BRIAN A. ALAMANO

Part of our 2013 marketing plan was to execute a summer sampling blitz that involved all three (Los Angeles, Orange County, & San Diego) Muscle Milk SoCal sampling teams. We called it the Muscle Milk Movement. The idea was to start in our San Diego market and end in Los Angeles market in a 5-day span. All while continuously sampling key targeted areas up the SoCal coast. Our goals and objectives were as follows:

 

1. Capitalize on the 100,000 million tourists that visit our famous SoCal beaches during the summer months

2. Launch Muscle Milk Pro Series 40 to the SoCal market using all resources

3. Execute activations in the most highly-populated, and active, areas of SoCal 

 

Those goals and objectives seem pretty simple on paper, but like any great project, there are a lot of moving pieces that go into successfully meeting those goals. Here's a look at what myself and colleagues were handling behind the curtains...

 

• Logistics

  • Transportation of product, vehicles, team members, marketing materials

  • Planning day-to-day activation missions that targeted market-specific “hot spots”

  • Coordinating the pre/during/post production during

  • Controlling the flow of sampling from San Diego to Orange County, Orange County to Los Angeles in a 5-day span

• Travel Accomodations

  • Plan against budget to accomodate employee travel, food, and lodging

  • Securing hotel arrangements for 10+ employees