PS Training Manual

1

FY17 SERPENT’S BITEBrand Ambassador

Training

February 18th, 2016

DISCUS Review

•  DO NOT force the product on anyone

•  DO NOT serve intoxicated consumers

•  DO NOT post discriminating photos

•  DO NOT drive after consuming our product

•  DO NOT associate SERPENT’S BITE with college

•  DO NOT act overly sexual and intrusive

2

TIPS Certification Course

TIPS (Training for Intervention Procedures) is a dynamic, skills-based training program designed to prevent intoxication, drunk driving and underage drinking by enhancing the fundamental "people skills" of servers, sellers and consumers of alcohol.

TIPS gives individuals the knowledge and confidence they need to recognize potential alcohol-related problems and intervene to prevent alcohol-related tragedies.

•  We will ask that all part time staff, including brand ambassadors, complete a TIPS certification course prior to activating *

3

4

SERPENT’S BITEOn-Premise Program Overview

5 5

ON-PREMISE PROGRAM GUIDE

Pre-Event

BrandAmbassador

confirmdetailswithaccount

Adviseconsumers

aboutupcoming

promo;onviapersonalsocial

mediapla<orms

UponArrival

BrandAmbassadortodeliver“bo?le

pitch”toconsumers

Reviewac;va;onplanwithbartender

LiquidtoLips

PromoModelstoworkwithbartenderstodistributesamplesof

SERPENT’SBITEthroughoutthe

account

Brand

Ambassador

Encourageconsumersto:

a)takephotoswithinthe

brandedphotoframe

b)postpicturesusinghashtagtoreceive

premiums

PostEvent

Organicshareviapersonalsocialmedia

SocialpostsontheaccounttobemonitoredbyBrand

Ambassador

TARGET ACCOUNTS DESCRIPTION

q  DESCRIPTION:50–100peoplecapacity,hasalargebarwithampleroomfordisplayonthebackbar(boGles),canfeelold/underground/industrial,drinksfromspecialtycocktailstoshots(affordable)

q  ACTIVATIONDAY:DefinebestconnecPonmomentsforidealsamplingopPmizaPon

q  CONSUMER:LDA-29years-old,lookingforpre-gamingandspacetohangoutwithbuddies

q  ENTERTAIMENT:Livemusic,poolandkaraoke,sports-TVs(opPonal)

q  BARTENDER:Popular;createscocktailandinfusions;stronginfluenceonconsumerdecisionaboutwhattodrink

Neighborhood Bar:

Hot Sport Bar:

BartenderBrianinac;on

q  DESCRIPTION:100–300(ormore)people,covermightberequired,speedbarwithpremix

drinkstoshots.SomebarsmayhavedancefloorsandDJ.

q  ACTIVATION:MostlyThursdaytoSunday.IdenPfybestconnecPonmomentsforsampling

q  CONSUMER:LDA-25years-old,seekingoutagreatnightoutandparty

q  ENTERTAIMENT:TVsaroundthelocaPon(forsports),loudmusicandlivemusic

q  BARTENDER:Rotateconstantlyandservesimpledrinks;allaboutspeed

6

ACTIVATION SUMMARY

18 Week Activation Plan

Kickoff Target Bartender Influencers (Jason Littrell

and Marshall Altier) will travel to training to meet the brand ambassadors as well as to each market to meet the

account bartenders

126 Active Events Brand Ambassadors and

staff distributing shots and branded premiums

$180/night bar spend including tip*

(Kicks-off in March)

126 Covert Events Brand Ambassador invites

friends and local influencers to join in rounds of shots/

drinks on them $90/night bar spend including tip*

(Kicks-off in March)

*18WeekTotalBarSpendInvestment:Roughly$5,000peraccount(w/7accounts)*BartenderTipses;matedat30%ofbartab/eachbo?le$70average(canvarybymarket)7

TwoWaves:SPRING(6weeks)andFALL(12weeks)

8

ACTIVE EVENT PROMO

1 Brand Ambassador •  Walking the floor•  Talking to Consumers•  Igniting the Crowd•  Taking Photos •  Handing Out Premiums

1 or 2 SERPENTINE Models•  Distribute Shots

•  At the bar•  Via SERPENTINE Tray

Main Talking Point •  “SERPENT’S BITE is an apple cider

flavored whisky with a kick!”

