MGP • B2B
Rackhouse roundtable
The challenge
MGP was experiencing a lead generation problem. Much of the company’s success rides on its ability to convert up-and-coming craft distillers developing the next big spirit. However, MGP’s sales team was encountering skepticism among this group about the age-old practice of sourcing base product from companies like MGP, that sourcing was somehow cheating the craft distiller’s process. Our challenge was to generate new leads for the sales team by changing this perception among craft distillers.
Assess
Consumer
We reviewed existing research related to craft distillers to understand their motivations, needs, and concerns. After analysis, we found that craft distillers need help and support to bring their product to scale.
Competition
We interviewed MGP’s sales team to gain key insights into the decision-making process, and how MGP is best positioned relative to the competition. We found MGP’s biggest competition is actually the distiller’s concerns around sourcing, rather than the offering of another sourcing provider.
Brand
Their brand archetype research determined MGP as a Sage archetype; turned to with credible regard for wisdom and guidance. We leaned into this heavily to create authenticity, help shape our approach and narrative.
THE STRATEGIC OPPORTUNITY
Whether craft distillers are in the thick of developing the perfect blend or two years away from getting started — they are dream makers. They have an inspiration, a calling, an idea for a spirit the world deserves. But distillers do not have the capability to bring the dream to reality, so they need help. However, their idea is personal, so they are protective and reluctant to bring in outsiders who just don’t get it.
HUMANIZE
To establish credibility with craft distillers, we turned to highly respected industry leaders to share their perspectives and give advice to up-and-coming craft distillers. MGP earned credibility as the facilitator of the raw, unfiltered conversation amongst industry peers.
ACTIVATE
Through a series of social focused videos, we hosted an epic conversation with the people who are actually in the trenches making decisions to grow their business. Our open-source, no-holds-barred content series got real about distilling and told it like it is.
In-feed ads for Facebook and Instagram
SEASON 1 TEASER
SEASON 2 TEASER
SEASON 3 TEASER
Full-length episodes built for mobile
SEASON 1: EPISODE 4
SEASON 2: EPISODE 5
SEASON 3: EPISODE 3
Digital channel Integrations
Callahan developed and integrated channel activation, which leveraged the relative strengths of paid and owned channels. Paid media drove awareness and consideration, while owned media captured leads.
Photography and behind the scenes assets
Callahan incorporated both video and stills during each session’s production to maximize the asset library flexibility for both paid and owned channels.
“The Rackhouse Roundtable series continues to drive qualified leads, and more importantly, sales for our distilling business.”