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MillerCoors/Integer
Promo Specialist Training - Dallas/Fort Worth
April, 2011
I. Training Agenda
A. History/Profiles of MillerCoors and The Integer Group L360
B. The Goal of MillerCoors and Integer
C. The Logistics (Scheduling & Payment)
D. Defining & Achieving our Goals
How to Sell
E. The Do’s & Dont’s of a Promotion
F. Know What you are Selling
MC Portfolio
MC Brand Identities
Budweiser (the competition)
G. Promotion Role Playing
H. Presentation QUIZ!
HISTORY of MillerCoors and The Integer Group
A RICH HISTORY
• Founded in 1855 by Frederick J. Miller, a German immigrant that purchased the Plan Road Brewery in Milwaukee for $8,000 in gold
• His children ran company until 1969 when Philip Morris purchased the company
• South African Breweries purchases Miller in 2002 to become a global powerhouse
• Key facts – MBCo is an innovator:
– 1975 introduced the first light beer
– 1903 the first beer in a clear bottle, patented hops
– 1986 introduced the first draft beer in a bottle
• Controversies / boycotts:
– 2007 boycott from Catholic church for inappropriate logo usage in GLBT event
A RICH HISTORY
• Founded in 1873 by Adolph Coors, a German immigrant that established a brewery in Golden Colorado for $2,000 (and an $18,000 investment from a businessman named Jacob Schueler)
• For much of its history, was a western regional beer and established national distribution in early 90’s
• Merged with Molson Canadian in 2005
• Key facts – Coors Brewing is an innovator: – 1959 introduced the first aluminum can
– 1978 introduced first cold-filtered beer
– 2007 introduced first cold-activated bottle
• Controversies / boycotts: – 1970’s strike by minorities groups (49 share in CA
in 1975 – drop 10%)
A NEW BEGINNING/2008
Molson Coors
Brewing Company
MillerCoors Established
July 1, 2008
Molson
Canada
U.S. & Puerto Rico Business
SABMiller
Coors
Brewers
Ltd.
Global Brands
& Market
Development
Miller Brewing
International
SABMiller
International
Business
The Integer Group
The Integer Group is one of the largest sales-promotion agencies in the world.
TIG has eight full service offices nationwide and locations in Europe and Asia.
Integer’s headquarters is located in Lakewood, CO where the majority of our
1000+ employees reside.
TIG’s clients portfolio includes AT&T, Fed Ex, Polaris, Michellin, MillerCoors and
many more.
Coors Light has been a client of TIG since the mid-1990’s but it was in 2004 that Integer formed the
Latino Street Wise program, now better known as Latino 360. This program concentrates on targeting
sales efforts against the Latino community through off and on premise sales and promotional efforts.
The L360 program continue to thrive in Los Angeles, CA, San Diego, CA, Sacramento, CA, San Jose,
CA, Las Vegas, NV, Dallas/Fort Worth, TX, Phoenix, AZ, Denver, CO, Chicago, IL, New York, NY and
Miami, FL
The L360 program contains over 250 promotional specialist nationwide. All Promotional Specialists are temporary employees of the Integer Group and receive employees benefits such as… •Employee Assistance Plan •Holidays •Worker’s Compensation •State Disability, if applicable •Set up paydays •Payroll Deductions •Direct Deposit •Bereavement
The Integer Group
The Integer Group is one of the largest sales-promotion agencies in the world.
TIG has eight full service offices nationwide and locations in Europe and Asia.
Integer’s headquarters is located in Lakewood, CO where the majority of our
1000+ employees reside.
TIG’s clients portfolio includes AT&T, Fed Ex, Polaris, Michellin, MillerCoors and
many more.
Coors Light has been a client of TIG since the mid-1990’s but it was in 2004 that Integer formed the
Latino Street Wise program, now better known and Latino 360. This program concentrates on targeting
sales efforts against the Latino community through off and on premise sales and promotional efforts.