Consumers are also encouraged to post their own photos on social media using hashtag

8

9 9

SHOT PRICE LISTED

10

10

PLEASE ENJOY SERPENT’S BITE RESPONSIBLY. © 2016 Spirits Marque One, Canandaigua, NY. 35% alc./vol. (70 proof). SRBNAT17010-SP

Sampler Shot Cups

T-Shirt

Shaker

Poster

Shot Ski

Temporary Tattoos + Sampling Cup Kit Consumer

Giveaway Bracelet

Neon Sign (summer)

Bottle Pourer

(summer)

FPO

Hat (summer)

Shot on top of beer bottle

Metal Sign (summer)

FPO

FPO

11

BARTENDER POS

11

Hooded Sweatshirt

Leather & Metal Bracelet

Shaker

12

12

Sport, Neighborhood, and Shot Bars, influential party/hang-out

bars for LDA-+29 years old

Always on feature, posters with special drinks, shot boards, and table tents

At least one bottle on the back-bar and one in the cold box

It’s all about “liquid to lips” via activation and bartender advocacy

13

PHOTO FRAME STRATEGY

•  Description: Oversized Photo Frame

•  Purpose: To engage consumers in a fun yet simple way

•  How to Use: Brand Ambassador to encourage consumers to take photos inside of the frame using their own camera phones

•  Premium Rules:

•  Photo inside frame = Bracelet

•  Photo shared on consumers social media account using #BITETHENIGHT= T-Shirt or Hat

•  Post-Activation: Brand Ambassador to search social media hashtags

•  Add/Friend any consumers that you interacted with•  “Like” consumers photo•  Comment on consumer photo

13

14

PHOTO FRAME STRATEGY (One more time!)

Post-Activation: Brand Ambassador to search social media hashtags

•  Add/Follow consumers on Facebook/Instagram

•  Like #BiteTheNight consumer photos from your market

•  Leave comments on all #BiteTheNight photos• Example: “Great to see you out last night!”

14

15

PROGRAM COMPONENTS

PostEvent

Organicshareviapersonalsocial

media

Socialpostsbytheaccounttobemonitoredby

BrandAmbassador

15

Brand Ambassador (Engine)

SERPENTINES (Temptation)

Bartenders (Influencers)

Photo Frame (Fun Social Sharing)

Premiums (Takeaways)

Social Media (Amplification)

16 16

ACTIVE EVENT SUMMARY •  The Brand Ambassador and Promo Models will attend the selected accounts multiple times per week wearing highly visible branded gear. •  Encouraging consumers to taste a free sample and share their experience on social media. OBJECTIVES •  Generate trial through the experiential activations •  Generate social media engagement among consumers GOALS PER EVENT •  Sample 40 consumers per “Neighborhood Bar” event •  Sample 115 consumers per “Sports Bar” event

SELL-IN GUIDELINES HOW IT WORKS SAMPLE: •  Legal Drinking Age Up To 29 Years Old EVENT LENGTH •  1 hour activation @ Neighborhood Bars •  2 hour activation @ Sports Bars •  1-2 events/night STAFFING •  (1) Brand Ambassador •  (1) Promo Model @ Neighborhood Bars •  (2) Promo Models @ Sports Bars

BRAND AMBASSADOR ACTIVATION DAY CHECK-INS •  Call Account 2 hours prior to

confirm time •  Product Visibility @ Bar •  P.O.S Placement •  Inventory Assets & Premiums •  Confirm Bar Spend with

Bartender •  Review Activation Plan with

SERPENTINES

Legal Notice : All Staff & Friends Must be of Legal Drinking Age

On-Premise Program Guide Type: ACTIVE Sampling

1-2DaysBefore Ac;va;onDay FollowingDay

PRE

• Confirm time/date with account

• Encourage account to post event on social media pages

• Post event on personal social media pages

• Confirm activation schedule with SERPENTINES

DURING

• “Bottle Pitch” talking points

• Sample!

