SAMPLING AND PROMOTIONS

BRANDACTIVATEWHO IS

Full Service Field Marketing Agency with extensive On Premise Experience

Best In Class Reporting

Insights driven by Real Data & Analytics

Creative Sampling Events that drive conversion

Experts in POS creation & fulfillment

WE’RE DIFFERENT.We’ve been Distributor Sales Reps, Field Managers, Brand Ambassadors,

Bartenders, Brand Managers, Event Planners and Strategists to name a few.

COMPANY PROFILE

Brand Activate specializes in field marketing within the Beer, Wine and

Spirits Industries. 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 consumer and drive

sales. Our extensive network of talent & vendor partners, along with

our comprehensive reporting & analytics portal ensure a clear path

to success.

WHAT WE DOCreate innovative ways to engage with consumers within standard execution formats

On-going development of current initiatives that lead to growth in the marketplace

Recruit, hire, train and manage sampling teams

Efficiently manage clients assets in market

Daily and weekly best in class reporting on program performance

Obtain quality control and improve execution through key learning’s

Provide industry feedback, analysis and recommendations (distributor, bartenders, key accounts)

Provide insights on competitive trends

INDUSTRYEXPERIENCE

ACCOUNT

EXECUTION

VisibilityViabilityVolume

Staff Affinity

Program DevelopmentExecution and Management

Nightlife and HospitalityDistributor Relations Right Time

Right PlaceRight Customer

Trained Staff

SAMPLING CAPABILITIES AND BEST PRACTICES

is a powerful tool that has become the industry standard, but is over used and under

executed. We do sampling differently. Utilizing technology, partnerships and our extensive

experience we focus on the core elements of sampling; sips on lips, consumer education,

and consumer engagement; leading to conversions and a change in consumer behavior.

CONSUMER SAMPLING

• We provide best in class, turnkey sampling solutions to field sales teams

• We increase quality of engagement through training and execution

• Automating the booking process allows us to shift time from interagency communication to account communication and event confirmation

• We communicate with the sales teams and accounts directly to ensure excellent execution and customer satisfaction

• Detailed recaps and program analytics provided through Benchmark give our clients meaningful insights to the consumer and on / off-premise landscape

• We inspect what we expect to ensure our clients goals are being reached

OUR COVERAGE

• REGIONAL & FIELD MARKETING MANAGERS

• BRAND AMBASSADORS

• PROMOTIONAL MODELS

• MIXOLOGIST / BARTENDERS

We don’t limit your options. We want you to

have the best possible talent so we exhaust

every possible resource by utilizing internal

recruiting and by tapping into our national

network of over 24 partner agencies. We have

spent the last 8 years developing talent and

relationships so if you want a 6’ red head,

or bubbly brunette in Boise, we have that

covered.

Recent large-scale programs have kept us active in numerous rural markets in addition to major DMAs, meaning we truly are everywhere!

Our teams are market savvy and experienced in the on and off-premise environments.

They are articulate, attractive, professional and approachable. Most importantly, they are

representative of the target consumer.

AMBASSADOR PROFILE

EXPERIENCE AND QUALIFICATIONS • Marketing

• PRIOR B/W/S PROMOTIONAL EXPERIENCE REQUIRED

• TRAINING AND TEAM BUILDING

• PASSION FOR THE INDUSTRY

• Sales

• MUST BE GOAL ORIENTATED

• MUST HAVE PROVEN SALES CAPABILITIES

• MUST BE PERSUASIVE AND CONFIDENT

We understand that your biggest investment in sampling is staff; not only can this be the most expensive but also the most impactful part of a sampling program.

RECRUITMENT

• We announce the positions on our internal site and to our agency partners with our program ways of working, policies and procedures, and any program guidelines

• We carefully vet and match applicants to the programs

• We ensure that “what you see is what you get” by watching video, ”chat” interviews and “same day” photos

We create and share a “Playbook” for each program. This playbook is a comprehensive resource for the program including brand information, target account information, brand presence, program guidelines, execution standards, program goals, recap information, photo guidelines, contact information and policies and procedures. We also have an extensive data base of training materials and offer a variety of training options including Test and Train an online resource, training and quiz program through Benchmark.

