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
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.
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 [email protected]
HOGAN SHRUM, PARTNER E [email protected]
1709 WILCOX AVENUE HOLLYWOOD, CA 90028 / O 310-775-3952
LOS ANGELES OFFICE
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