The L360 program continue to thrive in Los Angeles, CA, San Diego, CA, Sacramento, CA, San Jose,
CA, Las Vegas, NV, Dallas/Fort Worth, TX, Phoenix, AZ, Denver, CO, Chicago, IL, New York, NY and
Miami, FL
The L360 program contains over 250 promotional specialist nationwide. All Promotional Specialists are temporary employees of the Integer Group and receive employees benefits such as… •Employee Assistance Plan •Holidays •Worker’s Compensation •State Disability, if applicable •Set up paydays •Payroll Deductions •Direct Deposit •Bereavement
The Goal of MillerCoors/Integer
The Goal of our MillerCoors Promotions
MillerCoors has two very specific goals for our L360 promotions and they are…
1. EDUCATE: To touch, inform and educate Bicultural
Latino consumers about the great quality and benefits of
our MillerCoors product
2. Increase SALES
The target audience we are trying to touch and sell to
These promotions specifically are targeted towards
Bicultural Latino beer drinkers between the ages
of 21 and 35….
This segment is what we consider KBD (Key Beer Drinkers).
Why target Latino KBD’s?
Not only is the Latino community a significantly large segment that we are targeting but it is one that
continues to grow. Latinos have accounted for 50% of the U.S. population growth since 2000. Latinos
are projected to account for 30% of the entire U.S. population by the year 2050. It is critical that
MillerCoors targets and obtains brand loyalty from this large and booming segment.
Unacculturated Acculturated Bicultural
Integer Scheduling, Time Tracking & Payroll
MillerCoors Promotions
What type of promotions will I be required to execute as a Promotional Specialist?
Typically we execute MillerCoors Off Premise and On Premise Promotions. Off Premise
Promotions are conducted in grocery / liquor / convenient stores, while On Premise Promotions are
those conducted in bars / nightclubs / restaurants
What do MillerCoors Off & On Premise Promotions consist of?
The themes and set ups of our promotions will vary, but the consistent pieces found in all of our
promotions are our MillerCoors Promotional Specialists, the on-site Integer promotion manager, and
branding materials (such as MillerCoors logoed banners, tables, floor mats and stand ups)
What is the objective of these promotions and when and how long are they scheduled for?
The sole mission of our promotions is to
SELL and EDUCATE consumers on our product
The promotional specialists are the KEY to our
promotions… they are given aggressive sales goals,
persuading consumers to buy our product by relaying to
them the quality of our brand
Promotions can be scheduled any day of the week,
between 1 – 3 hours in length, depending on the promotional
needs and product stock of the account. But It is customary
to book promotions on key consumer shopping days: Friday,
Saturday or Sunday, scheduling 2 – 4 promotions a day
Off Premise vs On Premise
Off Premise (Grocery, Liquor C Stores)
Multi pack sales, opportunity to have
longer and clearer sales pitches,
physical room for promo set up
On Premise (Bars, restaurants)
Brand building focus, sampling,
follow up on sample, energetic
interaction, blending in the
social “party” setting
MillerCoors Promotions… continued
How are MillerCoors Promotional Models Scheduled?
The MillerCoors, Dallas team contains a Promotion Coordinator that is responsible for scheduling
MillerCoors Promotional Specialists for all promotions:
ROSA ALVAREZ: 972-375-8581 / [email protected]
The Promotion Coordinator receives all promotion information from the MillerCoors Key Accounts Reps,
a week in advance. She/he then contacts all Promotional Specialists via phone calls in order to schedule
you for these upcoming promotions
Once the Coordinator has booked a Promotional Specialists for promotions, she/he will email and/or
text message you your schedule. She/he will also email this information to the applicable KAR managing
your promotions to relay your confirmation and contact information.
You will be be required to call your managing KAR
one day prior to your promotions so they may receive a
verbal confirmation from you, verifying you will be attending
the scheduled promotions.
It is required that you have your managing KARs’
cell phone number saved in case you will need to contact
him/her the day of your scheduled promotion.
In case you will not arrive or will be late, please contact
the managing KAR with as much prior notice as possible.
Cancellations and no shows to promos should always be avoided. If you can’t attend
your promo you will be expected to find a promotional specialist on our team to cover you, and you will be
required to communicate this promo specialist change to the Promo Coordinator and your managing KAR
with at least a 24 hour notice.
Integer Spokes Model Payroll
The Integer Group spokes models pay rate is $25 an hour. Spokes models are paid bi weekly via
direct deposit or mailed checks.
The method of payment to all spokes models is based on documented promotions and hours that
are logged on an official Integer website. The hours you log on line are approved by your
designated Key Account Rep so that your payment may be processed.
