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CAPABILITIES
WE CREATE UNIQUE EXPERIENCES WHERE BRANDS, CONSUMERS AND CULTURE CONVENE.
COMPANY PROFILE
Brand Activate specializes in field marketing within the Wine and Spirits
Industry. Our extensive experience across “four” tiers of the three-tier
system and our ability to create and execute unique programs enable
us to achieve our client’s business goals and make Brand Activate an
industry standout.
Utilizing innovation, technology and talent, we create strategic programs
that connect the target consumer to your brand. We build programs
with measurable results that impact the target consumer and drive
sales. Our extensive network of talent & vendor partners, along with
our comprehensive reporting & analytics portal ensure a clear path to
success.
Developed, executed and managed on premise programming
nationwide in 40+ primary, secondary and tertiary marketsSOME OF OUR WORK
NEVER A DULL MOMENTEvery day is different atBrand Activate and we love it!
Took the brand from a 37% decrease
in sales to a 30% increase by transitioning to a Girls Night Out focus
and launching a line extension
Innovating service in the on premise with
keg cocktail systems and programming to support
those systems in 225 accounts for 2016
Recruited, trained and managed a field sales team of
40 people nationally to increase awareness and drive sales in key focus
markets
Worked with new executive team
to define the brand DNA, set sales goals, define
staffing needs and create 2016 distributor and trade
programming
Created and executed Influencer/Nightlife
Program in NY & LA – over 3,600 consumers sampled
and over 400 consumer Social Media posts
generated.
KNOWLEDGEABLE STAFF We staff each program directly to the client’s
needs, matching areas of expertise, category
knowledge, and program structure with the
best possible staff whether it be internal,
external or through a partner agency.
INDUSTRY EXPERIENCE We have experience creating and executing
mutiple market long- and short-term field
marketing programs and national on- and off-
premise sampling programs. Our experience
includes event marketing, PR management,
and celebrity/digital program integration.
ROI AND GOAL DRIVENWe increase and exceed program KPIs.
We manage budgets to the success of
the program and look for efficiencies both
internally and externally to decrease budgets
and increase ROI.
INNOVATIVE APPROACHOur in-depth knowledge of the complex
compliance landscape and the three-
tier system, combined with our extensive
experience and creative problem solving,
enables us to take a fresh look at your
business and apply innovative and impactful
strategies.
WHY BRAND ACTIVATE
OUR APPROACH TO FIELD MARKETING
Field Marketing provides the opportunity to
influence consumers at the point of purchase.
Field Marketing offers a higher per impression
conversion rate than traditional marketing.
Brand Activate Field Marketing not only
impacts consumers but amplifies activation
throughout the three-tier system.
INDUSTRYEXPERIENCE
ACCOUNT
EXECUTION
VisibilityViabilityVolume
Staff Affinity
Program DevelopmentExecution and Management
Nightlife and HospitalityDistributor Relations Right Time
Right PlaceRight Customer
Trained Staff
ON-PREMISE CAPABILITIES
NIGHTLIFE TAKEOVERS
TRADE PERSUASION
PROMOTIONS
FIELD MARKETING
DISTRIBUTOR EVENTS
CONSUMER EVENTS
OFF-PREMISE CAPABILITIES
ASSISTED SALES
POS CREATION
RETAIL PROMOTIONS
FULFILLMENT
OUR COVERAGE
• Regional & Field Marketing Managers
• Brand Ambassadors
• Promotional Models
• Mixologists / Bartenders
WE ARE NATIONWIDE!
CHAPTER 1High-level Category Training
CHAPTER 3Events & Sales Training
by Channel
CHAPTER 2Brand Training, Culture
& DNA
CHAPTER 4Legal & Compliance
TRAINING & TESTING
TRAINING DELIVERY METHODS:• Video Training
• Online / Web Portal
• Recorded Web-based
• Testing & Certifications
• Live In-Person
• Gamification
We provide a strong foundation for our staff and surround our clients with passionate, intelligent, industry professionals
BENCHMARK
Benchmark is a business insights tool custom-made for producers and marketers of beer,
wines and spirits industries. Obsessed with making a tool that is easy to use, built to reveal
insights that lead to actionable business decisions, Benchmark is an integrated system built
to connect your field activation with your marketing teams.
ACCOUNT TRANSPARENCYFrom account visits to menu placement, POS
distribution to bar buys, Benchmark allows you
to keep track of who, when, where, and what your
team has on their plate.
BUILT FOR MOBILE• Mobile Ready Websites
• Mobile & Table Apps
POWERFUL ANALYTICS• Real Time KPI Tracking
• Metrics
• Team Wide Insights
• Request Customized Reports
CASE STUDIES
OBJECTIVE• Re-invent Hpnotiq’s brand image and overcome the brand’s
urban stigma amongst the trade
• Create programming that would engage LDA drinkers seeking a sweet cocktail
• Shift the brands overally urban history and current profile to you female drinkers without alienating legacy consumers
OUR SOLUTIONOwn the Occasion of Girls Night Out (GNO) while maintaining a laser
sharp focus on the brand’s platform. Every activity, every cocktail name,
every POS item, every barstaff and consumer engagement had to speak
to the message of GNO.
