Table of Contents Copyright Notice: ............................................................................................................................... 9 © 2011 Boost Sales and Marketing, LLC. All Rights Reserved. Printed in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this E-book training course may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. We will prosecute against anyone reselling this e-book training course without our explicit written permission. ........................................................................................................................................... 9 Introduction ........................................................................................................................................ 10 Understanding How the Beverage Industry Works ............................................................. 11 Beverage Supplier ............................................................................................................................ 12 Beverage Distributors ..................................................................................................................... 14 Best Way to Contact Your Local Beverage Distributor ...................................................... 21 Beverage Suppliers Brand Rep: Understand their role...................................................... 22 Beverage Distributor Sales Rep: Understand their role................................................... 22 Understand what a Distributor expects from a Promotional Model: ............................ 23 Retailers – On and Off Premise................................................................................................... 24 Promotional Marketing Agencies (Team Enterprises) ........................................................ 24 Understand the role of a Promotional Marketing Agency: ............................................... 25 Why Marketing Agencies Hire Event Staffing Firms: .......................................................... 26 Understand What an Event Staffing Firm Does: .................................................................. 27 Why Beverage Clients Hire Multiple Marketing Agency: ................................................... 28 Why Agencies and Clients Hire Promotional Models: ......................................................... 29 ©Boost Sales and Marketing, LLC
Page 2
How to Impress the Agencies Clients: ..................................................................................... 30 Why Promotional Models Need Beverage Promotional Training: .................................. 31 Promotional Sales and Marketing Training: ........................................................................... 31 Understand Event Marketing:...................................................................................................... 32 Understand Field Marketing:........................................................................................................ 33 What is a Brand Ambassador? .................................................................................................... 33 Understand what a Marketing Campaign is and How to Execute them: .................... 34 Why promoting a beverage is different than promoting any other type of consumer product: .......................................................................................................................... 35 Promoting Functional Beverages ................................................................................................ 35 Promoting Craft Beers .................................................................................................................... 36 Understand various beer styles: ................................................................................................ 36 Why Promotional Marketing Boost Sales:............................................................................... 37 How the Human Memory Works: ............................................................................................... 38 Branding – How to Build a Brand: ............................................................................................. 40 Understand what a “Brand Experience” is: ............................................................................ 41 Understand Brand Positioning: ................................................................................................... 42 Understand the main Attributes and Benefits of a product: ........................................... 43 How to Tell a Brands Story® ....................................................................................................... 44 How to turn Product Features into Benefits: ......................................................................... 45 Why do people drink the product you are promoting ........................................................ 45 Why is it tough getting a person to do what you want during a promotion? ........... 46 How to deliver a Brands Message and make it stick: ........................................................ 47 Understand what the targeted consumer wants to hear: ................................................ 47 ©Boost Sales and Marketing, LLC
Page 3
Who are the beverage manufacturers targeted consumers? .......................................... 48 Understand a male consumer’s mindset: ............................................................................... 49 Understand why it’s important to learn topics that interest guys: ............................... 49 Understand how to get consumers to sample your beverage: ...................................... 50 How to answer questions when sampling a new beverage: ........................................... 51 How to get consumers to purchase a beverage after sampling it: ............................... 51 Where does their targeted consumer purchase their product? ...................................... 52 Understand the Off-Premise business: .................................................................................... 53 Understand Shopper Behavior: .................................................................................................. 54 In-Store Decision Making .............................................................................................................. 55 Why do deals motivate consumers to take action? ............................................................ 55 Influence consumers shopping behavior and get them to purchase your product: ................................................................................................................................................................ 56 In-Store Marketing – Add Value to the Retailer ................................................................... 57 How to Entertain consumers in the store: ............................................................................. 57 Understand the On-Premise Business: .................................................................................... 58 Optimize your On-Premise Promotions .................................................................................... 59 How to effectively work with on-premise staff and get them to help you promote: ................................................................................................................................................................ 60 Why traditional on-premise promotions do not work? ...................................................... 62 Understand why you are required to have strong communication skills: .................. 63 How to be a People Magnet – Draw Consumers To You: ................................................. 64 How to get a consumer wanting to talk to you: .................................................................. 64 How to Approach Consumers:..................................................................................................... 65 ©Boost Sales and Marketing, LLC
Page 4
Introduction Script for one of Miller Lite’s past summer promotions: ....................... 66 How to engage and have a conversation with your targeted consumer .................... 68 How to hold your listeners attention ........................................................................................ 68 How to get Consumers to Relax during the promotion: ................................................... 70 How to make a Guy feel comfortable around you: ............................................................. 71 Why it’s important to make people laugh during your interaction: ............................. 71 Flirting 101- How to stay on the mind of a Male consumer: .......................................... 73 Know when to flirt and when not to flirt: ............................................................................... 75 Delivering a Message with Confidence..................................................................................... 75 How to have the right Promotional Voice: Speak up and Be Heard ............................. 76 5 Tips to Project a Confident and Commanding Voice: ..................................................... 77 How to gain confidence during a promotion: ........................................................................ 79 How to change the moment for the person you are talking to: .................................... 80 How to Stimulate the Person you are speaking with:........................................................ 80 How to promote without being annoying: .............................................................................. 81 Inform consumers in an experiential way: ............................................................................ 82 What are you going to do to get them to switch? ............................................................... 82 MILLER LIGHT TASTE CHALLENGE SCRIPT – MILLER LITE VS. BUD LIGHT ............. 83 Other Ways to Convert Consumers to your Brand: ............................................................ 87 Executing On-Premise Beverage Promotions ........................................................................ 89 What to do when you arrive at the promotion:.................................................................... 90 Impression vs. Participant vs. Intercept: ............................................................................... 91 How To Prepare before the Promotion Begins: .................................................................... 92 ©Boost Sales and Marketing, LLC
