Promoting With Princesses

Princess Promotions has helped define an industry

Kim Rubin was always good at putting together good, memorable events even if it wasn’t always in the line of work.

“My initial involvement in this industry goes back to the late 80′s as I was continually coordinating fun nights out with my friends at the start of South Florida’s nightlife,” said Rubin.

But she didn’t necessarily foresee her penchant for promotion solidifying into a career.

“There were a few things I did consider doing, like being a flight attendant so I could travel the world,” Rubin said. “Real estate was another option.”

The winds of fate and fortune, though, would soon lift Rubin and propel her in a direction she didn’t anticipate, and to heights she might not have imagined in those early days of the Miami Beach renaissance. It began simply enough, while working for a previous employer in 1992 when Rubin helped pioneer the “shooter girl” concept just as Miami Beach nightlife was on the cusp of taking off. Armed then with experience, vision and the beautiful and talented models she’d cultivated, Rubin moved full force into promotions in the beverage market, subsequently launching a new venture, Princess Promotions.

“Carillon Importers gave me the opportunity to launch Stoli O Vodka, one of the first flavored vodkas to hit the U.S. Market. I took a chance and decided to form a new venture concept called Princess Promotions,” Rubin said.

By the time Princess Promotions was launched in 1993, Rubin had a firm vision for the company.

“My vision was to promote new and existing brands locally and nationwide in every type of public venue across the country,” she said.

In the 20 years since, Princess Promotions’ expansion has, perhaps ironically, nearly mirrored that of flavored vodkas. Her ground-floor entry into the sensation of flavored vodkas, and subsequent successes with numerous other labels are accomplishments about which Rubin is proud.

“I personally launched Stoli O in 1993 in the South Florida market which was one of the very first flavored vodkas to hit the U.S. As a result, not only was I able to successfully launch a new brand, but also start the new “flavored vodka category.” We have launched hundreds of new brands over the past 20-years and played an instrumental role in their success. These brands went on to sell for multi millions.”

Among the firm’s clients are some of the biggest names in the beverage industry, such as Southern Wine & Spirits of South Florida, Absolut Vodka, Jack Daniel’s, Southern Comfort, Stoli and Pinnacle Vodka to name just a few. It’s a notable client list and one that has expanded rapidly. Rubin said the industry itself, and South Florida’s position in it, have been, in part, the impetus for the lengthy beverage client roster.

“As the ever-growing adult beverage industry grows, we grow with it, as promoting wine and spirits is about 75 percent of our business,” Rubin said. “In addition, South Florida is one of the top five markets in the U.S. that is used for test marketing new brands. There is never a shortage of brands to promote at events such as golf tournaments, trade shows, non-profit and sporting events, conventions, etc.”

Rubin explained how Princess Promotions achieves its marketing goals for clients.

“A promotional model is a model hired to drive consumer demand for a product, service, brand, or concept by directly interacting with potential consumers,” she said. “A vast majority of promotional models typically tend to be attractive in physical appearance. They serve to provide information about the product or service and make it appealing to consumers. While the length of interaction may be short, the promotional model delivers a live experience that reflects on the product or service he or she is representing.

“This form of marketing touches fewer consumers for the cost than traditional advertising media (such as print, radio, and television); however the consumer’s perception of a brand, product, service, or company, is often more profoundly affected by a live person-to-person experience,” Rubin continued. “The influence of this type of marketing may be more enduring as well. Promotional models often interact with many people at once to maximize quantitative influence on consumer demand.”

According to Rubin, the responsibilities of the promotional model depend on the particular marketing campaign being carried out, and may include: increasing product awareness; providing product information; creating an association in the consumer’s mind between the product or brand and a particular idea (natural beauty, classic heritage, edgy, sex appeal, reliability, etc.); or handing items to consumers, such as a sample of the product itself, a small gift, or printed information.

“Marketing campaigns that make use of promotional models may take place in stores or shopping malls, at trade shows, special promotional events, clubs, or even at outdoor public spaces,” Rubin said. “They are often planned at high traffic locations to reach as many consumers as possible, or at venues at which a particular type of target consumer is expected to be present.”

Princess Promotions has certainly had a presence at and role in the success of numerous high-profile local events as well as an ongoing local presence.

“We have worked with the South Beach Wine & Food Festival since its inception, and we are involved in various events all around South Beach,” Rubin said. “We also are involved with Art Basel and Miami Boat Show. However each year our event involvement varies. In addition, we are currently launching three new brands in the Miami Market– LeSutra Sparkling Liqueur, American Harvest Organic Spirit and REMIX cocktails. We will be hosting several launch parties, in-store product demonstrations, promotions and special events in the Miami Market.”

Rubin furthered her own expertise and profile when, in addition to her responsibilities with Princess Promotions, she took on the role of sales and promotions manager for Francis Ford Coppola Winery, successfully launching Sofia Sparkling Wine. She was the driving force behind the set up and distribution of this new brand all across the East Coast. Working closely with the distributors, Rubin honed her skills even further by taking on the responsibilities of opening new accounts, hosting launch parties, conducting wait staff and distributor trainings, implementing incentive programs and coordinating and booking product demonstrations.

The experience with Coppola Winery helped prompt Rubin’s vision for the future of Princess Promotions.

“Our hopes for the future is launching our very own brand, which is currently in the works,” she said.

Even after 20 years at the top of her field and as a mainstay in South Florida, Rubin still finds satisfaction in some of the essentials of her work.

“The most satisfying thing for me is mentoring my staff and being able to provide them with amazing opportunities to work in the marketing field,” Rubin said.

That staff keeps busy, thanks to Princess Promotions’ success, for which Rubin credits several factors.

“We have been in business for 20 years and I believe that our prestigious clientele list comes from our solid-track record, impeccable reputation, longevity and customer loyalty.”

For more information on Princess Promotions, visit princess-promotions.com.

About Michael W Sasser

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