It is very important that Integer Spokes models always logs her hours after all promotions (before
Monday at Noon).
If there are any questions or concerns regarding payment that your managing local Key Account
Representative can not answer, you can contact Michelle Ohlinger with Integer Payroll directly:
Michelle Ohlinger: 303-393-3000
If you have any other generals questions of concerns
you would like to discuss with Integer Human Resources,
you can contact our L360 HR Representative:
Marta Hargis: 303-393-3376
Pay Period Starts
Saturday
Pay Period Ends
Friday
KAR, Mrkt Mgrs deadline
SUNDAY* Friday
Pay Date
12/22/08 01/02/09 01/04/09 01/09/09
01/03/09 01/16/09 01/18/09 01/23/09
01/17/09 01/30/09 02/01/09 02/06/09
01/31/09 02/13/09 02/15/09 02/20/09
02/14/09 02/27/09 03/01/09 03/06/09
02/28/09 03/13/09 03/15/09 03/20/09
03/14/09 03/27/09 03/29/09 04/03/09
03/28/09 04/10/09 04/12/09 04/17/09
04/11/09 04/24/09 04/26/09 05/01/09
04/25/09 05/08/09 05/10/09 05/15/09
05/09/09 05/22/09 05/24/09 05/29/09
05/23/09 06/05/09 06/07/09 06/12/09
06/06/09 06/19/09 06/21/09 06/26/09
06/20/09 07/03/09 07/05/09 07/10/09
07/04/09 07/17/09 07/19/09 07/24/09
07/18/09 07/31/09 08/02/09 08/07/09
08/01/09 08/14/09 08/16/09 08/21/09
08/15/09 08/28/09 08/30/09 09/04/09
08/29/09 09/11/09 09/13/09 09/18/09
09/12/09 09/25/09 09/27/09 10/02/09
09/26/09 10/09/09 10/11/09 10/16/09
10/10/09 10/23/09 10/25/09 10/30/09
10/24/09 11/06/09 11/08/09 11/13/09
11/07/09 11/13/09 11/17/09 11/25/09
11/21/09 12/04/09 12/06/09 12/11/09
12/05/09 12/11/09 12/15/09 12/23/09
Integer Promotional Specialist Payroll Schedule
*All on line hours due every Monday before Noon
•Velocidad.integer.com and login (you don't have to put www or anything in front of that website).
•Your username and password will be emailed to you from Integer…. Password is, your first initial and last
name (ex Acarsillo)… password
•Once you have logged in, you need to change your password, so you choose a password that you can
easily remember.
*On the left hand side there is an option that says "enter time", click on it and then input as much information
as you know about the promotion you executed.
*Always include the…. Correct date, Correct number of hours, Supervisor Name (Integer personnel that was
in charge of promotion you worked that night)… If date, number of hours or supervisor is incorrect, we cannot
fix it. We will just have to reject and you will have to resubmit…. Name of Supervisor is important because
that is who your time is sent to for approval.
*The "Notes" section must be filled out as well. Please be detailed but brief. For example: ML at Aloft Hotel
on Lemmon Ave. or CL at Ojos Locos in Dallas Inputting locations. If location is not listed just don't put
anything and under "notes" section just type in the place's name. Example: Ojos Locos Fort Worth)
*Once you have entered one location with correct time and date, click Log It and then begin inputting next
location. **DO NOT SAVE and SEND TIME UNTIL ALL PLACES AND HOURS ARE LOGGED FOR THE
WEEK
*Once you have entered all promotions and times worked for the week then click "save time" and then "send
time" Once you have clicked "send time" I will be able to approve your hours and you will be good to go.
On line Promo Time Entry System
Defining & Achieving the Goals
of our MillerCoors/L360 Promotions
The Goal of our MillerCoors Promotions
MillerCoors has two very specific goals for our L360 promotions & they are:
1. EDUCATE/BUILD THE BRAND: Inform and educate Bicultural Latino
consumers about the great quality and benefits of our MillerCoors product
2. INCREASE SALES
*How can you accomplish these goals?…..