• Encourage consumers to post on social media using hashtag

• Encourage consumers to play take photos in the photo frame

POST

• Follow up with consumers/accounts on social media posts

• Upload event recaps to portal

• Check In with new potential accounts

• Add highlights to weekly status agenda

17

17

COVERT EVENT SUMMARY •  The Brand Ambassador and a few unassociated LDA friends will attend a few accounts per week wearing non-branded clothing to order rounds of

drinks in a informal manner. The Brand Ambassador will continuously highlight the smooth taste of the brand to other consumers that are present and offer to buy them drinks. The LDA friends will be instructed to act friendly and outgoing while attempting to spark conversation with patrons.

OBJECTIVES •  Generate brand excitement by kick-starting the party •  Create bonds with local consumers/influencers GOALS PER EVENT (subject to change) •  Sample 22 consumers per Covert event

SELL-IN GUIDELINES HOW IT WORKS SAMPLE: •  Legal Drinking Age Up To 29 Years Old EVENT LENGTH •  1 hour activations •  1 event/night STAFFING •  (1) Brand Ambassador •  (3-5) LDA Friends

BRAND AMBASSADOR ACTIVATION DAY CHECK-INS •  Call Account 2 hours prior to

confirm arrival time •  Product Visibility @ Bar •  P.O.S Placement •  Confirm Bar Spend with

Bartender •  Review Talking Points with

LDA Friends prior to arrival

PRE

• Confirm time/date with account

• Brief LDA friends on scenario and how they should conduct themselves

DURING

• Enter the account with enthusiasm but do not announce yourself a brand ambassador

• Strike up conversation with consumers

• Offer to buy a round of SERPENT’S BITE shots

• Act friendly, fun, hip

POST

• Brand Ambassador to attempt to exchange contact information with consumers to further penetrate the market

• Continue to build relationships with consumers you encounter in market

1-2DaysBefore Ac;va;onDay FollowingDay

SHOTS MEASUREMENT (1 liter bottle= 33 ounces) (33 ounces=22 full shots/bottle)

17 Legal Notice : All Staff & Friends Must be of Legal Drinking Age

On-Premise Program Guide Type: COVERT Sampling

ACTIVATION CALENDAR

18

SERPENT'S BITE ACTIVATION CALENDAR Columbia, MO

September-December

Day Date Account AccountAddress AccountPhone AccountContact Time AccountType AcPvaPonType

Monday 8/31 Campus 304S9thSt.Columbia,MO.65201 (573)817-0996 MaGHudson 10:00pm-12:00am Sports=2Staff AcPveTuesday 9/1

Wednesday 9/2 Willies/Fieldhouse 1109EBroadway,Columbia,MO65201 (573)499-1800 ChadMorrow 10:00pm-12:00am Sports=2Staff AcPveThursday 9/3 Bengal's 227S6thSt.Columbia,MO.65201 (573)875-2337 KaPe 10:00pm-12:00am Sports=2Staff AcPveFriday 9/4 ShotBar 100S9thSt.Columbia,MO65201 (573)442-4998 BenorRyan 9:00pm-11:00pm Sports=2Staff AcPveFriday 9/4 Shiloh 403EBroadway,Columbia,MO.65201 (573)875-1801 Cam 11:00pm-1:00am Sports=2Staff AcPve

Saturday 9/5 Heidelberg 410S9thSt.Columbia,MO.65201 (573)449-6927 Rusty 8:00pm-10:00pm Neighborhood=1Staff AcPve

