Not just a competition, but a successful marketing strategy

[mouakter11]

Feminine, inclusive and with amazing taste: this is how you could describe the strategy behind Lady Amarena, the global competition launched by Fabbri 1905 to elect the best bartenders from 3 nations: Italy, Switzerland and Spain.

Now in its third edition, Lady Amarena is once again aimed at bar ladies, with the aim of supporting inclusion processes within the bartending sector, traditionally led by a male target.

A photo contest to shine a spotlight on creativity
The challenge takes place through a photo contest where bartenders are invited to propose their original creation, a cocktail or a drink made with specific Fabbri 1905 products.

After registering on the dedicated portal and uploading a photo of their cocktail, participants can also involve their customers by asking them to vote for it.

For each nation, a jury of experts selects the 10 finalists who compete in a real competition: they will have to create their own cocktail live and submit it to the judges for tasting.

Lady Amarena is not a simple global competition, but is configured chinese student data as a real B2B incentive strategy with multiple advantages:

Database building : registering for the contest allows you to stimulate lead generation, both for baristas and end consumers, by feeding the population of two databases, B2B and B2C, which become real company assets for subsequent marketing and communication activities.
Brand awareness : the competition generates visibility and awareness for the Fabbri 1905 brand and its products.
Engagement : the involvement of baristas and end customers lays the foundation for building an active and passionate community around the brand.
Sell-in and Sell-out : the competition represents an opportunity to promote Fabbri 1905 products and support sales.
Lady Amarena works in a B2C perspective on the barista supply chain through a long-term relational strategy
Lady Amarena is not just a competition, but a long-term relationship strategy with the B2B world and with end consumers.

The goal is to build a community of female baristas towards whom to promote subsequent relational and business activities, also aimed at selling the product.

The competition has already been held with great success in Italy, Switzerland and Spain, and will soon be launched in Poland as well.

Lady Amarena is an example of how a prize competition can be an effective tool for creating B2B incentive programs that include inclusion and talent valorization.