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.

We just launched a 45 day program with

455 retail sampling events and Sales

Ambassadors in 10 markets for Pisco Porton

in under 15 days.

Old Smoky Moonshine is about to #passthejar

and #shineon with Brand Activate as we

continue activating field marketing programs

in 26 markets for OND and manage their

national sampling program.

SOME OF OUR WORK

NEVER A DULL MOMENT

Every day is different atBrand Activate and we love it!

Created and executed programs that succesfully

transitioned the brand from Urban to Girls Night Out and directly

impacted brand sales from 30% decline to a 37% Increase in 3yrs.

Managed extensive national sampling

program building policies, procedures, recaps training and KPIs. Exceeded RSV’s

company KPIs.

Created and executed Influencer/Nightlife Program in

NY & LA – over 3,600 consumers sampled and over 400 consumer Social Media posts generated.

KNOWLEDGABLE 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

EXECUTION

ACCOUNTVisibilityViabilityVolume

Staff Affinity

DiscoveryTrial

EducationQuote

Right TimeRight Place

Right CustomerTrained Staff

Execution

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

• Mixologist / Bartenders

• Recent large-scale programs have kept

Brand Activate active in numerous rural

and major markets.

WE ARE NATIONWIDE!

CHAPTER 1High-level Category Training

CHAPTER 3BEvents & 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

OUR REPORTING SYSTEMProprietary Brand Activate System includes resource/POS management, customized market and

regional views, custom built sales data integration and export capabilties for all users.

PROGRAM MANAGEMENTEvent request, KPI management and tracking, account profiles, goal tracking, activity timeline by

account, Google Maps and custom districts.

DATA & REPORTINGDetailed data capture offers efficient program analysis. Management Reports can be custom

built, current program reports include competitive activity, brand presence, execution KPIs, and

consumer impact.

The Brand Activate System offers clients real time views into market activity, the ability to run

custom data reports and to see accurate ROI and ROS analysis by market and by account.

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

• 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; with the launch of Hpnotiq Harmonie (line

extension, the brands showed 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.

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

CONTACT

TRINITI VINOKUR, PARTNER E triniti@brandactivate.net

HOGAN SHRUM, PARTNER E hogan@brandactivate.net

1709 WILCOX AVENUE HOLLYWOOD, CA 90028 / O 310-775-3952

LOS ANGELES OFFICE