The 4 Rules of Success as a L360 Promotional Spokes Model
There are 4 main requirements/rules to follow in order to hit our goals and
be successful as a MillerCoors Promotional Spokes Model:
1. Always be punctual & prepared to work
2. Be a Knowledgeable Sales Expert / Know What You
Are Selling
3. Be Sincere, Friendly and Energetic to ALL consumers
4. Follow the B.E.E.R. Ask Sales Method
Becoming a Knowledgeable MillerCoors Sales Expert
Steps to take in becoming the ideal L360 MC Sales Expert:
1. Know the MillerCoors Portfolio/All Brands
2. Know and sell our brands’ key attributes (your Sales Pitch)
3. Know the competition and their portfolio
4. Know all brands prices, sales prices and case quantities
Approaching Consumers in a Sincere, Friendly, Energetic Manner
How should you approach consumers?
1. Always aim to make a great first impression
2. Make eye contact, smile, shake their hand & display energy
3. Make every day convo with the consumer and break the ice
4. Whether you have sold the consumer or not, leave them with a
professional and positive impression… thank them, wish them
well
The “BEER ASK” SALES SUCCESS FORMULA… These 7 Steps, in order are….
Break the Ice…. Hand shake, eye contact, ENERGETIC and SINCERE approach
Engage the consumer… EVERY DAY CONVO… what are you doing this weekend?... Are
you watching the game today?.... Doing anything fun for the weekend?
Explain the product quality… BRIEF, SIMPLE PRODUCT BENEFITS…. ALWAYS start
your sales pitch EXPLAINING the PRODUCT BENEFITS… see next pages for product talking
points
Relay price of the product…. Relaying the sales price of the product is left for last
Ask for the purchase... So can I get you a nice cold 18pk?
Sell the product… if consumer is hesitant, PUSH… “you will not be disappointed… great
quality product and price… plus you can take a free picture with me and get a free prize
giveaway… you can’t ask for a better deal!... let me get that nice cold 18pk for you”
Key chain giveaway… once consumer is sold, give free prize away and take picture with
consumer for free digital pic print out
______________________________________________________________________
*ALWAYS AVOID: Opening with price & prize benefits, avoid low energy, shy approach. Just
handing out a key chain, pleading for sales, giving brief product information and walking away
The B.E.E.R. Ask Approach
The DO’s & DON’T’s of our Promotions
Beer Promotion Legalities
It’s Illegal to:
Provide anything of value to consumers in excess of $1.00 (depending on the state)
Give away or sample our beer to consumers. Consumers must pay at least $1.00 for the beer
Bribe customers (e.g. ”You can have a keychain if you buy a Miller”)
(Per legal mandate, all premiums must be made available to all attending consumers, whether they participate or not)
Give trinkets or give-a-ways to minors under 21
Take pictures with minors under 21
Bar Bucks:
Are like checks for the consumer to enjoy a discount on their
MillerCoors products
Cannot be used to purchase any other products other than
MillerCoors products
MillerCoors Promotions / Roles and Responsibilities
MillerCoors Promotion standards and restrictions:
Always arrive 15 minutes early to the start of promotion
be well groomed,
do not wear any loud jewelry (face piercings included)
wear moderate/natural makeup
do not chew gum
do not use cell phones during promotion
do not eat during promotions
do not consume any alcohol before or during your promotion
After any on premise promo do not drink while wearing MillerCoors uniforms
REMEMBER, you are the face of MillerCoors and The Integer Group the
minute you change into the uniform
First impressions are KEY…. Make a positive, good, long lasting impression
Consumer Approaches and Sales Pitches to Avoid
Again, your first impression on consumers will be a lasting one… a negative first impression reflected on
your part will be one reflected also on MillerCoors. Avoid the following…
Never begin your sales pitch with the price of the product or by offering the promo giveaway they can
receive when purchasing the product. Remember, other brands can always have a better price and give away a
cooler prize. We are selling based on quality and product benefits… we can not condition our consumers to buy
our beer based on price and prizes as it is a variable that will always change. We need to concentrate on
explaining to consumers why our beer is the best beer in the world. We want them to purchase our beer based
on this and bring them back for more because of these facts, always aiming to build long term brand loyalty….
and it all begins with you. (FIRST SELL BASED ON PRODUCT FACTS & PERSONALITY)
“Do you want to buy an 18pk of Miller and/or Coors today?”… if the consumer answers no, what will you
say then?... avoid open ended questions that allow consumers to simply pass you by… remember, you need
to FIRST engage the consumer before asking for the sale
“Our beer is on sale at a cheap price” never begin your sales pitch with a discussion on price and always
avoid using the word “cheap” when discussing the product. We want our consumers to learn about the product
quality and never associate our beer with a “cheap beer”
“Here is a keychain would you like to by an 18pk of Miller and/or Coors?” you have given the promo prize
away, have communicated no product benefits and have tried to make a sale based on a handout. Even if the
consumer has purchased the beer based on a keychain, you have not accomplished your mission on informing
and educating the consumer about MC.