BRAND AMBASSADOR MANAGEMENT • ALL EVENTS ARE STAFFED WITH KNOWLEDGEABLE,

CAPABLE AND TARGET RIGHT BRAND AMBASSADORS

• PROPER TOOLS AND EDUCATION ARE ALWAYS PROVIDED IN ADVANCE

• PASSING SCORES ON BRAND QUIZ REQUIRED FOR STAFFING

• ALL EVENTS CONFIRMED BY MANAGEMENT IN ADVANCE FOR DATE, PRODUCT AND EXECUTION DETAILS

• SINGLE STRIKE POLICY FOR NO SHOWS, SECOND CHANCE FOR LATE

• RECAPS MUST BE COMPLETE AND ACCURATE FOR PAYMENT

• ALL ACCOUNT INTERACTION MUST BE POSITIVE AND PROFESSIONAL

• NO SITTING, NO CELL PHONES, NO FOOD, WATER ONLY, NO GUM, NO FRIENDS, NO BOYFRIENDS, NO CRYING, NO TIPS

• BE EARLY, WEAR THE PROPER UNDERGARMENTS, WEAR THE PROPER MAKEUP, KNOW YOUR BRAND, KNOW YOUR SET-UP AND RESOURCES

• INTRODUCE YOURSELF TO ACCOUNT MANAGER AND STAFF, CHECK IN WITH AGENCY MANAGER, BE ORGANIZED, EFFICIENT, POSITIVE AND ENTHUSIASTIC

BRAND AMBASSADOR TRAINING BENCHMARK TEST AND TRAIN

Field Sales Staff, Distributors, Importers, Retailers, Bartenders, Promotional Staff, Ambassadors and more.

EDUCATEOn an overall brand, brand initiative, sampling mechanic, distributor program, sales programs or even used as a survey tool.

ABOUTBenchmark Account info, Promo Model Database, Staff Database and has a “standalone” activity for total test taking results.

TIED TO

TEST AND TRAIN CAN BE BUILD WITH AS LITTLE AS A SELL SHEET AND INCLUDES:

• An information section

• Video or commercials

• A quiz or survey

• Data inputs about quiz/ survey takers

• Results metrics

BENCHMARK TEST AND TRAIN

TEST AND TRAIN EXAMPLE

PROGRAM MANAGEMENT & COMMUNICATIONS

• Promotional Staff recruiting and management

• Account communication

• Weekly client status calls

• On going sales team communication

• Sampling Event Report updated and distributed weekly

• Reporting system management

• Monthly newsletters

• ROI report by market or region (if sales info is provided)

• POS inventory recap (if desired/managed)

• Finance and budget reconciliation reports

• Event allocation or market budget reports

• Quantitative and qualitative recap by region/market (Quarterly)

Northeast Region – New York

Southeast Region – DC/KY/TN

Southeast Region – South Florida

Northeast Region – Boston

1

Big Win: DCU Center Worcester DOD Unit/portable bar Account Highlight: (What account are you most excited about)

DCU Center Worcester featuring NAM Lemonades with 3 flavor options (blueberry, raspberry, strawberry)

Opportunities: DCU Center Worcester – 15 additional DOD Systems in the future

Road Blocks: N/A Key Learnings: N/A Account Feedback: N/A

Big Win: N/A Account Highlight (What account are you most excited about):

N/A Opportunities: N/A Road Blocks: N/A Key Learnings: N/A Account Feedback: N/A

Big Win: N/A Account Highlight: (What account are you most excited about) Opportunities: Nashville: Crazy Town & Tequila Cowboy Road Blocks: N/A Key Learnings: N/A Account Feedback: Positive responses from Louisville accounts

Big Win: N/A Account Highlight (What account are you most excited about):

N/A Opportunities: N/A Road Blocks: N/A Key Learnings: N/A Account Feedback: N/A *FMM did not send response

NATIONAL ROLL UP

DOD Accounts Sold: 15 DOD Systems Ordered: 25 DOD Systems Installed: 12 Bar Visibility Kits Shipped: 12 Train the Trade Scheduled: 0

PROGRAM MANAGEMENT

WEEKLY• Client status calls

• Sampling tracker updated and distributed

• Reporting system updated and distributed

• Recap reports updated

• Sampling report generated

• Comprehensive roll-up (includes consumer and execution data)

MONTHLY• ROI report by market or region

(if sales info is provided)

• POS inventory recap (if desired/managed)

• Finance and budget reconciliation reports

• Event allocation or market budget reports

• Quantitative and qualitative recap by region/market (Quarterly)

We believe in inspecting what you expect so we read each recap, check

photos, double check math and receipts to ensure that the reports

match the “actuals”. We contact accounts both before and after the

event to ensure that all expectations are being met. For longer term

programs we also “back work” sampling events across the country by

utilizing our network of Field Marketing Managers and Representatives.