Page 5
How you should act during the promotion ............................................................................. 92 Who you need to speak to and interact with at a promotion:........................................ 93 How to have a better Promotional Experience ..................................................................... 94 What should you do if an account is not busy? .................................................................... 96 How can a promotional model gather consumer data? ..................................................... 97 How to Handle Your Anxiety when promoting around large crowds: .......................... 98 How to promote in a loud atmosphere: .................................................................................. 98 How to promote at a Special Event (sports, racing, concert‌etc) ............................... 99 Tips to stay motivated during the promotion: .................................................................... 101 Becoming a Beverage Promotional Model ............................................................................ 102 What it takes to be a Beverage Promotional Model.......................................................... 102 The Look of a Beverage Promotional Model......................................................................... 103 Understand what an Independent Contractor is: .............................................................. 105 Various types of Sales Promotions: ........................................................................................ 106 Where can a Promotional Model build Brand Awareness and Boost Sales .............. 107 Types of Promotional Models ..................................................................................................... 109 Why would you want to become a Promotional Model? .................................................. 109 Promotional Modeling Opportunities ....................................................................................... 110 A promotion could be for: ........................................................................................................... 111 Types of Promotions...................................................................................................................... 111 Different Types of Beverages you can Promote ................................................................. 112 Requirements of a Beverage Promotional Model ............................................................... 112 Responsibilities and Rules of a Promotional Model ........................................................... 113 ŠBoost Sales and Marketing, LLC
Page 6
You are responsible for your Travel and Expenses ........................................................... 114 You are responsible for your Taxes......................................................................................... 114 Work related Items you can write off on your taxes........................................................ 115 Items every Promotional Model should own ........................................................................ 115 How long does a typical promotion last? .............................................................................. 116 During the Promotion Responsibilities ................................................................................... 120 How to Make More Money doing promotions ...................................................................... 121 How to get more modeling jobs by networking with other models: .......................... 121 How much does a Promotional Model make? ...................................................................... 121 How long will it take to get paid? ............................................................................................ 122 Terms of Employment and Accountability: .......................................................................... 122 Time Sheets: .................................................................................................................................... 123 Fitness and maintenance............................................................................................................. 123 Pay attention to details ................................................................................................................ 123 How To Act Professional .............................................................................................................. 124 How not to get Black Listed ....................................................................................................... 125 How to deal with Unreliable Promotional Agencies: ......................................................... 125 Understand how agencies choose promotional models: ................................................. 126 Understand why the internet may be a waste of your time when looking for modeling jobs:................................................................................................................................. 126 How to get jobs with different promotional modeling agencies: ................................. 127 Finding Beverage Promotional Jobs ........................................................................................ 128 Multiple places you can find Promotional Modeling Gigs? .............................................. 128 How To Apply for Modeling Gigs based on your personality: ....................................... 129 ŠBoost Sales and Marketing, LLC
Page 7
How to correctly Apply for a promotional job ..................................................................... 130 How to Grab the Hiring Managers Attention: ...................................................................... 130 Learn what to say when you are applying for a Promotional Modeling position: . 132 Submitting Photographs and Resume .................................................................................... 132 How to Submit The Right Photos ............................................................................................. 133 Types of Photos to Submit.......................................................................................................... 134 How to develop a good Promotional Resume ...................................................................... 140 What should you put on your Promotional Resume? ....................................................... 140 Promotional Modeling Interview ............................................................................................... 143 How to properly Prepare for a Promotional Modeling interview: ................................. 143 Understand what a Hiring manager wants to hear during the interview: ............... 143 How to avoid costly interview mistakes: .............................................................................. 144 Typical Interview Questions a Hiring manager will ask you: ........................................ 145 What should you wear during an Promotional Interview? ............................................. 145 How to Stand Out from the Competition:............................................................................. 146 Appendix A: Beer Terms ............................................................................................................ 147 Appendix B: Beer Style Guide.................................................................................................. 149 Appendix C: Companies that are Hiring Promotional Models ...................................... 149 Appendix D: List of Top 100 Agencies plus contact info ............................................... 154 Appendix E: *Bonus* Personal Contact List of Agencies and Brands ...................... 154
ŠBoost Sales and Marketing, LLC
Page 8
Click Here and Apply To Become a Red Bull Girl
Click Here and Apply To Become a Monster Energy Girl
Click Here and Apply To Become a Miller Lite Girl
Click Here and Apply To Become a Coors Light Girl
Click Here and Apply To Become a Bud Light Girl
Click Here and Apply To Become a Budweiser Girl
Click Here and Apply To Become a Tecate Girl
Click Here and Apply To Become a Bacardi Girl
Click Here and Apply To Become a NOS Energy Drink Girl
As a Bonus for ordering today, I am also including the following eBooks :
Promotional Modeling 101 - "How To Get Started Promoting Beverages"... and all the Bonus Books plus agency contacts with links are available only through this Special Offer, Normally $29.95...
Only $9.95