfeil
Executive Vice President
Premier Beverage Company, Inc.
After our meeting I was referred to meet with E&J Gallo Winery below are the results.
E & J Gallo Winery trial weekend – 517% Increase in sales
Costco sales and marketing for E & J Gallo Winery.
CCI was operating for E & J Gallo Winery for a weekend trial run.
Duration : 2 days
David Haines 4/6/2014 – 10:30 pm – 5:00 pm & 4/7/2014 – 11:30 am – 5 pm / 12 total hours worked.
Greg Cavallino Calabria 4/6/2014 – 10 am – 6 pm & 4/7/2014 – 10 am – 5 pm / 15 total hours worked.
total hours worked : 27
Greg Cavallino Calabria – Founder of CCI & Brand Ambassador University.
David Haines – co founder of CCI.
Costco Stores Florida.
Store # 357 Jacksonville, Store #93 Palm Beach Gardens.
435 – L. Martini Cab Sauv ( Item # 752749 )
131 – Maso Pinot Grigio ( Item # 11870 )
98 – Frei Chardonnay ( Item # 11872 )
69 – Whitehaven Sauv blanc ( Item # 430006 )
2-Day Results Before CCI:
Total Bottles Sold – 118
Total Bottles Retail Sales – $1,502.62
Bottle Sales Per Hour – 3.6
Retail Sales Per Hour – $46.95
2-Day Results With CCI:
Total Bottles Sold – 733
Total Bottles Retail Sales – $ 9,278.07
Bottle Sales Per Hour – 27
Retail Sales Per Hour – $343.62
CCI Increased Retail Sales By 517%
Costco Management, Store # 93
Adam Management was very happy with sales and said that CCI made a considerable difference in store sales.
As expected, and despite the fact that Costco had blow out sales on at least 10 wines with instant rebate coupons ( IRC ), CCI successfully outperformed Costco’s prior weekend sales. CCI was up against stiff competition (discounted bottles) due to the fact that all discounted wines were on the fence at the front of the store. Costco employees where handing out coupon booklets with sale items as soon as a customer walked in. This was unexpected competition for CCI.
The strongest selling products for the weekend were the Louis M. Martini Cabernet and the Maso Canali Pinot Grigio. With strong in-store marketing sales we can easily earn end-caps in every retail store. Note – CCI has earned many end caps before and we always have our Reps push for end caps after we prove ourselves to each store manager.
In conclusion, as our Mission Statements reads, interactive sales marketing is the most effective strategy for retailers, brands and sales organizations to increase revenue.
Greg Cavallino Calabria