Saturday 9/5 Quinton's/Tonic 124S9thSt.Columbia,MO.65201 (573)815-1047 MikePraG 10:00pm-12:00am Sports=2Staff AcPveSunday 9/6 Monday 9/7 Campus 304S9thSt.Columbia,MO.65201 (573)817-0996 MaGHudson 10:00pm-12:00am Sports=2Staff AcPveTuesday 9/8



Saturday 9/12 Quinton's/Tonic 124S9thSt.Columbia,MO.65201 (573)815-1047 MikePraG 10:00pm-12:00am Sports=2Staff AcPveSunday 9/13 Monday 9/14 Campus 304S9thSt.Columbia,MO.65201 (573)817-0996 MaGHudson 10:00pm-12:00am Sports=2Staff AcPveTuesday 9/15



Saturday 9/19 Quinton's/Tonic 124S9thSt.Columbia,MO.65201 (573)815-1047 MikePraG 10:00pm-12:00am Sports=2Staff AcPveSunday 9/20

FY17 MARKET LAUNCH SPRING WAVE

Activations to begin Week of March 1st

19

Market Launch Date Spring Wave Duration Jason/Marshall Visit Weekly Call Time

Fort Collins, CO March 14th 6 weeks N/A TBD

Columbia, MO March 14th 6 weeks N/A TBD

San Diego, CA March 14th 6 weeks N/A TBD

Ann Arbor, MI March 14th 6 weeks February 29th - March 1st Weds @ 4:00pm ET

Tallahassee, FL March 14th 6 weeks March 1st – 2nd Weds @ 11:30am ET

Charleston, SC March 14th 9 weeks March 9th - 10th Tues @ 12:00pm ET

Bloomington, IN March 21st 6 weeks March 6th Tues @ 11:30am ET

College Station, TX March 21st 6 weeks TBD TBD

Madison, WI March 28th 6 weeks March 23rd – 24th TBD

20

SERPENT’S BITESocial Media Training

21

We know that “shots occasions” are made better with the help

of an INSTIGATOR

Instigators are the ones that:

Get people’s night started Keep the night going

Makes sure everyone has a good time

22

YOU ARETHE INSTIGATOR!AND SERPENT’S BITE

IS YOUR ACCOMPLICE

23

It is important that you understand our brand personality:

SERPENT’S BITE IS NOT:

Sweet

Restrained Conventional

Netflix & Pizza Conservative

Serious Boring

Uneventful

SERPENT’S BITE IS: Daring Epic Edgy Social Current Liberated Food Trucks

24

@SERPENTS_BITE

Look for SERPENT’S BITE

@SERPENTS_BITE

Our social media channelsin order of priority:

25

Things you should NEVER do or talk about:

Flaming shots Overconsumption/irresponsible pouring

In poor taste/sexual

Showing Santa Claus Looks underage/shows college gear Lewd/indecent images

•  Snake •  College •  Student

•  Campus •  Young •  Kids

•  Spring Break

Terms to avoid:

26

SERPENT’S BITE Q&A’s

•  Question: Is this just another Fireball knockoff?•  Answer: No, this is different, it’ is an apple cider flavored whisky with a kick!

•  Question: What is the differentiating factor between you and other flavored whiskies?•  Answer: An apple cider flavored whisky from an unique stand alone brand.

•  Question: Is the apple all natural?•  Answer: It is apple cider flavoring.

•  Question: Is the whisky aged at all?•  Answer: Yes, a portion of our whisky is aged 3 years.

•  Question: What proof is SERPENT’S BITE? •  Answer: 70 proof, it’s very smooth with a kick

•  Question: Who do you work for?•  Answer: SERPENT’S BITE

•  Question: Where can I buy SERPENT’S BITE?•  Answer: Check in your local liquor shop and bars in the neighborhood

•  Question: How much does a bottle of SERPENT’S BITE cost?•  Answer: 1 liter=$18.99, 750ml=$15.99, 50ml=$1.89 (retail price)

27

#BiteTheNight

Date post:	14-Jul-2016
Category:	Documents
Upload:	erika-myhre
View:	25 times
Download:	1 times

PS Training Manual

Documents