“Hi, can you please buy my beer?... Please, please, please!… we should never pressure our consumers in
a negative manner and make them feel stressed and compelled to purchase our product based on pleads. This
is one of the worst sales approaches for any promotional spokesperson.
STRONGEST PORTFOLIO
Enemies of Beer
AIR
HEAT
SUNLIGHT
Brown bottle were created to protect beer from
sunlight/heat
Can you think of any beer that does not have a
brown bottle?... Use this fact in your sale pitches
PREMIUM LIGHTS
GM: “Rocky Mountain COLD REFRESHMENT”
HISPANIC: “Refresca Tu Mundo”
-Cold Activated Bottle
-Must deliver FRIO-INDICADOR message!
-FMF Soccer Sponsor
GM: “Triple Hops Brewed for GREAT TASTE”
HISPANIC: “Elaborada en Tres Etapas - GRAN SABOR”
-First Light beer in the industry
-Only beer to win 4 gold metals for Best American Light Lager in
World Beer Cup
-Must deliver the vortex bottle innovation!
“Best Tasting Light Beer”
-64 calories and 2.4 carbs.
-Bud Select 55, lowest calorie beer
-1 point in weight watchers program
-Major push for: New Years Resolutions and Summer Fitness.
-Shhhhh: Lower alcohol content
STRONGEST PORTFOLIO
PREMIUM / NEAR PREMIUM FULL CALORIE BRANDS
GM: “FRESH FROM THE TAP TASTE”
HISPANIC: “SABOR FRESCO – La Etiqueta Negra”
-Introduced 1986
-Not heat-pasteurized, cold filtered 4 times… true draft taste.
-Massive MGD California Plan launching
“The Banquet Beer”
-Quick Fact: Thirsty miners in late 1800s threw celebratory
banquets with Coors banquet as its main beer.
“An Honest Beer at a Tasty Price”
-Since 1903, first beer in a clear bottle – Champaign of Beers
-Keep it real in this pretentious world
-Common Sense campaign with WIndell the driver
STRONGEST PORTFOLIO
ABOVE PREMIUM
“Belgian White Beer”
-Quick Fact: unfiltered Belgian style wheat ale
- uses white wheat, oats and twist of orange peel
-incredible taste, slight sweetness, low bitterness
-garnish w orange peel bring out subtle orange taste
“The first golden beer in history”
-Quick Fact: Prior to 1842, all beer’s were dark.
Pilsner Urquell is the FIRST golden beer in history. Now, most beers are called “Pilsner” style beers and beer glasses are called Pilsner glasses.
“Italian STYLE in a bottle”
-Quick Fact: “Nastro Azzurro” is Italian for Blue Ribbon.
“Like a wise, old grandfather that tells stories”
-Quick Fact: It’s an Irish Red beer, lead brand for St Patrick’s Day.
Brand Talking Points
BELOW PREMIUM BRANDS
“ALWAYS SMOOTH”
-Campaign: “always smooth – even when you are not.”
“Brewed for a Man’s Taste”
-Sponsor of World Series of Poker
“America’s first ICE beer, since 1993”
-Ice means it is brewed, fermented, then right before aging, the
temperature is lowered to below freezing so it creates a smooth
flavor and higher alcohol content (5.5%)
“MMA Sponsorship”
-Alcohol: 5.6%
“211 represents the old
medieval logo for Steel”
-Alcohol: 6.0%
“Kill King Cobra”
-Alcohol: 5.9%
“Wears crown for King
of Malt Liquors”
-Alcohol: 5.9%
STRONGEST PORTFOLIO
Coors Light Facts and Talking Points
History: Coors Light was introduced in 1978
Nutritional Information: 4.15 percent alcohol by volume and 104 calories per 12-ounce serving
Facts / Talking Points:
Coors Light is frost brewed and never heat pasteurized and
Coors Light uses fresh Rocky Mountain water
Recent Coors Light innovations include the Cold Activated Bottle
and Can, Super Cold Draft, the Vented Wide Mouth Can with Frost Brew Line
Coors Light is inventoried, shipped, trucked, delivered and stored their
beers in very cold refrigerated environments:
“Nothing tastes better than a cold beer and no beer tastes or refreshes
better than a cold Coors Light which is born cold, packaged cold, and
shipped cold.”
