Dan Murphy’s is a brand offering consumers value, range and reliability. With Dan Murphy’s you can expect best prices, most expansive range and the stability of a large brand that customers can rely upon.

Method

• The Buyer’s Guide is a magazine style publication with editorial comment to give loyal customers ideas to pair liquor products with food and activities, such as convenient beach-friendly pack sizes for Summer, or wine pairing with certain proteins. Value and sales offers are communicated throughout, providing the customer information about which options will suit their budget. 350,000 Dan Murphy’s members were carefully selected to receive the Buyer’s Guide with tremendous readership results.
  The Discovery Guides are richer in content, with a more educational approach. ‘How to’ steps when making the best cocktail or regional exploration for the best champagne trends of the upcoming year. This content brings a sense of sophistication to the Discovery Guides that deepens the brand presence of Dan Murphy’s as it moves into a ‘trusted advisor’ communication space to the 30,000 carefully segmented Dan Murphy’s members.

The results

• From the Buyer’s Guide Christmas campaign, Dan Murphy’s achieved a positive sales growth across the four weeks of the campaign period. The Discovery Guide provided members relevant, current and informative content with a comprehensive rich guide to build knowledge and confidence in the Dan Murphy’s brand being considered a ‘trusted advisor. Research following the campaigns realised an improvement in customer perceptions of range, including the belief that Dan Murphy’s offers ‘new and exciting’ products that customers are looking for.

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