THE EXECUTIONA robust field marketing program that included full time Field Market
Managers that executed the below activity over four years, while
remaining 100% focused on the GNO platform .
• Bar Buys: 9,962
• Bar Nights/Promotions: 4,540
• Menu Placements: 6,080
• Secret Shops: 8,160
• Account Visits: 35,820
• Staff Training: 19,050
• Celebrity Events: 123
• GNO Events: 1,314
SALES RESULTSAfter a five year decline around the brand was returned to flat in the first
24 months of the program; the launch of Hpnotiq Harmonie created a
37% increase in the 2011 fiscal year.
CONSUMER IMPACTResearch showed a 24% increase in brand recognition as a GNO brand
anda 26% increase in intent to purchase amongst target consumers.
Facebook fans also increased from 30,000 to over 200,000.
OBJECTIVECapitalize on the increased interest in the Moonshine category
by creating programs for both the on and off premise that
impacted sales, created sustainable distribution, and increased
category and brand awareness.
OUR SOLUTIONCreate and implement a cocktail strategy, shot strategy, volume service
program, engaging promotions, and improve POS. Create a calendar of
sales programs and resources for the OSM sales team and assist them
in implementation. Improve vetting, hiring and training of promotional
models and reformat execution of current promotions while providing
improved POS and logistics resource and management. Manage
national sales resource budgets for all sales teams nationally including
promotional spends. Hire, train and manage a field marketing team to
focus on target markets.
EXECUTIONWe created and implemented seasonal and annual sales programs for both the
Ole Smoky sales team and the FMM team we recruited, hired and managed.
The Sales team was given pre selected kits to fit each type of program they sold
into accounts, complete with POS, managed bar nights, and promotions. We
then booked their events, shipped their kits and provided recap information for
each account. Field Marketing Managers (FMMs) were tasked to create new
distribution and increase existing volume by achieving monthly key performance
indicators such as new distribution, case sales, staff training, promotions,
account support, menu placements, visibility POS goals and events. We
achieved all program KPIs and were able to deliver a completed program under
budget. Additionally we also created and managed a communication chain for
on premise national accounts to assist in providing each account location with
POS, menus and promotions.
A NATIONWIDE PROGRAM THAT RESULTED IN • 1,235 national promotions executed and
over 300,000 consumers reached and sampled
• 6 seasonal programs completed and executed
by sales staff annually
• $1.5 million dollar budget managed across
FMM and National sales resources
A NATIONWIDE FIELD MARKETING PROGRAM THAT INCLUDED FULL TIME FIELD MARKET MANAGERS IN 13 MARKETS AND BRAND AMBASSADORS IN 30 MARKETS THAT RESULTED IN • 300 new points of distribution
• 2,560 bar nights/promotions
• 780 menu placements
• 9,920 account visits
• 7,630 staff trainings
• 3,360 social media posts
OBJECTIVECreate awareness amongst the trade and consumer within the
nightlife channel for a new Super Premium Croatian Vodka. Open
desired key accounts in the nightlife channel and increase Social
Media content and consumer engagement
OUR SOLUTIONLeverage nightlife relationships to achieve sell in and replicate authentic
early adaptor consumer behavior by executing covert sampling
events in the accounts. Focused on executing the covert sampling
events on the right nights with the right influencers and exploiting the
“social” nature of the target demographic by hiring social media savvy
influencers and ambassador
EXECUTIONBrand Activate worked with AKVINTA and it’s distributor, Southern
Wine and Spirits, to leverage relationships with key decision makers
and owners to sell in the AKVINTA influencer program. Brand Activate
then identified and engaged key nightlife influencers in each market and
armed them with an army of beautiful, well trained, social media active
models to execute covert bottle service promotions. At each promotion
they would create a party around AKVINTA and sample consumers and
the trade covertly, never letting anyone know they worked for the brand.
Each account was executed on it’s “best night”, Marque Monday’s,
to ensure best reach amongst the target consumer and nightlife
influencers.
RESULTS• Added to the Bottle list in all 16 accounts
• 84 Covert Sampling Events
• 6,737 Consumers Sampled
• 16,843 Direct Consumer Impressions
• 270 Local Nightlife Influencers Engaged and Sampled
• 611 Influencer and Ambassador Generated Social Media Posts
• Brand achieved it’s first “1,000 case month” in each market due to
program
CONTACTTRINITI GAWTHROP
NICOLE PEARLMAN [email protected]
EMILY [email protected]
LOS ANGELES - CHICAGO - LAS VEGAS310-775-3952