You like your beer cold & refreshing right? Well I want you to try the beer
that is THE “coldest & most refreshing”
Did you know that the water Coors uses to brew Coors Light comes from
the snow that falls on the Colorado Rockies each winter. You can’t get a
colder more refreshing beer than Coors Light!
Hey- I want you to experience Colorado Rocky Mountain Refreshment!
No hay nada mas fria y refrescante!!!!
Key Sales Phrases/Words:
The Coldest and most Refreshing / La mas Fria y Refrescante
Cold Activated Can / Lata con Frioindicador
Miller Lite Facts and Talking Points
History: Miller Lite was the first Light beer, introduced in 1975
Nutritional Information: 4.2 percent alcohol by volume and 96 calories per 12-ounce serving
Facts / Talking Points:
Miller Lite has a great Pilsner TASTE
Miller Lite’s uses a TRIPLE HOPS brewing process, giving it a great pilsner taste
Only beer to win 4 gold metals for Best American Light Lager in World Beer Cup
Miller Lite now contains a new gold TASTE PROTECTOR lid (both bottles and cans)
Miller Lite has less calories and carbs than Bud Light
Bud Light (6.6 carbs and 110 calories) / Miller Lite (3.2 carbs and 96 calories)
“Miller Lite adds quality hops three times during their brewing process creating the a rich color
and great taste?”
“We now have a new gold taste protecting lid that contains and protects the great pilsner taste
of Miller Lite”
Key Sales Phrases/Words:
Triple Hops Brewed for Great Taste/ Elaborado en 3 Etapas – GRAN SABOR
Miller Genuine Draft Facts and Talking Points
History: Miller Genuine Draft was introduced in 1975
Nutritional Information: 4.7 percent alcohol by volume and 143 calories per 12-ounce serving
Facts / Talking Points:
Etiquta Negra
Fresh from the Tap Taste
Miller Genuine Draft is cold filtered four times in the brewing process
Key Sales Phrases/Words:
Etiqueta Negra
Para Los Cuates
Competitors Product Comparable Switch to MillerCoors
Bud Light Coors Light or Miller Lite
Budweiser, Tecate or Corona Miller Genuine Draft
Bud Lime or Corona Miller Chill
Natural Light (Bud) Keystone Light or High Life
Sam Adams or Sierra Nevada Blue Moon or Leinenkugel's
Heineken Grolsch
Hurricane (Bud) Mickey's, Old English, Steele Reserve
Switch & Convert
The Competition (Budweiser and Corona)
MillerCoors main competition nationally is Budweiser. Swaying Budweiser consumers to switch to
MillerCoors is always a direct win for our company
*In 2009 Anheuser-
Busch accepted a $52
billion takeover offer
by InBev, a Belgian
company making the
new merged company
Anhueiser InBev (ABI)
the largest beer
company in the world.
ABI Chief Executive,
Carlos Brito, plans to
expand Budweiser into
Europe, Asia and Latin
America.
Below/Sub Premium Premium Lights Above Premium
Below/Sub Premium Premium Lights Above Premium
Promotion Role Play
MillerCoors Quiz Time!
What company created the
first ever “Light” Beer?
What are the 2 goals of all
MillerCoors Promo Spokes models?
What is the lowest calorie beer in
the market?.... And also name the
second lowest calorie beer.
Give me 2 examples of Sales
Approaches NOT to attempt
How many of the brands below belong to MillerCoors?... and name them
Tell me the alcohol content of
Miller Light vs
Miller Genuine Draft?
Name the 4 main ingredients of
mostly all beers?
Below/Sub Premium Premium Lights Above Premium
What 1 brand below does not belong?
What is the first thing you do
when approaching a consumer?