2. Executive Summary
The Brand Ambassadors fill a gap in your
Distributor sales force providing in-depth
specialized brand and product knowledge
The Brand Ambassadors’ Core
Responsibilities focus on the Education of
Customers, Distributors and Consumers
3. Executive Summary
Brand Ambassadors …
Right for your business & brands.
Must have clear measurable goals.
Aligned behind your mission critical strategy.
4. Why have a Brand Ambassador?
Provide high-end, specialized selling capabilities and knowledge depth
Training and in-depth brand/product/category knowledge to
distributors, key customers & their staff and consumers
Spread the product message on your key brands to drive widespread
brand adoption
Brand Ambassadors provide a value-added service to customers and
their staff through training and service recommendations which can
lead to an enhanced consumer experience
Brand Ambassadors build the relationship to “tell the story” providing
sound bytes to staff leading to recommendation and better informed
customers and consumers
Brand Ambassadors are used to “crack” tough accounts in concert with
the distributor sales person
5. How are Brand Ambassadors
Managed?
Hart Agency Supplier
Training & Recruitment Owns the KPI Achievement
Budget Management Sets acct specific KPIs
Daily Management Acct Selection
Monthly Performance Weekly Communication
Management
Monthly Reviews
Quarterly Review
In Market Work Withs
Monthly Calls w/ Supplier &
Distributor
Distributor
Follow-up on Ambassador
commitments
Leverage program
Account Selection/Work
Withs
Assist in setting KPI’s
6. Aim & Rationale
Aim:
Deliver brand education to promote understanding and confidence among distributor
sales personnel, the retail trade and consumers in order to drive rate of sale
Rationale
Successful Model: The Ambassador model has demonstrated success for many
suppliers
Drives Focus: The Ambassador model has delivered focus on low volume High
Profit brands
Complex Categories: Wine, Bourbon, Tequila, etc., are perceived as complex
resulting in the trade & consumers needing a level of understanding and confidence
to sell and choose out brands
Bolster Strength in Key Accounts: A significant portion of business is from key
accounts, which will lead to a competitive strength
Leverage Category Expertise: Brand Ambassadors gain credibility, broaden their
influence and increase their effectiveness by representing an entire portfolio
7. Roles & Responsibilities
Provide in depth education for distributors, trade and consumers
Form productive partnerships with target accounts, the local distributor and in-
market team to support
Staff trainings
New distribution
Drink menu placements
Drink features
Lead the in-market activation of supplier programs
Report performance against KPI’s
Serve as a local spokesperson for the Brands
Support consumer PR events
8. Who are the Hart Agency
Brand Ambassadors
The Hart Brand Ambassador Team is a hand picked crew of
knowledgeable, creative and passionate individuals
Well educated & trained
Part of Mentorship Program
On average, over 8 years of beer, wine and spirits experience
Continuous improvement – take classes to maintain competitive edge
As educators, they are / were the top sellers in top accounts throughout
the area and were consistently requested by key retailers
9. Next Steps
Your Brands +
Our Expertise =
Competitive Advantage
Let’s build your brands
together