PROGRAM MANAGEMENTRECAPS & COMMUNICATION: • Review recap reports for accuracy

• Recaps must be complete and submitted in Benchmark within 2 business days

• Compare spends with receipts to ensure financial reports will match recaps

• Check that photos are not duplicates and are authentic to the account and date

• Recaps must be completed to satisfaction before payment can be processed

• We review the event details before and after the event with our POC to ensure program compliance and quality.

BACK WORKING:• Evaluates the Brand Ambassadors brand knowledge, event set-up, quality of

execution, consumer interaction, accuracy of recap and account satisfaction

• Allows our teams to audit accounts, receive direct manager and bartender feedback about the brand, our talent and the program

• We provide the client a detailed analysis of our performance including key learnings, wins and any suggestions for improvement

RESOURCE MANAGEMENT

EXAMPLES OF RESOURCES WE PROVIDE.• Strategy

• Program Development

• Program Toolkits

• Program Training

• Program Execution

• POS Design & Fabrication

• Best in Class Reporting (with real time recaps)

• Compliance, Policies and Procedures

• Brand Training – In Person and Online

• Scheduling and Logistics

BOOKING AND REPORTING: BENCHMARK SAMPLING PLATFORM• Offers Password protected booking form

• Includes Access to client approved Brand Ambassador database

• Increased analytics based on uniform and clean data

• Ability to sort sampling events by numerous data filters

• Ability to export reports

• Analytics such as ROI, POS disbursement, marketing exposure

• Online calendar view of sampling events

• Online training resource, quiz and success analytics through Test and Train

BENCHMARK SAMPLING TOOLS OFFERS

LOGIN PAGE• Custom URL would take you to password protected

Promotional Booking Form and Recap Entry.

• Example of URL could be: Benchmark-app/brand2017

• Password: brandmotto

BOOKING FORMS INCLUDEACCOUNT & MAIN INFORMATION • Accounts can be tied to an account database

• Market and Territory manages allocations

• REQUESTED BY IDENTIFIES REQUESTOR SO URL CAN BE GIVEN TO DISTRIBUTOR, IMPORTER, AND AGENCY PARTNERS

POS KIT AND UNIFORM INFORMATION• Manages POS kit shipping and Uniforms with

ability to ship to account, agency, distributor or other

MODEL AND SPEND INFORMATION • Overall event information

• INCLUDES ABILITY TO TRACK SUPPLEMENT EVENTS OR SPENDS ON A LOCAL LEVEL WITH “LOCAL MARKET SPEND” TRACKER

EVENT RECAPS INCLUDE

• Recap is generated for each event

• Models are not paid until recap is verified

• Recap includes photos, receipts, quantitative and qualitative data

• Recap data points are customized to each clients needs and program execution

• Consumer comments are collected

• Uniform recap allows for clean data and quality reports

• Models complete recaps, Brand Activate verifies recap information with account

ADDITIONAL FEATURES• Calendar Feature shows number of events and events

details per day

• Recaps are filled out online and associated with accounts

• Sales data can be entered to run ROI reports including cost of POS, staff and bar spends in account

• Detailed reports showing overall brand health and marketing impact for program including:• BRAND VISIBILITY INFORMATION

• CONSUMERS SAMPLED

• CONSUMERS IMPACTED

• BARTENDERS TRAINED

• Monthly/Quarterly/Program Newsletters with photos, consumers comments and both qualitative and quantitative data are easily exported

Our POS Fulfillment is powered by Tech Pub which allows for efficient allocation

and tracking of POS materials. Tech pub allows you to assign access to POS,

budgets, fulfillment how you choose and individualize that access to each user.

The platform’s back end allows us to manage re-orders and inventory levels and

receive key insight into to who is ordering what and when. The platform is easy

to use, beautifully designed.

We work with creative teams and vendors to source the best quality POS

domestically and overseas. Our experience allows us to build better “kits” with

items consumers want and ambassadors need.

POS CREATION AND FULFILLMENT

CONTACTTRINITI GAWTHROP

triniti@brandactivate.net

NICOLE PEARLMAN nicole@brandactivate.net

EMILY RYANemily@brandactivate.net

LOS ANGELES - CHICAGO - LAS VEGAS310-775-3952