Brand Book 2015 profile: Meriam Alnaman, Kopparberg

C&IT's Brand Book profiles Meriam Alnaman, Marketing manager at fruit cider brand Kopparberg.

Meriam Alnaman, Kopparberg
Meriam Alnaman, Kopparberg

Meriam Alnaman has worked for fruit cider brand Kopparberg for just over seven years. The brand runs a small number of corporate events, mainly hosting and entertaining trade customers such as Tesco and Sainsbury's at its consumer-facing events, the biggest of which is the annual Urban Forest festival.

What's the most challenging aspect of your role?

There is a lot of competition out there - healthy competition - so it's important to stand out, to remain relevant to your customers and your consumers and to ensure you are engaging them through the social and other media platforms that they are exposed to.

Have you done more or fewer events in 2015 compared to last year?

We've done around the same as we did in 2014. But this year's Kopparberg Urban Forest was bigger and better than last year's - we had a 75 per cent increase in footfall. We launched the first Kopparberg Urban Forest in Dalston last summer. It ran through July and was our first foray into running our own event. We have been involved in many festivals as a sponsor/supplier for about seven years but felt that by launching our own event we would better meet our objectives, which are to communicate the provenance of the brand and deliver our stylish edge within the brand platform - the Kopparberg Forest.

Planning and running our own event has many advantages. Being in control of all the output ensures everything is on brand and that we are strategically tying everything in through the line. This benefits both our corporate guests and consumers. The beauty of our Urban Forest is that we could showcase upcoming and established bands from the UK and Scandinavia, programming all aspects to ensure brand fit.

How did you improve on your corporate event offering this year?

The Urban Forest was part of a larger campaign, so our customers could see all the activity we were doing through the line; therefore having a separate entity like the Urban Forest made perfect sense. All our trade customers were invited and attended the event on a key night, helping to bring everything to life. The event was larger than last year's, so there was more space for our guests to enjoy the food offering and sample all our products, including the Frozen Fruit Cider. We featured some of the best street food stalls, which added a real edge and experience for the customers, who could choose from a highquality, decadent French hamburger from Le Bun or a tasty Philly Cheesesteak from Buffalo Joe's, to name but a couple.

What's on your event agenda?

We have events spanning the country, from Bristol to Manchester and right up to Glasgow. I do travel quite a lot, but it's in the nature of events. You have to be where your events are taking place. I usually work three days from the office and two days travelling, plus some weekends at key times.


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